Blog is outranking ecommerce store

[pugh]

My client has a blog that posts information about products to support its ecommerce store.

The blog's main purpose is to support the products listed on the main website, but it has become so strong that its posts sometimes rank in the SERPS in place of the website product page, which is undesirable.

The blog posts always link to the product that they are supporting. Are there any other methods, other than doing a 301, that could help the product page to rank instead of the blog post?

[pugh]

Thanks Doug,

I will perhaps try having the links removed from the product page and see if that helps.

[DougRoberts]

Without taking a look at the site and the content you've got it's hard to talk specifics, but you might want to test removing the links from the product pages to the blog. After all, you want people to add the products to their cart - not drift off into the blog.

(Of course. Depends on how well the blog supports people purchasing decisions, and promotes your offerings etc,)

In one of your response to Greg you say: "if there are not many reviews available for a product but my client has reviewed the product and posted it to their blog, Google will prefer that to the product page itself."

This makes me suspect that it's just the weight of relevant copy on the page that's causing Google to view the blog page as more authoritative. I'd also guess (gut feeling) that having links from your product pages to your blog is also going to make is less clear to Google which should be the authoritative page.

[pugh]

It's possible that we could add the content to the product pages. Perhaps it could be added to the product page first and then posted to the blog with the website being specified as the canonical link.

[pugh]

Thanks for the suggestions about analysing the different traffic once it lands on the product pages,  I hadn't thought of that.

The setup is that content is added to the blog and linked back to the relevant product page. The blog content is tagged with the name of the product and then any content with the specified tag appears on the product page via an rss feed for that tag.

You're right about different stages of the buying cycle and this is why the supporting content is posted. We have tested some CTA banners with reasonable success but need to find a successful way to implement this feature in wordpress without adding an image file each time.

[pugh]

Nope content is written afresh and not copied at all from manufacturers.

There is the option for customers to leave reviews, although currently no scheme.org markup to add it to the metadata.

What makes you think that a 301 to the product pages will stop them from being indexed. I have 301'd other pages in the past without it casing problems?

[pugh]

I'm not sure what's causing the blog posts to outrank - in most cases it is the other way around. I think Google just prefers certain type of content in some instances - e.g if there are not many reviews available for a product but my client has reviewed the product and posted it to their blog, Google will prefer that to the product page itself.

[AWCthreads]

This is a nice problem to have.

Think of the blog page as a landing page and as Robert suggested, link to the product so they can buy.

I'm curious how the keywords differ for each page. Whatever is being done on the blog pages successfully - can you do similar things to product pages that are not being blogged?

[DougRoberts]

One solution would be to put this supporting information onto the product pages (and 301) but...

This might be more of an opportunity than a problem!

Not everyone searching for a product is actually looking to buy now. Recognising that different people will be in different stages of the buying cycle and creating content to support and more these people towards your sales pages.

Make sure that your blog posts also sell - both the products and also your offering/usp.

As well as just having a link - make sure it's an obvious call to action with a clear proposition too. if they want to go ahead any buy the product - give them a reason why they should buy from you.

Your blog posts might provide you with a great opportunity to communicate the added value, authority and trust in your brand to your prospective customer.

As well as having a link at the bottom - make sure that you've also got a clear and obvious "looking to buy now?" CTA above the fold for those competitive/impulsive people who do want to buy now!

What's happening when people arrive on your blog pages, how long so they spend on them, are they moving on to your product pages?

Is there a difference in the conversion rate for people entering via the blog and going on to your product page vs those that arrive directly on your product pages?

[trainSEM]

If the product descriptions are more or less copied from the manufacturer, then you may need to rewrite them and find ways to add user-generated content there, e.g. ratings and reviews, etc.

If you 301 the blog pages, then there won't be a blog to read and Google won't index the product pages.

[GregFindley.co.uk]

What's causing the blog posts to rank above the product pages? Better information? More in-depth photos? Reviews? More content in general? If it's any of these, then think about you can apply these positives to the product pages so people start sharing and linking to those more.