Online success stories demonstrate the power of ecommerce SEO for raising search engine standings and increasing click-through rate metrics and conversions. A complete SEO strategy considers more than just category pages and brand page content. Your ecommerce product pages also play a key role in getting your site discovered by search engines. Follow these best practices for your online store on how to optimize an ecommerce product page for SEO to get optimum results.
8 Best Tips on How to Optimize an Ecommerce Product Page for SEO
Align Product Names With Your Keyword Strategy
Many ecommerce brands choose catchy names that appeal to their target customers. While this may increase the appeal of the product, it won’t help products rank higher in search results.
If you have a powerful keyword strategy, use it to your advantage when you choose the name of the product. Follow that clever title with top target keywords.
Descriptive and Consistent Product URLs and Internal Linking
More goes into rankings on the search result pages than just having relevant keywords. Your URL addresses also influence your rankings. Develop unique product URLs for each of your product pages and strive to include at least one keyword.
Creating internal links to your product pages from your website can contribute to your product page SEO success. To create opportunities for linking, create a blog post that provides useful information and recommends a specific product. Call out and link to those products in your brand overview page and category page copy.
Broken links can be frustrating for shoppers. Make sure you update all links if you change your site structure.
Meta Information: Title Tag and Meta Description
All product pages feature metadata that consists of two parts: the title and the meta description. The meta title is the heading that goes at the top of a search browser, and the meta description is what search engines display on their results pages.
If you’re using an ecommerce website builder with automated optimization, meta title tags and meta descriptions may auto-generate to generic language. Because they’re not optimized, these meta descriptions are unlikely to increase your search visibility.
To increase your standings in Google search results, make your meta descriptions unique. Try to incorporate the most relevant keyword with the highest search volume in the description. Create rich snippets that summarize your product.
Breaking your product descriptions into short paragraphs with headings makes your ecommerce product pages easier to read. This increases the likelihood of customers staying on your site to read all the details and ultimately purchasing your product.
Headings can also play an important role in ecommerce product page SEO. Use them to add those long-tail keywords that may otherwise be difficult to work into SEO product copy.
Include Product Attributes and Link Them
When creating product pages, don’t leave the product attributes blank. Adding all the keywords that apply to the specific product may boost your ranking with the search engines. Those attributes can also help potential customers search your product pages more easily.
To get even more benefits from the attributes on the product page, enable linking. Internal linking benefits you from an SEO standpoint and also allows your customers to quickly find relevant products.
Write Engaging Product Descriptions
Having a high-quality product description on every product page isn’t just important for making the sale. It also contributes to your ecommerce product page SEO efforts.
A search engine’s ultimate goal is to drive users to the most useful site based on search intent. If a web page has thin content, it’s unlikely to rank well even if keywords are present.
Duplicate content can also penalize your ecommerce site. Consider consolidating products that vary based on only one criterion such as color or size. When this isn’t possible, write a completely unique on-page ecommerce product description for each variation.
Depending on how you structure URLs, you may also need to write a different description of products that appear in multiple categories. In addition, never use the same description as the manufacturer or copy one from a competitor’s pages.
Include High-Quality Images
Product images are an important factor in determining whether a customer will buy. If you only have blurry images or just one picture per product page, you may lose out to other ecommerce stores. Good images that encourage customers to stay on your site longer and click on links increase user engagement and may benefit the SEO efforts of your ecommerce product pages.
In addition to using multiple clear images, use SEO tools to add keyword-rich alt-text. Also, optimize the image size to maintain a satisfactory page speed. You don’t want a potential buyer to check out another ecommerce store because they had to wait too long for the images to load.
Add New Types of Content to the Page
When optimizing product pages, include share buttons that allow visitors to easily share your product pages on popular sites such as Twitter, Instagram, and Pinterest. This is a free opportunity to increase organic traffic and product visibility. Plus, it can contribute to overall SEO performance and enhance your social SEO efforts.
While you’re adding one-button links, consider changing your product page structure to incorporate user-generated content. Social feeds that show what people are saying about your product on social media can create a buzz and encourage visitors to share products themselves.
You may also want to complement the structured data on your page with customer feedback and reviews. Search engine algorithms often reward sites that include reviews. Plus, they can allow customers to buy with confidence.
Now that you have learned how to optimize an ecommerce product page for SEO, it’s time to implement it on your online store. However, an experienced SEO firm can handle everything from conducting keyword research to developing a product page SEO strategy for you so that you can focus on your business. Lead to Conversion is ready to help your ecommerce business move higher in the search engine results. Request a quote for our SEO services today. Contact us at 855-473-6582 to learn more about our ecommerce optimization services.