TechsPlace | Every online business owner knows the most crucial part of their website is their products. It’s an online store or e-commerce shop for a reason. They want traffic to move from the search engine to their product pages with the help of product page SEO. Then, ultimately make a purchase.
But how can customers discover your products? How can they stay on your product page and be interested in its content?
Here enters what’s known as Search Engine Optimization for the product page or E-commerce SEO.
When you say SEO, most businesses focus on optimization for their blogs and other pages. They forget about product page SEO.
It’s a big mistake.
Forgetting about optimizing your product pages can lead to the loss of potential customers, as your products won’t appear on the search engine.
If you want to gain free traffic, SEO is the best strategy, and e-commerce product page SEO is the way to achieve it.
So, here are tips you can use to optimize your product pages and boost sales on your online shop.
How to Optimize for Product Page SEO
You have a product. That’s good, but people won’t be able to see them. That’s why you’ll need to work on your keywords.
Keywords are the foundation of every SEO strategy. Its importance cannot be stressed enough.
Using appropriate and product-related keywords makes your product pages visible on the search engine.
When researching your keywords, use product-focused topics. Keywords should always have relevance to your product. You want to drive traffic that is ready to buy your product, not useless ones.
Another way to drive a high purchase intent audience is by using long-tail keywords.
When someone searches using long-tail keywords, they are focused on buying an item.
The difference between long-tail and short keywords is the search volume. Long-tail keywords have low search volume as it’s specific and intended for highly engaging audiences.
To conduct your research, you need tools such as Ahrefs, Moz, and other SEO tools that marketing professionals use.
Use the product-related keywords you have researched on your product pages for better visibility.
Write a Product Description that Sells
Writing a product description for your product page is not easy. You cannot simply go to the manufacturer’s site and copy the description they have used. Doing so has two effects.
First, duplicating a page can affect your product page’s SEO ranking. Second, the manufacturer’s description is not optimized, and it’s not intended to sell to your customers. So, the content cannot be what your potential customers will find interesting.
Better yet, create your own.
A product description has two parts, the short and full description. The short description intends to highlight the key features of a product. It gives potential customers an overview to further read about the product you offer.
The full description should be interesting. It should include the function of the product, features, and benefits it offers. Meanwhile, as you write your product description, don’t forget to include the keywords you have researched in your description details.
Most product descriptions should be around 300 to 400 words.
Other tips or information to include on your description page:
- Maintenance instruction
- Size or dimension of the product
- Materials of the product
Follow Popular Product Page Layout
When designing your product page, you need to follow the structure of well-known online stores.
Most people are used to these stores’ layouts. Therefore, following their design can help your viewers trust your page.
You need the following elements on your product page.
- A product image or video
- Name, price, and short information
- Add to cart or purchase button
- Full description, specifications, reviews, and certifications
- Shipping and delivery information
- Product recommendations
Create an Interesting Meta Title
The meta title is the first thing that appears on the search engine when someone looks for something. It appears on the search engine result page with the meta description (to be discussed later).
The meta title should include valuable information that can give the potential customer an idea.
When writing your meta title, create a unique title, use keywords, don’t abbreviate, and should be under 60 characters.
Also, it’s necessary to include LSI-words and commonly used identifiers of the product category.
Optimize Meta Description
Like your meta title, the meta description should also be interesting. However, it doesn’t directly affect your ranking.
Meta description’s function is to help with the click-through rate. Although search engine ranking is helpful, the click-through rate plays a huge factor. If there is an increased number of people clicking on your product page, you can appear on top of the search engine.
Your meta description should be 160 characters. It must include your target keyword, LSI words, and should be unique. You can also add prices, numbers, and other features that can make your product stand out.
If you didn’t write a meta description for your product, Google takes the first few sentences of your product description.
Use Images and Video with High-quality
The drawback is that when shopping online, you cannot test the product. That’s why online shops that offer high-quality images of their products from different angles are more likely to make sales.
But make sure that the images you use for your products are fast to load and include alt text.
Also, adding video can let people stay longer on your website. Use videos answering FAQs, how to use the product, and so on.
