In the wake of the pandemic, reliance on eCommerce for everyday shopping has drastically increased. Due to the increased competition, keeping your customers informed about your products is more crucial than ever.
To give your customers accurate information and rank your products in the top position so your potential customers can buy them, you will have to optimize your product page SEO.
This article will help you understand Product page SEO and the steps to optimize it.
What is Product Page SEO?
Product page SEO refers to optimizing product pages so that your website ranks higher in search results. Product pages are the individual pages of all your products where your potential customers find the following:
- Product descriptions
- Product images
- Customer feedback
The product page is where you have all the opportunities to let your customers click “add to cart” or “buy now.” Hence it is essential to follow an optimization strategy for your product pages.
In addition to convincing customers to buy the product, product page SEO helps search engines understand your products and rank your web page in search results. Getting your pages to rank on top in search engines like Google will significantly benefit your business, eventually driving organic traffic and conversions.
Steps to Optimize Product Page SEO
Product page SEO is optimizing elements of product pages to provide search engines with enough semantically relevant content without compromising the engaging and actionable user experience.
The following are five effective tips to optimize your eCommerce product page SEO:
- Keyword research
- Title tag
- Meta description
- On-page content
- Use schema markup
- Add customer reviews
The only way your customers can find your products is via search terms or keywords. Keyword research should be your first step before starting with your product descriptions. With extensive keyword research, you can succinctly add them to your content without reaching the point of keyword stuffing.
Keyword stuffing is an attempt to trick search engines by loading keywords in your content (appears not as natural prose). Search engines consider this tactic to be spammy and penalize websites for it.
You can research your competitors’ pages for keyword ideas. To help with your keyword strategy, you can rely on online tools like:
These tools can help you figure out the most searched keywords by your potential customers. After your keyword research, you may have to narrow down primary and secondary keywords, long-tail keywords, and targeted keywords.
Here’s an example to understand keyword research with tools better:
The search for “running shoes” shows the volume, keyword ideas, and keyword difficulty, which will help you write your product description.
Once you have listed your target keywords, it’s time to implement them. To start, you need to focus on your title tags. Title tags are a one-line product description that makes your target customers click on them.
Here’s an example of a title tag for your product page:
Here, running shoes is the primary keyword.
Mentioning the keyword in your title tag will help your potential customers consider clicking on the link, which will increase the click-through rate. This also helps your search engines rank your web page based on its user query. You can know more about title tags here.
Just like how title tags help lure your potential customers to your website, meta description helps in the same way. The meta description is present next to the title tag, and all you get is a 300 character limit to convince online shoppers.
Writing unique meta descriptions is your key to increasing visits to your product page. Here’s an example of a meta description:
This meta description has the main keyword “Running shoes” while showing graphically the colors customers can expect, and an introductory price. This kind of meta description will make online shoppers curious about the product.
Once you have optimized the product’s title tag and meta descriptions, product description is your way to convince the online shoppers that your product is what they are looking for.
The following are tips for writing unique product descriptions:
- Add keywords in your content but avoid keyword stuffing.
- Write actionable and unique descriptions.
- Add high-quality images.
- Add the “frequently asked questions” section. Frame them based on what the online shoppers would like to know about your product.
Avoid setting a template for your product descriptions and changing a word or two for every product. This type of product description is considered duplicate content by search engines. This will affect your ranking in search results.
As your brand grows, the number of products increases and the thought of writing unique content for each product might be overwhelming, leading you to set templates. Setting a template for your product page SEO saves you time, but it badly affects your SEO score. Duplicate content affects your brand identity as well.
Use Schema Markup
Schema Markup is a search engine language. Search engines understand structured data using semantic vocabulary. In simple terms, schema markup is how you make search engines understand what your content is about.
Schema markup is considered an essential SEO element. Adding Schema Markup to your product pages gets you rich results in search engine results.
The following are the characteristics that structured data for your product page SEO must have:
- Product description.
- Manufacturer details.
- Brand name.
- SKU (Stock Keeping Unit).
- Product availability.
This structured data also helps your customers know about the product.
Add Customer Reviews
After all your SEO efforts in getting your product page SEO right, leaving customer reviews behind would be a travesty.
Regardless of the compelling and actionable product descriptions you add for the products, customer feedback will bring trust to your online shoppers. Like “Word of Mouth” marketing, adding customer reviews builds trust because your shoppers can see that real people have used your products, and what they think about them and your company.
According to PEW research, 93% of Americans rely on customer reviews before buying a product. If you have just started your online store, try getting feedback from your customers and add it to your product page.
Additional Tips to Optimize Product Page SEO
The following are a few additional tips to Optimize your product page SEO:
- Add internal links to your product page. Adding internal links to your content helps build authority, trust, and relevance to your other product pages.
- Do not consider your SEO optimization and user experience two different elements. The intention of SEO and user experience is to give a better experience, leading to conversions.
- Conduct user testing for your product pages. User testing is a platform that gives you an insight into what works for your product page and what is missing in it.
- Avoid copy-pasting content from your competitors’ pages. Plagiarism will affect your SEO score.
Frequently Asked Questions
What are product pages?
Product pages are the pages on your website that help online shoppers decide what to buy. Product pages will have salesy content with images, specifications, descriptions, price, availability, and all other information about the product.
Are product descriptions SEO?
They are. Adding content to let people know your product helps search engines and website visitors understand what your product is better.
What is the product conversion rate?
Product conversion rate refers to the percentage of users who complete a purchase on your website.
The eCommerce industry is becoming more competitive; hence, carrying out product page SEO is vital to gain more traffic and conversions. Optimizing your product pages maximizes the visibility of your product listings, eventually leading to higher traffic and conversions.