Product SEO How to Optimise Your Product Pages to Rank
Here are the best tips to increasing online conversions in 2020.
If you are looking to:
– Generate more sales
– Increase basket values
– Gain customer loyalty
Then you will love the new actionable techniques covered in this guide.
Let’s get started.
Are you trying everything to push your e-commerce to the top ranks in Search Engine Result Pages (SERPs)? Do you want to drive more traffic to your store and earn more sales, but unaware of where to start? Well, then you have come to the right place.
Currently, the e-commerce industry is capable of generating more than a trillion US dollars annually and it’s increasingly becoming competitive.
Your e-commerce success depends on various factors and its not as simple as launching an online store and developing some product pages. If you truly wish to succeed in e-commerce space, then you need to focus on all facets of marketing, but an emphasis on Search Engine Optimization is particularly important.
High-end e-commerce SEO, product optimisation, and product SEO play a crucial role in ranking your product pages in top positions.
So, this leads to a question: what are the best ways/top strategies to optimize your product page? Let’s look into some of the best ways to optimise your product pages to rank.
Keywords are the soul of any product optimisation or product SEO strategy. No matter how many resources you spend on designing product pages, upload dynamic product images, or product optimisation, if your keywords are not right it is all worth nothing. It might sound harsh but it is true.
The first thing that goes into e-commerce SEO and product SEO is proper keyword research. You need to perform proper keyword research and try avoiding keyword strategies of other companies, even if you are in the same industry.
Your keywords must be as relative to your product page as possible. Your keyword research should involve three following things.
- Which keywords line up closest to your product pages?
- Which keywords get searched more on search engines?
- Which keywords have the highest conversions?
Let’s say your product page is selling ‘men black tuxedo’, then your keywords should be like ‘men black tuxedo’, ‘men tuxedo’, and ‘men black suits’. You can add more if you want but utilize high conversion and most searched keywords as often as possible.
You should utilise different keywords for every product page depending on the product type. Also, indicate your primary and secondary keywords.
Title tag & Meta description
After pulling out the most suitable keywords, the next phase requires you to infuse that data to good use. Before applying that data anywhere else, start with your title tag.
Taking the example from the previous heading, let’s say ‘men black tuxedo’ is your primary keyword. A good title tag should contain your primary keyword, secondary keyword, business name, and a CAT, if possible.
While writing a title tag, you need to be careful with your keyword density. You should write your primary keyword only once because you wouldn’t want to appear spammy. Stuffing your title tag with too many keywords results in being marked as spam by search engines and it also makes your target audience suspicious.
Meta-description is now a thing of the past and no longer as important for search engine ranking algorithm. It doesn’t directly affect your ranking, however, a well-thought and engaging meta-description can go a long way in influencing your target audience.
Informative & engaging meta-descriptions enhances your CTR (click-through rate). A high CTR indicates your website as a high-performance site and eventually, search engines improve your product page’s ranking.
In the above section, we have talked about conventional e-commerce SEO wisdom, which is mandatory for every site. Now, let’s move to the next part that often gets neglected but plays a critical role in improving your SERPs ranking.
Include customer testimonials/reviews
One thing that plays an important role in improving your ranking is customer testimonials. You should allow your customers to drop feedback, rating, or review about your products. A well-known psychological effect states that; to some extent, people make their buying decision based on other consumers’ experiences with the brand or product.
Allowing your customers to leave feedback or ratings could help you establish your credibility and reputation. Try answering to every review irrespective of their nature. Show some empathy towards your consumers if they are not satisfied with your service.
Positive reviews attract potential buyers and this leads to ultimate improvement in your search engine ranking.
High-quality dynamic images/videos
Probably one of the drawbacks of online shopping is the unavailability of physical contact with the product. Well, there is a solution to that.
Adding high-quality product images helps your customers a lot. To some extent, product images play a decisive role in influencing the buying decision of users. If your product images are high quality and unedited, then chances of sale going up are high.
Dynamic images like 360-degree product view or small video clips are worth giving a shot as well. Every e-commerce SEO strategy, product optimisation strategy, and product SEO strategy emphasize on the use of high-quality and dynamic product images.
Lightning-fast product page
Slow loading speed is a huge turnoff for people. So, make sure your product page is not one of those slow responding pages. It takes a lot of effort to generate leads but only one thing is enough to disappoint them, which is poor loading speed.
Your product page’s loading time and speed, directly and indirectly, affect your ranking on the search engine. Make sure your product page does not take more than a few seconds to load. One great way is to choose a hosting service with a Content Delivery Network (CDN).
It significantly improves user experience.
Continuously inspect your product page’s loading time and speed. Try improving it over time and your ranking will leap.
Don’t forget mobile optimization
Today, the mobile phone is our favourite gadget and a majority of internet user make purchases through their mobile devices. Every e-commerce SEO strategy explicitly focuses on mobile optimisation.
As of now, every search engine ranking algorithm takes into account how well your website is performing on mobile devices. Optimising a product page for mobile devices is not just squeezing content to fit a small screen, but it also includes improving page speed & site design for mobile use.
I hope this article has been helpful for you to understand how to optimise for e-commerce websites.