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If you privation to beryllium palmy with eCommerce hunt motor optimization, you can’t conscionable absorption connected high-volume keywords — particularly erstwhile it comes to your merchandise item pages (PDPs).
Sure, high-volume phrases similar “fishing gear” whitethorn look similar important targets for clients similar Simm’s Fishing (and they are, connected different web pages). But, if you privation to pull integrated postulation that volition actually convert, you’ll request to get much circumstantial — with long-tail keywords.
So, however bash you optimize for long-tail, analyzable keywords similar “stocking ft breathable durable thorax waders” — without creating a terrible, keyword-stuffed idiosyncratic experience?
In this blog, we’ll amusement you however — with our 7 merchandise leafage SEO champion practices.
Table of Contents
- Create a keyword strategy
- Flesh retired your merchandise leafage content
- Optimize your images
- Use schema markup
- Optimize your leafage experience
- Organize your site
- Add interior linking
How to Optimize an eCommerce Product Page for SEO
Ready to bring successful invaluable long-tail searches to summation your gross and profitability?
Our seven-step process for SEO merchandise leafage optimization volition get you there.
Inflow has years of acquisition moving with retailers successful the continually evolving satellite of eCommerce SEO. Along the way, we’ve developed a strategical process for optimizing your PDPs to amended hunt visibility and pull long-tail searchers acceptable to buy.
We’ll locomotion you done each measurement below.
But, if you privation an expert’s assistance analyzing and optimizing your eCommerce merchandise leafage SEO, reach retired anytime for a escaped proposal.
Step 1: Create a Keyword Strategy
Creating a keyword strategy is conscionable arsenic important for your merchandise pages arsenic for immoderate different benignant of leafage connected your eCommerce site. The process, however, isn’t precisely the same.
1. Conduct Keyword Research
Start with a keyword probe instrumentality similar Semrush or Ahrefs. Here, you’ll spot galore imaginable keywords to people for your merchandise page.
If you’re moving with an existing merchandise page, you tin usage Google Search Console to spot which presumption are presently driving postulation to each product.
Just a fewer of Semrush’s keyword variations for “chest waders.”When selecting a superior keyword for your merchandise page, marque definite it’s unique. It should beryllium precise specific, and it whitethorn not person overmuch hunt volume. This is okay. The cardinal present is to marque wide what distinguishes 1 page/product from another.
Targeting specific terms for merchandise pages keeps you from competing with your class pages. It besides ensures that whoever lands connected those pages volition find a merchandise that intimately matches the intent of their search.
We urge creating a matrix to way the people keywords of antithetic pages, truthful you tin minimize overlap and cannibalization (when web pages bargain hunt postulation from each other).
Finally, marque definite your keywords have transactional intent. You privation your optimized merchandise pages to amusement up erstwhile radical are searching for products to buy, not conscionable browse.
For much details, cheque retired our advanced usher to eCommerce keyword probe strategy.
2. Optimize On-Page Elements & URLs
Meta information doesn’t look connected your merchandise page. Instead, it’s accusation that hunt engines and browsers usage erstwhile displaying information astir your leafage successful the SERPs.
Here’s an illustration of however EarthKind’s Stay Away Spiders look appears successful the hunt results, with meta information highlighted:
Here’s however you should optimize each feature:
Title Tags
Title tags show connected hunt motor results to place your leafage to searchers. At a minimum, you should see the:
- Brand of product
- Name of product
- Distinguishing characteristics
These characteristics mightiness beryllium color, flavor, whether it’s a men’s oregon women’s product, and different circumstantial aspects of that product.
Finally, marque each merchandise rubric tag unique.
Meta Descriptions
Meta descriptions are longer and tin see much information. Give a speedy summary of the merchandise and see a little telephone to action.
Although meta descriptions aren’t a nonstop ranking factor, see the superior keyword and immoderate secondary keywords that marque sense.
Remember: Your superior people for meta descriptions is the searcher. You’re trying to summation your click-through complaint (CTR). Make your meta statement accurate, oregon other hazard expanding your bounce rate.
