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Use SEO to Increase Traffic To The Product Page
May 10th, 2010 | Posted in Web Design.Product pages have emerged as an integral part of a company’s on-line sales strategy. Using search engine optimization techniques, product pages can attract readers and convert those readers into buyers. As larger organizations have multiple product pages, many may be missing some significant sales opportunities.
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.
Optimizing the product page is not complicated, but is dependent on consistent delivery of important messages in the following four areas.
Title Setting: Each page should have a unique title tag or page title that is different from any other in the web environment. This uniqueness allows the search engine robots to understand the page as being different from the others. As search engines dislike repetitive pages or duplicate content, unique titles and title tags that describe product features rather than the product name are effective.
Internet companies distributing products must avoid using the product name in the page title. Otherwise, folks searching for the product will most likely wind up looking at the manufacturer’s website and then purchasing directly. Phrases that describe the philosophy or value of the service – such as ‘Low Cost SEOmake useful page titles. Using the company name in the first few words of the page title should be avoided.
Product Keywords: Keywords for product pages should also work along with the page title to form a consistent message to the search engine robots. For the “Low Cost SEO” example, the main keyword phrase would also be “Low Cost SEO.” This creates some consistency with the keywords and page title. Three keyword phrases work well, but the leading one should be the same one contained in the page title.
Setting the Page URL: Using that same keyword phrase in the page URL is also effective. Continuing with the SEO example, a good URL for this page would be coreurl.com/Low-Cost-SEO.htm . Search engine robots will then recognize three phrases in the page title, keywords and URL to build confidence that the page really is about a Low Cost SEO solution.
Build Links! Many a well designed page is built and deployed only to be left waiting for traffic. Unfortunately, even constructing a page with good keyword, title and URL design may hurt for recognition unless the page owner goes out to tell people about it! Link building may be done via article marketing, blogging or in the case of product pages – via 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, Link Building, Blog Optimization and Web Page Optimization, Denver SEO Consultants helps companies of all sizes compete for new business using the internet.
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- Why On Page SEO Is So Significant For Getting Website Traffic
- Three Effective Ways to Increase Your Clickbank Product Sales
- Use Keywords In Page Titles
- Ten biggest reasons you can’t increase search engine traffic without article marketing
- The Cash Code – Simple Strategies That Will Increase Your Website Traffic And Search Engine Position
