If you have doubted the need for fresh, related content on your store pages…. You better rethink your position! Google has improved the search results snippets to include “jump to” links to the page’s specific area containing the related content.

We have seen Google recently making huge and innovative changes in sitelinks and snippets, but in fact this most recent innovation may be the most valuable yet. We have discussed here many times, Google’s “full text” indexing and ranking ability… Now Google has sought to put that very ability to work for searchers.

Imagine that a shopper is searching for the specs on a gadget they wish to buy, with this type of anchor linking you have a unique opportunity to grab and better convert these topical and information seeking searches. Let’s face it, even if you rank for these type of searches, your product pages are designed to sell… Thus very likely the information for this type of search is buried. So much so, that even if they land on the page, they leave never finding the information they are seeking. While this is for good reason, and I do not suggest clouding the ability to shop with this type of information… Now you can include it in a less obtrusive manner, link to it with anchors and discover a entirely fresh conversion opportunity in information gathering searches.

Let’s say for example you search Google for “good cholesterol level”. You are met with a very unique opportunity in the search results…..

This content or sitelink as we say, not only takes you to the most relevant page… But the most relevant location on that page too!

I know, how can I do that? Well, Google has posted the means to get your site coded and correct anchors set in place for these type of results in a recent post on Webmaster Central Blog. Essentially you will need to relearn a bit of html in order to help Google index you in this manner. Creating page anchors for static pages is really not difficult, but including them in your dynamic pages can be a far greater challenge. Here is a really easy tutorial from W3Schools to get you started.