Why Product Page SEO is Important
75% of users never go to page two of search results
If your customer can’t find what they want on the page 1 of your website, why should they pursue your site’s following pages? The stat above is the perfect reason why you should be worried about your website’s rankings (and product page rankings, in particular).
Users don’t care much for your home page when they are searching for a specific product. What makes a difference for customers (and, indirectly, for you as well) is actually the product page. These pages are your revenue generators, so you should be paying extra attention to these pages as you build your site.
SEO is crucial for product page success on search engines if you don’t wish to be lost among your savvy competitors. Just like how any other web page requires proper optimization to ensure its visibility across search engines, your product pages are no different – they need SEO help too.
The big difference is that doing SEO for all of your product pages can be quite a challenge, especially when your inventory is in the hundreds. This makes the implementation a strong SEO strategy for product pages even more imperative for your business.
Where to Start with Product Page SEO
First things first: you need to identify where your efforts are falling short. For this, run a comprehensive SEO audit of your website. There are a handful of tools that can help you understand where you should focus on, such as: site speed, links, images, content, tags, overall usability and more.
Go to your competitors’ sites to see what approaches and practises work best. Pay attention to the design, architecture, usability, backlink profile, blog and other spots that you can use to improve your own website. Take a closer look at the keywords that are used by your competitors to see what words and phrases you are able to compete against.
Come up with a spreadsheet of the strongest keywords and phrases that you wish to rank for. Then research the following:
- How relevant the keywords are to your brand and products
- How many searches occur for the particular keyword
- How difficult is to rank for that word
Keywords are what determines the success of your SEO strategy, so take this step seriously. Use these keyword research tools to complete the task at hand.
The 9 Do’s of SEO for Product Pages
#1 Choose Keywords Properly
When it comes to keywords, remember that they should be long-tail keywords. By incorporating long-tail keywords, you are increasing the odds of attracting the right audience at the right stage of their purchasing journey. Additionally, you’ll also be able get ahead of competitors that may have already taken advantage of broader terms.
A golden rule here is to choose different keywords for each product page to avoid cannibalizing your keywords, which can negatively influence page rankings. To avoid hurting your pages, you can utilize:
- 301 redirect
#2 Come Up With a Descriptive Title
A great title is what really helps customers and search crawlers. This title must include relevant keywords, a manufacturer’s name (if possible) and the SKU (if applicable). Place the keyphrase at the beginning of your title, as search engines consider the first couple of words to have more influence than the rest.
Being specific will also help searchers easily recognize they have found exactly what they were looking for – a product relevant to their search term.
#3 Write an Original Product Description
Including a manufacturer’s description on product pages is detrimental to any online store’s SEO. If you use the manufacturer’s descriptions, be ready to see that same description appear on your competitor’s website and on the original manufacturer’s website. Google hates duplicate content and will take measures to penalize your website for violating this rule.
#4 Utilize Schema Markup
While Google states that rich snippets don’t influence rankings, they can help search crawlers better understand your web content and show essential info such as customer reviews, ratings, price, availability, events and more on search result pages. This, in turn, improves CTRs and conversion rates.
#5 Ensure the Best UX
UX is critical for SEO. They go hand-in-hand and can’t exist separately. Ensuring the highest level of convenience for your potential clients will only benefit your business in the long run. Make sure your product page structure is understandable, create stunning yet minimal designs and easy-to-use navigation. There is no room for customer confusion if higher rankings are your ultimate goal.
#6 Make Use of Customer Reviews
People do care about other people’s feedback when it comes time to purchasing a product or service. It’s crucial to remember that product pages that include reviews convert better and will have higher positions on SERPs. Better rankings are guaranteed by meeting Google’s requirements for unique, fresh and updated content. And customer reviews are exactly what can help you elevate your page’s rankings.
#7 Include Appealing Pictures
An ecommerce site must have good quality images. Stunning product pictures are a must if you want to entice your potential customers to buy from you. About 70% of online shoppers say that high-quality product photography help them when making a purchase.
But don’t forget that search engines are far from human – compared to your customers, they are “blind”. Search crawlers need instructions on how to recognize visual content. That’s why you must remember to always write descriptive file names and Alt Tags that feature relevant keywords and phrases for all your images.
#8 Ensure Great Mobile UX
With m-commerce on the rise, customers are increasingly turning to their mobile devices to shop online daily. If you haven’t taken care of your store’s mobile optimization yet, it’s time to do so. Otherwise, you are more likely to experience an exponential drop in conversions in the near future.
#9 Improve Page Loading Speed
Slow page loading times result in high website abandonment rates and also low rankings. Your ultimate goal is to achieve excellent SEO performance and fast loading times can help you get there. Here’s the list of some easy ways to reduce your website’s load speed and enjoy both better ranking and higher conversion rates.
Paving your way to SEO perfection is not an easy task and requires a step-by-step approach. Try applying the above SEO tactics to help make a positive difference for all your product pages. This process will undoubtedly take additional time and effort, but the results are absolutely worth it in the long term.