SEO strategies on product pages are crucial to the success of e-commerce websites. The product page must be optimized for SEO so that Google and other search engines find it.
What to include in product pages
To help customers make an informed decision, the page should include all relevant information. It is possible to increase sales by educating and informing users about the product. Our digital agency recommends incorporating the following:
- Name of the product
- Images of the Product
- View the photos in a larger size
- Prices include any product-specific additional charges
- Product options such as size and color, with a clear way to choose them
- The product is available
- Add an item easily to your cart
- Checkout is quick and easy
- Product description that is concise and informative
- Data security for users
- Review
- Fast loading time
The URL structure of the product page
The product pages of an e-commerce site are the most valuable assets, as this is where users convert into customers. PDPs, or product development pages, are only successful if they’re optimized both from a user experience and SEO service perspective. The purpose of having the right keyword strategy is defeated if your visuals and the user experience on the site are not up to par. If your PDPs provide a great page experience, but there is no organic way for users to reach your ecommerce site, then that defeats the purpose.
We will go into more detail about this in the second part of this post. Content is essential in digital marketing to bring in traffic from search engines and convert visitors. The unique structure of creating an integrated content strategy is just as important. Don’t use the same content in your PDP. This duplicate content can also harm your keyword rankings and cause Google to flag it. This problem is most prevalent when ecommerce sites create separate URLs for different color variations of product SKUs. Most ecommerce sites reuse the details of the product development pages for each variation and only modify the headers.
If a makeup brand sells matte liquid lipsticks that come in 12 colors, they will have 12 URLs based on the color variations. If done correctly, this can be a great opportunity to rank well for long-tail keywords such as “purple matte” or “red” matte liquid lipstick. If the content of the SKUs is almost identical, then the risks of cannibalization of the keyword “matte” liquid lipstick far outweigh the benefits of the individual URLs. It’s a difficult task to create unique content for every color. This is not scalable on large ecommerce sites.
The crawl budget and site speed can also be affected by individual URLs. The user experience may be affected if users have to navigate through different URLs to find the various product variations. This is because switching from one variation to another requires a new page to be loaded. The number of pages will exponentially increase the sitemap of a website. This could force Google to crawl and index a lot of pages instead of focusing on your top-priority pages.
Dynamic product pages that have a single URL to change color, size, or quantity are popular for many reasons. It’s important to understand how to optimize the content of your PDPs for success once you have the right shell.
Selecting the right keywords for E-Commerce Websites
It may seem simple to conduct keyword research for e-commerce sites, but Google’s algorithm updates over the past few years have drastically changed the SERP landscape. Many keywords that were once considered transactional have become more informative. Google has recognized that people who are searching for broad keywords about a product may still be in the research phase. The search results are showing more and more articles that list products. Users can read about products and brands. Listicles allow users to compare products, just like they would in a store. If you went straight to a Nike shop, you might not know that Adidas shoes are better for your feet. The Listicles provide a more informed shopping experience, which is why results for keywords such as “running shoes” have changed over time.
It is important to keep this in mind when manually searching any primary keywords that you are considering targeting. This will allow you to see what the landscape of search looks like. It is important to identify relevant keywords that show up on Google’s first page for other ecommerce sites. It won’t be easy to rank for a keyword if the results only show listicles. You don’t have to see ecommerce websites in the entire search results, but at least a few ecommerce business sites should be on page 1.
Researching keywords for the health and wellness sector can be challenging. It’s very likely that when you Google the names of many foods or health products, the results will include articles about the “health benefits.” If I search for “chia seed,” the results are all articles that provide information and not websites where I can buy chia. You will likely need to use long-tail keywords to find the product or category pages. Therefore, it is important to have a blog strategy that helps you create a page that answers the question Google thinks users are asking.
Detailed and SEO Optimized product descriptions with keywords
While many ecommerce sites base their layouts on major retail websites, it’s not always the best format for SEO services. Amazon and Target don’t need SEO-focused copy for their category or product pages because they rank based on brand popularity and links. What about the rest of us then? The majority of clients or websites you work with may not be as authoritative as the larger sites. To compete, a company will need to focus on a strategic approach. How do we accomplish this?
We can create non-branded keywords for product descriptions as well as category pages by utilizing the right search intent principles. You can use the opportunity to add many relevant keywords to your product descriptions or category pages by revising their written copy. This will help you to become more relevant to Google. Many online tools are available to help you with this task. Some will give you a score for content improvement.
You can give your category or product page a better chance of ranking for a non-branded term by targeting these opportunities. Depending on the product, a “record players” category can also target long tail keywords such as “Bluetooth Turntable” or “vintage style” record player. You can use this to drive more organic traffic to these pages. While we appreciate a cleaner layout and improved user interface, we value written content on pages even more in terms of SEO rankings.
