Build links to deeper web pages to make it easier to find relevant information

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 27, 2021, 3:31 PM GMT+0

Brands can establish their websites as credible marketplaces by linking relevant web pages instead of just the homepage.

Websites should feature links to pages other than the homepage, showing Google that the site is a trustworthy place to buy products from. Brands can begin by visiting relevant industry and ecommerce press outlets that announce sales and discounts periods.

Here, brands can search for an unlinked category and product mentions. Marketers must use Google’s advanced search parameters to unearth sites and web pages that mention their brand’s products. Similarly, identify high-value editorial areas that publish content relevant to the brand and its offerings.

If the business sells products made by other brands, marketers must ensure their company is listed on other brands’ sites as a supplier or authorised stockist. By doing so, customers searching for the specific product can land upon the business’ website for the purchase.

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