McKinsey survey projects eCommerce spending to grow exponentially, at least in the UK – and you should profit from it. As surprising as it may sound, product SEO is not all about SEO. When doing SEO for eCommerce product pages, you should consider other factors beyond traditional SEO practices. Product pages that are user-friendly rank higher and also generate more sales and conversions. Generally, aim at creating a user-friendly product page optimised for conversions. Do not forget to make it SEO-friendly and easy to navigate by search engines.
Before purchasing anything online, 90% of consumers conduct a research online. How do you reach such consumers? Place your eCommerce right in front of them! In this comprehensive guide, we discuss some top tips for optimising eCommerce product pages. These tips apply to all sorts of eCommerce platforms, including Amazon and Shopify, helping you increase your sales.
Shopify Product URL Optimisation🔗
The product URL is a great place to kick off your product page SEO campaign. It isn’t the most significant ranking factor, but a correctly optimised URL is good for many reasons.
- Search engines understand it easily
- Users understand it easily
- It is important for readability purposes, particularly when people post URLs of their products in a forum
Take this example:
It is easier to understand that this URL:
will direct you to a product page on WIFI installation services than this other one:
How to Optimise Product URLs👇
This is easy peasy. Throw in everything that applies to SEO-friendly URLs and you are good to go. Of course, you can use variations specific to eCommerce websites.
Let’s paint an even clearer picture:
- Your product URLs should be concise and devoid of unnecessary characters
- Use quotation marks to separate the different sections of the URL
- Only use lowercase characters
- Do not use stop words like “the,” “an,” and “a.”
- Include product characteristics and attributes such as the brand name or color
- If it is necessary to include additional characters required by your CMS, ensure they come at the very end.
An SEO-optimised product URL looks like this:
An example of a non-optimised product URL is:
You may be asking yourself why some platforms do not optimise their URLs. Here is why:
- It may be because SEO optimisation isn’t their priority
- They may have a massive website with several products. Technically, it can be impossible for them to effect these changes
Now that you know this, if you have millions of products or it is too tedious to alter them, do not invest considerable time optimising the URLs. Why? There are more vital changes you can make to your shop.
If you are bold enough for the job ahead of you, ensure you add a 301 redirection for each product page whose URL you alter. This way, the former URL is redirected to the new one.
Shopify Product Title Optimisation🛰️
After handling product URLs, the next culprit is product titles. You may already know how to optimise product titles for pages and blogs. However, when it comes to eCommerce SEO, that alone isn’t enough. You need to go the extra mile.
For preciseness, product titles should combine the product and high search volume keywords. They should also be a maximum of 60 characters. You may be wondering why 60 characters. Well, this is the average number of characters that appears in search snippets without breaking your title.
Here are two examples of product titles. Product title A is 60 characters (this does not include the site name). Google presents it as it is. Product title B exceeds 60 characters, so Google breaks it up.
Product Title A: Samsung Galaxy S22 Smartphone, 128 GB, 8k Camera –Best Buy
Product Title B: Samsung Galaxy S22 Smartphone, Factory Unlocked Android Cell Phone, 128GB, 8K Camera……-Best Buy
It isn’t necessary to repeat your domain name in the product titles; Google does so automatically.
Combining Keywords and Product Names in Your Product Titles
Did you know both keywords and product names can be included in the same title?
- Your first step should be to refer to your keyword research results
You must clearly understand the search times that people are typing in the Google search box. Suppose your merchandise is bags and your keyword research results indicate that many people often search for “women’s bags.” Your first course of action should be optimising your category page for that particular term. It is a general term with great potential for category optimisation.
Your product names can resemble these examples:
- Gucci Marmont 2 Hibiscus Red Heart Chevron women’s bag
- Yrarbil women’s large Hobo bags adjustable strap shoulder bag nylon crossbody bag
Notice how the title format includes the model, brand name, and keywords such as women’s bags.
If a product’s brand name is of little importance, consider changing the word order to incorporate keywords first, followed by the brand. Also, remember that every product page of your eCommerce website should have a <title> that should be unique throughout the site.
