How would you target three synonymous phrases for the same product?
-
I have a site that I'm working on that sells waste oil heaters, and I'm beginning to run into an issue. As one would assume, our primary keyword phrase is "waste oil heaters" for which we're doing rather well. The issue is that there are two other phrases that are directly synonymous to our primary term that users are actively searching for (i.e. the product can accurate be called three different things). Phrases are listed below w/ phrase match search volumes
"waste oil heater" - 6600
"waste oil burner" - 2400
"waste oil furnace" - 1900
I'm not one who likes to engage in trying to "trick" anything, so I'm fairly opposed to listing all three of these in the title tag or something similar. This is being done by our competitors, but only one outranks us as this point for the primary phrase.
My initial thoughts are that we should be targeting our home page and category page for "waste oil heater(s)", and then lightly pepper our content with the use of these synonyms. Then from there we can focus on other term variations w/ our blog posts and try to vary up the anchor text coming into the site when we launch link building.
What do you guys think? Have you guys been a situation like this with three phrases describing the same product? I appreciate any feedback or advice.
Thanks guys!
-
If you ask me.... Waste Oil Heater is going to be used by most people for a small portable device.... Waste Oil Furnace is a larger device used to heat a structure.... Waste Oil Burner is a component part of a Waste Oil Furnace.
You could make unique photos, instructions, articles and diagrams for each. Some people will use these terms interchangeably but I view them as distinct.
-
We are already developing a content strategy. That isn't the issue. We know the types of content that resonate with our audience and plan on doing that. The issue is more that we're trying to determine how to target synonyms across the domain and I'm looking for feedback from folks who may have had a similar situation. Trust me, I'm not looking for some magic bullet, "one-page-fix-all" solution. If you'd read my question you would see that. Thanks.
-
What you need is a content strategy for your website. One post and one set of titles for a word just does cut it. You need to write some valuable content on a regular basis. In some of your articles mention "waste oil burner" and in others mention your primary and "waste oil furnace". As long as your anchor text and menu's keep your primary keyword you should not lose rank on your primary. Be creative and maybe come up with topics such as:
- Use A Waste Oil Furnace to Generate Free Heat Through Recycling
- Safely Create A Homemade Waste Oil Burner
etc etc. By producing content for both the users and the search bot your website can only grow in value and ranking.
-
Hi Jesse,
Depends a bit on the competition and where you are already for those phrases but if you are pretty well placed then I would be inclined to approach it as you describe. Google highlights all three words when searching so they know there is a relationship there anyway. Seems to me that the heater/burner results are very similar, the furnace ones a bit different so maybe it is worth considering a title like 'waste oil heaters & furnaces' if it makes sense. Beyond that, if there are potentially small conceptual differences between the words then those sound like good fodder for blog posts which should help.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Wrong target content within the SERP regarding language
Hi everyone I'm currently under an SEO issue and wish some advices about it. My problem is that, Google doesn't show the great pages within the SERPs regarding the languages. In fact, I translated some content in Italian, German, French etc ... When someone use the branding name of the project to seek out it by google, if this guy is French, German, music or something else, Google shows English version within the results. I in fact would really like google showing the German version for a German guy within the SERP ... I already made properly my hreflang tags. Some tips to repair it? Thanks tons in advance!
Intermediate & Advanced SEO | | fktos.tam.906n0 -
Topical keywords for product pages and blogs
Hi all, I have a question regarding keywords. Of course we all know that keyword research should be focused on a certain topic and on user intent (and thus on answering specific questions) instead of trying to put keywords in a page to make it rank. However, duplicate content is of course still an issue. So here's my question: A client that sells floor heating systems that you can install yourself, has a product page for this topic and blog pages for questions regarding this topic. So following pages are on the website: Product page about the floor heating systems the client sells Blog article with tips how to install a floor heating system yourself Blog article about how to choose the right floor heating system These pages all answer different questions and are written about different topics. However, inevatibly all these pages also talk about different aspects of floor heating systems so this broad term comes up on all pages naturally. You could say that a solution is to merge pages and redirect the blogs to the product page, so the product page would answer all questions. But that is not what a customer is looking for. The goal of a product page is to trigger a conversion: let a customer contact the company or ask for a price offer. If the content on a product page is not comprehensive enough, the goal gets lost. Moreover, it doesn't make sense to talk about tips and tricks on a product page. So how do you tackle this problem without creating duplicate content? In search results, the blog pages rank for the specific questions, but the product page doesn't rank for the generic term 'floor heating'. The internal link structure is ok: the product page has obviously more incoming links than the blogs. All on page SEO factors are taken care of as well. Any ideas on this? Thanks!
