Ecommerce Product Page SEO: 20 Dos & Don’ts


Having an optimized product web page for ecommerce has all the time been necessary.

It’s much more important throughout a pandemic when many individuals are going surfing to seek out merchandise that they want quite than going to a brick-and-mortar retailer.

With many merchandise competing for prime actual property within the search engine outcomes pages (SERPs), it’s crucial your model is on Page 1 in Google.

And in entrance of shoppers who’re utilizing a plethora of various search phrases to seek out the merchandise your model sells.

An optimized product web page can’t solely drive site visitors however assist convert browsers into consumers.

In order to beat out the competitors, it’s important to guarantee your product pages are optimized for max publicity.

Here are some clear, actionable search engine marketing pointers for product pages, in addition to the pitfalls that you must keep away from.

10 Dos of Ecommerce Product Page search engine marketing

1. Implement a Keyword Strategy

Keyword analysis is the muse for product web page optimization.

When conducting key phrase analysis, all the time use product-focused subjects that customers are trying to find.

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Don’t fixate on quantity.

Instead, take into consideration relevancy and what is going to really convert.

If you might have knowledge from different channels like paid search, use it in your key phrase and subject analysis and incorporate advert copy with excessive click-through charges (CTR) into meta descriptions.

Product pages have transactional intent so be certain your touchdown pages are optimized for searchers prepared to purchase since you need to promote the objects in your web site.

For instance, somebody in search of a particular product like “Series S60l & Expression E52 paintbrush” strongly signifies they’re able to buy it, as a result of detailed nature of their key phrase.

2. Optimize Titles & Meta Descriptions

Title tags and meta descriptions are crucial in product web page optimization.

Make certain you embrace particulars, like:

  • The model of the product.
  • The title of the product.
  • The mannequin quantity.
  • Other necessary data.

Home Depot does an awesome job of together with an important parts of their title tag and meta description.

Ecommerce Product Page SEO: 20 Dos & Don’ts

It additionally makes use of structured knowledge to spotlight opinions with star scores and worth which leads us to the following tip…

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three. Mark Up Product Pages with Structured Data

Having the proper structured knowledge kind might help your model present up as wealthy snippets.

All product pages ought to have product schema and evaluate schema, which might:

  • Drive extra impressions and clicks.
  • Improve your CTR and drive extra gross sales.

Ecommerce Product Page SEO: 20 Dos & Don’tsfour. Add FAQ Content

Having high-quality content material that meets the wants of customers is vital for rating excessive in SERPs.

If customers don’t discover your content material helpful, your bounce charges shall be excessive, and prospects could not purchase from you.

Most class and product pages are mild on optimized content material and would not have an FAQ part that’s marked up with FAQ structured knowledge.

Instead, they have a tendency to depend on user-generated content material (UGC), which is a mistake.

Suppose I’ve a query a few product and don’t need to discuss to a chatbot or name customer support.

If the model in query has constructed an FAQ part with solutions to questions customers generally ask, I – and prospects like me – can simply discover the knowledge we’re in search of.

That, in flip, helps the model promote extra merchandise.

Ecommerce Product Page SEO: 20 Dos & Don’ts

5. Always Write Unique Product & Meta Descriptions

I can’t let you know what number of instances I’ve seen an ecommerce web site use the identical product description for all merchandise.

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This misses an enormous alternative.

Each merchandise can rank for branded and non-branded key phrases and may subsequently embrace a singular description to take benefit.

Give shoppers nice data to encourage them to click on in your itemizing after which drive extra site visitors and gross sales.

Ecommerce Product Page SEO: 20 Dos & Don’ts

6. Share Real Testimonials & Customer Reviews

Genuine testimonials from prospects who’ve tried your product communicate volumes to in-market shoppers making an attempt to determine whether or not or to not purchase from you.

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That’s why it’s so necessary to let prospects share their experiences along with your merchandise and the way they’ve helped resolve issues.

Product pages with buyer opinions convert 58% extra guests than their review-free counterparts, so this needs to be a no brainer.

But there are different benefits, too.

Reviews assist construct belief – particularly when you have an endorsement from a celeb.

They additionally present the recent, distinctive content material Google craves. Just be sure you mark them up with evaluate schema, too.

7. Test Landing Pages

Tools like Optimizely and Google Optimize present an intuitive method to check even the slightest variations inside product pages, which you need to completely do to determine the perfect configuration.

Changing the placement of your name to motion, for instance, might drive extra conversions.

Test your web page structure choices to see the influence.

eight. Use High-Quality Video & Imagery

One of the drawbacks of buying on-line is you can not bodily contact or really feel the product you’re contemplating.

High-quality photographs and movies, nevertheless, can bridge that hole by offering finish customers the knowledge they should really feel assured of their purchases.

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Recently, I looked for a cordless drill.

Home Depot ranks very excessive for this time period and its touchdown web page is stuffed with good content material like:

  • Videos that reply widespread questions.
  • Q&A with different prospects.
  • Imagery of what a selected package consists of.

This was an awesome person expertise as a result of I needed to know what number of batteries got here with the drill and if it accommodates a bag.

Ecommerce Product Page SEO: 20 Dos & Don’ts

9. Minimize Page Load Times

Your product pages should be optimized for cell.

Fast-loading webpages will get your content material in entrance of your audience sooner and supply a greater person expertise.

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In flip, that helps enhance gross sales, income, and pages per session – and it offers you a leg up on the competitors.

It additionally decreases your bounce charges.

10. Audit Your Product Pages for Technical Issues

Product pages can usually be duplicated due to faceted URLs, which might trigger numerous issues for search engine marketing, like:

  • Duplicate content material.
  • Wasted crawl funds.
  • And break up hyperlink fairness.

