People can’t buy products they can’t find. For CPG brands across health and wellness, being easily found by your target audience means having relevant content on your domain that matches user search intent.
Increase Sales Through Optimized Content
Along with conducting keyword research to help you write timely, optimized content that can help keep your products high in the SERPS (Search Engine Results Pages), having more content—specifically related to your product flavors, sizes, and varieties— is a vital step to ensuring customers can find (and buy!) your products via search.
Welcome to the Parallel Path blog! If you’re a health, wellness, and lifestyle brand looking to grow and strengthen your brand through digital marketing, get in touch. We’d love to help you achieve—and exceed—your goals for growth.
The relevance phase of Parallel Path’s SEO process is all about researching keywords and helping users and machines understand the relation between different areas of a website. We review the primary keyword markets where our client is competing, determine current visibility, and then look at the biggest opportunities for gaining share in organic search.
Improve Visibility and Match User Intent Through Product Detail Pages
Relevance assures that the search engines accurately return an appropriate web page on the search query results. For clients across health and nutrition, there is usually an opportunity for improved visibility and matching of user intent by creating product detail pages targeting each variety, flavor, and size of each of your products. By building out individual product pages, you’ll make sure each variation is indexable (able to be found by Google’s web crawlers), helping you earn a greater volume of relevant traffic.
Here’s an example, brought to you by Boxed Water.
On the product variant page for their 250ML, Boxed Water uses content directly related to the specific product size, including keywords like “lunchable” and “lunch” that helps match search intent: “Our smallest “lunchable” Boxed Water for parties, weddings or your kids lunch. It’s the cutest box we’ve got.”
On the product variant page for their 500ML boxes, Boxed Water includes completely different content, instead focusing on the brand’s mission, optimized for people searching for individual water options that are eco-friendly.
Boxed Water could have just as easily created one product page, and had users use a drop-down menu to select different product types, but by including modified terms that match users’ intent more closely, Boxed Water is improving its ability to be found via search.
Another example of a brand that has greatly improved search visibility (and sales) via individual product pages is Parallel Path client Backpacker’s Pantry, which has experienced a more than 150% increase in online sales since the start of our partnership. Part of the successful strategy we crafted for Backpacker’s Pantry has focused on capturing demand for backpacking food prior to and during peak seasons, nurturing consumers towards purchase confidence, and improving the consumer experience when engaging with the brand’s eCommerce website. A tactic our team employed while implementing our strategy was to create completely separate, optimized product pages for their product varieties, including product-specific reviews.
Outrank Other Retailers Via Modifiers
Although it would be difficult to out-rank powerful domains like Walmart and Amazon, even against smaller retailers for branded searches, there is an opportunity for improvement for most CPG brands. If you don’t have separate product pages for each variety or flavor, competitors might outrank you on search for even branded searches by matching user’s intent for flavor queries more accurately.
It’s also important that the varieties and flavors you include in your ads are also included in your brand’s organic results. This is to prevent the confusion that can occur if a user sees a variety of your product that they want to buy on an ad, but then clicks through to the site for this query, and lands on a page that appears to for another variety
In summary, you can improve your ranking for flavor, variety, and size modified searches by: 1) creating product detail pages targeting those individual flavors, variety, and size, and 2) adding modifiers to all primary SEO elements of each page, including title, headings, content, and other metadata.
By creating unique pages for each of your products that include content targeting specific keywords and also by having competing product detail pages for each variety, you’ll greatly improve visibility—and sales.