SEO Content Strategy - The Importance of the "Application Page"
I'm back! lol. Sorry about the long delay since the last post but business has been going crazy around here and it's been hard to find time that wasn't dedicated to clients over the last two weeks. But no more excuses, lol.
Today I wanted to talk about content. Everyone knows (or should know) that sustainable search engine listings are based on compeling content. There are a number of different categories of content that are commonly used on most Web sites. These include "products", "services", "industries served", "support" or "help pages". But one category of content that is often missing from sites is "applications". And the reason that this category of content is so important is that it tends to be the most keyword focused.
When people are searching for your product or service, they often times do not know that they want your product or your service, or even your company. What they do know is, they have a problem. And that problem is often times associated with a specific "application" of your products or services. So for example, let's pick on Black and Decker, one of the most prolific tool manufacturers in the world. This is a great looking Web site that is broken into well thought out categories. It's easy to find any tool that you are looking for, assuming you know what tool you need. But what if you don't know what tool you need. By building content around a do it yourself section of the site that focuses on the most common applications of their tools, Black and Decker could target thousands of additional keywords including "deck building", "kitchen remodeling", "home improvement" as well as other relevant words that would have a high propensity to result in both sales and targeted branding.
A good example of a site that does "applications" well is Home Depot. Check out their "Know How Section". You can see they have the content to target those thousands of keywords that we were talking about. Only problem, they haven't even optimized their page titles yet! Doh! Well, you can't win em all I guess, but I still bet Home Depot gets more searches for related keywords to that content than Black and Decker does. And more importantly, they are serving their customers better.
Content that addresses the primary needs of your customers not only causes an increase in conversions and helps your site to become a more trusted resource with users, it also allows you to target some of your most important keywords through organic search. One of the most effective SEO strategies ever invented is a steady stream of keyword focused content based on keyword research. And looking to "applications" of your products or services for those keywords is a winning formula.
Today I wanted to talk about content. Everyone knows (or should know) that sustainable search engine listings are based on compeling content. There are a number of different categories of content that are commonly used on most Web sites. These include "products", "services", "industries served", "support" or "help pages". But one category of content that is often missing from sites is "applications". And the reason that this category of content is so important is that it tends to be the most keyword focused.
When people are searching for your product or service, they often times do not know that they want your product or your service, or even your company. What they do know is, they have a problem. And that problem is often times associated with a specific "application" of your products or services. So for example, let's pick on Black and Decker, one of the most prolific tool manufacturers in the world. This is a great looking Web site that is broken into well thought out categories. It's easy to find any tool that you are looking for, assuming you know what tool you need. But what if you don't know what tool you need. By building content around a do it yourself section of the site that focuses on the most common applications of their tools, Black and Decker could target thousands of additional keywords including "deck building", "kitchen remodeling", "home improvement" as well as other relevant words that would have a high propensity to result in both sales and targeted branding.
A good example of a site that does "applications" well is Home Depot. Check out their "Know How Section". You can see they have the content to target those thousands of keywords that we were talking about. Only problem, they haven't even optimized their page titles yet! Doh! Well, you can't win em all I guess, but I still bet Home Depot gets more searches for related keywords to that content than Black and Decker does. And more importantly, they are serving their customers better.
Content that addresses the primary needs of your customers not only causes an increase in conversions and helps your site to become a more trusted resource with users, it also allows you to target some of your most important keywords through organic search. One of the most effective SEO strategies ever invented is a steady stream of keyword focused content based on keyword research. And looking to "applications" of your products or services for those keywords is a winning formula.
posted by Catfish at
10:01 AM
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