To keep away from these points, audit your pages to see which technical and content material parts must be optimized if any.

Elements to look out for embrace:

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10 Don’ts of Ecommerce Product Page search engine marketing

1. Don’t Use Product Descriptions from the Manufacturer’s Website

This is without doubt one of the most typical errors I see in optimizing product pages.

Quite a lot of the producer descriptions should not compelling and should not optimized for search.

If you as a substitute take the time to put in writing higher descriptions, it might very properly be the distinction between being discovered and being invisible.

The extra detailed data, the higher.

But bear in mind you do not need duplicate content material, which is able to harm your search engine marketing efforts.

2. Don’t Remove Your Seasonal Pages Once the Peak Period Is Over

This is a typical mistake I see manufacturers make.

If you might have a product web page that’s seasonal and it has constructed up rankings, site visitors, and gross sales over time, don’t do away with it.

It could appear smart to take away seasonal pages as they serve no actual function for a lot of the 12 months.

However, if you happen to do that, it would go away you with the identical uphill battle yearly: as soon as once more, making an attempt to regain the authority your web site must rank for seasonal phrases.

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And by the point you do that every year, it would seemingly be too late.

Amazon is a good instance of how to do that properly.

They have a devoted Black Friday URL (https://www.amazon.com/Black-Friday/) that solely good points authority over time.

Amazon can then replace the web page as the height Black Friday season approaches.

three. Don’t Use Automated Optimization

Dynamically populated product pages with the title of the product because the title tag, adopted by model and nothing else, is just not a greatest apply.

Instead, together with necessary data within the titles, you can not automate might help your web site rank for focused key phrases.

All titles and meta descriptions needs to be distinctive.

Also, observe utilizing automated descriptions and simply altering just a few variables might even have a adverse influence in your CTR.

four. Don’t Remove Out of Stock Pages

Sometimes merchandise exit of inventory, particularly in a COVID world.

But ought to a product be briefly unavailable, you need to nonetheless hold the URL stay – particularly if the web page has rankings and site visitors.

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As with seasonal pages, this may appear counterintuitive to some web site homeowners.

However, a extra worthwhile technique is to maintain these pages stay and supply hyperlinks to different, related merchandise till the merchandise is again in inventory.

Ecommerce Product Page SEO: 20 Dos & Don’ts

5. Don’t Use the Wrong Type of Structured Data – Or None At All

Structured knowledge might help your web site rank within the wealthy outcomes and get extra site visitors and gross sales.

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Quite a lot of manufacturers don’t implement structured knowledge, i.e., opinions and product knowledge.

Having product knowledge might help your web site rank for wealthy snippets.

Ecommerce Product Page SEO: 20 Dos & Don’ts

6. Don’t Use Weak Calls to Action – or Forget Them Entirely

Oftentimes many manufacturers would not have sturdy calls to motion (CTA), however clear and straightforward CTAs are essential for any web site.

As talked about earlier than, the primary job of your product web page is to drive income and gross sales.

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If it takes customers too lengthy to seek out tips on how to buy your merchandise, they may as a substitute go to your rivals’ websites – particularly in case your web site takes over three seconds to load.

Ecommerce Product Page SEO: 20 Dos & Don’ts

7. Don’t Optimize for Low-Volume Keywords

I simply adore it when a CEO asks an search engine marketing, “Why are we not ranking for XYZ keyword?” and the reply is XYZ has no search quantity.

Think like a buyer, do your analysis, and use knowledge to make selections about which key phrases to make use of.

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For instance, if I’m optimizing for “LOL Surprise Baby Dolls in stock”, it received’t be value it as a result of customers should not actually trying to find this time period and as soon as I do rank for it, I received’t get many gross sales due to the low quantity.

Ecommerce Product Page SEO: 20 Dos & Don’ts

eight. Don’t Miss Opportunities for Internal Linking & Backlinks

Links nonetheless matter for ecommerce.

Oftentimes manufacturers construct hyperlinks to their homepages and class pages however overlook about product pages.

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But these pages can rank – particularly for longtail key phrases which have excessive buy intent and might dramatically enhance income and gross sales.

That’s why you need to all the time help product pages with efforts like inside hyperlinks and even paid social to enhance visibility and efficiency.

Ecommerce Product Page SEO: 20 Dos & Don’ts

9. Don’t Set the Wrong Price

With costs going up on merchandise excessive in demand, not having the fitting pricing technique could cause shoppers to not purchase your merchandise.

We all know the legal guidelines of provide and demand, however paying $100 for Lysol is ridiculous – and might even get sellers in bother with the legislation.Ecommerce Product Page SEO: 20 Dos & Don’ts

10. Don’t Forget Mobile Optimization

We stay in a world the place shoppers use their cell units to seek out merchandise on-line.

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In truth, over 82% of web shoppers within the U.S. store by way of cell units – and 35% are mobile-only consumers.

Not having a mobile-friendly product web page could cause customers to not even think about shopping for merchandise out of your web site.

Wrapping Up

Optimizing product pages is extraordinarily necessary to drive certified site visitors to your web site, which might flip into gross sales.

Following search engine marketing greatest practices – together with optimizing your web page titles, descriptions, and physique content material, increase inside hyperlinks, and adorning your pages with structured knowledge – could cause extra prospects to go to these particular pages.

This yields a better likelihood of a sale since these shoppers have been directed to what they have been initially purchasing for.

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Image Credits

All screenshots taken by creator, October 2020



Source hyperlink search engine marketing

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