Product pages have the power to make or break any e-commerce business. Successful product pages are able to turn any website visitor into a loyal customer, while also providing optimized content for businesses that rank highly in search engine results.
Below are six useful tips for improving product page SEO for the purpose of attracting more organic search traffic to a website.
1) The Value of Original Descriptions
While some manufacturers will provide retailers with pre-written content for use in product descriptions, it’s not necessarily a good idea to use these descriptions as written.
Such descriptions will likely be used by hundreds or even thousands of other online stores, creating a bad situation for a website’s SEO when it comes to duplicate content.
Fresh, unique content will always rank better than content that is used across multiple sources.
The use of this stock content also eliminates the opportunity a business would otherwise have to create its own engaging and informative sales copy that is unique to its brand.
With that being said, some manufacturers may insist that the descriptions they provide are used on product pages.
When this is the case, the best option is to try and rewrite small sections of the content in order to increase its uniqueness.
2) Appropriate Keyword Usage in Descriptions
In the past, e-commerce websites oftentimes contained product descriptions that were packed with as many keyword phrases as possible. Such strategies worked at the time, but this is no longer the case.
Squeezing too many keywords into a product description today is a sure way to get that content flagged and penalized by search engine algorithms.
When an e-commerce store decides to engage in this sort of behavior, which is commonly known as keyword stuffing, the best-case scenario is that their content will be lowered in search results, while the worst-case scenario is that their content is de-indexed completely and no longer listed at all.
The results of such a penalization are clearly catastrophic for any business that experiences them.
The best way for an e-commerce business to make sure this kind of thing doesn’t happen to them is to create product descriptions that contain readable, natural usages of a small selection of keywords.
These keywords need to be as closely related as possible to the product being offered.
A good product description will contain a main product keyword, which is typically the same as the keyword being used in the page title, as well as one or two secondary keywords.
These secondary keywords are close variations of the main keyword phrase, and using them creates an opportunity for gaining traffic from various long-tail keyword phrases.
3) Pay Attention to Product Description Length
A great deal of online product descriptions today fall into the 150- to 250-word range, as this is a word count range that most search engines seem to view in a favorable light.
Descriptions under 150 words may not be substantial enough for search engines to deem valuable to their users, and in turn, not worthy of a top ranking.
On the other hand, descriptions that are too long can bore or intimidate shoppers and cause them to leave a page, which is a fact that search engines certainly take into strong consideration.
While the optimal description length will vary from product to product, the important things to keep in mind regarding product description length are the ease with which the description can be read and the amount of keywords that can be used in it without making the content appear unnatural and overly promotional.
4) Allowing Reviews on Product Pages
Allowing reviews to be posted on product pages is an excellent way to improve the SEO of any e-commerce store.
Such reviews will accumulate naturally over time, resulting in streams of rich content that will attract visitors from countless long-tail keyword phrases.
In addition to the SEO benefits of allowing reviews to be posted on product pages, such reviews also help to entice potential customers into making purchases.
When shoppers see positive reviews for a product posted by real people who have used it, they feel confident that they will benefit from the purchase of that product as well.
5) Optimized and Clickable Categories
Optimizing the category choices that appear on a product page is one of the most consistently proven methods for improving product page SEO.
Breadcrumb navigation is especially popular and SEO-friendly because it plainly lays out product categories in a clickable, hierarchical style that is simple for shoppers to understand and use.
For e-commerce store owners looking to improve the internal linking structure of their websites, breadcrumbs are an easy way to take care of that issue as well, as they place structured links containing optimized anchor text on every product page of an entire website.
6) Adding Social Media Share Buttons
Social media usage only continues to increase each year, which means the placement of social media share buttons alongside product descriptions is sure to improve their effectiveness.
When shoppers choose to share a product page with their social media followers, a lot of opportunities for gaining new customers open up, and the page being shared is viewed positively by search engine algorithms.
Social media shares have long been a factor that search engines evaluate when they are determining the value of a particular piece of website content.
Search engines view each of these shares as a sort of vote of confidence on the part of the average Internet user; as a result, a page with a high number of social media interactions gains better rankings than one with fewer shares or none at all.
7) Mobile-Friendly Product Pages
Search engine queries made from mobile devices are now more common than searches made from personal computers.
For this reason, any e-commerce store that doesn’t have a mobile-friendly website will be not only missing out on potential visits and sales, but on opportunities for SEO improvements as well.
Today, search engines will penalize a website for not having a layout and navigation that is easy to use on mobile devices, so it’s especially important for any business that does not offer mobile versions of their product pages to start doing so immediately.
When implemented properly, any of these seven tips for successful product page SEO will help an e-commerce business attract more traffic from search engines. In turn, this will increase product sales.