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For the sake of discussion let’s assume that you are a manufacturer of hammers. Like many manufacturers you have constructed a line of hammers intended for unique purposes, carpentry, framing, jewelry etc. Within those classes you have subdivisions or series of quality ranging from entry level to professional grade. We’ll assume that you want to wholesale your hammers directly from your website but you aren’t seeing the conversion you anticipated. One obstacle may be mismatching your traffic with the paths they are taking through your website.

Among your carpentry hammers you have a super-deluxe hammer called the C-90, from the most expensive “C” series. This stellar, super-deluxe carpentry hammer has a dedicated product page on the website.

So how do you get this hammer in front of people that are most likely to buy it? If you just optimize the product page for “C-90” and call it good you will be missing out on the bigger percentage that are just looking for a super-deluxe carpentry hammer. Only those alerted by direct or viral marketing will find the C-90 because they know exactly what to look for. A better solution would be to create paths on your website to funnel traffic.

If your site is found by someone looking for a carpentry hammer then tell them about your different series. If your site is found by someone looking for a super-deluxe carpentry hammer then tell them about the C Series. If your site is found by someone looking for the C-90 then tell them about the C-90. Seem obvious? Then optimize that way.

You want to channel potential buyers from the search engine result pages (SERPs) through appropriate landing pages to the page that their query has qualified them for. In other words, if a consumer punches in “super-deluxe carpentry hammers” then you know that you have someone ready to be wooed on your presentation of the C series of hammers. If a consumer finds your site by simply searching on “carpentry hammers” they may need to be further qualified before they are ready to convert.

Most of the time you will get a maximum of 2 listings in the search results so make them count!

Here are some hypothetical scenarios:

Query:

“super-deluxe carpentry hammers”

Really may be asking:

What is the best carpentry hammer I can buy?

Possible Answers:

C series overview
Page with comparison of C series to competitors
Page with comparison of C series to lesser series

Query:

“carpentry hammers”

Really may be asking:

Who makes a decent carpentry hammer?

Possible Answers:

Carpentry hammers overview page
Page showing the companies dedication to making great [carpentry] hammers
Making a case for what series a professional would choose vs. the casual handyman

Query:

“C-90”

Really may be saying:

I’ve heard of the C-90 but I’m not sure if I’m ready to buy it yet.

Possible answers:

C-90 model page
Industry specific pages justifying the price tag with supporting features and benefits
Positive custom feedback or reviews

Think of yourself as the consumer and what you would hope to find had you entered the query yourself. Don’t assume that they know your product’s model number or name. Try to focus specific keywords on pages that are relevant to the question that is being asked by the query.

Remember that a search engine will prioritize very clinically what it determines are your best result pages for a given query, unless you tell it. Don’t overcrowd your Meta keywords with everything you can think to call your product but rather use it to reiterate what is being said by the page itself. If you identify patterns and commonalities in how your pages are being found then tweak the pages and Meta tags to address the question that is being asked. Shoot for common misspellings of your keyword such as “90-C” or “C-900” or “carpentry hamers.” A page will really speak for itself so make the page relevant to the message and make the message relevant to the query.

Think intuitively, review analytics, traffic logs and landing page statistics over the course of time. Over time is the key pint here, too many tweaks too soon may confuse your trends, traffic and search results.