Content is king. Google is moving from a technical ranking system to a SEO content system. What does this mean for a small business? You have the advantage. You can write about local topics, give your customers and potential customers a local view on news items, topics on your business, or anything that is newsworthy or interesting in the area. Content can be anything on your website from rewriting service and product pages to rewriting your homepage, to adding great info to your blog. Google and search engines are getting smarter and figuring out ways to rank your hard work and reward you as a small business owner.
Top 3 ways to improve product and service pages
- Separate service/product page for each item
- 300-600 words on each product or service page
- Noindexing pages with thin content
Gotta Keep ‘Em Separated
If you still have an old fashioned website with all your services or products listed on a single webpage or URL, times have changed. EVERY SINGLE SERVICE OR PRODUCT NEEDS ITS OWN WEBPAGE. What are the consequences if you do not do this? You will not rank as high on search engines as your competitors, you will confuse your customers, you will not get high conversion rates, and your bounce rate will increase. Basically, there is no positive to keeping all of your product and service pages together.
Ugh…How many more words?
But what if I only have 1 service? Chances are you can split it into sub categories. Multiple service pages are also a great opportunity for original content writing and to increase the time spent on your site by potential customers. More time on site almost always equates to higher conversion rates aka more sales. It will also keep customers returning to your site to use as resource as well. Just think about it – if you have 1 product/service page then you would write 300 words (minimum) on all of your services. If you own a small business, couldn’t you talk about your products/services all day if you met a customer in person? You can even record that information on a tape recorder and transcribe it to your website; there you go – an easy 300-600 words.
Noindexing Thin Content Pages
Any pages that do not have 300-600 words on them should be marked “no index, no follow” as in the picture above. Find out how many page you have on your site by simply typing this SITE: https://yourwebsite.com into Google and it will show every single page on your site. The goal is to only index pages that have a lot of good content on them such as your homepage, product/service page, and about page. You don’t want to index your contact page because there is very little content on that page. If you do a ton of work to make your product and service pages amazing, then you don’t want to dilute their SEO value by spreading that value among hundreds of pages on Google. You want to have all the SEO value and content that you worked hard on spread only among your top few pages, usually your main navigation. In turn, more people will visit your website.
Paragraph and picture…That’s a good webpage, right?
Maybe in the 90s. Today, you need a minimum of 300 words and more content organized in an aesthetically pleasing manner is almost always better. Think enticing pictures, infographics, videos, breaking up the text into a magazine style layout, using bullet points, testimonials, and anything visually appealing that will add to selling your product.
Note on authorship:
No matter how many pages and articles of original content you write, you may have someone trying to steal your hard earned words. YOU NEED TO INSTALL THE AUTHORSHIP PLUGIN. If you have a WordPress site (highly recommended and easy to use) install the Google authorship plugin. This guarantees that any content that you write cannot be stolen by other bloggers on the internet or even worse – your competitors.