The internet has become such an efficient sales tool that many organizations are now rushing to cash in on its potential. In the rush though, many organizations miss the essential elements of positioning a product using a web page. If a company fails to hit certain key points in presenting its product on the web, all this effort could wind up being wasted. If your product web page is receiving little or no traffic, here is how to fix it.
In looking at how current business schools teach commerce, it appears that most are quite good at teaching the fundamentals of general management and accounting. However marketing product in the internet age has placed greater importance on traditional liberal arts areas of language and interpersonal communication. These communication and language skills have again surged to the forefront in importance as internet marketing and eCommerce requires careful exploration of language use and message delivery.
The ‘Product’ Page Many large corporations discovered that a page dedicated to a single product or family of products can provide more information to prospective internet customers as well as expand the depth of information available on their web environments. It isn’t difficult to build a page dedicated to or focused on a single product line. Get the design department to come up with the graphics and layout, marketing to develop the text, assemble it onto one page and post it. It is that simple, correct? Well companies do this all the time and then are disappointed by the results.
Page Rank SEO Consultants frequently get the question, “I have a high page rank, but why am I not getting a position on searches for my product type?” The answer is fairly simple. Many web pages were built using the company name as the title. That title appears again within the header tags and text. Of course the engines recognize a high page rank – but for the company name. And who is going to search for the company name except existing customers? Winning new customers requires a different communication strategy for internet product pages.
Building the ‘new’ Product Page Configuring the product page to attract search engine attention and search traffic requires paying attention to three main user considerations:
How do customers search? What do they look for? What language do they use to describe the product?
Assembling an effective message strategy surrounds understanding how a potential customer would use a search engine to find information about your product or service. Would customers use terms like “inexpensive” or some other word to describe the product characteristics? And when do customers seek information if they are considering a purchase? Do they research the purchase well in advance or soon prior to buying?
Understanding what customers really want is the ultimate goal and the web operator has to use his own research to outguess or predict how potential customers will look for information. Customers that hit the internet for information immediately prior to purchase may just be looking for location information rather than product or feature data. Working out a message strategy for the product page may involve some guess work and trial and error.
Most importantly, what language is used to describe the potential buyer’s process in looking for information? What words are commonly used; not necessarily in describing the product, but in describing the need that the product meets?
All of these questions need to be thought through by the web owner to properly set the keywords, title tags and text of the product page so that the page will be likely to attract traffic and convert readers into buyers. Setting the title of a product page to something like “riding lawn mowers in Dallas” would be much more effective in reaching potential buyers than “Jones Lawn Mower Emporium .” Who in the world – other than current customers of the Jones Lawn Mower Emporium – would search for the latter term?
Web page titles, header tags and text all need to be organized to focus on the keywords and local geography. However, they keywords and titles must be relevant to the customer and not necessarily to the seller. So before building a product page, investigate how users would be most likely to find the page when searching on the internet. Then build your page using the language your customers would use.
SEO Consultants Denver help organizations attract new business via the internet. From highly specialized consulting firms – such as Water Utility Consultants – to manufacturing organizations, SEO can be a key part of any sales program.