Optimising the H1 Tag
It isn’t uncommon for your page’s H1 tag to be similar to the title. Although nothing is wrong with this, you can always alter it to be more user-friendly. This can also be the perfect opportunity to use more related keywords. What else? Always ensure there is only one H1 tag for every page. And where should it be located? High up on your page and over the different headings.
Product Page Headings
Use other headings (h2, h3, h4, etc.) according to best practices. Use them just as you would write an outline. Put enough thought into the major points of the page content and decide the places to bring in heading tags.
- Putting text in heading tags that play an insignificant role in defining the page structure
- Inconsistently shifting between different heading tag sizes
- Using heading tags in places where other tags like <strong> may be more suitable
Use headings sparingly. Cramping them in your content can reduce your page’s user-friendliness.
- Using heading tags exaggeratedly throughout your page
- Putting your page’s whole text into a heading tag
- Using heading tags for any other purposes other than presenting structure
Meta Description Optimisation
Here are some Google guidelines regarding the optimisation of meta descriptions:
- Give each page a unique description
- The descriptions should describe the page content accurately in 160 characters at most
So, what happens when your meta description deviates from these set standards? Well, Google automatically selects text from the page and shows it as the meta description. While this may seem like a problem solved, nothing could b further from the truth. This is because, in most cases, the text that Google chooses as the description doesn’t appeal to the users. The result? You lose clicks and potential customers.
Therefore, it is good to include meta descriptions on your page. Make your search snippets thrilling for users to click and find their way to your product pages.
Contents of a Meta Description
A good meta description should comprise the product name and related keywords. Google then highlights the keywords from a description that best matches the user’s query. Besides that, you can include benefits like a money-back guarantee, free shipping and returns, and extra information that can set apart your snippet from others.
Breadcrumb Menu Optimisation
Breadcrumb menus improve an eCommerce website’s user-friendliness and usability aspects. It is essential to understand that besides this, breadcrumbs can lead to higher CTRs (click-through rates) as they enhance your snippet’s presentation in the SERPs. To fully use this to their advantage, breadcrumbs should have the proper schema (structure data) for Google to understand them.
Product Description Optimisation
If your eCommerce store has a vast stock, you will have to dedicate lots of time and effort to optimising your product description. This is an area where most store owners get it wrong.
Here is what we mean by product description optimisation:
Google is searching for high-quality content from reputable websites to display in the search results. So, if your product description is the same as that of other eCommerce sites with higher domain authority, Google ignores your product pages.
Google won’t penalise you for duplicate content, but it won’t reward you either.
Websites with lots of pages containing duplicate content are considered low-quality. Their chances of ranking high are little to none. So, do your website a favor and come up with unique product descriptions.
While there is no limit to the number of words you can put in your product description, long-form content has proven to have higher Google ranks. It is also shared more frequently on social media platforms.
Of course, the goal of eCommerce websites is generating sales. So, your product description should help further this agenda. The advantage of long product descriptions is that with the correct on-page SEO techniques, you can incorporate keywords into your text. As a result, the product pages become user-friendly and can be understood better by Google search engines.
Take a look at products on Amazon. Here are the sections you are likely to come across:
- Product usage
- Product short description
- Product long description
- Customer reviews
- Q&A related to the item and tons of other essential information.
Is Amazon doing this for SEO purposes? Absolutely not. It is doing this to help users make informed purchasing decisions. A common worry among eCommerce owners is that piling lots of content on product pages could break them. Fortunately, this is hardly the case. You can follow in the footsteps of Amazon, i.e., have both a short and long description on the same page.
You should never forget to optimise your content when writing product descriptions. The best approach is going back to your keyword research results and listing keywords related to the specific product. You can use these keywords naturally in your text and headings.
- Three to five keyword mentions throughout the text are sufficient
- Using related keywords in headings helps Google comprehend your page content
- You are free to link to related products within the text. However, be careful not to drive potential customers away.
- Your main goal should be keeping people on your page for as long as possible. This way, they can take the next step, which is proceeding with the purchase.
