23rd August 2012

A Simple Guide to SEO for Product Pages

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SEO checklist

Each and every product on an Ecommerce website should be optimised as best it can. This way you can be sure you have done all you can to help it appear higher in Google, and other search engines. I tend to focus on Google, as it has around 91% share of the search engine market in the UK at the moment. Obviously some sites are huge and cannot simply optimise all of their products overnight, but that’s no excuse not to start. You can begin anywhere, be it products that rank low on Google, products you feel should get more traffic, or the products that already sell well. I have created a simple guide on SEO for Ecommerce product pages, as these pages can get the most qualified traffic. I will go through 5 basic aspects of an Ecommerce product page that can make a big difference.

Unique Title Tags

Still seen as one of the most important ranking factors in on-page SEO, one reason for this is that Google pulls it through as the heading to the result they display for your listing. If it matches the search query it is going to look good on the results page. Another reason, is because it is, in essence, the title of the page. Just like a title of a book, you know “Harry Potter and the Philosophers Stone” is going to be about a boy called Harry Potter and a Philosophers Stone. By unique, I mean make sure that all the title tags on your own website are different and targeting different keywords. The less confusing it is for Google to show the most relevant page, the better that page is likely to do. You can go one step further by looking at your competitions Titles and try to make your own stand out. This can improve your Click-Through-Rate, even if you are below them in the rankings.

Unique Meta Descriptions

Like above, this is what is pulled through into Google. It is debatable as to how much affect this has on ranking. Most will say none, but there are indirect factors at play. The Meta description is there to persuade people to click on your listing over a competitors. Again, a well-written description, with keywords included (which go bold if searched), can improve engagement and CTR’s, which in tern can help your ranking.

Friendly URLs

There are arguments as to whether it is worth re-writing your URLs, but even if it only slightly affects your rank in Google, I think a good looking URL is much more likely to get me to click it. Try to include the brand name, product name and perhaps further descriptive factors within the URL. Just to prove my point, guess what might be on the page these two URLs lead to: www.theshop.co.uk/samsung/lcd-tv-42 www.theshop.co.uk/category_root%e33/product?24521452

Optimised Headings

Headings, the

in particular, are what the user will probably, and should, first see when landing on a page. If the heading matches what they have searched for, they are much more likely to stay on the page and continue reading. You want to use high volume search queries / keywords within your headings to make sure the majority is seeing what they searched for. The most common search queries for Ecommerce products tend to follow this pattern: “{brand name} {product name}”, for example “Adidas Samba”. Oh, it also helps ranking.

Unique Product Descriptions

You might have a large Ecommerce store and the easiest thing to do is to pull through a data feed from the supplier. The chances are your competitors doing the same thing. This is a problem because Google has less ways to differentiate your results from your competitors’ results. Having unique content is therefore great from a ranking perspective and can make the difference between top spot and 5th spot. It is also great for user experience; they will be researching a few different places to buy from, and if your description is better than the rest, it might be the determining factor. The product description is a place to encourage a purchase and put to bed any doubts, it is also good to include keywords, but make them sound natural. Finally, it is a great place to get creative, a chance to give your website a personality and build loyalty that way.

So there you have it, a few things to start changing to help your product pages rank better. It can be a very daunting task, but as perviously mentioned, you can start by focusing your efforts on your most popular products lines, or products that you want to rank better for. This is just the tip of the iceberg in terms of SEO; there is much more that can be done both on-site and off-site. So, if you’re interested in taking up our SEO services, please get in touch. P3ZQCXZXE3CC