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.
Major companies have further determined that increasing on line sales can be accomplished by posting individual web pages within the main website that focus on specific products or services. This strategy works well for companies that have a diverse product or service offering. Selling on line then involves optimizing each product page within the website environment to maximize exposure on the search engines. SEO Consultants in Denver optimizes company product pages to increase sales for its clients using this methodology.
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.
Simply breaking the product line into separate pages generally isn’t enough to attract more viewer traffic. Each product web page or page focused on a single service should be “optimized” individually. In this way, the pages compete independently for viewer traffic, so instead of just the main page competing to attract traffic, each web page on the company site can be thrown into the battle to gain consumer attention. So once a product page is built, there are two important jobs remaining.
– Develop unique keywords to support the product – Establish Link-Building Strategy for each page
Keyword Strategy – What words would current customers use to find information about a particular product or service on the internet? What phrases might be used? These keywords and phrases will be quite different from the main company page as they would describe things like unique product features, value and the location where the product or service may be available. Returning to the Insurance Agent example, keywords might appear similar to “San Diego Reduced Cost Term Life.” The phrase describes the geographic area served by the agent, the product and a particular feature of that product.
Link Building – Each page in the web environment should have external links pointing back to it. These links increase the chances that search engines will find it and associate it with the keywords and keyword phrases used. Setting links directly to a product page, bypassing the main splash or entry page is termed ‘deep linking’ and directs users straight to a product page that provides useful information relevant to the readers immediate need.
“Optimizing” the separate product web pages can really return significant value over time. Several weeks may be required for the search engines to fully understand the content of each page, but savvy organizations make an ongoing effort to keep product pages fresh and optimized for the best results. These organizations have discovered that competing for reader attention by optimizing each web page can earn significant revenue.
Denver SEO Consultants assist organizations of all types increase income and improve on-line sales by attracting new customers and clients via the internet by attracting internet users to properly optimized web pages.