When it comes to eCommerce search marketing, marketers often focus on optimizing category pages. This is because relevant search terms are searched most frequently and bring the highest traffic. On-page SEO is an excellent strategy for eCommerce search engine marketing campaigns. However, product-level optimizations often get overlooked. Product level optimization has a similar or even greater impact on revenue generation, which is why eCommerce businesses exist.
Product optimizations are a vital part of any marketing campaign, as they help you reach consumers who have been further along in the purchasing process and have already chosen a product. Product optimizations are more important than just being the best eCommerce site for consumers to browse products. They allow you to rank high for terms related to the product, making your website one of the top options for online purchases.
Five Easy Ways To Optimize Product Pages
All this talk of the eCommerce SEO benefits that optimizing products can bring is fantastic, but how do you optimize a product page? Many people overlook product pages. Several simple optimizations can help you rank better for more keyword variations.
More keyword variations and better rankings? It sounds like a win/win situation.
There are five simple processes or strategies that you can use to optimize your product page. These include clearly defining the pages, optimizing them for a greater conversion rate, and providing unique value to your customers on your product page (compared to your competitors). Here are five simple processes to optimize your product pages:
1. Keyword Research: Finding terms that apply to your products is important because it expands the potential terms to bring traffic to your pages. The words you choose must be relevant to your products so that they do not send unqualified or non-converting traffic to your pages. These “negative terms” may lead to a decrease in page performance, as measured by pages per visit and average visit duration. Google also uses bounce rate for its algorithm. Limit your keyword research to highly relevant terms in order to not affect engagement metrics.
There are many tools available to help you with your keyword research. These include the Google Keyword Planner, Google Suggest, and Google Trends. Google Keyword Planner is one of the tools we use, but there are also some free ones that you can use. You will then want to look at the online competition to determine if you have a website that has authority and is likely to rank well for these keywords.
2. Custom Product Copy is a key part of eCommerce website optimization. It allows you to create content that not only helps search engines understand your page but also offers a unique benefit to shoppers compared to competitors who are likely using manufacturer product descriptions. We have found the best way to write copy for products is by focusing on the benefits first, then the features. It is not necessary to adhere to a word limit for the reproduction of these products. Instead, it should be written concisely while still communicating all the benefits and features.
3. List of Features: Not all online shoppers read the copy of the product that explains the features and benefits of the product. It is, therefore, important that the information be presented in a way that they can understand. It is best to write out the product features in bullet points to make it easier for “skimmers.” This also gives a quick recap of the product’s characteristics to those who read the product description.
4. These are crucial for increasing the conversion rate of your eCommerce website. Conversion metrics from converting customers tell search engines what your product is like, disliked, and so on. These reviews from customers are more effective in conveying feedback because they give people the opportunity to hear what other people think about the product. They trust these reviews more than those of manufacturers or stores. The most persuasive thoughts are those that include a star rating and a written product review. When combined with the next process of product optimization, these reviews can be taken to a new level.
5. Schema markup – Schema, a markup that is supported and used by all search engine providers, clearly defines product attributes in the code of the web page. This markup is used to communicate and label different things about products, such as product type, price, and aggregated reviews/ratings. Here is a list of all the markups you can use for product pages. The schema markup is not only useful for search engines in defining code and page content but can also be beneficial for the listing of your page on a SERP. Schema allows you to display these attributes and elements on the SERP, which will increase your click-through rate and, ultimately, the number of visitors. Marketers and web admins use schema to display prices, color options, and reviews to create more compelling search results.
Wrapping up
It is easy to apply these principles and strategies once you have learned the simple process and benefits of optimizing your product pages. You may not be able to optimize your product page perfectly the first time, but sticking to the principles and applying them to your most important pages will lead to positive gains in performance.