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11 Steps to Product Page SEO Optimization


Every Ecommerce store owner knows the importance of SEO to become successful. And that’s why updates on the algorithm of Google has become trending. In this industry how a change would affect your search ranking is as important as the conversion, because if you don’t rank high enough then it would be difficult to have a conversion. Good thing product pages have one key in ranking high on search engines, and that’s having a large content.

Step 1- Optimize your URL

Remember that your URL should not exceed 2,083 char.  Since URL is made readable to humans instead of showing IP addresses that computers use to communicate with servers it comes in a proper format. It includes protocols, the name of the domain, and the path. Basically it looks like this:

protocol://domain-name.top-level-domain/path

Now why is it shown that way? Mainly because users and especially search engines can understand it easily and for readability purposes, when it’s posted in a forum, people can actually see what’s in the URL.

So, how do you optimize your URL?

First of all product URLs have to be short but at the same time include description and characteristics of the product but only include everything necessary. When you separate parts of the URL, you use the  - (Dash) and you don’t use capital letters. As much as possible don’t use articles (a, an, the) in your URL.

Below is a sample of what an un-optimized URL look like.

Now Amazon is one of the websites that don’t really spend time optimizing their URLs, but they have their own reasons and it’s not part of their priority with the millions and millions of products they deal with.

Step2- Optimizing your product title

After the URL let’s go a bit lower to the product titles. Now product titles also play a very big role in optimization. The key here is to be able to create a title that has all the details and keywords a customer would search for, but it has to be not longer than 60 characters. The reason for this is when your title is longer than 60 characters, once your customer will search for it, your title will be broken. On the picture below you can see two titles, one that has 60 characters or less and one that has more than 60 characters. In this picture you can clearly see how the number of characters can affect your products title when searched.

Step 3- H1 Tag of the product page

H1 Tags are usually left to be the same as the title, while that’s alright you have the option to change it. Make use of your H1Tags and grab the chance to fill your page with keywords that relate to your product.

Step 4- Meta description

Google makes you give a unique description for all the pages in your website. The best way to do this is make sure that it’s within 160 characters, make sure it is accurate in describing the page. Remember to make sure it follows Google’s guidelines. Sometimes, the meta descriptor picked by Google isn’t really interesting and might cause you customers, so make sure that you really follow their guidelines and use an interesting meta. 

What should be in your meta descritption?

Your meta description should have your product’s name, the keywords, and to make things more interesting you can add incentives like free shipping or discounts if there are any.

Breadcrumbs Menu are Important

Breadcrumbs can help in getting more click-through rates because of their capability to make your snippet look more interesting. They are links that allow your visitors to see where they are in your website and the paths that they have gone through.

Product Description Optimization

This may be time consuming and is also one of the most difficult things to do when optimizing but it has a great effect on your website. It includes having unique content, and a good length of content. 

Unique Content

Google doesn’t take any legal action or let you pay for an unoriginal content but it will not reward you either if your content is just a duplicate of another. Google is after content that is high quality and at the same time unique, and that’s what they aim to show on the search results. So given that that’s what they’re after, make sure your product page is made perfectly and is original so Google would acknowledge your product page. And take note that uniqueness isn’t just about uniqueness compared to other websites but within your own website as well. So make sure that you don’t have products with the same name to rank higher.

Content length

When it comes to the length of your content there are really no rules but you’ll notice that Google ranks contents that are long and has a good quality higher. What you should be aiming for here is to make use of the product description thoroughly. When you aim for a longer product description you are aiming to give your customers more knowledge about what you are selling, you also get the chance to put in more keywords that are relevant to your product. Thus, making it SEO friendly and eye-catching to customers or people who search about it.

Step 5- Content Optimization

Optimizing the content of your product description is very important. But how can you do it?

  • Go back to what you got from your keywords research
  • List down keywords that are relative to your product
  • Use the collected keywords in your headings

Doing those three will help Google understand what your website is really about. But make sure that you aren’t keyword stuffing, okay? You can mention your target keyword for about 5 times maximum, but make sure to use other keywords that relate to it. You have to keep in mind that the goal is to keep them in your page so they move forward to the next step which is purchasing your product.

Step 6- Image Optimization

No matter what you are selling, images are important to be part of your product pages. And yes, they could be optimized too.  Make sure that the images you use aren’t bad in quality; anything of bad quality on your page could drive away your prospect customers. If you have no photography skills or you just have no way of taking pictures of your product, make sure that the image you grab looks real and has good quality. And one thing you could keep in mind is that file names should be meaningful. They aren’t part of SEO but it will help you to manage it in your folders, your images’ URLs would have meaning, and you could increase your chance in increasing your Google rank.

