As an ecommerce SEO agency we work with many clients and we see the same mistakes being applied across their websites. One mistake that we often see is ecommerce websites not optimising their product pages.
Some websites simply neglect the product page, while others have too many products to spend time optimising them all. We understand this completely, but for ambitious brands who want to squeeze as many sales as possible out of their ecommerce website, this is the post for you.
Optimising your ecommerce product page will usually be an afterthought, but by doing so you are going to increase your search engine visibility and generate more sales for your business.
Here are some of our tips for optimising your ecommerce product pages.
Target long-tail keywords
The majority of website traffic for ecommerce websites is going to come through optimising the homepage and your ecommerce product pages. The keywords you will try to rank for on these pages will be high volume searches with high levels of competition.
Long-tail keywords, on the other hand, are usually easier to rank for and when you optimise your ecommerce product pages you can often rank for them without too much effort.
Look at the following example:
The results for this page are very competitive and as you can expect the traffic generated is also high.
However, if we optimise the product page for a long-tail keyword such as “Adidas Adizero Adios pro running shoes” you can see brand new website ranking on the first page results.
While long-tail traffic won’t bring in anywhere near the volume from short-tail keywords it’s still important to optimise for them, not only from an SEO point of view but also from a conversion point too. Someone looking for running shoes is far less likely to buy than someone looking for Adidas Adizero Adios pro running shoes.
Most ecommerce websites will have a friendly URL structure these days but we still see on the odd occasion a site that doesn’t have an optimised URL structure in place.
With some ecommerce websites having many products it can be tempting to let the ecommerce content management system generate URLs however taking that extra bit of time will help with your search rankings.
Compare these two URLs:
The second URL is far more friendly and will help your search engine visibility on the search results page too.
Optimise your product page title
Although it is believed that click-through rate doesn’t improve your website’s ranking (source), getting more qualified clicks on your website is going to improve your conversion rate.
Optimising your page title is going to entice users to click on your website in the search results rather than a competitors.
To optimise your page title you could include:
- Numbers within the title.
- Use brackets within your title.
- Use the current calendar year within your title.
- Use sales or discounts in your title.
With your page title, it’s one of the first things a user sees when using a search engine to find a product you sell. Getting creative with your page titles will increase the clicks your website gets.
Optimise meta descriptions
Your product page meta descriptions are another area that you will want to focus on to improve the organic traffic to your ecommerce store. When writing a meta description for your product think of your potential customers and what they will want when searching for that particular product.
With your customer in mind, you will need to create something that reaches out to them. You should include your long-tail keywords in this description too. It’s been argued that the meta description isn’t a ranking factor, but including your keywords within here will lead them to be bolded which will increase your click-through rate.
Writing meta descriptions and titles can be difficult because there are limits to the length of them and they can get cut off. Recently Google has also been showing their own meta titles for pages so in the future you may not need to write them at all, but for the time being you are missing out if you aren’t optimising your meta titles and descriptions.
Write a unique product description
This is the big tip in this article. If you take nothing else away from this article be sure to remember and implement this tip.
Write your own product descriptions.
Once again we understand why ecommerce brands don’t write their own product descriptions and go with the stock manufacturers descriptions as it takes a lot of time to do so.
However, if you invest the time your product pages are now going to be different from your competitors and you are providing more value to your customers too. This is exactly what Google wants.
Writing your own product descriptions can be tedious and if you get it wrong it could also affect your conversion rates. If you don’t want to write your own product descriptions you could look to hire someone else to do this for you. You can check websites such as:
Paying someone else to do this for you isn’t expensive and it will make a difference to your store’s online sales.
Optimise your product images
Optimising your product images not only improves the user’s experience but adding the right meta tags to your images can allow them to be found in image searches while it can also help disabled users understand your website better.
You can optimise the images on your product pages in the following ways:
- Have an image gallery that shows the product from multiple directions.
- Rename the image from images44234.jpg to your keyword such as AdidasMensRunningShoe.jpg
- Optimise your alt tag on the image to help with website accessibility. Instead of adding your keyword to the alt tag or even worse leaving it empty, add descriptive text so that screen readers can understand the image too. An example of this could be “White men’s running shoes with the famous 3 stripes of Adidas in Black.”
The accessibility of your website may not be something you have considered but it can cost billions per year as most websites aren’t accessible and people with disabilities can’t access them.
Demonstrate the product
Most product pages consist of an image, a few hundred words of text and a buy now button. For some products, this may be enough, but if your ecommerce store sells high-end products or products that be complicated to use, then demonstrate them.
You can create a Youtube video and embed it into your product page showing your product being used. This doesn’t require too much effort and if you don’t have a professional production team you can still create useful videos on a budget.
Product demonstrations will not only help the user to see the product in action but it will also build trust with your brand and increase your online sales.
Use a third-party review plugin
Selling online is becoming more difficult because anyone can throw up a landing page and start sending traffic to it via paid ads very quickly. Unfortunately, users have been wrapped off by shady companies doing this and not sending the goods or they have drop shipped them from sites where their product inventory is in another country.
Your potential customers may have been burned in the past so buying from a new store is a risk to them. Show your customers they can trust you by showing reviews from third-party websites.
Reviews from past buyers will settle any nerves someone may have from shopping with you and it will increase your conversions as it provides your product with social proof.
Potential customers will land on your product page, see it has 100+ reviews and they will then have a fear of missing out and it will help to convert them into paying customers.
I’ve read a few SEO tests where structured data has been shown to help improve the rankings of a page, and I’ve read a few others that have shown no difference. So adding structured data to your product page may not have a direct ranking factor.
But, it may help with your click-through rate.
Adding structured data to show the items price, how many reviews it has or if it’s in stock will give your listing more real estate on the search results page and will improve your click-through rate to that product page.
I recently read a post on structured data and the best plugins to implement them on your website, so if you are interested in that check out this article from Rich Snippets.
Bonus tip – Collect emails
This final tip isn’t going to help with your search rankings for your product page, but it will help with your overall sales.
Eventually, you are going to run out of stock for your top-selling products. Instead of losing all of these potential sales you can set up a method of collecting email addresses to alert the customer when that product will be back in stock.
If you aren’t collecting emails for your ecommerce store you are missing out on revenue. We recommend using Klaviyo if you haven’t collected emails in the past.
Optimising your ecommerce product pages.
Your product pages won’t bring in as much traffic as your homepage, your blogs or your category pages but they will bring in long-tail, high converting traffic if you optimise them correctly.
If you would like help marketing your ecommerce store, check out our ecommerce SEO services page.