Intermediate & Advanced SEO | | Mat_C0 -
My product category pages are not being indexed on google can someone help?
My website has been indexed on google and all of its pages can be found on google except for the product category pages - which are where we want our traffic heading to, so this is a big problem for us. Our website is www.skirtinguk.com And an example of a page that isn't being indexed is https://www.skirtinguk.com/product-category/mdf-skirting-board/
Intermediate & Advanced SEO | | chelseaskirtinguk0 -
Product Pages not indexed by Google
We built a website for a jewelry company some years ago, and they've recently asked for a meeting and one of the points on the agenda will be why their products pages have not been indexed. Example: http://rocks.ie/details/Infinity-Ring/7170/ I've taken a look but I can't see anything obvious that is stopping pages like the above from being indexed. It has a an 'index, follow all' tag along with a canonical tag. Am I missing something obvious here or is there any clear reason why product pages are not being indexed at all by Google? Any advice would be greatly appreciated. Update I was told 'that each of the product pages on the full site have corresponding page on mobile. They are referred to each other via cannonical / alternate tags...could be an angle as to why product pages are not being indexed.'
Intermediate & Advanced SEO | | RobbieD910 -
Do you know a case where product variations caused panda?
Would like to add 300 products to ecommerce site of which 150 products are just variations in different colors. In this particular case there are some reaons for: Not writing partially unique product descriptions for each product variation Not setting them up as variations on one product page So I would have several product pages with nearly identical product descriptions (proprietary description written by us), just name of color in title and description and EAN in description being different, as well as over time different user generated content showing up. Also different product images used. I would not mind if google would not index some product variations. Do you think I should be concerned about Panda? Do you know any website which had a Panda problem caused by product variations? Thanks
Intermediate & Advanced SEO | | lcourse0 -
Target Different Countries
How to target same site with same content for different countries? Any Useful tips and techniques for both on page and off page
Intermediate & Advanced SEO | | cygnismedia0 -
Production and Priority Issue for SEO and Website Usability
I am a NOVICE .........My website is about 4 months old. My developer/programmer only has 4-6 hours of work a week so it is going to take 4 months to finish two weeks of work. So I have to prioritize the things that are best for SEO (Our architecture is PHP,Apache and Zend) .** If you are interested I would be curious to how you would prioritize some or all of these. Or at least as many as you can until you get bored.** 1. Optimizing Cart/Conversion - 7 hrs - (Extremely low conversion rates)
Intermediate & Advanced SEO | | Boodreaux
2. Optimizing Speed for usability -10+ hrs (Very slow on initial load time) 10-14 sec
3. Filling in all Titles and Metadata - 2 hrs
4. Contact persistence with cookie...enter data only once. - 2 hrs
5. Social panels for sharing content - 3 hrs
6. Custom notifications for those who opt in. for updates - 5 hrs
7. Shorten 12 key URL's and optimize with key words - 3 hrs (I rank this very high)
8. Install Wordpress Blog - 5-10 hrs
9. RSS Feed - 5 hrs ( Run a feed real time on side of page)
10. Create Content Management System for me - 20 hrs (So I can make changes)
11. Keywords for H-1 Tags - 1 hr
12. At tag for images - 1 hr
13. Use of bold /italics - 2 hrs
14. Canonical tag in head - 3 hrs Any expert advice will be greatly appreciated. Boodreaux PS After studying SEO for 1 month I think the priorities should be #7,#3, #2, #1, #5 (on landing pages) #11, #12,#6, #4, #13, #14, #8, #9, #100 -
Can I Use Cross Domain Canonical For Duplicate Categories & Product Pages?
I want to fix issue regarding duplicate categories & product pages on my multiple eCommerce websites. http://www.vistastores.com/patio-umbrellas-fiberbuilt-umbrellas-llc-7gcrw-teal.html - Want to rank with this... http://www.vistapatioumbrellas.com/patio-umbrellas-fiberbuilt-umbrellas-llc-7gcrw-teal.html - Duplicate one! http://www.vistastores.com/patio-umbrellas - Want to rank with this... http://www.vistapatioumbrellas.com/patio-umbrellas - Duplicate one!
Intermediate & Advanced SEO | | CommercePundit0