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.
Many of the best business schools continue to focus on teaching the essentials of profit and loss. However selling in the internet age requires expertise language and communication to harness the full power of the internet. Without an understanding of common and colloquial language use, many companies are creating complex web environments that fail to reach new customers.
A “Product Page” Organizations recently figured out that a product page can add volume and useful information to their web environment. Building such a page is a simple matter. Hire a web design expert, write some copy about product features and attributes and post it. That I all there is to it, right? Well no. There is quite a bit more to it.
Page ‘Rank’ A quick note here about the term “page rank.” Engines rank pages according to how well “optimized” they are or how powerful they are. But there really isn’t a more detailed description available than that as the engines are very secretive about how they rank and place pages. Consultants in SEO are often confronted with questions about why a page gets so little traffic even though it has a high page rank. The reason is simple enough. Companies that set their web page titles using the company name also have the company name in the headlines and body text. The engines then see this as being a well-ranked page for the title of the company. But who in the world aside from existing clients is going to search for the company name? Ultimately, success in generating traffic is to build a page that is ranked well for language terms meaningful to the user and not to the company.
Re-Setting the Product Page Understanding customer usage and language is important in making the product page attractive to both search engines and readers. This requires asking a couple basic questions:
How do customers search? What do they look for? What language do they use to describe the product?
Understanding how a new customer would use the internet to look up information is key to setting up the page to attract traffic. Do customers typically want to know a great deal of product feature information? Are they looking primarily for pricing information? Do customers research their purchase immediately prior to buying or is there a longer deliberation period?
What customers are looking for in using the internet is also important to understand. What do new clients really want? Is it that they are after the nearest location? Or what exactly are the main research points they look for? Are internet users then likely to use a geographic term (such as Dayton or Ohio) in their search?
At the top of the importance list though is ‘what user language is frequently used in searching for information.’ What would be the exact words customers use to describe the value of your product or in describing the consumer need? Would those searching on the net use the terms ‘lawn care’ or ‘grass cutting’ to describe something like lawn mowing equipment?
Answering these questions must be done prior to researching or setting the terms around which the product page will be constructed. Use of the terms used by those searching for information makes it much more likely that they will be attracted to your page. Titling a page using terms similar to ‘riding lawn mowers in Richmond’ would probably be much more effective in reaching potential buyers than with a page titled ‘Roberts Lawn Mowing MegaStore.’ What new customer would be likely to search for ‘Roberts’ page using ‘Roberts Lawn Mowing Megastore?’
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 in Denver assist businesses improve revenue by increasing traffic to their internet pages. Companies that position their product/service offerings through an effective internet message strategy can significantly improve revenue and profitability. So visit our home page or the SEO Consultants in Denver Blog today for the most recent Search Engine news and trends.
