Future-proof website to optimize SEO.

[JorgeGarcia]

Hi All,

This is my first post and hopefully a question that could help others in similar positions.

Say we are trying to rank for the keyword "security testing tools".

Product name is "Sectest" and its a security testing tool.

*We currently have an "SEO" section that is purely good content and the idea with this is to be able to rank for "security testing tools" talking about what to expect and look for in such tools and relevant content  - Linking to our product page at the end of it.

structure is brand.com/security-testing/tools and that would have a link to brank.com/products/sectest

Obviously product pages would get their meta tags and content re-written so we don't compete for the same keywords.

Is this approach optimal? or would google want us to link directly to the product page instead of "information" about security testing tools?

Nobody in our sector is taking this approach and we have already started it, but I am starting to wonder if I am getting into big trouble further down the line.

Thanks and best regards,

[JorgeGarcia]

Hi there,

Although I do understand your reasoning, we have the resources and people quantity to focus on all things at once being a big a company. So at the present moment it wouldn't be a matter of prioritizing work - but rather - delivering the best future-proof strategy.

I don't mind doing the same as our competitors, but sometimes stepping out of the sheep line is good.

You do make a great and very valid point addressing that this is an extra step for the visitor and could lead to fewer conversions. This is holding me back a little bit.

But, if properly implemented, wouldn't a content focused site rank way better than a product page would?

I guess the real question is if prospects would really find value in the information about "security testing tools" or they would rather just get the product page instead.

But just looking from Google eyes, what do you think of this approach?

After re-reading my post I realize I might sound as if all I want is you to agree with me and justify my approach, I don't really. I would really value any honest thoughts and reasoning .

[SEO5Team]

Hi Jorge,

How are your competitors ranking for their approach by using security testing tools directly. If they are doing well then i would adopt the same strategy and try to beat them with quality backlinks and good on site optimization. SEO is not the only thing you have to worry about , you also should keep conversion rates in mind. By first taking the visitors to a security tools page and then your product page you are increasing your conversion funnel and this might impact your conversion rates. At the end of the day , it's all about sales/revenue/leads/ROI so you dont want to do anything to jeopardize your conversions. That one extra step that the visitor has to take might result in fewer conversions.

[JorgeGarcia]

Just to make it clearer.

Our competitors seem to be using "security testing tools" directly in their product pages.

We would like to use "security testing tools" for a page with content on it and an introduction to our product and then link to our product page.