Moz Q&A is closed.
After more than 13 years, and tens of thousands of questions, Moz Q&A closed on 12th December 2024. Whilst we’re not completely removing the content - many posts will still be possible to view - we have locked both new posts and new replies. More details here.
Ecommerce SEO: Is it bad to link to product/category pages directly from content pages?
-
Hi !
In Moz' Whiteboard friday video Headline Writing and Title Tag SEO in a Clickbait World, Rand is talking about (among other things) best practices related to linking between search, clickbait and conversion pages.
For a client of ours, a cosmetics and make-up retailer, we are planning to build content pages around related keywords, for example video, pictures and text about make-up and fashion in order to best target and capture search traffic related to make-up that is prevalent earlier in the costumer journey. Among other things, we plan to use these content pages to link directly to some of the products. For example a content piece about how to achieve full lashes will to link to particular mascaras and/or the mascara category)
Things is, in the Whiteboard video Rand Says:
_"..So your click-bait piece, a lot of times with click-bait pieces they're going to perform worse if you go over and try and link directly to your conversion page, because it looks like you're trying to sell people something. That's not what plays on Facebook, on Twitter, on social media in general. What plays is, "Hey, this is just entertainment, and I can just visit this piece and it's fun and funny and interesting." _Does this mean linking directly to products pages (or category pages) from content pages is bad? Will Google think that, since we are also trying to sell something with the same piece of content, we do not deserve to rank that well on the content, and won't be considered that relevant for a search query where people are looking for make-up tips and make-up guides?
Also.. is there any difference between linking from content to categories vs. products? ..I mean, a category page is not a conversion page the same way a products page is.
Looking forward to your answers
-
Where would you rather buy... Amazon where you can't get a phone number, Walmart where the people working know nothing about specialty products, Joe Schmoe who is only trying to sell discount and will not reply to email because he knows nothing about what he sells. Lots of people buy from us because we have more helpful information on our site than all of our retail competitors and the manufacturers combined. We know that because we hear it * Every Day * in our customer reviews.
The ads that we run do not say buy from us. We never even use the world "buy" or "purchase" or "we sell" on the website. At the same time that we run our own ads on our website, we are running adsense ads that go to other businesses. Our ads look like theirs but have our domain in obvious font at the bottom of the ad. Its obvious who they are buying from. That's on our tiny niche retails site.
The other site where we sell is a large authority info site with a small store. We have a link to the "store" in our persistent navigation and it gets clicked a lot. Our product descriptions are 10x as long as our competitors and our informative articles are much more detailed. We link to informative articles from product pages and to product pages to informative articles. We can lose customers to information and we can gain customers from information. It's OK if we lose customers to information because that reduces returned products. They can also click an ad to our competitors. But we have no problem making sales and have never heard from anyone anything displeasing that we provide information and sales.
-
If by "content pages" you mean blog posts on your site, I'd suggest not doing this at all. It's not great for your SEO but it won't directly hurt your rankings.
What EGOL said is correct in that providing helpful links in your articles is an excellent idea and something you should definitely be doing, but there's a very big difference between helpful links and self-promotion. Blog posts are meant to be informative and that's why the good ones get shared but dropping a sales pitch in there changes the tone from "here is helpful information you're looking for, share it around" to "here's my product, you should buy it". A link to your products is usually going to feel like a sales pitch, no matter what anchor text you use.
To put yourself in your readers' shoes, imagine if I started dropping links to my product pages here - suddenly my entire comment would feel pretty shady, right?
Linking to your other posts and external sources is a great idea but in most instances, linking to your own products is reason enough for me to stop reading. Of course, there are exceptions to this - the question to ask if whether or not that link is genuinely helpful.
-
** Is it bad to link to product/category pages directly from content pages?**
Bad? No way. It is the smartest thing that you can do.
I spend a lot of my time writing content that explains how to use, repair and select products. These are posted on my site and they always have links or standard-size banner ads pointing to the page in our on-site store where the item can be purchased.
If you have an article on how to repair a product, and offer links to where the tools, replacement parts and supplies can be purchased then that is a genuine benefit to the reader. It is actually useful content. And, the reader will feel good about buying these things from you because they just learned something from reading your article. And, because you demonstrated your expertise the buyer should be comfortable buying your recommendations rather than going to another site, searching, and questioning... "is this what I really need?".
I am spending a lot of time this month and spent a lot of time last month writing content for the purpose of driving sales.
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
-
Does Google ignores page title suffix?
Hi all, It's a common practice giving the "brand name" or "brand name & primary keyword" as suffix on EVERY page title. Well then it's just we are giving "primary keyword" across all pages and we expect "homepage" to rank better for that "primary keyword". Still Google ranks the pages accordingly? How Google handles it? The default suffix with primary keyword across all pages will be ignored or devalued by Google for ranking certain pages? Or by the ranking of website improves for "primary keyword" just because it has been added to all page titles?
Algorithm Updates | | vtmoz0 -
Should I create a menu link for sitemap?