If you don’t proviso a meta description, the hunt motor volition prime its ain statement from the substance connected the page, sometimes with humorous results.
Don’t get hung up connected your meta descriptions. The information is, Google volition usually disregard immoderate you’ve written in favour of selecting its ain text.
Product Names/H1s
Usually, your marque and merchandise sanction volition beryllium utilized arsenic the main heading (H1) for your page. This makes the leafage intelligibly identifiable for some consumers and hunt engines.
How galore descriptors you enactment successful your H1 depends connected your keyword research, the merchandise branding, and however important those aspects are to marque the leafage unique.
For example, if you merchantability a women’s and a men’s mentation of a product, and they person abstracted pages, see “men’s” oregon “women’s” successful the H1. However, if 1 leafage includes aggregate colors, don’t see a colour successful the H1.
URLs
When making a caller merchandise page, delegate it a descriptive URL whose operation is accordant with your different merchandise leafage URLs. This is arsenic overmuch for your purposes arsenic for SEO; it volition assistance support you organized erstwhile moving connected your eCommerce website.
We urge utilizing the operation brandname.com/product/productname.
However, it’s champion to debar redirecting merchandise URLs, truthful adjacent if your aged pages don’t travel this rule, that’s fine.
The astir important lesson: Make definite that the URL is ever close to the merchandise connected the page.
Step 2: Flesh Out Your Product Page Content
As with immoderate different leafage connected your site, it’s important to see prime contented connected your PDPs — oregon your pages volition beryllium improbable to fertile highly successful the hunt results.
There are 3 main rules for your merchandise content:
1. Use unsocial content.
Don’t usage the shaper descriptions. Other eCommerce stores whitethorn beryllium selling the aforesaid product; if you each usage the aforesaid descriptions, your rankings could beryllium negatively affected owed to duplicate content. Instead, constitute unsocial descriptions for each products.
2. Avoid bladed content.
The much contented you person connected your merchandise pages, the much chances you person to picture and merchantability your merchandise (and strategically usage people keywords). We urge utilizing at least 300 words of high-quality contented connected each page. After all, if a merchandise isn’t worthy 300 words, is it worthy a spot successful the SERPs?
3. Don’t keyword stuff.
The contented of the merchandise leafage should beryllium directed astatine the consumers for the product. Make definite the accusation is well-written and adjuvant for consumers — not focused lone connected the hunt engine. Use keywords arsenic appropriate, but don’t insert them if it doesn’t dependable natural.
Beyond these rules, you person a batch of flexibility successful penning PDPs. Make definite to see each the accusation radical request to beryllium definite this is the close merchandise for them. In addition, take features that fto you people see keywords successful the contented — and merchantability the product’s value.
Here are immoderate imaginable sections to see connected your PDPs.
Product Descriptions
Most merchandise pages should person a merchandise description. This not lone helps users place erstwhile a merchandise is close for them, but it besides gives Google a predictable spot to look for a replacement meta description.
Consider these 2 descriptions of Orange Pekoe tea.
This Tetley statement is focused much connected the institution than connected the tea. The statement sounds generic, arsenic if the institution mightiness usage the aforesaid statement for immoderate tea, simply inserting the antithetic assortment successful the 1 spot it appears.
In comparison, the Harney & Sons statement has a overmuch much idiosyncratic feel:
This statement focuses connected the types of beverage utilized and the circumstantial spirit of the tea. Although it invokes the institution name, it does truthful successful a idiosyncratic way, inviting you to deliberation of Mr. Harney arsenic a person of tea.
And, erstwhile it came to highlights successful the SERP, Google really chose to usage this contented implicit the page’s supplied meta description!
Product Features
Product features are typically a bulleted database with circumstantial details astir the product.
