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How to Optimize ECommerce Product Page for SEO

SEO for product pages involves proven on-page and off-page tactics to ensure better visibility and sales. These techniques ensure the product reaches the right audience for greater ROI.

Home / Blogs / How to Optimize ECommerce Product Page for SEO
Raghav Tayal

Head Of Operations - Digital Web Solutions

July 9, 2024

Why is SEO Important for Product Pages?

Product pages are the soul of your business. These web pages display your products in all their glory and are responsible for bringing sales.

Since these pages are an essential part of any business, it is important to optimize them for search engines. The SEO of your product page determines the amount of incoming traffic and its effectiveness in grabbing the attention of potential leads and converting them to paying customers. Moreover, it is also a clear-cut way to improve the ranking of your page in SERPs and increase brand visibility. So, if you want your product pages to be high revenue-generating instruments, dive into this article!

How does SEO Boost Visibility and Sales?

Product pages are similar to web pages, with the only difference being that these pages have details about your business’s products or services. So logically, SEO will have a great impact on product pages as it will on web pages.

SEO helps potential customers find your product pages by placing them on top of the SERPs. This boosts visibility and increases organic traffic, which in turn improves sales.
However, while SEO is essential for any website, you must remember that the keywords you use should be relevant to the landing page.

Relevance is one of the most crucial factors that search engines take into consideration to determine a page’s ranking. When a user comes across your website based on the search results for a particular keyword, they have certain expectations from it. To be precise, they want your website to solve the queries they are looking for an answer to. And, in the case of product pages, your keywords must be a true match to what your product page sells.

14 SEO for eCommerce Product Pages Tips

Start with Keyword Research

Well-researched keywords are a true representation of what you have to offer through your product pages. Moreover, it is a way of directing potential customers to your page.

Well-researched keywords bring organic traffic to your website and also boost the conversion rate. Another benefit of keyword research is that you learn a lot about how your target audience is searching for products or services in your industry. Recognizing audience patterns is key.

So, how do you find the right keywords for your product pages? First, you need to find three to five keywords that are closely related to your product. Now, out of these keywords, you must pick out the main keyword on which the entire web page will be focused.

Most marketers look at the search volume of the keyword, thinking that this is the sure-shot way to make their page rank. Sadly, what they don’t know is that more than the search volume of the keyword, they need to focus on its relevance. Google considers the relevance of the keyword to be one of the main criteria for ranking. So, developing a strategy that maximizes the relevance of the keyword is a great idea. Another thing to consider is keyword intent, which means you need to keep in mind what the user is expecting when they search for a particular keyword.

Moreover, if your page is relatively new, you can consider adding long-tail keywords that are less competitive compared to other keywords. Since, it may be difficult for your page to rank for keywords that have a high search volume, focusing on long tail keywords that are relevant as well as less competitive is a great idea.

Create Short, Focused, and Unique Product URLs

URL structure is an essential part of the user experience. If you have a well-thought-out URL structure, your target audience will be able to understand what your website is about before even clicking on it. 

You can improve the user experience of your website by giving your URLs a logical structure and maintaining a page hierarchy. The goal is to create short, focused, and unique product URLs that help your visitors surf through your page with confidence and not with confusion. 

Use 1 to 2 keywords in the URL that are relevant to your product page. This will give Google a clear indication of what your page is all about. However, don’t stuff too many keywords, as this might look spammy. Most people use the page title as the URL. But, the title may sometimes be too long and unsuitable for the URL. In that case, you can add a short URL that clearly indicates the content of your website. 

Write Click-Worthy Product Titles

Page titles are the first thing that visitors see when they click on your product page. Hence, grabbing the attention of your audience at first glance with your page title is an essential quality that a product page must have.  

Here are some of the ways you can write click worth page titles:

  • Add relevant keywords: Although adding too many keywords to the title will make it look spammy, you must add the primary keyword at the beginning of the title as soon as you can to help the search engines and users understand what the page is about.
  • Keep the user in mind: Your title should always be written for the user and not the search engines. It should be able to clearly explain what product you deal with. You can also add the USP of your product to make the users more interested.
  • Pay attention to length: Long headlines are effective in giving the users an idea about the page. But remember that headlines that are too long are slashed down by Google. So, ideally, your title should be between 60 and 70 characters.

