A new client, Fortune Cookie Soap, maker of unique soap gift packages, asked me to do a review of one of their product pages. Once I submitted my findings, they had a few questions. I thought I’d share these with you.
1. One issue I found was that they were repeating a short section of text that answered three frequently asked questions their customers had. I suggested that they turn this area of content into an image, rather than leaving it as text.
Question: Why do you suggest moving the FAQ into an image? Why wouldn’t you want search engines to index it?
The keyphrase we’re using on this page is “gift soap.” The FAQs aren’t relevant to the particular keyphrase we’re trying to build a page for. It IS very relevant to the user, so we don’t want to take the information off the page, but we also don’t want the content from the FAQs to dilute the relevancy of the page with relation to the key term(s) we are optimizing for.
By simply turning the FAQ section of the page into an image, we accomplish both tasks: providing visitors with the information they need and offering highly relevant page content for the engines to index.
2. Another issue on the page was the use of several icons that had keyword-rich ALT attributes associated with them. It is very normal to include keywords in ALT text, however, these images included keyphrases that we were not optimizing the page for. In addition, they only included the arbitrary keyphrases once for each tag… nowhere else on the page.
About the ALT text for the “handmade” and “made in the USA” icons – those aren’t good keywords? I just want to understand the reason so I can make better choices moving forward.
They keyphrases used within the ALT text for these icons are good keyphrases, but when you build a page with the goal of trying to get it ranked, you need semi-tunnel vision. You need to focus on that/those keyphrase(s) that you’re optimizing the page for.
In addition, you aren’t about to get that page ranked for “vegan soap” (for example) with 2 mentions of the keyphrase and no other information that deals with vegan soap. It simply doesn’t make for a relevant page.
Everything else on the page is talking about a soap gifts and other information then there are these 2 odd mentions of “vegan soap” in the ALT tags. That’s not going to help with the construction of a relevant page about soap gifts. The ALT text needs to be changed to reflect the keyphrase we’re focusing on.
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