It should see the main features a shopper looks for successful a product, including:
- What the merchandise is champion utilized for
- What is oregon isn’t included (e.g., if there’s different portion needed)
- Capacity/size
- Compatibility with different products
Although often structured arsenic a bulleted list, features typically usage communicative descriptions that tin see evocative words to assistance “sell” a shopper. For example, pockets tin beryllium described arsenic “generous” successful size oregon “convenient” successful placement and number.
Don’t conscionable accidental what a merchandise is utilized for: Help radical ideate the pleasance that comes from utilizing your well-designed merchandise for its intended purpose, similar Moonlight Bridal does.
You tin besides assistance consumers bash their examination buying by highlighting accordant features wrong a merchandise category.
Technical Specifications
Technical specifications should laic retired each the details of a product. Try to see each the imaginable accusation radical mightiness request to cognize to prime the product.
Yes, this mightiness person important overlap with the features, but the method specifications should beryllium laid retired successful a sparser format that makes it easier to scan and understand.
Consider these 2 method descriptions for the aforesaid aerial fryer toaster oven.
Amazon’s method specifications harvester aspects of some features and specifications, creating a jumbled mess. It’s hard to find circumstantial information.
Air fryer toaster oven method specs from Amazon.On the different hand, the Bed Bath & Beyond specifications are laid retired successful a single, wide bulleted database that makes it casual to find the accusation a lawsuit is looking for.
Reviews
Don’t hide to see lawsuit reviews for a merchandise connected the merchandise page.
Product reviews are 1 of the astir effectual types of user-generated contented (UGC) to deploy for improving sales. (The lone objection is if your merchandise has a important fig of mediocre reviews.)
FAQs
Question and reply sections are some utile for consumers and invaluable for SEO. Most merchandise pages person 2 versions of this feature: a unrecorded mentation continually updated by existent lawsuit questions, and a cautiously curated mentation your squad updates arsenic indispensable (the second of which we’ll absorption connected successful this section).
Select questions that let you to constitute important contented around, including the usage of important keywords. But don’t conscionable usage SEO keyword research to take these questions; speech with your lawsuit work and selling squad to reply the questions they often person from customers, too.
Make definite to markup these sections with schema to summation the likelihood that they volition beryllium chosen arsenic an FAQ affluent result.
For much adjuvant merchandise leafage contented recommendations, work Inflow’s eCommerce copywriting guide.
Step 3: Optimize Your Images
Product images should beryllium optimized, conscionable similar the different elements of your content. When you’re uploading images, marque definite that your record name, alt text, and rubric tags see the marque name, merchandise name, SKU, and different important details.
Remember that method aspects of your website substance for optimization, too. Large images tin dilatory down your site, which tin interaction your integrated postulation performance.
To guarantee your images don’t resistance your tract down, follow Google’s advice to:
- Properly size images
- Use modern formats
- Encode images efficiently
According to Google, you should ne'er service an representation that’s larger than the user’s surface volition display. Use responsive images, representation contented transportation networks (CDNs), oregon vector graphics to optimize representation size.
Tip: Modern representation formats similar WebP oregon AVIF compress amended than old-fashioned PNGs and JPEGs.
Read much astir analyzing and improving your tract velocity with our usher to Core Web Vitals.
Step 4: Use Schema Markup
Schema markup allows you to operation a page’s contented truthful that hunt engines amended recognize what they’re looking at. This helps Google show much accusation astir your leafage successful the hunt results, including affluent snippets.
You tin test and validate your schema code arsenic you’re putting it together, and past review whether Google is registering it.
We usually urge 3 types of structured information for eCommerce businesses’ PDPs:
Product Schema
Product schema lets Google spot and recognize much accusation astir your products, including price, ratings, availability, sizes, colors, and more. What it chooses to show depends connected the hunt it’s responding to.
Breadcrumb Schema
Breadcrumb schema lets Google show navigation accusation astir your page. This tin assistance searchers recognize the leafage earlier they click connected it truthful they cognize what they’re visiting.
It besides sends signals to hunt engines astir the tract architecture and categorization of the PDPs, arsenic good arsenic provides invaluable interior linking.
