Should extra content be added to item page or resource center?

[Lumina]

I'd place them in the resource center. Pumping the SEO of product pages is great, but being a resource of information is both good for SEO and great for customer retention / growth. Furthermore, if you or a customer were to send someone the link, having it on a product page may seem more aggressive. Sometimes it's better to gain a lot of people churning in your sales funnel than it is to gain a few new sales.

[RangeMarketing]

I agree with Lumina. Just wanted to add a few points:

If you are looking for short term SEO gains you are probably tempted to add the videos to the product pages themselves. Thinking long term, your potential to generate backlinks will be a lot higher by building a strong resource center that people want to link to and share. This approach would in turn boost your domain authority, which would trickle down to your product pages.

Also, sometimes it makes sense to keep product pages on the lighter side content-wise. Adding too much to the page could potentially reduce conversion rates. This is something that I would consider testing.

I hope your team can make a confident decision on this conundrum!

[DennisSeymour]

You can deal with this in a practical manner. You can think of it from the point of view of the searcher.

Practical thinking would tell me that the person would either look for on Google (a separate page about it) OR if he can't find it, then he'll go to the page where he bought and look there, maybe there's an FAQ section on that specific product page or a link to the resource area.

As a 1st time buyer, I would not know immediately that there's a resource page so Google is my first choice.

So I would go with a separate page, specifically for that item, then link back to the product page

The product page should also link to that page.

[dkeipper]

Thank you so much for your feedback!

[dkeipper]

Thank you so much for your feedback!

[dkeipper]

Thank you so much for your feedback!

[dkeipper]

Thank you so much for your feedback!

[RangeMarketing]

Np!

[KeriMorgret]

When this has been in place a few months, could you update here with how it went? Or if you have interesting results (whether a success or not), you might want to write up a YouMoz post. Things that would be of interest would be how you arranged the content, got stakeholders on board, and changes in:

• traffic from organic search
• sales (both of the machines and of the blades)
• service/help inquiries (did adding this content help reduce that load?)

Feel free to drop us a note at editor@moz.com if you're interested in writing this up at all.

Keri

[dkeipper]

Definitely will follow up with this.  Thanks!