A reader asks what to try to do when an information page outranks a product page on an equivalent website. See what an SEO expert has got to say.
Many equivalent principles apply but I will be able to tie them specifically to product pages and informational articles (i.e. glossary articles).
Here are some things I might do.
- Analyze Top Ranking Pages
If you haven’t done so already, determine which pages are ranking within the top 5 to 10 positions in search results.
I would suggest you employ an SEO tool to assist you with this task.
For example, you’ll use SpyFu, SERanking, Semrush, or Ahrefs (I can keep going with tools…there are tons that will do that for you) to ascertain what pages are ranking for your target keyword.
Then you’re getting to determine the following:
When you are watching the highest pages, what seems to be the intent of the page? In other words, is there a “buy” intent or a “know” intent?
If the top-ranked pages are information-focused, like articles or blog posts, then that shows you that the intent the program has recognized for that keyword is “know.”
You will get to get creative with the merchandise page to outrank your glossary article, which I address later
Word count may be a little controversial when it involves SEO recommendations because there are no one-size-fits-all answers on what percentage of words you ought to wear on the page.
However, I think word count comes into play once you are watching the top-ranking pages.
Typically, there’s a natural behavior when it involves the top-ranked pages.
If those top pages are content-heavy, that would be a reason why your glossary article is outperforming your product page, assuming the glossary article features a higher word count than your product page.
- Make Adjustments To Your Content
Now, what does one do with the knowledge from this analysis?
If you discover that the intent is “know” or informational and therefore the word count is higher on the highest-ranked pages than on your product page, then you’ll get to get creative with the content on your product page (since that’s the one you said you would like to urge ranked for the target keyword).
One thing I even have done when performing on e-Commerce sites is to feature commonly asked inquiries to category and merchandise pages.
This adds more content in a helpful way and may even improve conversions.
Be sure to also price your page with structured data.
- specialize in Links
When I specialize in links, I’m pertaining to backlinks and internal links.
Let’s start with internal links.
When linking to your internal pages, you ought to be using optimized anchor text, meaning your keywords.
In the case of your product page and glossary article, double-check that you simply aren’t using an equivalent keyword as your anchor text when linking to those pages. Also, consider linking your product page from your glossary article (again using optimized anchor text).
This is where a keyword map, which assigns keywords to pages, can really be available handy
Finally, take a glance at the backlinks of your glossary article and merchandise page.
Backlinks are one among many ranking factors to think about.
If you discover that your glossary article has stronger backlinks than your product page, that might be a neighborhood to enhance.
All the recommendation I gave is to assist you to get your product page to rank above your glossary article, but this may not be the simplest move.
Instead, you would possibly believe in finding new keywords to focus on and updating your keyword mapping.