Much of what is written about search engine optimisation assumes that you're writing a blog, or a news story, or the next great 'how to' article" …but of course it's just as likely that you're writing that all important product page. So how do you make a page full of technical specifications work in the search engines?

Of course, such pages are critical: no one will buy anything from you if they don't understand what you offer. It's just that, no matter how creatively written and carefully optimised, your "About Our Speakers" page is never going to make it to the first page of Google. It simply can't compete with the latest "Peter and Jordon" type story.

So how do you add a bit of life, and SEO value, to a product page? Here are four techniques:

1) Use the words your prospective customers use. Use a keyword research tool to help identify which terms to use.

2) Tell a story. Incorporate the keywords you just identified into a story that helps your prospective customers quickly understand how their life will be better once they buy your products. Be as specific as possible, and link to case studies to support specific claims.

3) Write detailed product descriptions, again incorporating keywords. The more detailed and vivid the description, the more appealing it will be to both human prospects and search engine bots.

4) Use pictures if at possible, and optimise the tags associated with the images, again using the keywords identified above. Photos and diagrams add interest and aid in understanding for your human prospects, while the tags communicate the value of the images to search engines. Also use keywords in the file names of your images.

As your prospect customers work their way through their research process, from general how is this problem being solved today research to specific types of products or services, make sure that your content fits their needs and that the search engines can find it.