5 Tips to improve your product page SEO

Product pages are the foundations for any ecommerce store, with so many opportunities for optimisation that it can become overwhelming.

So, our experts have pulled together their best tips on SEO for product pages and how you can ensure you are making the most out of these integral pages.

Sav: Look to reviews for inspiration.

“Creating the copy on product pages can be a daunting task, with a lot to bear in mind. So if you’re looking at a blank screen, not entirely sure where to start here then find similar products and check out their product pages for reviews.

Customer reviews are a great place to find out what aspects of the product people care about, and pain points they might be having with competitor products, which you can address in the copy on your product pages.

This will help you step back from the product and get a more objective view on what you should be including in your product descriptions, and perhaps give you an insight into aspects you considered before.”

Millie: Align your keyword targets.

“You need to be aligning keyword targeting with the names of your products. Rather than just having a generic non-identifier of your product name, you should instead link it with the keyword target for that product.

Take handbags, for example, often individual styles will have names, so rather than targeting the keyword ‘Ophelia’, you would want to align it with the specific keywords you are also targeting, so it becomes ‘Ophelia Clutch Bag’. This will ensure that you’re only ranking for keywords that are delivering relevant traffic to your website – if a user is searching for Shakespearean characters, they likely aren’t going to be persuaded to buy a new clutch bag.”

Matt: Keep your structure clean.

“When it comes to the structure of product pages, all the information a user needs should be visible above the fold – this includes product description, images, ‘add to basket’ button and delivery information at a minimum, plus reviews if possible. The moment a user must scroll to find information, you’re potentially losing conversions.

You should also be considering what imagery you’re using. It’s one thing to have high resolution images of your product looking attractive and cool, but what really helps users relate to products is seeing images of the products in use.”

Alex: Be mindful of video.

“It’s pretty much a given that you’re going to have high quality images on your product page nowadays, but the new thing is video.

A video can be a great asset, but only when it’s appropriate and not every product is realistically going to need a video on the product page. Typically, higher ticket items which require a lot of research before purchasing are usually the ones that will most benefit from having a video attached to the product page, giving the customer not only a good view of what the product looks like, but also how it performs and potentially even a demonstration of how to use it.

For example, garden buildings will absolutely benefit from videos as they are not only expensive, but a key aspect of the garden and customers will want to be able to picture them clearly before purchasing. Something like a necklace or other accessories, however, likely doesn’t need a video, and a few high-resolution images will be more than enough.”

Tom: Don’t forget the foundations.

“Structured Data helps search engines to understand the content of your pages, so when ranking product pages, it’s absolutely essential that you get it right. By using a standard format such as a schema, you are providing explicit clues about the page’s content which improves the search engine’s ability to index and accurately rank your page.

This can lead to rich snippets in search results and these enhanced listings often include additional information for users like product ratings, prices, availability and images, making your products stand out and potentially even increase click-through rates. With the continued increase in mobile searches, structured data helps provide a better experience as rich results are more likely to be shown on mobile devices. Users want to find the information quickly, without having to click through multiple pages, and rich results do exactly this.

Additionally, structured data and help your products appear in Google’s Knowledge Graphs. These are the informational panels that appear on the right side of the search results, offering a prominent space for both your products and your brand information, increasing your visibility and authority.

Finally, with recent Google updates and the inclusion of organic results within Google Shopping alongside the inclusion of shopping links within image results, structured data can aid rankings here too.”

If you need any help with creating an SEO strategy for your ecommerce website, make sure to reach out today.