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May 11, 2011

SEO vs. Sales: The Battle Of Content

The topic of SEO vs. Sales is a rather fascinating one.

This topic is really the battle of what is good for SEO in terms of content and website structure versus what is good concerning the direct marketing appeal.

SEO is about having good content, page authority and plenty of pages. From the sales perspective you want people to fill out a form, give you a call and purchase your products. It can be quite challenging to find that middle ground consisting of the power of SEO without having to sacrifice the direct response effectiveness on the sales side. A good looking web page filled with great content is ideal as far as SEO goes but it is not very conducive to prompting a visitor to take an action such as filling out a form or buying a product. And, having a webpage with a very clear call-to-action is great for getting people to take action but it is not so great in terms of SEO due to the fact that there is not a lot of text on the page.

One of the easiest ways to bridge the gap between SEO and sales is to implement a blog on your website. A blog can add a great deal of content and authority to your site. You should keep your blog fresh by creating a new blog post each day and be sure to include relevant keywords in the title of your blog posts. Each post should ideally consist of at least 300 words. Another tool you can use is what is called an expandable text box. When you click on an expandable text box, it opens into a page containing a lot of content. Google loves expandable text boxes because they are relevant, they contain a lot of information and they tell the search engines what your page is all about.

You also can make your site much more SEO friendly by adding three elements: Resources, FAQs and a Glossary section. With the FAQs, divide them across many pages with one FAQ listed per page. You also should consider making use of user-generated content on your site. This could be a forum or a set of photos that people can post comments on.

This way your site visitors will be creating fresh content for you and they will even do some linking back to their sites which is all good in the eyes of the search engines.

Another thing to do is to create autonomous landing pages for paid advertising. These pages will still be a part of your site but they will be to some degree, mirror images of pages within your main site that will prevent your visitors from becoming distracted. These landing pages will encourage the average visitor to take a desired action such as buy a product or service from you. The key here is to keep the autonomous pages consistent with the design of your website and to think of these pages as microsites as opposed to single pages.

If you are able to find the balance between good SEO and sales, you will be killing two birds with one stone. The search engines will like your site and your visitors will be more likely to do what you want them to do, which is to buy something from you.

The delicate balance between SEO and sales can be a tricky one to maintain. To learn more, watch this YouTube video on the topic –

4 Responses to “SEO vs. Sales: The Battle Of Content

    avatar Jesse Green says:

    Not sure I agree that SEO and sales are in competition with one another. It is certainly possible to have great SEO content while still being able to write persuasive copy that encourages buying decisions. Not to toot my own horn, but I wrote copy long before I learned about SEO. Today I work on blending the two so that my clients not only have quality content that is compelling, but that also fares better in the search listings.

    avatar Dan says:

    It’s not necessary to put a blog on your website. If you make very good and unique descriptions to your products, will help you a lot.
    Nowadays there are tools and platforms that can help you make a very good SEO for your sales site.

    avatar John says:

    I believe that writing a quality content outside your website is not a great idea. Yes it might give you a link (quality of the link is to be seen) but you are better off to add the quality content to your site and tell people about it via social networking. After all it is quality content what is Google after!

    avatar Harold F. says:

    Yes! I agree about the statement that creating blogs can help boost up in sales and creating back links to your site. Blogs are updated everyday than a site. At the same time, embedding blogs on you website helps bring your website network traffic, increases market on SEO. It is a simple SEO marketing strategy.

    Great article though, It adds up my knowledge on SEO and its marketing/sales.

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