Include Customer Reviews
Many rely on what others say before purchasing a product. Some people ask for recommendations from people they know. Meanwhile, others explore the internet for reviews and testimonials before they commit to buying a product.
Adding a review section or posting your customers’ testimonials can help you gain trust.
Potential customers will eventually want to buy your product when they find out what people say. It’s an effective way to help customers in decision-making.
If you have sales but don’t receive any reviews, you can encourage your customers to leave one. Send them an email after their purchase. Ask them to leave a review. Or, instead of asking for reviews, you can make it simple by asking them to leave a rating.
But, don’t shy away from negative reviews. Not all the time, you can please every customer, and you will likely receive a bad comment.
Let the negative review stay. You can deal with it professionally by answering your customer’s issue. In such a way, others may see that you care about your customers. Also, a healthy ratio between a positive and negative review is nothing to worry about.
Mark Up Your Product Pages with Structured Data
What is structured data markup, you may wonder? It is a set of tags that are added to the HTML code. It helps Google bots to understand the data you want people to see when they search using a keyword you use.
You can add a product’s reviews, ratings, availability, price, and other information to make your product page interesting. It’s customizable, so you can include any information you need.
Include Cross-selling and Other On-page Engagement Boost
We have mentioned earlier to add product recommendations or cross-selling on your product page structure. Why?
Cross-selling plays a role in conversion. You give your customers more options and even help them decide if they need more from your shop. It also lets your visitors stay longer on your website. Hence, it boosts your chances of ranking on Google.
You can also include discount coupons on your website. Offering a discount is an excellent way to grab people’s attention. Furthermore, it will increase the chance of purchasing in your shop.
Optimize Your URL
Your URL is meant to be readable for search engines and people. Why? So, when someone shares your product URL, they’ll have an idea of what the link can contain just by looking at it.
Make sure that it shouldn’t exceed 2,083 characters. It should be short.
You can include a description or anything necessary. Instead of space, you can add a dash to it. Never use capital letters and remove any articles on your URL.
Add a Call-to-action (CTA)
Adding a call-to-action on your product page can boost e-commerce conversion.
Call-to-action assists people on what to do on your page. You can inform them by saying “Buy Now” or “Add to Cart.” Always be direct when using CTAs. Don’t make it complicated.
Furthermore, make your CTA stand out on your page. Add colour on your CTA button or add a favourite button or wish list mark for your customers to save what they want.
Fix Your Product Page’s Loading Speed
With high-quality images and videos included on your website, it somehow affects the loading time. The attention span of buyers is short. Therefore, if a page takes time to load, even a 100-millisecond delay can affect your conversion rate.
Optimize your product page by improving its speed. You can check your loading speed by using Google PageSpeed Insights.
Display FAQs or Answered Queries
Answering your customers’ questions on your product page will shorten the time they need to decide and purchase the product immediately.
You can post a link to your frequently asked questions regarding the product.
Also, you can add live chat on the side to assist your customers when needed. Chatbots are the best option to add to your E-commerce shop.
Optimize for Mobile Users
With the increase in mobile device users, the way of shopping changed. In fact, 79% of smartphone users purchase something online using their devices.
Even Google wants website owners to optimize for mobile users. If you don’t, you’ll get penalized.
Optimized websites for mobile devices can bring more traffic to your website. How?
- Users can easily navigate through your website and purchase anything anytime and anywhere.
- Faster checkouts
- Better experience for users.
Choose a mobile-optimized theme or you can choose an E-commerce platform with an available app.
Focusing on optimizing for product page SEO can boost sales on your website. With simple efforts to change the title, use keywords, mark up structured data, and so on, your product pages can be sitting on top of Google’s search engine result page. Now, people can easily find your website or product when they use keywords you’ve implemented.
Paul Meñez was a freelance interior designer turned graphic artist and audio-video editor. He went into full-time NGO work for more than ten years and found his passion for outreach work, specifically for underprivileged children and youth. He has travelled around the Philippines and Asia on different outreach efforts, even with his wife and three kids. He is currently based in the Philippines, doing freelance graphic design and video editing while writing for Softvire. He is also preparing to jumpstart his organic farm on his hometown island soon.