We`ve found that we`re in a similar situation with our signal flags.
First, although we sell these flags that`s not what we "sell." It took
us awhile to figure out that we actually sell "secret messages." The
other thing is that we sell "personalized." Personalized
None of the current online stores, canned Web sites, or packaged
shopping carts handle our particular situation. They`re designed for
commodity items, easily broken down into units. So no matter what we
tried to do, we kept getting "blurred" by larger or related categories
that were entirely generic.
One thing that`s worked really well for us has been to have a
never-ending set of auctions on eBay with the "Buy it Now" feature.
It`s only one or two per 7-day period, but it`s always up there.
Whether you like or dislike eBay, it does get a lot of attention from
You can`t put a link to your Web site in the auction, but you certainly
can put your logo and company name. Those with some thought can likely
find your site that way.
The other thing Kathy started doing, which we did more as a lark, was
to create a public WordPress blog, on their site---not on our site.
That`s where she`s been able to write whole posts about individual key
words, key phrases, and concepts.
For example: We wanted to link our signal flags to yachting, and yacht
clubs. Most combinations of search-engine phrases and queries got lost.
But in this blog, Kathy was able to write an article about "yacht clubs
and burgees." What`s a "burgee?" Exactly! It`s a specialized yacht-club
Because the blog is on WordPress` site, it gets searched and viewed a
whole lot more than if it were on our own site. We have a linked logo
back to your site, and many links throughout articles back to our site.
We also have a "visit our blog" button on our site, taking people to
The combination of these two strategies has very strongly helped us
differentiate our "flags" "messages" "banners" "personalized banners"
and such keywords, offering a sort of second-tier concentration. If
someone goes to eBay and puts in "signal flags," they get maybe a max
of 80 items....not 1,000,000 items on Google.
Finally, we use the Alt Text tag on EVERY image we have anywhere on any
page. They don`t always say generic things like "Home button." Instead,
they say something like "Home to US Navy Signal Flag page." We`ve now
become heavily indexed and present on the Google "Images" tab. That, of
course, gets us back to our own site as well.
If you sell bookends, the next step is to classify that word from it`s
high-level set, all the way down to its unique identifier. Bookends are
part of the overall set of books, so you could write a blog article
about "What to do with Too Many Books!" The article could be about
"organizing my library," and as an option, show a picture of some
classy bookends made out of unusual rocks and stone.
Of course each picture would then provide a capition and link back to
your order page, or a descriptive page for that particular pair of