Invite search engines in your ‘back door’

Here’s another way to draw search engines and visitors to your site: invite them in the back door with information pages. Don’t just submit your home page to search engines. Submit these secondary pages, too.

Information pages contain plain facts — without sales pitches — on a particular subject. They give you the chance to show yourself off as an expert while giving visitors essentials they won’t find elsewhere.

Once they see your know-how and skill at work, they’re more likely to buy your products or services.

To create a good information page:

1. Be brief. Discuss only one subject per page. It’s better to create several shorter pages than one long page that takes a long time to load.

2. Don’t try to sell anything here. You can mention your product, but only in passing. Try explaining the topic, the problem and a solution. You can say your product or service helps to solve the problem, but link to a sales page to fully promote your product.

3. Avoid jargon: Try not to use complex, industry-specific terms unless you’re sure your audience will understand them. If you must use words your visitors aren’t familiar with, explain them in a separate FAQ (frequently asked questions) or glossary page.

Submit each information page separately. Within a few months, you should see a new group of potential customers finding your site.

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