Pro Tip: Google analytic reports can help you examine your pages’ bounce rate. Product pages with an excellent bounce rate will help improve their content.
Read more: Ecommerce SEO Checklist
Regardless of the kinds of products you deal in, images are essential product page components.
Here are tips for optimising eCommerce product pages
- Stay away from bad stock images: Poor-quality images can discourage customers from visiting your site. If creating original product images is impossible, consider selecting high-quality images that appear real. If you offer services or intangible products, use photos of you and your team. This increases trust.
- Use proper file names: While image file names aren’t the most significant SEO factors, it doesn’t hurt to have file names with meaningful names. They ensure ease in managing the several images in your store ad increase your chances of ranking in Google image search.
Here are two image file names:
Of course, the second file name isn’t helpful. Also, remember to use keywords naturally in your image file names.
- Optimise ALT Text: Alt Text plays two critical roles. First, it is displayed on the browser until the images are downloaded fully. Second, it improves SEO as it helps search engines understand what images are all about. To optimise image Alt Text, ensure there is no keyword stuffing. Also, use plain language and insert a short caption below every image.
- Image Size: Of course, size matters! While smaller images download faster, larger ones could slow down a website. This is why before you upload any image, it is crucial to optimise its size.
If you can, incorporate videos to make your content more engaging. Videos appeal to people, and well-thought-out original videos can make your shop stand out from competitors.
Using videos from product manufacturers is an option, but creating your own videos is the best course of action.
Whatever path you decide to take, note the following:
- Avoid uploading videos directly to your server. Instead, opt for a dedicated video hosting service like YouTube. Once you have uploaded them, you can embed them in your product pages.
- Use Video Schema markup to wrap your videos
- Formulate a video sitemap and submit it to Google
Internal Links 🚀
Changing the management of internal links can improve user-friendliness and increase conversion rates. Ensure that crucial product pages are supported by a strong link profile.
Here are some ways to bring in internal links on product pages:
- Linking to your product from the sitewide menu
- Adding subcategory links at the top of category pages
- Long breadcrumbs linking to category and subcategory pages
- Adding attribute links to the page design
- Adding a self-referencing canonical to your product page
- Adding a ‘customers also bought section’ to direct customers to other product pages
To conclude, product page SEO aims to improve your website’s user experience. It also enhances the crawlability of Google search engines. When a product page is user-friendly, it ranks higher. As a result, it generates more sales and conversions. From meta description optimisation to video optimisation and using internal links, there is no limit to what you can do to turn around your eCommerce website. Failure to optimise your product pages means saying no to money. And a lot of it for that case. We hope you put the above tips to good use to benefit your website immensely.
Frequently Asked Questions
What Is Good SEO for a Product Description?
Here are some tips for product description optimisation:
- Create Unique Content: Google is always looking for high-quality original content. Duplicate content is usually ignored.
- Formulate Long-Form Content: Longer product descriptions rank higher in Google. They also allow you to incorporate valuable keywords in your text.
- Optimise Content: incorporate keywords in your text and headings. You can also link to related products in the text.
What Are the Different Types of SEO?
Below are the different types of SEO:
- White-hat SEO: It ‘improves your Google ranking on the SERPs while regulating your website’s integrity with the terms of service of the search engine.
- Black-hat SEO: It exploits loopholes in Google’s search algorithm to rank your site higher.
- On-page SEO: This is the process of optimising a web page’s product descriptions, title tags, internal links, and meta descriptions, among other on-page elements. Doing so improves user experience and Google ranking.
- Off-page SEO: Think of it as all you do outside your site to improve its Google ranking. This can include linking to high-authority websites, creating a social media presence, and getting client reviews.
- Technical SEO: Its primary goal is making it easier for Google bots to crawl, interpret and index your product pages. It can include improving your site’s mobile-friendliness.
- International SEO: It grows your website’s organic traffic from different regions.
- Local SEO: It helps increase the visibility of local business owners. It analyses the target audience’s behavior, assisting enterprises in reaching them.
- eCommerce SEO: Helps improve the ranking of your online store website.
- Content SEO: Refers to creating unique content. This could be in the form of w