Using Search Engine Optimization on web pages dedicated to individual products can attract readers and drive new sales if implemented properly. Product pages are direct advertisements and have traditionally been provided for users seeking more detailed information than the main company website provides. However, a bit of optimization applied to these web pages can attract internet readers straight to the individual product page which results in new revenue and additional sales.
Product pages have been traditionally thought of as information or service pages. Internet readers interested in researching product information would go to the company’s main site, look up the product, read the details and hopefully make a purchase. Now, product pages can attract readers directly by offering information on the product and product value using the fundamentals of Search Engine Optimization.
Using SEO methodologies, the product page can be optimized to attract internet traffic in a similar fashion to the main organizational web page. A consistent message or theme along with a clear value proposition for each product can then convert readers into purchasers. Optimizing the product page incorporating the value proposition in the keywords, page titles and URLs can turn the product page into a sales generator.
The following four guidelines for optimizing product pages will help the page compete for business as well as fulfill the original customer service role established for a detailed product page.
Page Title: Setting a unique page title for each web page within the entire environment is important. Google and other search engines frown upon duplicate content. Pages with common titles are frequently deemed to be repetitive and duplicate, so the entire site may be downgraded somewhat according to the secret Google algorithms. Page titles that describe the product’s value or characteristics on the other hand, seem to be effective.
Page owners should also avoid using the direct product brand name in the page title. The page will only be found by searches using the brand name and these folks are probably already customers. As the idea behind a product page is to attract new customers, phrases that describe the type of product or service – such as ‘Low Cost SEO- will attract readers looking for product/service information. If possible, a good page title should not lead with the name of the company or organization.
Keyword Development: Although this takes some research and time, each product page deserves its own set of unique keywords. Like the page title, the keywords should include meaningful, short phrases that describe the product characteristics. The page operator should look for keyword phrases that not only function as keywords but in the page title as well. The “Low Cost SEO” example then works for both the page title and as the lead keyword phrase.
Setting a Descriptive URL: To make the page match up with the keywords and title, setting a URL or web address using the consistent phrase developed for both the page title and keyword string describes for the search engines the content of the page. The search engines can then establish a degree of confidence that the page is actually about what the keywords and title describe. This confidence will allow the search engines to place the page more favorably when users search for product information. Being consistent with our Low Cost SEO example, the URL would then be yourcompany.com/Low-Cost-SEO.
Building Links: After investing effort in optimizing a product page, it only makes sense to tell people about it! The concept of linking to product pages is frequently termed “Deep Linking.” Setting these deep links may be accomplished via article marketing or through blogging and social networking.
Social networks such as Twitter are highly useful for getting a message out quickly. Unfortunately these messages probably need to be sent multiple times in slightly different ways. Social networks allow quick dispersal of information, but the more messages in the channel, the faster yours gets pushed down the display. Fan pages are useful, but these too require a very ‘hands-on’ approach and can be time consuming.
Effort given to a product page allows a company to compete for business when users are searching for product information without regard to brand. Users without a brand preference may be attracted to the web page if the page provides useful information and a valuable proposition. But all the value provided may go unnoticed if the user cannot find the page. Optimizing each product page in the web environment can turn each into a separate traffic and sales generator.
Matthew Stone provides Low Cost SEO consulting services through Denver SEO Consultants. Specializing in Article Marketing and Distribution, Link Building, Blog Optimization and Web Page Optimization, Denver SEO Consultants assist companies of all sizes compete for new business via the internet.