How to Add Content to a Product-Focused Site

[EricVallee34]

I recently took over management of the SEO work for the following site: http://www.grovercorp.com/rings-and-seals/.  I want to do link building, but don't have a ton of experience with it.

From what I've read, offering linkable content is the best way to get links.  However, this site -- like many in industrial B-2-B -- is focused primarily on promoting their products.  I'd like tto offer an article or add an infographic, but am not sure where I would put it?  It doesn't seem like the architecture offers a good place to add linkable content.

Anyone have thoughts or suggestions?

[augustos]

Peoples love video, invest time on it and money.

Host in a professional video hosting as wistia.com

Make a embed anchor to ur page.

Delivery it to the peoples you want to focus in.

Make a e-mail marketing with the video and send it by wistia.

Probablly gonna help u a lot.

[EricVallee34]

Great idea, Malachi.  Thanks for the input.

[EricVallee34]

Good suggestion, Mike.  Appreciate the feedback.

[EricVallee34]

Great ideas, Michael.  Thanks for the feedback.

[EricVallee34]

EGOL,

Great idea.  I think it is something that the customer will go for.  Thanks!

[MichaelWeisbaum]

All good points.  I've had a similar experience dealing with e-commerce sites like this and figuring out where/how to add content.  I think you start with your products.  Make each page as detailed and descriptive as you possibly can.  This means everything from how the product is made, where it's made, it's uses, etc (all original copy if you can write it).  Then add multiple pictures, possibly different angles, maybe even packaging.  Then, one of the biggest things, add customer reviews.  That's user generated content that people WANT to read when looking at an online store.  The goal is to provide the customer with as much information as possible.  Almost as if they are in a store, holding the product, asking a salesperson questions.  Put it all out there for the user to see, and you're off to a great start.  Here's an older, yet still useful, whiteboard friday by Rand from about a year ago on the subject.

[EGOL]

Consider posting detailed article pages that enthusiastically show how to use your products with lots of photos, graphics and maybe video. Create some showing the benefits of using your products.  These should not be chest-thumping content, instead friendly and generously informative.

Promote them across the site with "Learn How To Use This Product" links or images.

These detailed pages might attract links.  They can boost your credibility.  People will use them as reference documents.  Make them easily printable for use offline.

[malachiii]

a very quick review of your site showed some promise.  you have a section for case studies etc.. you can use case studies to garner industry expertise and link build from that.

Another great way to start adding content to any type of website is a blog.  if you were to add an industry specific blog to the site you could quickly start conversations with your b2b customers.  Remember to provide industry specific news and thought stewardship and you can help link / content build very quickly.  From there you can run some social twitter, fb, etc. and hopefully start growing links from that.  personally I dont see much room on fb for my b2b, but i still see a lot of growth on twitter.

one last thought is to work with your happy customers to provide back links or cross links to start building out some good linking techniques..

just a quick .02   Im sure others will have some great ideas too

[Malarowski]

I am in a similar situation. Your best bet would be a blog or something similar covering industry news or company related information, such as new features or similar. Also guides or so could be one source. It is difficult for this kind of website though to release content without it seeming out of place.