If you’re an online retailer undergoing a search engine optimization campaign to help drive your Website as high in the search engines as possible, don’t assume that once your homepage and main content pages are ranking well that you’ve accomplished your SEO mission.
Comprehensive search engine optimization campaigns developed to help increase customer conversion rates should also focus on getting product description pages to rank as high in the search engines as possible.
One of the tactics used by SEO consultants to increase visibility for these product description pages is to launch a SEO deep linking campaign. Compiling quality deep links to your product description pages can help boost where these pages rate in the search results. Increased rankings coupled with a well-structured product page with a strong call to action can certainly help an online retailer turn clicks into conversions.
There are several ways to obtain deep links to your product description pages. Three good strategies to build these deep links for an ecommerce Website are:
Encouraging customers to review the products by giving away free samples
Launch a blog that posts about product related advances, features and benefits
Write contributing articles about the product for industry related Websites or blogs
Encourage Customers to Post Reviews
One way to build deep links to your product description pages is to encourage customers to review your products by giving away free samples. Online customer reviews are likely to include a deep link to a product description page and so long as the free sample product is of good quality that product should receive a fair review from the customer. Getting a positive review is always good, but from an SEO standpoint that link from the customer’s review to the product landing page is doubly important for long-term conversion rate success.
Launch a Product Blog
Another way to compile deep links to product landing pages is to launch an external blog that posts articles about new products, product technology advances, product features and product benefit. These product blog postings should be informational and include photos or video demonstrations of the products. But from an SEO and conversion rate perspective, the blog posts should include on-text deep links to the product description pages.
Write Contributing Articles on Related Websites or Blogs
Dovetailing on the practice of launching a product blog, another way to create deep links is to write contributing articles on related Websites or blogs within the ecommerce Website’s industry.
To further illustrate this point, an ecommerce retailer that sells fat burning or workout supplements may write a contributing article for a body building Website or blog about the benefits of a new product that the ecommerce site is carrying. The contributing articles would include deep links to the product description page to point readers to where they can purchase the product they’re reading about.
Increasing sales and profitability of a Website is the main reason why online retailers invest in SEO campaigns. Crafting a plan that utilizes the tactics above for product description pages with a strong call to action can help boost both search engine rankings and turn clicks into conversions.