If you’re selling building products online there are several things you can do to help your customers to buy and help your search engine rankings at the same time.
Start by using the words that your customer will use. Yes, you might have your own jargon and especially in the area of the construction industry you work in, you will probably have your own jargon. But all the time there will be new entrants into that business or industry space. They won’t know your special language. So don’t alienate them. Think – what words would they use to search for your products? Use those words in your meta data, H1 and H2 tags and description text. Also, use those words in page content and product descriptions and if you can, for file names too.
Then build a sales pitch which compels people to buy. Explain why they might need your products. Don’t make them guess. Give them all the reasons, help them on their journey to purchase – virtually hold their hand and persuade them gently.
Web pages are cheap, so there’s no excuse for not giving full technical details, excellent descriptions and brilliant photos. If it helps, use diagrams, different angle views. Think to yourself: if I wanted to buy this product and I knew nothing about it, what information would I want? What might stop me buying? Then give every single possible piece of genuine information about your product. I don’t mean, say it’s the best thing since sliced bread – no-one needs to believe you. Instead use the space you have to explain everything you can – assume nothing. The more optimised images you have on your web site, the more opportunity you have to add alt tags and these are just what the search engine robots are looking for.
I know this only scratches the surface but it’s common sense, simple stuff really, if you do the best for your potential customers, you’ll also find you’re doing the best for your search rankings too.