Blog Post - Ellie Gurrey, Aug 29 2018

How can you optimise your product pages for better SEO?

How can you optimise your product pages for better SEO?

Optimising product pages for better SEO has one key goal: ensuring that your products get found. Potential customers searching online may be looking for exactly what you’re selling. However, without product pages that are optimised for SEO, it’s highly unlikely that they will arrive where you want them to via a simple search. So, how can you optimise your product pages to improve the chances of getting found?

Introduce your products well

There are two components to optimising the introduction element of your product pages:

  1. Product names. These should be relevant, concise and as descriptive as possible. Incorporate keywords where you can.
  2. Product descriptions. It’s important to keep your descriptions clear and concise – use bullet points if necessary. Integrate keywords but focus mostly on the major features and specifications of the product, the pain point or problem it could solve and the value to the customer in making the purchase.

Take care of all the details

There are many different elements to a well optimised product page and not all of them are obvious. If you want to improve SEO and drive up results, such as click through rates, then you’ll also need to take care of the details, including:

Page titles

Every page title should be unique and include relevant keywords, preferably at the start of the title. Make sure that you avoid repetition of keywords and if a brand name is involved, find a place for that in the title too.

Meta descriptions

The meta description provides a summary of page content in search engine results. Its most important function is to draw clicks. Make sure your meta descriptions are short but detailed, including essential information such as prices, numbers and key product details.

URLs

Ensuring that your product URLs are keyword friendly is essential for better optimisation. As well as incorporating keywords, it’s a good idea to clean your URLs so that they are simple and legible, rather than a jumble of letters and characters.

Ensure that your content works

The way that product pages are organised will have a big impact on optimisation for SEO, as well as conversion rates. Factors to consider include:

Headings

Formatted headings and subheadings that incorporate keywords, synonyms and relevant terms will attract both shoppers and search engines.

Video and images

The use of video and images on product pages will significantly boost customer engagement and also helps to drive SEO. Make sure you optimise the image file name and the alt tag, and consider separate image and video sitemaps to enable search engines to crawl the images and videos on your product pages quickly and efficiently.

Reviews

Adding reviews to your product pages helps customers to overcome trust barriers. If the text is crawlable then it will also contribute to optimisation, even if all the reviews are not five stars.

A note on keywords

Keyword research is essential for supporting page optimisation. When you do keyword research you’ll be able to see which search terms tend to attract the most traffic. You’ll also get an idea of which key words and terms are the best for your products, based on factors such as ranking difficulty and relevance. There are lots of tools for carrying out keyword research – start with Google’s Keyword Planner to identify the right words to target.

Salmon, a Wunderman Commerce Company, can support you in driving traffic to your site and increasing conversions.

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