In a previous blog, we spoke about landing pages which are part of particular campaigns and not searchable or visible to ‘normal’ visitors to the website. There are other landing pages though and these are deep linked ones where potential customers find themselves while typically searching for a specific product.
Let’s look at an example. There are many types of vinegar and you might visit a specialist grocery store to view some. Arriving at their home page, you will typically then travel through the pages from grocery items to condiments, arriving at vinegars. Then you might scroll through the various kinds.
However, you might be looking for a specific type of vinegar. Perhaps you’re making a traditional hollandaise sauce and want tarragon vinegar? The chances are that you might simply type ‘tarragon vinegar’ into your search engine and arrive on a page dedicated to this type of vinegar.
As with other landing pages, this means that a potential customer’s first contact with your business will not be through your home page, but on this specific page. However, they are likely to feel engaged with your business, as you have delivered them with what they want.
This is often referred to as ‘deep linking’ – a hyperlink that links to a specific, generally searchable or indexed piece of web content. Google also like these deep linked pages and links there are good news when it comes to improving your SEO. As an SEO strategy, deep linking allows site users to more easily find the specific content they're looking for while simultaneously improving a website's relevancy in search engine results.
When done correctly, deep linking can rank your site higher on search engines and drive traffic to your content. It also improves the user experience by giving them more content to which is relevant to them.
Generally, Google acknowledges that these type of landing pages surrounding specific subjects or products are there to help a customer, so you’ll be rewarded. Basically, the more deep linked pages you have, the better.
As these are dedicated pages, it might be that they are used in email campaigns for a specific product, for instance. Alternatively, it could be that you are sharing a recipe for hollandaise sauce on one of your social media channels and include a link from there to the dedicated tarragon vinegar page. Again, we often talk about awareness days as being useful tools for content creation and you could drive people to your tarragon vinegar page on ‘national vinegar day’ in November.
If you do decide to create a number of deep linked pages, you will need additional content and you need a strategy, as what you write about and add to these pages needs to be relevant and also not time sensitive.
Sticking with the tarragon vinegar theme, you might search food blogs to see what people are searching for? Perhaps they want to make hollandaise sauce which is vegan or hollandaise sauce which doesn’t split or curdle. You could create separate deep linked pages to discuss these topics, while mentioning that your tarragon vinegar is vegan for instance.
The more content you have on your website, the more options that are to link to it when blogging, sharing social media posts or writing email marketing campaigns.
If you want to know more about how deep linking can help to send potential customers in the right direction, then get in touch on tel: 020 3397 3222.