Should extra content be added to item page or resource center?
-
We run an ecommerce company which sells machines. After the machine is used for X amount of time, we suggest changing the blades in the machines. We have a resource center for customer convenience.
We are creating videos and content on how to change the blades in each machine. (each machine is a different process).
Do we create videos and content in the resource center and link to the product page or do we beef up our content on the product page by adding that information there?
1 part of us thinks - "The new blade-changing content" is valuable to that product so buyers know the process before buying and hopefully gain some rank juice on the item pages.
The other part of us thinks - Keep all resources in the resource center and link to learning resources from the product pages. This version doesn't beef up our product pages but seems to be the logical place to hose the content on the website.
Thoughts? Suggestions?
-
Definitely will follow up with this. Thanks!
-
When this has been in place a few months, could you update here with how it went? Or if you have interesting results (whether a success or not), you might want to write up a YouMoz post. Things that would be of interest would be how you arranged the content, got stakeholders on board, and changes in:
- traffic from organic search
- sales (both of the machines and of the blades)
- service/help inquiries (did adding this content help reduce that load?)
Feel free to drop us a note at editor@moz.com if you're interested in writing this up at all.
Keri
-
Np!
-
Thank you so much for your feedback!
-
Thank you so much for your feedback!
-
Thank you so much for your feedback!
-
Thank you so much for your feedback!
-
You can deal with this in a practical manner. You can think of it from the point of view of the searcher.
Practical thinking would tell me that the person would either look for on Google (a separate page about it) OR if he can't find it, then he'll go to the page where he bought and look there, maybe there's an FAQ section on that specific product page or a link to the resource area.
As a 1st time buyer, I would not know immediately that there's a resource page so Google is my first choice.
So I would go with a separate page, specifically for that item, then link back to the product page
The product page should also link to that page.
-
I agree with Lumina. Just wanted to add a few points:
If you are looking for short term SEO gains you are probably tempted to add the videos to the product pages themselves. Thinking long term, your potential to generate backlinks will be a lot higher by building a strong resource center that people want to link to and share. This approach would in turn boost your domain authority, which would trickle down to your product pages.
Also, sometimes it makes sense to keep product pages on the lighter side content-wise. Adding too much to the page could potentially reduce conversion rates. This is something that I would consider testing.
I hope your team can make a confident decision on this conundrum!
-
I'd place them in the resource center. Pumping the SEO of product pages is great, but being a resource of information is both good for SEO and great for customer retention / growth. Furthermore, if you or a customer were to send someone the link, having it on a product page may seem more aggressive. Sometimes it's better to gain a lot of people churning in your sales funnel than it is to gain a few new sales.
-
I would keep the two separate for a few reasons.
- Two separate pages will give you twice the chance to rank for that specific machine and related terms as somebody looking to buy a machine has a different search intent than somebody searching google to find education / resources on how to change the blade. Having both the pages will also double your audience to consumers that already own the machine searching for resources (who could potentially end up needing another machine / other complementary products) PLUS the audience of people searching to buy the machine (that with a link, can dive deeper into your site through the link on the product page)
- Writing up great deep valued content will give your site more pages to index around the machine and create a good library of content in your resource center which with a quick link in each related product will create a very strong internal link silo. Plus you can always go after long-tail niche keywords / phrases with one or the other of the page which in turn brings in consumers further in the decision making process that are more likely to convert.
- And last thought, make sure you're optimizing those videos as well! Very underutilized way to bring traffic to your site / youtube page!
Hope this helps a little bit!
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Page Hierarchy Question
I understand the basic concept of page hierarchy, i.e. parent and child pages. My question is: Should the home page be the parent of all 2nd-level pages? Can/should there only be one top-level page, the home page? In other words, is this: site.com/homesite.com/home/products site.com/home/products/widgetsite.com/home/aboutsite.com/home/contactbetter than this:site.com/homesite.com/products site.com/products/widgetsite.com/aboutsite.com/contactThanks for your opinion!
On-Page Optimization | | BillWoods0 -
Impact of number of outgoing links on Page Rank of an optimized page?
What is the current best practice on preferred number of outbound links on a page you are trying to rank with: According to online resources form a pure page rank perspective a high number of outbound follow links can have a negative impact not only on child pages but also the page itself
On-Page Optimization | | thomaspro
http://pr.efactory.de/e-outbound-links.shtml Other resources suggest that particularly placing high quality outbound links on a page (nofollow) increases the trust and authority of a page Are there any other elements to keep in mind? Is the best practice to avoid any follow links on a page you want to rank well in Google for? Thanks /T0 -
Duplicate Content on Event Pages
My client has a pretty popular service of event listings and, in hope of gathering more events, they opened up the platform to allow users to add events. This works really well for them and they are able to garner a lot more events this way. The major problem I'm finding is that many event coordinators and site owners will take the copy from their website and copy and paste it, duplicating a lot of the content. We have editor picks that contain a lot of unique content but the duplicate content scares me. It hasn't hurt our page ranking (we have a page ranking of 7) but I'm wondering if this is something that we should address. We don't have the manpower to eliminate all the duplication but if we cut down the duplication would we experience a significant advantage over people posting the same event?
On-Page Optimization | | mattdinbrooklyn0 -
Page Analysis - Helping Product Pages Outrank Search Results Pages
Hi! We have a lot of our search results pages that have been indexed and outrank our product pages and in some instance the actual product pages barely show up at all. Here is an example query that includes our brand name: http://goo.gl/cgB6W So, we have loads of actual product pages, video pages, etc that should be showing up here, but are not and this is just one example. Unfortunately, there are a LOT of these Search Results pages out there and utlimately we would love to de-index them altogether, but it's going to have to be carefully done. So, was wondering if anyone would want to check out one of our product pages and give any feedback as to what we could change to possibly improve rank or to make them more search friendly or hopefully to help them rise above these indexed search results pages? Here is an example product page: http://goo.gl/2R4IT Thanks!! Craig
On-Page Optimization | | TheCraig0 -
Duplicate content
Are images considered duplicate content too? Example:
On-Page Optimization | | BridalHotspot
I've got a size chart on each my lingerie pages. All written content is unique but I'm using the same chart for all those pages.0 -
Silo and content
I'm about to launch my site but I have a question regarding content and silo structure. If I don't have enough content to fill 4 subpages, could it be better to have only a content-keyword-rich landing page for a silo instead of multiple pages with poor content? Thank you!
On-Page Optimization | | mediodigital0 -
Internal Linking - Same page
Is there any benefit in internally linking back to the same page? I have no other relevant pages in the site I can link to so wondering if it's worthwhile to use anchor text to link back to the same page?
On-Page Optimization | | Will_Craig0 -
Canonical to the page itself?
Hello, I'd like to know what happens when you use canonical to the same page itself, like: Page "example.com" rel canonical="example.com" Does that impact in something? Bad or good? See ya!
On-Page Optimization | | seomasterbrasil1
