The internet, specifically search engines such as Google and Yahoo, have emerged as powerful sales tools for those businesses savvy enough to have their websites appear when users look for information. Major companies invest a great deal in positioning their web pages so that they will be likely to appear when consumers search for data regarding their products and services. The process of Search Engine Optimization or SEO allows companies to compete on the internet for new business. SEO does win new business, but many organizations are missing additional opportunities to create buyer interest when they only perform the optimization process on the main company web page.
Google, Yahoo and the other common search engines regularly review most websites and catalog the content of each page. When customers ask the search engines to find data on a certain subject, Google and the rest pick through their index of pages and return the ones they think best meets the user’s request. Pages appearing first then have an excellent opportunity to present their product and eventually to make a sale. This has turned the search engines into powerful sales generation tools and major companies invest heavily in the “optimization” process that makes the site more likely to appear as a highly placed result on a prospective customer search.
Major companies have further determined that increasing on line sales can be accomplished by posting individual web pages within the main website that focus on specific products or services. This strategy works well for companies that have a diverse product or service offering. Selling on line then involves optimizing each product page within the website environment to maximize exposure on the search engines. SEO Consultants in Denver optimizes company product pages to increase sales for its clients using this methodology.
Insurance agencies generally provide a wide range of financial products and services. Annuities, life insurance and other products are available through the same agent. How would the agent combine all these products effectively into a single page to attract customers? Well he probably can’t. There is simply too much detail to effectively compete for all the possible customer search terms using only one page. By subdividing his site into separate product areas, the agent can focus on the need-serving capability of each individual product or service and in this way, his individual product page can compete for search engine traffic.
Simply breaking the product line into separate pages generally isn’t enough to attract more viewer traffic. Each product web page or page focused on a single service should be “optimized” individually. In this way, the pages compete independently for viewer traffic, so instead of just the main page competing to attract traffic, each web page on the company site can be thrown into the battle to gain consumer attention. So once a product page is built, there are two important jobs remaining.
- Develop unique keywords to support the product – Establish Link-Building Strategy for each page
Keyword Strategy – Developing unique keywords for each page is important because once these keywords are identified, they must be applied to the page title, headline and tactically inserted into the text of the page. In keeping with the Insurance Agent example, a page describing retirement products might take the form of something like “401K management in Cleveland.” (Although this is far too general, it is just provided here as an example.) The specific product as well as the geographic area the agent primarily serves are all included in the keyword string. Using this phrase in the page title, again in the headline and within the copy should help search engines understand that the page is about 401K products sold in the Cleveland, area.
Link Building – Each page in the web environment should have external links pointing back to it. These links increase the chances that search engines will find it and associate it with the keywords and keyword phrases used. Setting links directly to a product page, bypassing the main splash or entry page is termed ‘deep linking’ and directs users straight to a product page that provides useful information relevant to the readers immediate need.
Investing the same effort in optimizing individual product pages as the main page can really pay off. Although it can take several weeks to see traffic directed to a page dedicated to single product or service areas by the search engines, these product pages provide the bits of information prospective customers seek prior to buying. To increase sales of your product then, optimize each product page to compete for reader attention on the search engines.
Denver SEO Consultants aid organizations of all types increase revenue and improve on-line sales by attracting new customers and clients via the internet by attracting readers to properly optimized web pages.
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