Web Strategy of the Week III: Market each product page independently

I’m not in favor of marketing your whole site as one page. When you have different offline marketing tactics for different set of product, why should your site lag behind? Each page should market itself differently considering the target audience.

I never think the same layout will be suitable for both a working professional & a college newbie. A great example is Apple website. Each of their product page look very different. But if all your services/products targeted to same user group then the layout may be same.

Here I mean to say that each product has some specific target audience. So when a visitor comes from Google he/she should not land on your homepage. Think a bit, how good it will be if they land on that product page for which they searched.

a) SEO:
If I’ll search Google for a keyword, I’m in a hurry to find what I need. So if I’ll get a link to your homepage there is more possibility that I’ll not see what I’m trying to. Because you can’t put everything on your homepage, so either I’ll search inside or go back. In 80% of the case people stop surfing the website. So you clearly understand the importance of making your product pages more searchable.

SEO Advantages

1. Your product page has a rich content on that keyword. So you can expect a good rank on Google.
2. Your page can hold the search keyword as its page title, which your homepage cant do.

Linkback:

SEO rank increase on increase in inbound links. So for making your product page a SEO success, link it back from your blog posts or other website. Your hypertext should contain the keywords you want it to rank for.

b) Content:

Your each product page content should have articles targeted to the audience group. They should be able to understand it clearly.

c) Graphs:

Recently I saw a lot of people coming to our site from Google image search. They all spent a quality time on the site & the conversion rate of them was pretty amazing. So if you have some images/graphs that clearly shows the whole process, then you can get a lot of marketing benefit. Put them on your product page. Put ALT text for each image, as Google can only see ALT texts, not images. The ALT text should contain what is it all about, with specific keywords, the least the better. Now Google image search will index it within some days.

Find more on next part of this topic…

#image courtesy: Theprodigi

This entry was posted on Tuesday, August 31st, 2010 at 8:07 pm and is filed under website strategy. You can follow any responses to this entry through the RSS 2.0 feed.You can leave a response, or trackback from your own site.