5 Tips for Optimizing Your Promo Website

5 Tips for Optimizing Your Promo Website

What is a website?

As a distributor or supplier in the promotional products industry, you may respond with: “A virtual inventory of products, established to simplify the buying process.”

While you may be completely accurate, your website is multifaceted.

Your website serves as an online store for your products and a destination for business representatives interested in marketing with promotional products. But, I want you to start looking at your website as the primary line of communication to both customers and potential customers.

In a predominantly millennial era, driven by technology, your online presence is often the only public presence you can leverage.

The promotional products industry is a very ‘stuffed’ industry. There are a lot of players, and you could easily become a pawn in a king’s world.

In order to boost your visibility in search engines, you must optimize the back-end of your website.

Here are 5 tips for optimizing your promo website.

Title Tags & Meta Descriptions

“Woah, woah, woah, back up Philip! What is a Title Tag and a Meta Description? Aren’t those outdated?”

Well, my friends, Title Tags and Meta Descriptions are not outdated; meta tags are outdated, but Title Tags and Meta Descriptions are quite prevalent to the Google-nators at the HQ in Silicon Valley.

Title Tags are the titles you see when you search for a particular topic.


As you can see, our Title Tag is ‘Trade Only’. You can customize this Title Tag as you wish; we recommend using descriptive keywords to highlight your business highlights.

Do you sell crazy hats? Try “______ Inc – Promotional Product Crazy Hats”

Do you sell primarily polo shirts? Try “_______ Inc. – Promotional Product Polos”

You have 69 characters to create the perfect Title Tag for your business. Go crazy! Just make sure not to keyword load. Keywords are important in titles and descriptions, just make sure you are not keyword loading to the point of illegibility.

Meta Descriptions are the descriptions directly under your website title in search engines.


The Meta Description is crucial to helping potential customers understand your business.

You want to ensure that your primary keyword is located in the first sentence. Then, we suggest adding your secondary keywords in the later part of your description. With Meta Descriptions, you have 160 characters to get your message across.

As you can see with our Meta Description, we feature our secondary keywords in the second sentence: eCommerce, business management, software, and company stores.

A couple tips:

  • Make sure to reinforce your Title Tag – use a common keyword from your title.
  • Don’t overdo keywords. Keep it legible.

H1, H2, H3 Tags

Don’t panic! You do not need to know a lick of CSS or HTML to understand this section!

H1, H2, and H3 tags are simply headers on your website.

The primary header on your website is the H1 tag; this is where you find the general topic of your site’s page.

The H2 tag is the sub-header, which features subcategories of the H1 header.

And lastly, the H3 tag is the sub-sub-header of your site’s page, which features subcategories of the H2 header.

These tags look a little something like this:

Header 1

Header 2

Header 3

Each, individual page on your website deserves at least a H1 and an H2 header. This helps to categorize your pages in search engines, and allows Google to organize your content with the appropriate search terms.

Here is a visual example of header tags on our website!

Header Tags

Remember, keywords on your website are the key to the overall visibility of your site in search engines!

The more content you have on your website, the better. So, don’t hold back! Channel your inner writing god/goddess and let the words flow.

Image Tags

Some of you may be thinking: “Image tags? Seriously, Philip? Now you’re asking a LOT from me.”

Image tags are monumental for your website.

A good website features lots of images. It is a known psychological fact that visual content is processed infinitely faster than text-based content. Basically that means: the more images the better.

Make these images work for you!

When you add an alt-tag to your images, you allow search engines to catalog your images, as well as your text content. The more opportunities for visibility, the better.

Here is what adding images tags to visual content looks like on WordPress:

Image Tags

The image description is your biggest opportunity for keyword loading. Notice, the keywords I used for our Title Tag image are: title, search engine, topic. This image will now be featured under those key terms when searching Google for images!

Cool stuff, huh?

Lesson learned: always add titles and descriptions to your images.

Keyword Diversity with Relevance

This may seem like an unnecessarily wordy section, but each word is important.

Let’s address keyword diversity as an analogy…

If you purchase one lottery ticket, you have a slim chance of winning the lottery. With each new ticket you purchase, you increase your chances of winning the lottery by a set percentage.

Keyword diversity is similar to the lottery. 

With each keyword you add to your website, you increase your chances of winning the lottery… JK… But, you do increase your chances of acquiring new customers with a variety of keywords.

Maybe they don’t know which keywords to use when Googling promotional products, or, maybe they’ve grown used to using particular keywords.

Just diversify; you won’t regret it.

NOTE: make sure you implement relevant keywords into your keyword database. If the keyword does not, in some way, relate to your business, don’t use it. 

SEO Keyword Cloud


Links. The Holy Grail of websites.

If you aren’t linking, you aren’t winning.

When you are building your website and marketing strategy, you want to make sure you include qualified links. When you reference ‘spammy’ links, you start to move your way down the Google popularity ladder. No one wants to do that. Google is the Queen Bee.

When you start linking relevant content, you boost credibility. When you establish credibility, you create incentive for businesses to link to your content.

Which brings me to another point: create kick-ass content.

You can never go wrong with good content. Whether you spend hours on your website, adding loads of text to each page, or you produce a blog each week, you are contributing quality content to your brand.

“Just Do It” -Nike

If you have any questions about adding these features to your Trade Only website, please contact Bryon Harland at bryon.harland@tradeonly.com OR if you want to learn more about our SEO optimized websites, please fill out the contact form, below.

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