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These ebooks were written by some of the most
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Internet
Marketing Strategies
How To ''Sell'' Your Products to Search Engines
So you have a great eStore setup but are nowhere to be found in the
search engines. Why not?
The reason may be that the search engines can't find your product
pages because of the way your eStore serves up its pages.
You have two alternatives. The quickest is to create a site map
style page that has links to each of your products that the search
engine spiders can follow. Put this map on your home page or on a
site map page linked to on your home page.
This may work for some search engine spiders. But some have trouble
following links with parameters or items after a "?"
[question mark].
One surefire way of having the search engine spiders find your
product pages is to create a second set of static HTML pages that
are linked from your home page or from a site map page.
This may sound like a lot of work but there are several other
benefits. For example, your eStore setup may not allow you to add a
"keywords" or "description" META tag. You may
not be able to change the <TITLE> tag or you may not be able
to add <H1-3> heading tags.
Each of these tags is useful for telling the search engines what
your page is about - or in other words, the places where you want to
put your product's keywords.
If you have a lot of products, creating a special HTML page for each
can seem like a daunting task. But we will discuss a way and a plan
for making this task seem easier.
Ideally, your product "sales" page should have three
elements. The first element is the keywords placed in the strategic
locations mentioned before. The second element is two to three
keyword-rich paragraphs describing your product. And last is a
"call to action" (e.g., "Order today and start saving
$1000s!").
Your call to action will be a link into the product order page in
your eStore. You may also want to have similar or recommended
"companion" products either mentioned on the sales pages
or within the eStore.
You should make these sales pages have the same look and feel as the
rest of your site's pages and each sales page should be linked from
the home page so the search engine spiders can find the sales pages
easily.
If you pace yourself and set a goal of 1-3 pages a week, the project
shouldn't be too overwhelming or all-consuming. It can take months
for the pages to get spidered/found and added into the search engine
indexes anyway. The important thing is to establish a plan with
reasonable goals and actually start working on it.
Here is a suggested plan:
1. Identify 20 (or however many) products you would like start with.
I suggest you use your sales reports to identify your best
money-makers, most popular products, or products that could use some
extra focused marketing.
2. Prioritize the products as to which ones you want to do first.
3. For the first few products, identify the primary keywords related
to the product. Try to also imagine what other people would search
on if they were looking for the product: synonyms, acronyms, even
common misspellings.
4. Create an HTML template that can be used for each product. You
may want to take your home page and use it as a template. You will
only be changing the text in the "page body" area of the
HTML file, not the logo, navigation or footer code. You may want to
consult an HTML programmer to help create your template page if you
are unfamiliar with HTML code.
5. Decide where on your web site's home page you want to place the
product page links. This will probably be an area lower down on the
page where they are not as noticeable. The links are mainly for the
SE spiders but should still look good and appear like they are part
of the page design. Or you can have a site map page linked from your
home page where your sales pages links will reside. But remember the
higher your pages are in your site "tree" the more
importance the search engines will give them.
6. Set up a schedule showing how many pages you will do in each time
period. Your schedule can be by week or month or whatever you feel
you can commit to. You may want to make a chart to track your
progress and serve as a "To Do" list. A folder or binder
could be used to keep all the materials you need together including
lists of the products, page file names, a copy of your HTML template
file printed out and marked where changes/customizations should go,
product information, etc.
7. Take your time creating the first few pages and develop methods
that can ease or speed up the process. Write down a set of
sequential steps that you are taking to create each page. This way
you can turn over the project to someone else without spending a lot
of time supervising or helping that person get up to speed. Give the
page a file name that incorporates some of the keywords (e.g.,
"widget-red-right-handed.html").
8. Place links from your home page (or site map) to each product
page. The text of the link should contain your mail keywords first
and the name of the product after, or the product name may be left
out entirely. The important thing is to identify the keywords to the
search engine spiders. Also try to have "title" attributes
for each link which repeat the keywords and can also include the
product name. And be sure the product image on the page has an
"alt" attribute with the appropriate keywords and product
name as well.
9. As you complete your pages, look for or be aware of pages on
other sites where a link to your product page may be appropriate.
For example, if a person has a web site with a page that talks about
products like yours, you may want to email that person and ask if
she would like to put a link to your product page on her page as an
additional resource for her visitors. Or if you see an article in a
newsletter about your product and the newsletter is archived on a
web site, look it up and email the site's web master to see if they
would like to link to your product page. The links will help the
search engines know what your pages are about.
10. To help the page rank well, especially in Google, try to
exchange links with other web masters with similar or complementary
sites. Suggest links to your site that link to a specific product
page using your primary keywords for that product. You may need to
establish a series of links pages on your site to hold the
reciprocal links. Group these links by categories and keep the
number of links to 30 or less per page. This will encourage other
web masters to link to your site. The more sites that link to your
site or your pages using your desired keywords, the better your
pages will rank when people search on those keywords.
Following these 10 steps can help your products become more
prominent in the search engine results. You can increase your sales
by first "selling" to the search engines.
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