Driving Links to Commercial Pages: Why You Should Shift Your Focus From the Homepage (with case study!)
For most brands, the homepage has been the focal point for link-building efforts, but often the homepage isn’t the page that converts. Here’s how adopting a product based search strategy can prove more effective.
We recently ran several digital PR campaigns for Party Houses targeting their most profitable commercial pages. After 6 months we were able to increase conversation from organic traffic by 27%. See the full case study here or read on to see how you can do the same.
Below we’ll explore the advantages of focusing on link building for commercial pages, delve into the SEO benefits, discuss how to create link-worthy content on these pages, and share effective outreach strategies for securing valuable backlinks.
Until recently, the majority of SEOs and PRs have focused on driving links to either the homepage, or a specific blog that houses a Digital PR campaign. though this technique works, and often sees great SEO advantages for the target keywords, the most important metric for many marketing manager is ROI and conversations. So why not focus on building links to product and category pages?
Here are some benefits of this strategy:
Enhanced Keyword Rankings: Commercial pages are often optimized for specific keywords that align with your business’s products or services, and often these keywords are high intent keywords (those used by users who actively want to purchase). By driving links directly to these pages, you boost the authority and ranking of these pages
Improved User Experience: Deep linking also enhances the user experience by directing visitors to the most relevant page for their query. Instead of landing on a generic homepage, users are taken directly to the product/service, reducing the number of clicks needed to convert.
Spreading Link Equity: When links are concentrated on the homepage, the “link equity” is often diluted as it passes through internal links to other pages. By targeting commercial pages directly, you ensure that these pages receive their fair share of link equity, which can significantly boost their authority and ranking potential.
How to Create Link-Worthy Content on Commercial Pages
One of the challenges of link building for commercial pages is that they are often more transactional in nature, which can make them less inherently linkable compared to informational content. However, with the right approach, you can create commercial pages that are not only optimized for conversions but are also attractive to potential linkers.
Comprehensive Product Guides:
Transform your commercial pages by incorporating detailed product guides that offer value beyond just a typical sales pitch. These guides can include comparisons, case studies, FAQs, and customer testimonials, making the page a rich resource that encourages natural links.
Incorporate Data and Insights
Much like you would with a data led campaign, including unique data, research findings, or insights on your commercial pages can make them more appealing to journalists. For instance, if you sell eco-friendly products, providing data on the environmental impact of your products versus traditional ones can be a powerful linkable asset.
Visual Content
High-quality images, infographics, and videos can make your commercial pages more engaging and shareable. Visual content not only enhances the user experience but also increases the likelihood of earning backlinks.
Measuring the success of your commercial pages
Tools like Ahrefs and SEMrush can help you monitor the backlinks to specific commercial pages. By analyzing this data, you can make informed decisions about which strategies are working and where adjustments are needed. Over time, you’ll likely see improvements in keyword rankings, increased organic traffic to your commercial pages, and higher conversion rates.
So, while the homepage will always play a crucial role in your website’s overall SEO strategy, focusing on link building for commercial pages offers significant benefits. By creating link-worthy content on transactional pages and using Digital PR to target specific pages you can enhance the visibility and authority of your commercial pages, ultimately driving more qualified traffic and increasing conversions.
We recently ran several digital PR campaigns for Party Houses, looking to target their most valuable commercial pages. After 6 months we were able to increase conversation from organic traffic by 27%. See the full case study here.