Hi guys, I am new to SEO and I have a question for you guys. We created a sitemap for our website. I was thinking of creating a sitemap link on our homepage. Do you think it's a good idea? Would this help us in terms of ranking improvements? Or would help with anything at all? Thanks
Algorithm Updates | | ahmetkul0 -
Dramatic drop in SEO rankings after recovering from hacking
A few months ago my client's website was hacked which created over 20,000+ spammy links on the site. I dealt with removing the malware and got google to remove the malware warning shortly within a week of the hacking. Then started the long process to do 301 redirects and disavowing links under Webmaster tools over these few months. The hacking only caused a slight drop in rankings at the time. Now just as of last week the site had a dramatic drop in rankings. When doing a keyword search I noticed the homepage doesn't even get listed on Google Maps and for Google Search instead the inner pages like the Contact Us page show up instead of the homepage. Does anyone have any insight to the sudden drop happening now and why the inner pages are ranking higher than the homepage now?
Algorithm Updates | | FPK0 -
Google & Tabbed Content
Hi I wondered if anyone had a case study or more info on how Google treats content under tabs? We have an ecommerce site & I know it is common to put product content under tabs, but will Google ignore this? Becky
Algorithm Updates | | BeckyKey1 -
How much link juice does a sites homepage pass to inner pages and influence inner page rankings?
Hi, I have a question regarding the power of internal links and how much link juice they pass, and how they influence search engine ranking positions. If we take the example of an ecommerce store that sells kites. Scenario 1 It can be assumed that it is easier for the kite ecommerce store to earn links to its homepage from writing great content on its blog, as any blogger that will link to the content will likely use the site name, and homepage as anchor text. So if we follow this through, then it can be assumed that there will eventually be a large number of high quality backlinks pointing to the sites homepage from various high authority blogs that love the content being posted on the sites blog. The question is how much link juice does this homepage pass to the category pages, and from the category pages then to the product pages, and what influence does this have on rankings? I ask because I have seen strong ecommerce sites with very strong DA or domain PR but with no backlinks to the product page/category page that are being ranked in the top 10 of search results often, for the respective category and product pages. It therefore leads me to assume that internal links must have a strong determiner on search rankings... Could it therefore also be assumed that a site with a PR of 5 and no links to a specific product page, would rank higher than a site with a PR of 1 but with 100 links pointing to the specific product page? Assuming they were both trying to rank for the same product keyword, and all other factors were equal. Ie. neither of them built spammy links or over optimised anchor text? Scenario 2 Does internal linking work both ways? Whereas in my above example I spoke about the homepage carrying link juice downward to the inner category and product pages. Can a powerful inner page carry link juice upward to category pages and then the homepage. For example, say the blogger who liked the kite stores blog content piece linked directly to the blog content piece from his site and the kite store blog content piece was hosted on www.xxxxxxx.com/blog/blogcontentpiece As authority links are being built to this blog content piece page from other bloggers linking to it, will it then pass link juice up to the main blog category page, and then the kite sites main homepage? And if there is a link with relevant anchor text as part of the blog content piece will this cause the link juice flowing upwards to be stronger? I know the above is quite winded, but I couldn't find anywhere that explains the power of internal linking on SERP's... Look forward to your replies on this....
Algorithm Updates | | sanj50500 -
Dofollow Links on Press Releases: Good or Bad?
Hello, I know that Google says that you are supposed to make anchored text links nofollow on press releases, but what about just putting the site url itself (example.com) and making it dofollow? Is that okay?
Algorithm Updates | | WebServiceConsulting.com0 -
How to content marketing: Should my blog posts link to my sales page?
Hi, I've been doing a weekly blog making sure that each blog post contains my money keywords in the text, sometimes in h2 tags etc. My blog posts never contain any links to my actual sales page. Should I link each blog post to my sale page or is it overdoing it? Will internal linking of all my blog posts to my sales page will improve its page authority or have any SEO benefits? What about using exact match anchor text on these internal links? I couldn't find any resource online about this matter. Thank you for your opinion and help! -Marc
Algorithm Updates | | marcandre0 -
To use the same content just changing the keywords could be seen as duplicate content?
I want to offer the same service or product in many different cities, so instead of creating a new content for each city what I want to do it to copy the content already created for the product and service of a city and then change the name of the city and create a new url inside my website for each city. for example let say I sell handmade rings in the USA, but I want o target each principal city in the USA, so I have want to have a unque url for ecxh city so for example for Miami I want to have www.mydomain.com/handmade-rings-miami and for LA the url would be www.mydomain.com/handmade-rings-la Can I have the same content talking about the handmade rings and just change the keywords and key phrases? or this will count as a duplicate content? content: TITLE: Miami Handmade Rings URL :www.mydomain.com/handmade-rings-miami Shop Now handmade rings in Miami in our online store and get a special discount in Miami purchases over $50 and also get free shipping on Miami Local address... See what our Miami handmade rings clients say about our products.... TITLE: LA Handmade Rings URL: www.mydomain.com/handmade-rings-la Shop Now handmade rings in LA in our online store and get a special discount in LA purchases over $50 and also get free shipping on LA Local address... See what our LA handmade rings clients say about our products.... There are more than 100 location in the country I want to do this, so that is why I want to copy paste and replace.. Thanks in advance, David Orion
Algorithm Updates | | sellonline1230