Your Content Needs SEO
When someone says SEO, the first thought is to search engine optimize your home page and landing page. However, there is a significant amount of content you should search engine optimize in order to draw in new visitors and help customers find what they are looking for.
Product descriptions must include all the pertinent information someone searching for it would need. For example, antennas need not only the part numbers and frequency range in the description but key descriptors like yagi or log periodic. After all, customers will look for a 2.4 megahertz yagi antenna, not a 2.4 Megahertz part 1234567-8 in most cases. In a non-technical example, someone diligently searching for a home will look for a four bedroom house in an upscale neighborhood or three bedroom homes in a specific zip code. Put useful location information in real estate listings to improve its SEO to help people find it.
Search engine optimization should not be limited to the product descriptions on your company’s website but anywhere it is listed for sale. This is especially true for product listings on sites like Amazon and Etsy which tend to land in the top few search engine results regardless of the product someone is searching for.
Employee biographies are often overlooked as a resource for SEO. Yet they can boost your reputation with searchers. For example, someone searching for qualified service providers may land on the biography of your staff, and detailed information on their qualifications and credentials will improve your credibility with visitors. Those searching on the name of key personnel or job titles in your company should come away impressed.
Employee biographies can be subtly search engine optimized by adding biographical information to existing employee directories including their certifications, credentials, specializations and time with the firm.
If your company runs a blog, ensure that it is search engine optimized to bring in readers. There is little point to maintaining a blog if the updates on product releases, company sponsored charitable events and company milestones are never read. Conversely, a little SEO to improve the odds that the blog is read can greatly expand its readership.
Older blog entries should be reviewed for SEO treatment so that searches on prior product releases and charitable events your company supported draw visitors to your website.
Your Company’s Story or About Us Pages
Many organizations have an about us page on their website, and some have a page about the company’s history. Ensure that the company’s “About Us” page is properly search engine optimized so that it will show up in a search for companies like yours in a local search as well as a general search for your company.
Frequently Asked Questions
Your Frequently Asked Questions page exists because people ask these questions again and again. The FAQ should have its SEO tailored to show up when someone does a search for the answers your FAQ already holds. In an ideal situation, your FAQ becomes a landing page for people searching for general answers and learn that your product or services hold the answer.
User manuals are an easy source of content to search engine optimized. Placing user manuals online can reduce the number of calls customer service receives, as long as it is search engine optimized to answer the questions people would otherwise ask. For example, the user manuals posted online should be search engine optimized to searches for what common error codes and informational notices your product generates. Consider an SEO strategy that causes people to land on your installation guide when they are searching about how to install your product or a similar one.
One benefit of SEO for user manuals is that you can optimize this content for search terms used by existing customers needing help with the products they already have instead of competing for key words that potential customers are searching for. User manuals can become part of the marketing effort by adding information on part replacement kits you sell, in house repair services or the next generation of the same product that has come out in the interim.
In the summer of 2015, Google gained access to Twitter’s fire hose of data. Google doesn’t show all tweets in Google search results. Instead, it only shows those Tweets and Twitter information that is considered highly related to the user’s search query. For example, the Twitter feed of a prominent person should show up in the search results when someone is being searched for. If your company has a Twitter feed, ensure that it is properly search engine optimized to come up first in the search results for your company. The same goes for the Twitter feeds for key personnel when someone is searching for them by name.
User forums provide a place for customers to discuss your products and services. Managed right, they can improve customer loyalty and brand engagement. You certainly prefer for your customer base to discuss issues and concerns about your product in a forum you monitor than social media platforms you may not.
User forums provide a venue for giving timely answers to user questions. You can improve the value of this information by search engine optimizing the user forums so that general web searches for answers to these questions guide people to your user forums. Regularly reviewing user questions allows you to identify content you already have that needs better SEO to come up when someone needs that information or new content you need to create and search engine optimize so that potential visitors see your site’s answer to their question.