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
-
How many pages should we optimise?
I have more than 250 pages on my site including my products. Is it a good idea to optimise each page with a unique keyword or is there a limit to the number of pages we should aim for?
On-Page Optimization | | Timberwink0 -
My site on desktop browser: page 2 /mobile browser: page 0
Using my two most pertinent keywords in Chome my site shows up page two. Using the same keywords on my iPhone does not show my site at all (I clicked on to page 15). I have a mobile ranking of 84 on Google PageSpeed Insights. Could be a bit higher but not enough to totally ignore my site. What am I missing?
On-Page Optimization | | artsp0 -
Dynamically populated content
We are developing a website for a school that has 19 campuses divided into 8 districts. Ideally, we would like to have one search page that dynamically populates when people search WHILE on the site. The question is what happens when someone does an organic search, will the search engine populate with the schools in that district. For instance, if i search on Google "Austin Schools", will the Austin district-that does not have a unique URL- show up in a Google search? What the generated page looks like is on this link http://imgur.com/stCQcP6. If yes, any special type of coding we need to add to the backend?
On-Page Optimization | | jgodwin0 -
Should I optimize my home-page or a sub-page for my most important keyword
Quick question: When choosing the most important keyword set that I would like to rank for, would I be better off optimizing my homepage, or a sub page for this keyword. My thinking goes as follows: The homepage (IE www.mysite.com) naturally has more backlinks and thus a better Google Page Rank. However, there are certain things I could do to a subpage (IE www.mysite.com/green-widgets-los-angeles ) that I wouldn't want to do to the homepage, which might be more "optimal" overall. Option C, I suppose, would be to optimize both the homepage, and a single sub-page, which is seeming like a pretty good solution, but I have been told that having multiple pages optimized for the same keywords might "confuse" search engines. Would love any insight on this!
On-Page Optimization | | Jacob_A2 -
Optimizing a product category vs. a bespoke content page
Hi there, I work for a furniture retailer in the UK and I have a question about ranking for search phrases. Say I'm looking to rank for the keyword phrases: 'Tempur mattress' and 'Tempur mattress liverpool' and I have a category at: www.mysite.co.uk/tempur/ which list all of our mattresses, would I be better trying to optimize this page for those key phrases or would I be better generating a new page, say, www.mysite.co.uk/tempur-mattress-liverpool.html Thank you for your input.
On-Page Optimization | | Bee1590 -
Too Many On-Page Links
If a page has more than 100 links, rather than splitting up the page into multiple pages, is it ok to use name="robots" content="noindex, follow" />? The page in question lists links to articles so the page itself isn't that important to appear in serps, but the articles are the helpful content pages: www.ides.com/articles/processing/injection-molding/
On-Page Optimization | | Prospector-Plastics0 -
Issue: Duplicate Page Content (index.htm)
I get an error of "**Issue:**Duplicate Page Content" for the following pages in the SEOMOZ Crawl Diagnostics. But these pages are the same one! Duhhhh.... Is there a way to hide this false error? http://www.stdtime.com/ http://www.stdtime.com/index.htm BTW, I also get "**Issue:**Duplicate Page Title" for this page. Another false error...
On-Page Optimization | | raywhite0 -
Home Page SEO
Hi! We recently re-designed our home page in early March. After Google panda, we re-tweaked it again, before we take it live, we really want to get some expert's opinions. We would be grateful for any comments/suggestions/feedback, particularly in the following area (you will need to click a few times to get the page to real size): is the bottom content ok? please scroll down all the way. 2) We used semantic keywords for 5-6 anchor interlinks to the same page to promote core products from the home page. Is this too much? 80% links on the footer is a repetition of header navigation links, do these footer serve any SEO value or is it over - optimization? Here is the URL: https://www.dropbox.com/gallery/36547134/1/WebDesign?h=109d4a Thanks a lot!
On-Page Optimization | | ypl0