Add Unique, Helpful Content

Your product pages should strike a balance between attracting customers, be well-optimized for search engines, and having all the necessary information. In order to achieve this balance, you must add unique and helpful content. Here are some of the best practices that you must follow for your content:

  • Up-to-date and fresh content: There is no denying that your products should be of top quality to attract new and repeat customers. However, how will your customers know about your products if you don’t regularly update your product descriptions and other information?
  • Speak in your user language: As an e-commerce business, you need to ensure that your content represents your business in a language that your target audience will understand.
  • Add a CTA: Your content must always include a call to action to help your audience understand what course of action they are required to take.

Add Unique Meta Descriptions

Many e-commerce businesses don’t add meta descriptions to their product pages because it is too much work, and adding them to each page seems time-consuming. And even if they do, most use meta description templates. Although using templates is a great idea to reduce workload, the problem is that it makes the descriptions too generic and fails to grab the attention of the target audience.

However, there is a solution to this problem. One can use LLM tools that automate the process of writing meta descriptions. All you need to do is insert the right prompts. Moreover, ensure that the meta descriptions don’t exceed 160 characters. Any description more than this limit is slashed by Google, leading to the search engine displaying its own version of the meta description.

Mark Up Product Pages with Structured Data

Structured data are HTML tags that enhance the ranking of your product pages on the SERPs. Structured data includes information such as product name, price, and availability, which helps the search engine better understand the content of the page and rank it better. This, in turn, enhances organic traffic and your page’s click-through rate.

Let us now look at how adding structured data impacts the way your products are displayed in the SERPs:

  • Standard search results: They are a standard version of snippets and display additional information in the search results, such as ratings, price, review, and availability.
  • Merchant listing: Merchant listing is the search engine results from which customers can directly make a purchase. Google will verify your structured data before making your products available for merchant listing.

Include A FAQ Section

Informative content is what makes your product page rank on Google. Unfortunately, most retailers ignore this and end up being unsuccessful in their SEO strategy. You shouldn’t make a similar mistake and should try to add all the information that a visitor might need by adding an FAQ section to your product page. An FAQ section ensures that all the questions your target audience might have regarding the products are answered in one place, which also means that they don’t have to refer to third-party websites to clarify their queries.

To find the right questions for your FAQ section, you need to put yourself in the customer’s shoes and identify what questions they might have. This is also a great time to identify keyword opportunities, conduct competitor analysis, and understand what will encourage your visitors to stay on the page and explore more.

Share Real Customer Reviews & Testimonials

Reviews and testimonials are important factors that can impact a customer’s purchasing decision and the position of the product page in SERPs. Adding reviews can help you in the following ways:

  • Increase the relevancy of the content: User-generated content such as reviews and testimonials keeps the content fresh, up-to-date, and informative and helps visitors find valuable answers to their doubts. This is exactly what search engines value the most and look for in a content piece before ranking the product page.
  • Enhances CTR: Adding reviews to your product pages can significantly increase the click-through rate (if added to the structured data), and if the reviews are positive, it also enhances the credibility of your page.
  • Increased conversion rate: Increased CTR is accompanied by an increased conversion rate. Numerous studies have found that pages with positive reviews had increased conversion rates than the ones that didn’t. Hence, adding reviews to your product page is extremely beneficial.
  • Makes your brand transparent: Accessible reviews show that you are transparent about your brand and value what your customers think. This enhances the trust for your brand among new and existing customers as well as search engines, helping your page rank higher.

Optimize Images

Optimized images are one of the most important elements of a product page. Since many people determine the quality of a product based on the image without even looking at the product description and reviews, posting clear and high-definition images and videos from different viewpoints is an essential practice. Potential buyers pay close attention to what they see before they finalize a purchase. Additionally, adding features such as zoom in and zoom out also helps your visitors get a proper view of the product, enabling them to determine if this is what they are looking for. Moreover, optimized images also enhance the website’s ranking and increase your chances of receiving traffic from Google images.

