On Line Selling Tactics for Products and Services
Selling products and services on line via the internet has become the main method of recruiting new customers. Attracted by low overhead sales costs, organizations have chosen on line marketing as the preferred method of competing. Many companies stumble in marketing their products though, by producing only main company web pages that they hope will attract new business. Prospective customers generally search for specific products though, and may not find the company web page when researching purchase of a new product.
Search Engines such as Google and Yahoo! catalogue most company web pages and all their sub-pages so that when customers ask them to find information, the search engines can offer them as possible results. Search engines have become such a powerful sales generation tool, that many companies invest in the process of ‘optimization’ so that their website will appear when customers are researching a purchase. And getting in front of a prospective customer during the buying process is of course essential to making sales.
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.
Separating the pages according to product or service line usually won’t attract additional reader or internet traffic though. The individual product or service page must be optimized separately, just as the main page would be. So, following completion of the product or individual service page, there are still a couple of necessary tasks to turn the individual web page into a powerful sales tool.
- Develop unique keywords to support the product – Establish Link-Building Strategy for each page
Keyword Strategy – Developing unique keywords for each page is important because once these keywords are identified, they must be applied to the page title, headline and tactically inserted into the text of the page. In keeping with the Insurance Agent example, a page describing retirement products might take the form of something like “401K management in Cleveland.” (Although this is far too general, it is just provided here as an example.) The specific product as well as the geographic area the agent primarily serves are all included in the keyword string. Using this phrase in the page title, again in the headline and within the copy should help search engines understand that the page is about 401K products sold in the Cleveland, area.
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.
Investing the same effort in optimizing individual product pages as the main page can really pay off. Although it can take several weeks to see traffic directed to a page dedicated to single product or service areas by the search engines, these product pages provide the bits of information prospective customers seek prior to buying. To increase sales of your product then, optimize each product page to compete for reader attention on the search engines.
Denver SEO Consultants assist organizations of all sizes increase income and improve on-line sales by attracting new customers via the world wide web by attracting internet users to well optimized web pages. Click here to get your own unique version of this article with free reprint rights.
