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.
Search engines will find most web pages over time and catalogue or categorize them according to what they think the page is about. When internet users search for information, the search engines review their catalogues and will return the pages they believe are the most likely to provide the information the user requested. Pages appearing at the top of the search engine results are of course the most likely to be viewed. Companies that operate the websites that appear at the top are then the ones most likely to earn the prospect’s business. The process of building a page to appear at the top of the search engine rankings is termed ‘optimization,’ and can convert a company web page into a powerful sales ally.
Large corporations determine that a good strategy for increasing sales is to compete on line by posting web pages dedicated to individual or specific products and services. Companies selling many different lines of goods and services would be well advised to break their website up into product areas complete with separate product pages. SEO Consultants in Denver produce and optimize product pages for clients and have achieved success in attracting web traffic. Read through the example and task description to find out more.
Independent Insurance Agents provide a good example of how product pages can be used. Most agents provide a variety of products and services ranging from retirement planning to life insurance sales. There isn’t a practical way to combine all the products and services provided into a single, well-optimized web page, so the agent would be well advised to optimize the pages that describe his individual product and service areas. This also expands the number of pages within his website that can compete for different types of search engine traffic.
Subdividing these pages isn’t enough to attract business. Each page has to be optimized separately using standard SEO methodologies. Once optimized separately, these product pages can compete for internet traffic as well as earn new customers. Once a product page is built and posted, there are two remaining tasks:
- Develop unique keywords to support the product – Establish Link-Building Strategy for each page
Keyword Strategy – Keywords describe for the search engines what the page is about. Selecting effective keywords then involves selecting ones users would employ in a search. Revisiting the Insurance Agent example, the keyword string for his life insurance page might be something like “low cost term life policies in Minneapolis.” This phrase describes the product, a feature and where it may be easily acquired.
Link Building – Product pages should also have a link building strategy just as the main page should. Setting links elsewhere in the internet world that take the user directly to the product page strengthens that page and makes it more likely that the page will be returned as a result when users search for information contained on that page. The process of setting links directly to the product page is also referred to as “deep linking” where the main page is bypassed and the user taken directly to the page that contains the information he/she is seeking.
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 companies of all types increase income and improve on-line sales by attracting new customers via the world wide web by attracting readers to properly optimized web pages.
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