Which is more meaningful to you, this:

https://images-na.ssl-images-amazon.com/images/I/53TmaDI8jRL._SY300_.jpg  

or this:

https://images-na.ssl-images-amazon.com/images/I/amazon-echo-orange-large.jpg

Tips to optimize ALT TEXT images 

  • Do Not Keyword Stuff
  • Explain it in a way you’ll be explaining it to your friend
  • Put a small caption below the image to help search engines know more about what the image is about.
  • Images that are large could slow down your website, although smaller images are fast to load you should optimize the image’s size.

Step 7- Use of Videos

Whenever you can, try to use video to make your product content more enticing. Everybody loves videos and some would rather watch a video than read. An original video would make a huge difference in your website and make it more distinguishable from other competitors; it would also increase conversions by catching the eye of more customers. If you can’t make your own video you could use the videos from the manufacturers of your product.

Whether you grab from your manufacturer or create your own here’s some tips:

  • Don’t upload your videos straight to your servers
  • Use video hosting services like Vimeo or YouTube
  • Embed the video on your product pages
  • Create a sitemap for your video and submit it to Google

Step 8- Product Schema Markup

Product schema or in other words, structured data is to give more importance to certain information from you product pages. It’s to make it easier for search engines to understand that information. What you should do to give them more importance to information is add specific lines of code to pages where important information could be found.

Why should you do this?

First because you want search engines to know and understand what your page is about. Second, it’s another chance for you to enhance your snippet. When you successfully configure your schema, you include more information on your search snippet, like the price, reviews and other information.

Step 9- Open Graph meta tags

Product markup and open graph meta tags have some similarities, they are both used to make sure that information shared on social media are true. Whenever a customer shares your page on social media platforms, open graph meta tags make sure that the picture and information shared are true. Though they aren’t really important for SEO, they still are important to your website in order to make sure people are sharing the correct information on other platforms. And even if they have importance they are actually easy to do, but the easiest way to find out if it’s configured properly is by installing social warfare plug-ins then setting up important settings.

How can you immediately see if you configured it right?

The easiest way is to share one of your product pages on social media and check if it looks right.

Sites and platforms that you could use to validate if you did it right or not is Facebook, Pinterest, Twitter or Instagram.

Step 10- Product Reviews And Ratings

Successful product pages should really have review sections, why? Because consumers would trust you more when they see that people has tried your product and has said something good and real about what you offer.

How do you use Reviews??????

  • Add the possibility to rate by stars. 
  • Show the stars below or beside your product title.
  • Allow customers to click on the stars to redirect to where the reviews are
  • Make sure that your reviews are visible in the same page as where your products are
  • Don’t separate you reviews in a different page or tab
  • Make sure your latest reviews are shown first
  • Don’t try to fool your customers by adding reviews that has no proof or are fake because you might not notice but it could be easily distinguished.

Step 11- Cross selling

Internal links play a good role in your website and conversion. You can internal link by giving your visitors options to cross sell. When you visit Amazon or other selling sites you could see that below their products they have other products similar to what they are selling displayed, sometimes it includes other products that customers viewed that are relevant to the product they visited.

The don’ts

  • Product manufacturers know their products best but make sure that you don’t copy their product descriptions. Make sure that you come up with your own unique and interesting version.
  • Don’t remove your seasonal pages because they add to your credibility. 
  • Don’t stuff your content with keywords because it’s not how it works anymore.
  • Don’t use description generators; it could lessen the engagement with your customers and worse make your organic search rank lessen as well.
  • Don’t try to have it all, to succeed online you need people to succeed. Work with your whole team and put in SEO in whatever your marketing team is doing.
  • Unless it’s really needed don’t remove product pages.

Conclusion

SEO could be a mouthful because it’s really important. It could be hard to achieve but is worth achieving. The key here is to make sure that your website is enticing to your visitors and at the same time the content should be relevant in order for Google to rank it high. Sometimes it’s hard to achieve that, especially if you have to do it for hundreds of products, but with this guide I assure you that you will be able to achieve it in no time.

3 Response to "11 Steps to Product Page SEO Optimization"

  1. Comment From Francis Wormsly

    It seems like normally most people forget about optimizing the product pages and just focus on the home page and category pages. These are good tips.



  2. Comment From Vivian Leason

    I have just now started recording product videos to highlight the features of some products. It is a really good idea to have links to these in the product descriptions.



  3. Comment From hipcraft

    Nice tips, in general. I believe there might be more ways to effectively use star ratings and I wish that topic would’ve been explored in more depth. Great eCommerce SEO tips, though!



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