FAQ Schema
FAQ schema makes it easier for Google to propulsion answers from your tract to proviso answers to communal questions (as seen successful this illustration from Google itself).
Learn much astir implementing schema markup (including coding examples) in Google’s how-to guide.
Step 5: Optimize Your Page Experience
Google wants to present prime contented results for each its users. This includes not lone the contented connected the leafage but the idiosyncratic acquisition arsenic well.
Because Google’s algorithm prioritizes the mobile experience, marque definite you’re investigating merchandise leafage show connected mobile. Use this nexus from Google to trial whether your leafage is mobile-friendly.
Page velocity is cardinal to a bully browsing experience, truthful you besides request to guarantee your website is loading rapidly for users and the layout isn’t shifting excessively overmuch during leafage load. Google’s PageSpeed Insights tool tin help, arsenic tin our usher connected Core Web Vitals for eCommerce sites.
Finally, marque definite you’re delivering the aforesaid prime marque acquisition to mobile and desktop users. Don’t prioritize 1 implicit the other; supply equitable leafage contented and idiosyncratic acquisition for all.
Step 6: Organize Your Site
Organization is important for you, your customers, and hunt engines for respective reasons.
First, enactment helps you keep way of each your content. If you’re readying a implicit audit and refresh of merchandise pages, it’s overmuch easier to execute if each your pages are organized. You’ll debar duplicating pages oregon missing pages that mightiness origin problems successful the future.
It besides helps you signifier your products into collections and categories that marque it easier for customers to browse your online store.
Site enactment besides helps your imaginable customers browse your site to find the products they’re looking for.
Let’s accidental that a shopper recovered this leafage for M’s G3 Guide Waders connected our lawsuit Simms Fishing’s website.
They look similar a prime merchandise — but, if the merchandise isn’t successful the shopper’s budget, they mightiness privation to look astatine different options successful stockingfoot waders.
To bash this, a idiosyncratic mightiness spell to the main tract navigation, oregon they mightiness spot the breadcrumb navigation supra the representation sheet (highlighted). That’s not conscionable a ocular aid; it includes a clickable nexus taking them to the class leafage for each the stockingfoot waders Simms sells, specified arsenic the Tributary waders.
The much options you springiness consumers for rapidly and easy uncovering alternate products connected your site, the little apt they are to permission your tract and look for those alternatives elsewhere.
Step 7: Add Internal Linking
Digital marketers often cognize the value of earning outer backlinks, but interior linking is besides captious for your eCommerce website.
Strong interior linking helps Google recognize the narration betwixt pages connected your website by giving signals astir the value and hierarchy of those pages.
A merchandise leafage should nexus to each items successful its breadcrumb path, arsenic good arsenic different applicable pages (like akin products oregon related products often bought together, specified arsenic refills oregon accessories). For example: If you person a marque overview page, each products of that marque should nexus backmost to the marque page.
Learn much astir gathering credible interior and outer links with our eCommerce Link Building Guide.
Create Your SEO Product Page Strategy Now
If you’ve adjacent skimmed done our SEO merchandise leafage strategy, you’ll recognize that optimizing your merchandise pages isn’t conscionable a substance of doing 1 oregon 2 things and seeing an uptick successful rankings and sales.
The process is yet worthy it, but it takes an concern of important clip and effort to bash right.
To marque definite you’re getting the champion instrumentality connected this investment, prioritize merchandise pages that make the astir transactions and nett (considering gross and nett margins) for your business. Check retired immoderate of our DIY resources to get started:
- How to Solve 5 Common Product Detail Page Problems
- How to Improve Product Pages for SEO
- eCommerce SEO Copywriting Guidelines: Product Page Copywriting
If you find these strategies daunting, oregon if you’ve tried them and aren’t seeing the results you’d like, it whitethorn beryllium clip to enlist immoderate assistance — and Inflow is ever blessed to help.
Request a escaped proposal from our eCommerce selling squad anytime to get actionable strategies targeted to your concern — and a squad of adept SEO strategists who tin instrumentality them for you.
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