Are you in the home improvement business, trying to market your goods or services to the masses in our technology-driven world?
But, how do you do that? You start by getting traffic to your site.
In order to get search engine traffic, you need your website to rank high in search results. This takes a digital marketing strategy known as search engine optimization (SEO).
Here in this guide, we’ll share with you the best SEO tips to massively increase the success of your product pages. Use these SEO tips to bring customers to your product pages and revenue to your business.
Table of Contents
1. Start by Optimizing Your Whole Website
Before you try any other SEO tips and tricks, start by overhauling your website for SEO. Here are the most important factors to consider.
First, your site must be responsive to whatever device is using it. Desktop users should enjoy the richer benefits of your full site. Mobile users should see your simpler, faster-loading mobile site.
If your site is not responsive, kiss any chance of a decent search ranking goodbye.
Speaking of loading time, make it short. A page that takes to long to load goes down in the ranks. Don’t bog your page down with too many complex elements or background processes.
Backlinks are a way to boost your search rank from outside your own website. These are links from other websites that link back to yours. These links tell search engines that your content is a relevant and authoritative source of information.
There are two acceptable ways to get backlinks. The first is posting enough valuable content that other websites naturally link to you as a source for their own articles. The second is guest posting.
As a guest writer, you can create a blog post on someone else’s website. Then, include a link to a page on your site as a source.
But be careful. Make sure the information you link to is relevant as a helpful source. And it needs to sound natural.
Good example: “Click for more about custom woodworking filter bags.”
Spammy example (never, ever do this): “Purchase this and other great products at AmericanFabricFilter.com!” (We purposely left the link out so it won’t penalize the example website.)
If your backlink isn’t helpful and relevant and it’s obviously just for self-promotion, your rank gets penalized instead of rewarded.
2. Blog, Then Blog, Then Blog Some More
Your number one SEO strategy for bringing traffic to your product pages is blogging. Here’s how it works.
You write interesting, informative content that’s super helpful to readers. Teach them how to do something new. Give them an answer to their problems.
Aside from the general SEO described above, relevant, authoritative content is what’s going to rank in search engines. And here’s the best part: it’s a sales pitch.
Like Ninja Demos at Costco
It’s just like pitching on the sales floor, like those people demonstrating the Ninja blender at Costco. Ranking high in search results is like showing up on the sales floor, in front of everyone.
Then, you show everyone how much better their life will be with your product. Then you close the sale with a call-to-action link that leads to your product pages.
And just like demo marketing, there’s a little more flexibility than that. You can upsell and cross-sell.
But here’s where we branch away from the demo analogy. Rather than a direct sell with a very specific call-to-action (“Click Here to Buy Now!”), it’s usually better to take a less direct approach.
People hate to be solicited, but like to be helped. Going back to what we said earlier, the most effective content is focused on helping the reader, not selling.
Teach them how to do something new (that happens to require your product). Give them an answer to their problems (that happens to be your product). Include links to your product pages only as a way to help the reader with their issue.
Content focused on helping shows readers you care about them, not their money. According to statistics, this is crucial.
84% of consumers are more likely to do business with a company that treats them like a person. And if you earn their trust, 95% are more likely to remain loyal.
3. Vlog, Then Vlog, Then Vlog Some More
Once your blog is established, video blogging or vlogging is your new best friend. You can apply everything we just said about blogging to your video content, and then some.
The first thing to do is to repurpose your blog content as video content. That means reformatting your blog posts into scripts for video content. How-to content is especially popular in online video communities.
Unboxing is also a hugely popular type of video. Turn review articles into an unboxing video.
These videos can be as simple or complex as you are able to make them. If you don’t have access to quality live talent, you can still make slideshow-style videos.
As with your blog, you’ll include helpful links to product pages. Put these in the video and description.
Enhancing Your Blog
And vice versa, you can use video clips to spice up your blog content. Use these clips for demonstrative purposes in place of pictures or long-winded text descriptions.
Once the article is posted, you can re-edit the clips you used into a single video post.
4. Social Media Listening and Keywords: How to Pick Content Topics
Popular, trending topics will rank higher in search results. There are two ways to discover these: keyword research and social media listening.
Register your site on Google Search Console and Bing Webmaster Tools. Both are free, and both include keyword research tools.
Keywords are the words and phrases people type into search engines when searching. Use these free keyword research tools to find popular search terms that are relevant to your products and services.
Then, use popular keywords naturally a few times throughout your content. The easiest way is to base each blog topic on a popular keyword. It helps to use it in the article’s title, URL, and meta description.
Social Media Listening
Social media listening is just what it sounds like. Go onto your business social media account and listen to what people are saying.
What are they having trouble with? What would they like to know more about?
Use their answers as blog topics. Specifically, find popular keywords related to these answers and base your topics on them.
5. Allow and Encourage Customer Reviews
90% of consumers base their buying decisions on online reviews. Sites that allow reviews also rank higher in search results. You must allow customer reviews on your product pages.
Furthermore, make sure satisfied customers leave positive reviews. How do you do this? You ask, of course.
Train all your point of sale employees to ask satisfied customers to leave reviews. Every online sale should also end with a review prompt.
Remember: if you don’t encourage good reviews, you’ll get bad ones. And 86% of customers hesitate to purchase from any business that has bad reviews online.
Use SEO to Bring Traffic to Your Product Pages
A high search rank turns your home improvement business into a magnet for customers. So stop wishing for customers and start reeling them in. Use these SEO tips to draw traffic to your product pages.
Want to know more about digital marketing for your furniture business? Check out How the Internet is Becoming the New Marketplace For the Furniture Industry.