Post by sumiseo558899 on Nov 10, 2024 13:19:40 GMT 10
Semantics: Even More Important Than Usually
It is known that semantics are important. Courses, articles and gurus teach us to "burn" semantics. In this case, you need to be extremely careful when collecting the semantic core, since you may not even suspect the existence of many technical synonyms. The subject matter may be so complex that you have never heard of such a demand (not to mention any synonyms).
Do you feel it? The same query varies so much that all these words form different Wordstat statistics. Many clients can be missed already at this stage, so you need to look broadly, not deep into semantics.
2. Cluster based on user demand, not manufacturer logic
Often the structure of the manufacturer's website
content writing service is built on the principle of "product type - product series". From the point of view of search traffic, this option is a losing one, since usually series and specific types of products of little-known brands are not popular. Create pages based on demand, not supply.
Example: a concrete plant manufacturer produces 4 different product lines. The site structure in this case looks like this:
3. Look for real competitors
The wrong choice of competitors leads to the wrong promotion strategy. Bulletin boards, aggregators, federal brands, information sites - all of this can be found in the search results for your queries. You should look for the best competitors among the same sites as yours, and not strictly among the TOP-3, and repeat their positive experience. Are you already the best among equals? Think about covering related intents with information articles or copying the "chips" of aggregators.
Example: it is almost impossible for a seller of asphalt concrete plants to get into the TOP-10 for the query “asphalt concrete plants”, since the search results contain the following intents:
catalogs with the location of asphalt concrete plants (for purchasing asphalt concrete)
information sites with descriptions of the device of an asphalt concrete plant
Asphalt concrete sales sites
But there is not a single site specifically for selling the plants themselves. There are no real competitors for this request. If you are a seller of asphalt concrete plants, your competitors are not here.
news
4. Get into specifics
Let's assume that you have collected and declustered the complete semantic core, created landing pages, and identified competitors. Note that competitors' strategies and successful experience may vary greatly from cluster to cluster. Check and repeat "tricks" within different clusters. Text content, photos, feedback forms, calculators, filters, advantage blocks, product catalogs — each of these components can play a key role in promoting your industrial site.
Example: a website for the production of custom glass fences has queries from the following clusters in its semantic core:
waterjet glass cutting (related service)
glass railings
The analysis shows that for the successful promotion of the first cluster it is enough to indicate the price and description of the service, and for the second it is necessary to create a full catalog of possible fencing options, with product cards, prices and photos.
5. Prices and assortment are very important
A big problem of industrial sites is the reluctance and difficulty of specifying exact prices for products and services. Rest assured: if your competitors have already posted prices, users will give preference to them. If not, be the first and become a leader. The presence of a price is a strong commercial ranking factor and an impetus for the growth of behavioral factors. Want to attract even more attention? Connect the "Products and Prices" tool to display your price in the site snippet in the search results.
Another common problem for manufacturers is a small assortment. Competitors offer a choice among many brands, while you offer only one - yourself. This is a problem that cannot be completely eliminated, but you can always expand the assortment on the page by dividing specific products into small subtypes.
6. Product presentation is the key to high conversion
Are all your competitors indistinguishable from each other - are they all online stores with cards and a shopping cart? These sites are in the TOP-10, among other things, because the presence of commercial information on the page is both a ranking factor and a convenient way to present products to customers.
Implement the type of catalog that is common among your competitors and make it even better. Text describing your product will never replace commercial information structured in a table or listing.
7. Turn demand to your advantage
It is not uncommon for a product to be discontinued. However, there may be a steady demand for it, as it is still in use by customers. There is no need to remove such products from the site. Write on the page that the product is no longer produced, but there is an excellent replacement for it, provide links to similar products:
8. Regional promotion is a second wind for business
Offers from large industrial enterprises often extend beyond the region where the production is located. If your business is ready to provide quality services in other regions, it’s time to connect multi-regional promotion. An effective way of such promotion is to create subdomains. Don’t miss important technical and conversion details, for example, adding an 8-800 number for the convenience of your users.
Example: business promotion in the topic "Production of industrial equipment and metal structures". The main region is Samara. Additional regions: 13 subdomains for supply cities:
9. The value of traffic from mobile devices
The share of mobile traffic is steadily growing and has already approached (and according to some data has exceeded) desktop traffic. Complex industrial sites are no exception. Check the share of demand in your topic from mobile devices and implement an optimized version of the site, if you have not done so yet. This will increase the conversion of visitors, improve the position of your site in mobile search results.
