20 April, 2017

SEO Best Practices For eCommerce Product Pages

Search engine optimization (SEO) can make or break any website, but it’s especially critical for eCommerce sites whose success depends on attracting, delighting, converting, and retaining the most customers.

With each of your product pages having a search engine ranking of their own, getting customers to purchase those products can be hard when your product pages aren’t optimized for search engine inclusion, and therefore aren’t ranking favorably in search engine results.

And today, with almost half of online shoppers beginning their product search on a search engine, optimising your product page SEO is a must.

Below we briefly touch on a few SEO best practices to optimising your product pages that will help you, achieve higher rankings, maximise your traffic and increase conversions.

Keyword Research

Every product page has an objective, and using objective-based, product-focused keywords conveys each page’s purpose to search engines.

Because the keywords you choose affect every other SEO-related task you do on your website such as URLs, tags, descriptions, etc., it is important that you take time to perform thorough keyword research.

Keyword relevancy, search volume and ranking difficulty (level of competition) are all key considerations when finding the perfect keywords to improve your ranking and bring you highly qualified buyers.

Product Description

Most people tend to underestimate the usefulness of a great product description. Not only is it your sales pitch and a great way to differentiate your store from the competition, it is also a very effective way to weave in your targeted keywords to appease search engines.

Unfortunately though, many stores disregard the product description, often using copy written by manufacturer’s that results in duplicate content penalties, or by not having product descriptions at all, which diminishes a page’s chance of being well ranked.

The more unique and relevant your product description, the higher your chances are of not only winning search engines but customers too.

Product Reviews

Not only are product reviews great for establishing credibility and providing social proof to prospective buyers but they are also a great source of fresh and unique content, which search engines reward.

Search engines want to serve their searchers with the most “youthful” content out there, so whenever possible, get your product reviews on your product pages to give them a higher search ranking.

Breadcrumbs

Optimising Breadcrumbs (navigational links) for product page SEO not only improves the customer experience – thereby decreasing bounce rates – but it also strengthens the relationship between different pages and increases a search engines understanding of your site’s structure – giving search engines a more positive impression of your site.

Breadcrumbs also act as extra links in Google’s search results that improves your chance for a click-through. This ensure that they are providing higher quality search results that facilitate their searchers efforts.

URL’s

While URL’s are a minor ranking factor search engines use when determining a particular page’s relevance to a search query – your URL’s should still include keywords and be clear enough that it is understandable by search engines and by customers.

A URL builds expectations, and by including keywords which explain what a page is about, you can decrease your bounce rate. It is this engagement that search engines use to determine if your page is worthy of its search engine position, so keep those URL’s simple and informative!

Title Tag

The title tag is the header text that appears in a search engine’s results page and browser tab, and is widely considered one of the most important SEO ranking factors.

As another extremely important signal of relevancy to both, customers and search engines, your title tags should include your key product-focused keywords. And in the case where duplicate title tags can appear; should include secondary keywords and sometimes even your brand name. This ensures your title tags match a potential buyers search queries and are optimised for search engines.

Duplicate Content

A common SEO issue eCommerce sites face is that of duplicate content; worsened usually by the sheer volume of product pages present.

Besides setting preferred root domains, using the right pagination techniques and URL parameters – usually where duplicate content can’t be avoided – duplicating content intentionally over various product pages is bad practice and is seen by search engines as an intent to manipulate search rankings and deceive users, creating a poor user experience.

If not managed properly, your site may end up with sizable amounts of duplicate content, resulting in penalty adjustment in the indexing and ranking of your pages.

H1, H2 & H3 Tags

It is debatable how much header tags have an impact on rankings, but it is definitely worth doing. H tags may not be the strongest thing you can do for SEO, but by including your main keywords in your H1 tags (the highest level tag and which have more weight) you are telling both search engines and website visitors what the content on a particular page is about.

Meta Descriptions

Meta descriptions (the text that appears below the title tag in search results) are often the primary piece of information that is used by potential visitors to decide which search result to click on. Not only should meta descriptions be unique, catchy and keyword inclusive, but they should represent and describe how it relates to a search query.

The more relevant your meta description the higher your search rankings will be.

Product Images & Videos

Using high-quality and compelling visual content helps search engines to view your product pages as having a higher quality rating, as they are more likely to satisfy a potential visitor.

However, all this content needs to be individually optimised for search engines. Original content, web optimised file sizes, file names, alt tags, captions, metadata that include your main keywords, all allow search engines to assess the relevance of your product pages to search queries.

Social Media Buttons

While social shares may not directly impact search rankings, engagement does. The more people that click on your shared links, the more engagement there is with the product.

While the main goal of a product page is to get visitors to make a purchase and not to share a product, social actions should still be encouraged at certain points in the purchasing funnel (for example, after the point of purchase on a thank you/confirmation page).

This is product interest that search engines take into account and will result in your products being served higher in search results.

Let’s get started!

Optimised product pages are key drivers to higher search rankings. Start today and you will see an increase in quality traffic that will lead to more conversions and repeat visitors.

Let us help get you started with a comprehensive SEO audit of your website. Contact Us