I want to target different keywords for the same e-commerce product. What's the best SEO practice? I'm aware of the pitfalls to keyword stuffing.
The product example is the GoPro Hero 5 Action Camera. The same action camera can be used in many different activities, e.g. surfing, auto racing, mountain biking, sky diving, search & rescue, law enforcement etc. These activities target completely different markets, so naturally the keywords are different.
I have three strategies to tackle the issue. Please let me know which one you think is best.
1) Create different keyword landing pages with a call-to-action to the same conversion page Each landing page will be optimized for the targeted keywords e.g. surfing, auto racing, mountain biking, sky diving, search & rescue etc. Obviously this will be a big task because there will be numerous landing pages. Each page will show how the product can be used in these activities. For Surfing, the content would include surfing images with the GoPro Hero 5, instructions on how to mount the camera to a surfboard, waterproof tests, surfing testimonials and surfing owner reviews, etc. The call-to-action leads to a generic product conversion page displaying product information such as specs, weight, video formats, price, shipping, warranty etc. The same product page will be the call-to-action for all keyword landing pages.
Positives
- Vast number of targeting long-tail keywords, numerous landing pages
- Good specific user experience who may be looking for "underwater action camera" (specific mounting instructions related to surfboards etc.)
- Less duplicate content as there is only one product page showing the same information
Negatives
- Challenging to come up with each page for the vast amount of activities.
Inbound Link Considerations
Inbound links from publications can link directly to the product page or the keyword landing page Surf Magazine may link to:
"Surfing Action Camera | GoPro Hero 5 | GoPro.com" - gopro.com/hero5/underwater-surf-camera
"GoPro Hero 5 Action Camera | GoPro.com" - gopro.com/hero5
2) Create different keyword landing pages with call-to-action to directly add product to cart Similar to the first option, but the call-to-action on the landing page is to Add Hero 5 to Cart. The user experience will be similar, the content creation challenges will be similar, but the techy product info e.g. specs, price, video format, etc. will be displayed on the same landing page.
Positives
- Same benefit to long-tail keywords targeting
- Same benefit to a good, specific user experience
Negatives
- Same challenges to create each long-tail keyword landing page
- Since there is no aggregate "product page", inbound links will be split between the landing pages
- Splitting of Page Authority to each landing conversion page
Surf Magazine will link to:
"Surfing Action Camera | GoPro Hero 5 | GoPro.com" - gopro.com/hero5/underwater-surf-camera
Cycling Magazine will link to:
"Cycling Action Camera | GoPro Hero 5 | GoPro.com" - gopro.com/hero5/cycling-camera
3) Create conversion-focused product page with casual blog about keywords This is currently what GoPro has chosen - GoPro Hero 5. The product page displays the many different types of activities on the same page. The page is focused on the user experience with images of the action camera being used in different cool activities, showing its versatility. Note, very little long-tail keyword targeting on this page, instead they could use a broad keyword "action camera". To target long-tails, maybe a blog can be used brand ambassadors displaying the product being used in the various activities.
Positives
- User experience focused
- Higher conversion rate
- Less content creation work
- Inbound links go to the same product page, building Page Authority
Negatives
- Poor ranking with short-tail keyword (GoPro is not even in Top 10 SERP for "action camera")
- Poor ranking with long-tail keywords, (GoPro doesn't rank for "diving camera, cycling camera, surf camera")
- For blogging the long-tail keywords, who really converts from landing on a blog of the actual seller?!
I hope those three strategies were explained clear enough and have enough of a differentiator.
Please let me know what you think!