It is known that semantics are important. Courses, articles and gurus teach us to "burn" semantics. In this case, you need to be extremely careful when collecting the semantic core, since you may not even suspect the existence of many technical synonyms. The subject matter may be so complex that you have never heard of such a demand (not to mention any synonyms).
Do you feel it? The same query varies so much that all these words form different Wordstat statistics. Many clients can be missed already at this stage, so you need to look broadly, not deep into semantics.
2. Cluster based on user demand, not manufacturer logic
Often the structure of the manufacturer's website
content writing service is built on the principle of "product type - product series". From the point of view of search traffic, this option is a losing one, since usually series and specific types of products of little-known brands are not popular. Create pages based on demand, not supply.
Example: a concrete plant manufacturer produces 4 different product lines. The site structure in this case looks like this:
3. Look for real competitors
The wrong choice of competitors leads to the wrong promotion strategy. Bulletin boards, aggregators, federal brands, information sites - all of this can be found in the search results for your queries. You should look for the best competitors among the same sites as yours, and not strictly among the TOP-3, and repeat their positive experience. Are you already the best among equals? Think about covering related intents with information articles or copying the "chips" of aggregators.
Example: it is almost impossible for a seller of asphalt concrete plants to get into the TOP-10 for the query “asphalt concrete plants”, since the search results contain the following intents:
catalogs with the location of asphalt concrete plants (for purchasing asphalt concrete)
information sites with descriptions of the device of an asphalt concrete plant
Asphalt concrete sales sites
But there is not a single site specifically for selling the plants themselves. There are no real competitors for this request. If you are a seller of asphalt concrete plants, your competitors are not here.
news
4. Get into specifics
Let's assume that you have collected and declustered the complete semantic core, created landing pages, and identified competitors. Note that competitors' strategies and successful experience may vary greatly from cluster to cluster. Check and repeat "tricks" within different clusters. Text content, photos, feedback forms, calculators, filters, advantage blocks, product catalogs — each of these components can play a key role in promoting your industrial site.
Example: a website for the production of custom glass fences has queries from the following clusters in its semantic core:
waterjet glass cutting (related service)
glass railings
The analysis shows that for the successful promotion of the first cluster it is enough to indicate the price and description of the service, and for the second it is necessary to create a full catalog of possible fencing options, with product cards, prices and photos.
5. Prices and assortment are very important
A big problem of industrial sites is the reluctance and difficulty of specifying exact prices for products and services. Rest assured: if your competitors have already posted prices, users will give preference to them. If not, be the first and become a leader. The presence of a price is a strong commercial ranking factor and an impetus for the growth of behavioral factors. Want to attract even more attention? Connect the "Products and Prices" tool to display your price in the site snippet in the search results.
Another common problem for manufacturers is a small assortment. Competitors offer a choice among many brands, while you offer only one - yourself. This is a problem that cannot be completely eliminated, but you can always expand the assortment on the page by dividing specific products into small subtypes.
6. Product presentation is the key to high conversion
Are all your competitors indistinguishable from each other - are they all online stores with cards and a shopping cart? These sites are in the TOP-10, among other things, because the presence of commercial information on the page is both a ranking factor and a convenient way to present products to customers.
Implement the type of catalog that is common among your competitors and make it even better. Text describing your product will never replace commercial information structured in a table or listing.
7. Turn demand to your advantage
It is not uncommon for a product to be discontinued. However, there may be a steady demand for it, as it is still in use by customers. There is no need to remove such products from the site. Write on the page that the product is no longer produced, but there is an excellent replacement for it, provide links to similar products:
8. Regional promotion is a second wind for business
Offers from large industrial enterprises often extend beyond the region where the production is located. If your business is ready to provide quality services in other regions, it’s time to connect multi-regional promotion. An effective way of such promotion is to create subdomains. Don’t miss important technical and conversion details, for example, adding an 8-800 number for the convenience of your users.
Example: business promotion in the topic "Production of industrial equipment and metal structures". The main region is Samara. Additional regions: 13 subdomains for supply cities:
9. The value of traffic from mobile devices
The share of mobile traffic is steadily growing and has already approached (and according to some data has exceeded) desktop traffic. Complex industrial sites are no exception. Check the share of demand in your topic from mobile devices and implement an optimized version of the site, if you have not done so yet. This will increase the conversion of visitors, improve the position of your site in mobile search results.