Helping Small and Medium Businesses Achieve Their Full Marketing Potential | Digital Marketing Expert
Our Guide to Effectively Boosting Your Product Page SEO
As an eCommerce business owner, you perfectly well know that your product pages are the backbone of your online store. Not only that, they’re your golden goose, the primary income-generating avenue on your website. And it doesn’t stop there; they’re your customer’s final destination. The place where interest turns into action and potential into conversion.
Therefore, it’s only natural that you need to keep your product page healthy and thriving. Which can mean only one thing: implementing eCommerce SEO best practices to improve visibility on search engines, drive more traffic, and increase conversions.
You’re likely sitting behind the screen wondering, ‘And how do I optimise my product page?’ Well, today’s your lucky day because you’ve landed in the right place. The Good Marketer’s got you covered. As we always do.
Write Product Descriptions That Convert (and Rank!)
You may think that product descriptions are just some annoying copy you need to get over with or a dry explanation of why people should buy your product. Well, you couldn’t be more wrong.
These are your elevator pitches. They can significantly influence your customer’s decision to buy, so taking the time to write them well is absolutely essential.
In terms of SEO, a product description sprinkled with primary and long-tailed keywords the customer searches for signals relevance to the search engine. Meaning that you should carry out your keyword research if you want your products to appear higher in results.
However, SEO best practices for product pages remind us to be wary of crowding your text with keywords — it may make your product page appear spammy. Also, double-check your content for spelling mistakes and avoid duplicating content across similar products. Instead, always aim to write descriptions that:
- Highlight key features and benefits.
- Use natural, friendly language.
- Are structures for easy scanning with bullet points, bold highlights, and short paragraphs.
Make Product Titles & Descriptions Clear & Clickable
This is literally the first thing your users read about your product in search results, and it’s exactly when first impressions matter the most. Keep things clear, concise, and keyword-focused always! And make sure your product title aligns with what users are actually searching for. If they’re looking for ‘retro boots,’ favour this term over ‘vintage boots.’
Another important element to remember when you write and format these is the character limit:
- Meta title: A maximum of 55-60 characters.
- Meta Description: A maximum of 155-160 characters.
When writing meta titles and descriptions, keep the primary keyword as near the beginning of your product title as possible. It’s also a good idea to include notable product characteristics in the meta description.
Build Trust with High-Quality Product Images
The one drawback of online shopping is that customers can’t touch your product or observe it from every angle (if that’s relevant for them). To help the user forget this inconvenience, you should strive to provide them with high-quality product images and videos that will give a fairly good idea of your product’s condition.
It’s not even about aesthetics. It’s helping your customer manage their expectations. There’s nothing more annoying than buying a product that looks amazing online but turns out shabby in person. Yikes.
To avoid such a mishap, we recommend you follow these tips:
- Use high-resolution, professionally styled photos.
- Compress image size to reduce load times.
- Add alt text with relevant keywords for accessibility.
- Name images descriptively.
Add Breadcrumbs for Better User Navigation
To further improve the customer journey (which should be an important guideline for a product page), you can introduce breadcrumbs. These show the user the path they’ve taken on your website to reach your product page and help them easily return to previous pages if needed.
For example: Home > Lighting > Wall Lights > Industrial Wall Sconce
Why is that relevant when optimising product pages? It helps web crawlers understand the hierarchy and structure of your website. In fact, it should be an inseparable part of your website development strategy. Because if crawlers are happy with your structure, you’ll improve your search listing.
Show Credibility by Letting Customers Do the Talking
If you’re new to the field of eCommerce and you’re still perfecting your products, it’s no wonder you may see testimonials as a double-edged sword that could reveal imperfections and undermine your conversions.
There’s some truth to that. Whilst a positive review can convince a user to buy, an unfavourable one could put them off. However, in reality, it’s not such a frightening scenario. A bad review helps your brand build trust, transparency and credibility with your customers. And that’s extremely important for retention!
So, fear not! Place customer reviews on your product page (after all, that’s free advertising!) and make sure they are crawlable, visible, and not hidden behind tabs. Plus, they’ll naturally include some of your keywords, improving your SEO. And if you happen to spot a negative one, take it as an opportunity to demonstrate your excellent customer service skills!
Target Search Queries with an FAQ Section
Any guide on product page SEO tips will encourage you to do so. Whilst some shoppers are super straightforward and fearless people who will hit the ‘buy’ button right away, there will be some whose minds are popping question after question after question…
So, take the time to care for the curious part of your target audience. Curate a list of questions customers have asked you before and integrate them on the page. When it comes to SEO, this is a great way to target question-based search queries, which are also becoming increasingly popular. It’s a simple step that will boost your chances of appearing in results and being featured in snippets.
Improve Page Speed & Mobile Experience
If you want Google to recognise your product pages as valuable, optimising these two elements is absolutely non-negotiable.
A speedy loading page means a smooth customer journey with no frustrations. Search engines take notice of such details and will reward you with a higher position!
Another just as important factor is making sure your product page is mobile-friendly. According to Expert Market, in 2023, nearly 70% of online orders in the UK were made using mobile phones. Therefore, ignoring the trend will mean you’re missing out on a good number of customers.
eCommerce Product Page Optimisation: Your New Priority
Don’t think of SEO optimisation as yet another technical task you must tick off your list. See it as another opportunity to improve your customer’s journey to conversion and, because of that, treat it as a crucial part of your content strategy. Because when done right, SEO creates a chain reaction where better online visibility leads to more traffic, which leads to more conversions and, ultimately, more sales!
Now that we’ve covered several important SEO tips, it’s time to look at your product page. Is it working? Is it driving traffic? If not, then get in touch! Trust a leading SEO agency to turn your pages into high-performing assets and get your business seen where it matters most: The top results!