Overall, image optimization is a crucial part of product page SEO. You can optimize the image title, caption, and alt text to make it easy for the search engine to identify what the image is about.

Implement a Semantic Heading Structure

Implementing a semantic heading structure for your website content enhances its accessibility. When the heading structure is semantic, it is easy for the visitor and search engines to understand the hierarchy.

To establish a semantic heading structure, you need to:

  • Ensure the H1 is the title of the product page and is similar to the page’s title tag.
  • H2s should contain all the important headings that you think are important for your product page.
  • H3s to H6s should be subordinate headings of H2 and be placed in descending order based on the number of subheadings your content has.

Configure the Breadcrumbs for Product Pages

Breadcrumbs are navigational features that help understand the current location of the website visitor on the product page. Although breadcrumbs may seem like a minor addition to your website, they significantly enhance user experience. So, how should you implement breadcrumbs on a website? Let us find out:

  • Put breadcrumbs at the top: Breadcrumbs are your secondary navigational features and must be placed at the top below the title and primary navigational key.
  • Always start with the homepage: The breadcrumbs display the visitor’s trail from one end of the website to another. Therefore, starting the trail from the homepage is always best for more clarity.
  • Breadcrumbs must display the entire trail: The breadcrumbs that you implement must display the entire trail of the visitor’s journey, and don’t miss out on any part.

Improving User Experience

Cart abandonment is one of the major problems that most e-commerce websites face. This problem arises because most owners don’t focus on the user experience of the product page. However, one can effectively tackle this problem through search engine optimization.

Here are a few things you can do to improve the user experience:

  • Concentrate on the loading speed: A slow-loading product page is a big turn-off and is one reason pages experience high bounce rates. To improve the loading speed, you can try compressing the images, using browser caching, and making the most of content delivery networks.
  • Optimize for mobile devices: Many developers forget about mobile optimization when fixing the technical SEO of their product page and pay a heavy price for this mistake. Since most purchasers use their smartphones or tablets for online shopping, having a website optimized for mobile devices is essential.
  • Simple checkout process: To prevent cart abandonment, ensure the checkout process is simple. To do this, you can reduce the number of forms to be filled out before making the purchase and provide clear instructions at every step. Moreover, you can incorporate a progress indicator showing how far they are from completing the purchasing process.
  • Multiple payment options: To cater to a broader audience, include all the popular payment methods and ensure safe getaways. Additionally, display all the payment options clearly and offer flexible payment options to build trust in your customers.

Audit Your Product Pages for Technical Issues

A technical SEO audit analyzes the technical problems present in your website. Here are a few of the things that are included in technical SEO:

  • Fix crawlability: Spot and fix any crawlability issues that your website might have to ensure that it is being indexed by Google.
  • Fix internal linking: Internal linking connects one page of the website to another. Ensure that your product pages are not linked to broken links so visitors and search engines can easily understand your website’s architecture.
  • Conduct a site audit: The site speed should be optimal to reduce bounce rate and encourage visitors to explore your page.
  • Fix any coding errors: No matter how your website looks, search engines view it as a bunch of codes. Hence, any bug in your coding can impact the SEO and ranking of your product page.

Add Internal links

As mentioned above, internal linking helps search engines and visitors understand your website’s architecture. It weaves the entire website into a closely connected web and facilitates navigation from one page to another.

The ideal number of internal links on a product page is still controversial. But no one will ever disagree that having relevant internal links on your website is extremely important. However, when linking, you must remember that internal links should add value to your website. So, strategically adding internal links that take viewers to another page where they can expand their knowledge about your products and services is a good idea.

Conclusion

For an e-commerce business, sales is the only goal, and every step and decision one makes is headed toward this goal. An optimized e-commerce product page is the key to maximizing sales and increasing brand awareness. The article discussed fourteen ways through which you can optimize your pages. However, remember that SEO is a game of consistency, and with Google algorithms changing every other day, you must always be on your feet to figure out what is working and what is not.

With consistency and dedication to providing your visitors with the best user experience, you are surely going to experience a tremendous rise in sales in the upcoming days.

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