In the world of e-commerce, having a great product page is crucial for success. A well-optimised product page can not only help you attract more visitors but also convert them into customers.
However, just having a product page is not enough. You need to ensure that your product pages perform well within search results to increase visibility and attract more organic traffic.
To help you get the most from your product pages, we share some essential tips to get your pages performing well within search.
Conduct Keyword Research For Your Product Pages
Keyword research is the foundation of any successful digital marketing strategy. Before optimising your product pages, you need to identify the keywords and phrases your target audience uses to search for products like yours. Use keyword research tools like SEMrush or Google Keyword Planner to find relevant keywords with high search volume and low competition.
Once you have identified your primary keywords, use them strategically throughout your product page. Include them in your page title, meta description, URL, product description, and image alt tags. However, avoid overusing them, as having too many on your page can make it look spammy and turn potential customers off your site.
If you’re unsure where to start with keyword research, get in touch with us at Ducard – our SEO services can help you identify your target keywords and get your product pages on track for success.
Optimise Page Titles and Meta Descriptions
Your page title and meta description are the first things users see when your product page appears in search results. Therefore, they need to be optimised for both search engines and users. Your page title and meta description should include your primary keyword and accurately describe the product.
Include the brand name and other relevant information like colour, size, and price in your meta description. A well-written and optimised title and meta description can improve your click-through rates and increase the likelihood of attracting more visitors to your product page.
As a guide, the title should be under 60 characters and the meta description under 155 characters. Google does not specify a strict word count for the title or meta description, but those character limits are what most desktop and mobile browsers can display without cutting off.
Use Descriptive and Unique Product Descriptions
Your product description is the heart of your product page. It provides potential customers with all the necessary details about your product, such as its features, benefits, and specifications. A well-written product description can help you rank higher in search results and increase the likelihood of converting visitors into customers.
When writing product descriptions, use descriptive language and avoid using duplicate content. Unique product descriptions can help you stand out from the competition and improve your search engine rankings. You can use a plagiarism checker, like Grammarly, to make sure the text is original, or Google a section of your product description in speech marks to see if the excerpt appears anywhere else online. Include your primary and secondary keywords in your product description but avoid overusing them.
Use Schema Markup For Product Pages
Schema markup is a code that you can add to your product page to provide search engines with additional information about your product, such as its price, availability, reviews, and specific product data like colours and sizes. This can help improve search engine visibility and increase click-through rates.
Schema markup can also help you stand out in search results by adding rich snippets, such as star ratings and product prices. Additionally, schema markup can help search engines understand the content on your product page better, improving your chances of ranking higher in search results.
Improve Page Load Speed
While Google has retired page load speed from its documented ranking systems page, it is still an important factor to consider. Page speed will have an impact on the user’s experience, which is something that Google is still paying attention to. Google wants to send its users to websites that provide the best user experience, which includes relevant information, fast load times and non-intrusive pop-ups and adverts.
If your page loads too slowly, a user is more likely to click away or give up on a shopping experience, which can make you lose out on sales. Page load speed can be measured using PageSpeed Insights.
To improve your page load speed, optimise your product pages for speed by compressing images, reducing server response time, lowering the number of redirects, removing unnecessary plugins and using a content delivery network.
Optimise Product Images
Product images play a crucial role in the success of your product page. They not only help potential customers visualise your product but also provide valuable information about its features and specifications. Images also appear in search results, so having appealing imagery for your product pages can help to improve your clicks.
To ensure that your product images are working for you, you need to optimise them for search engines:
- The images you use should be high-quality and clear.
- Compress or reduce image sizes – the smaller the image file size, the faster the page load speed.
- Add alt tags to your images for accessibility and for SEO.
- Save your images with relevant, descriptive file names, which could include your keyword.
Include Customer Reviews
Customer reviews are an essential part of any e-commerce website. They not only help increase the credibility of your product but also provide valuable feedback to potential customers. Reviews can also help improve your search engine rankings.
Search engines like Google consider user-generated content like customer reviews when ranking websites. Therefore, encouraging customers to leave reviews on your product pages can really boost your product pages. Remember to respond to all reviews, whether positive or negative, to show your customers that you care about their feedback.
By implementing these tips, you can improve the performance of your product pages within search and increase the likelihood of attracting more potential customers to your website.
If you need assistance with improving the performance of your product pages or do not have the time to implement any of these changes across your site, get in touch with us at Ducard – our ecommerce optimisation services can cover all of this and more.
