One product two audiences, two pages or one

[SimonLuijk]

We have a product on the site that is used by two different groups of people, who refer to it with different terms. One group refers to it as "Lace yarn" plus around another 15 similar terms and the other group refers to it as "Crewel wool" with also 15 similar terms. I am having difficultly deciding how to approach this. At the moment it is on one page (http://www.renaissancedyeing.com/en/category/threads-yarns/crewel-wool/). would it be a good idea to split this into two pages?

[Matt-Williamson]

Well I would create two pages if you think that you can produce good quality unique content in relation to each product term on an individual page. As you have two audiences you could target each for input such as reviews to help make each page unique.

The advantage for each is that you can clearly target the individual term in relations to page title, header, content, url name. Then if you look at ideas to build links to both you will succeed.

[RobertFisher]

Simon,

I would personally go with two pages. Knowing you have two distinct types searching for this in two distinct ways, look at traffic for each query and you will likely see enough traffic going to each to warrant strengthening by dividing. 
Do note that you really need to look at better on page SEO as well. That way, you improve your odds of someone finding you and when searching someone coming to your site (no meta description means the search engines are coming up with those for you. By not having H1, H2 , etc. you are missing opportunities to improve your ranking).

Hope this helps,

Robert

[SimonLuijk]

Now I can't remember why I was hesitating over splitting that page.

Yes, I have the ongoing task of creating 200+ meta descriptions for the site There are H1's. Would h2's be preferred over highlighting relevant phrases in the site copy?

[RobertFisher]

As it is now I saw H2 = Category, I would try something like Crewel Wool - Swatches, etc.

To me, the meta description is the most underutilized tool in most web site arsenals. You can do so much with them. So, do that and as you go clean up what you can. It will all help.

Best