This question comes from an employee at a company located in California. He is looking for guidance on a marketing strategy that best fits his business needs:
I work for a medium-sized corporation as an online acquisition manager and my job is to increase leads for our new product. Searching for my target keywords in Google, I found my company’s website home page on the first page of the organic results along with my PPC ad. However, the sub-page that is dedicated to the new product I promote didn’t come up. I have been told that SEO would raise my new product page’s rank in the search engines, but they said that it would take between 6-8 months to reach top positions. If my goal is to increase lead generation now and increase the ranking of my sub-page as soon as possible, what strategy should I pursue?
The number of authoritative and relevant in-links or back-links to your web pages have a relatively heavy weight on search engine index algorithm. That said, I think that you would benefit from a link building strategy. There are many websites/blogs that sponsor product reviews and press releases on different products and categories. You might be able to find sites that would love to review and/or talk about your product. If so, make sure that they can send a link back to your product’s page. A website with SEO optimized content must link to your aimed page and use contextual keywords in the anchor text. Traffic will increase naturally as your page’s rank increases over time and hopefully your sales will grow fast. All the best!
Getting some in-bound links and making sure your sub-page is optimized with a title tag and description tag that has your primary product keyword is the place to start. Once you have established that foundation, you may want to create some social media profiles or update your current profiles with those keywords as well. Google is now indexing pages from Twitter and Facebook, so having accounts that incorporate your primary keywords can improve your rankings.
You may also find that featuring your new product on your Facebook page by creating a customized tab, may help drive traffic and leads to the product page. You could then promote the Facebook page with a Facebook ad which can direct extremely qualified users to your page and/or website product page. Hope that helps, thanks for the great question!
Unfortunately it’s true that SEO can take a long time to produce results. Google Analytics (or just about any analytics application) is a great tool for gauging the progress of your SEO efforts. Look for your specific product page in your Top Content Report to see if you are getting any traffic to the page. Then review your Non-paid (Organic) Keyword Report to find out if you are receiving any search engine traffic for the keywords related to your product page. If you aren’t finding any analytics data for the product page or specific product keywords, then the search engines may not be finding, crawling, and indexing your page. It’s also a good idea to give your product page a second look to make sure you are using your product keywords in the page title and meta description, as Jill recommended, as well as within the text on the page. Product pages can be heavier on images than text content, so make sure your product images are using keywords in the image Alt tags as well. Finally, don’t forget to spy on the websites that ARE showing up for your product keywords! You can learn a lot by evaluating the keywords that competitor sites are using and find good linking opportunities by discovering the websites that are linking to your competitors.
But assuming your product page is properly optimized, the link building strategy that Sabrina mentioned and the social media strategy that Jill recommended are definitely where you should focus your efforts. The more links you can get from popular and relevant websites, blogs, press releases, etc., the quicker your product page will rise in the search engine results. If all else fails, invest more in a PPC campaign for your product and consider paying to be included in some shopping engines, such as Shopzilla. Best of luck!
Category: Ask TMM