Any SEO consultant will tell you that setting links is one of the most important tasks undertaken to improve search page rankings. As each link pointed towards your page is essentially a “vote” for your page, the more of these you can set – especially from highly ranked pages with high traffic – the better your placement on the search engine results will be.
Link campaigns though, can take a variety of forms – some of which have proven quite effective in attracting potential customers. Backlinks pointing to your web environment may be set by blogging, article marketing or through request to other page owners. Regardless of the method used, most beginning SEO practitioners focus their efforts on linking to their site’s main landing page. In doing this, they may miss significant opportunities to draw traffic to other important pages deeper in their website.
‘Deep Linking’ Most company web pages are a collection of several detail pages in addition to the main landing page. Companies usually post product pages or pages dedicated to sharing information about a specific product or service. Webmasters then can optimize those pages for unique keyword phrases or terms relevant to the product and not the company. The term ‘Deep Linking’ then refers to links set directly to these information or product pages and not to the company’s main landing page.
A company selling motor scooter parts might have a product line for accessory items like helmets or ‘scooter’ clothing. A web page within the scooter web environment might highlight these items on a separate product page. This product page could be optimized for ‘scooter helmets’ or other specific terms, leaving the main page to focus on bigger terms – something like ‘scooter parts in Seattle.’
Advantages of Deep Linking In an effort to increase the number of links pointing to the site, many operators keep their focus on attracting traffic to the main landing page. Deep linking one’s pages though, can offer multiple additional opportunities to attract traffic and to have the search engines look at some of your pages individually. Search engines like sites with a depth of knowledge and significant page volume. So the product page meets two SEO objectives: it expands site volume, and provides opportunity for specific in-bound page optimization and link building.
The web owner can also highlight additional keyword phrases and use content directly related to the specific product page. Newer organizations sometimes choose a small product niche, exploit it with a well optimized product page to generate some traffic and web strength, and then turn attention to optimizing the main page for more competitive terms. This is a reverse methodology, but has been known to work in some instances.
Setting Anchor Text for a Deep Link The central SEO effort for a product page really is the same as one directed to optimize the main landing page. Finding meaningful and useful keyword strings and then using those keywords in the title tags and appropriately within the content is the first step. Then establishing external links from other blogs and websites completes the effort. (This sounds extremely simple and in concept, it is… it is just terribly time consuming to execute.) The keyword phrases for your product page will probably then wind up being quite different from those used on your main page.
As you set blog links or embed links in articles you distribute, these same product keywords should appear and be linked back to that product page. A page with the title “scooter safety helmets” would be linked in the blog posts or articles using that exact same phrase. As the page then contains that phrase within the titles and text, the search engines will fully understand the content of that page.
Deep Linking to product pages when building external links either via blogging or embedding them in relevant articles is a necessary part of an effective Search Engine strategy. Most article directories allow setting a couple of links within your article, so there is usually opportunity to link to both the main page as well as one or two product pages. Don’t miss the opportunity to earn a little extra link strength to other parts of the web environment you’ve worked o hard to develop!
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