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.
Google, Yahoo and the other common search engines regularly review most websites and catalog the content of each page. When customers ask the search engines to find data on a certain subject, Google and the rest pick through their index of pages and return the ones they think best meets the user’s request. Pages appearing first then have an excellent opportunity to present their product and eventually to make a sale. This has turned the search engines into powerful sales generation tools and major companies invest heavily in the “optimization” process that makes the site more likely to appear as a highly placed result on a prospective customer search.
Many companies arrive at the solution to reach more customers on line by producing and deploying “Product Pages” within the company’s main internet environment. Organizations that sell multiple product lines or lines of service should consider breaking down their web environment and then optimizing each page that focuses on individual products and services. SEO Consultants in Denver have produced and optimized individual product pages with great success. Here is how.
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.
Subdividing these pages isn’t enough to attract business. Each page has to be optimized separately using standard SEO methodologies. Once optimized separately, these product pages can compete for internet traffic as well as earn new customers. Once a product page is built and posted, there are two remaining tasks:
- Develop unique keywords to support the product – Establish Link-Building Strategy for each page
Keyword Strategy – Keywords describe for the search engines what the page is about. Selecting effective keywords then involves selecting ones users would employ in a search. Revisiting the Insurance Agent example, the keyword string for his life insurance page might be something like “low cost term life policies in Minneapolis.” This phrase describes the product, a feature and where it may be easily acquired.
Link Building – Getting other sites to link to link to the product page is probably the most time-consuming part of the optimization process. However, the value of links that point directly to this page and bypass the main page can be extremely valuable. Linking to product pages is also termed ‘deep linking’ and allows internet users to get exact product information without having to journey through the company’s main website and pick his way through the site to find important information.
Independently optimizing each product page can attract a great deal of attention and traffic from the search engines over time. It may require several weeks of link building once the keywords are set to start seeing traffic and results, but this traffic is usually highly focused on the product or service provided. This focused traffic then constitutes a prime pool of prospective customers from which a company providing unique value can build a significant new customer base.
Denver SEO Consultants aid organizations of all sizes increase income and improve sales by attracting new customers and clients via the internet by attracting internet users to properly optimized web pages.
