The beauty of a small-to-medium sized business is the unique products that you can offer all in one place. I’ve worked with dealers that sell jam, NFL jerseys, and gardening products all in one place – and their business, and web traffic, continued to grow each year. Making yourself unique inside of your business is great, but when it comes to marketing those departments online there is a specific approach we should take to ensure that search engines understand how to present searchable content to customers.
Back to the jam, NFL jersey, and gardening products example above – adding all of this content to your website is of course something that a business owner would want to do. As we’ve talked about previously, the first step to being found online is making sure that the content is on your website. But adding all of these different departments to the same page would be very confusing for search engines. A search engine wouldn’t understand the specific purpose of the page and would have a difficult time listing a page properly in a search result. All three of these very different departments would appear on a results listing for a search that was done for “garden products. If all three of these departments were on one page, you would probably just search okay, maybe page 2 or 3, for various search terms. If you break out the content and make a specific page for each of the departments you would have a much better chance of showing up at the top of search engine results for your area. Creating pages with specific content also makes the user experience better because it breaks up the content for customers. This way they don’t have to spend time reading all of your sites content at once.
Search engines are continuing to evolve all the time. Search engine results used to be based on the search query that you had typed in. Now they focus on providing content that you haven’t even searched for yet, but that you may be interested in based on your initial search. Search engines, like Google, are trying to be one step ahead for users and in order to do that they need to be able to understand the specific function of each page on your website. The content of a page on your website is what makes it worthy of a search result position, so you want to make the content as specific as possible.