The “build it and they will come” approach to ecommerce won’t cut anymore. In 2022 and beyond, entrepreneurs will need to marry traditional ecommerce principles and SEO techniques more than ever for visibility, traffic, and relevance.
Doing so requires knowledge and application of product page SEO strategies, which are ever-changing. In this post, we’ll look at some best practices when incorporating SEO for eCommerce product pages in 2022.
Product Page SEO Techniques for Product Names (& Titles)
The product name is the most powerful branding a product can have – it’s the first and last thing consumers remember. But unless you’re a household name, the average customer probably won’t know your product exists.
It’s not like a brick-and-mortar store where you can see and touch new products by accident, and online, they’re not going to browse as much to allow those discoveries to happen. That’s why you need to optimize your product names (and their descriptions) – the easier it is for your product pages to rank and draw clicks from users.
Product Names/Title Fundamentals
Optimizing product titles requires a balance of engagement and SEO methods. Your product titles should contain a combination of keywords and product details to make them more descriptive. Adding relevant keywords along with your product title can help you acquire a better position on SERPs and increase your product page’s CTR.
Of course, you want to keep your product name close to your keywords so that both search engines and people can associate your product with their search query. That also helps reinforce your development as a top choice, especially if it ranks well for a particular keyword. Lastly, you want your product titles to be attention-grabbing. Ideally, a feature your audience wants.
Takeaways for Product Titles
Keep the title within 60 characters or less
Incorporate relevant keywords into your titles
Make your titles descriptive
Focus on user intent
Product Page SEO Techniques for Product Descriptions
More than two decades after the first eCommerce stores emerged, product descriptions are still crucial components of SEO for product pages. Some studies have shown that 20% of all failed purchases stemmed from poorly written or confusing product descriptions. In other words, if customers aren’t sure what your product has to offer, they’ll ignore it altogether.
With that said, it’s essential to structure your product descriptions correctly too. Assuming you’ve written an engaging title, readers will look to your product description to fill in the details. So you need to make good use of this extra real estate. Again, you’ll want to include relevant product keywords here.
Optimize page and header titles with relevant keywords and include them in lists and paragraphs, as this can increase your chances of ranking in SERPs. Also, details about features, benefits, specs, and disclaimers that explain how your product works and how it can improve your customers’ lives for the better.
With dwindling attention spans, you need to balance being informative and straightforward. So use a bland of short paragraphs and sentences, images, bullet points, and buttons.
Takeaways for Product Descriptions
Write unique product descriptions for all products (avoid duplicate content)
Write descriptions for your ideal buyer
Make your descriptions rich with sensory details, benefits, social proof, and even storytelling
Make your descriptions scannable
Product Page SEO Techniques for Effective CTAs
Even when customers “know” what they want from a product, they may not know what to do after seeing your offer. Unfortunately, a weak or no call-to-action can lead to customers leaving before taking an intended action. With that said, research conducted by HubSpot in 2021 found that using CTAs at the point of purchase can increase conversions and sales 121% more than ads.
So well-written and well-priced CTAs are essential for good product page SEO. However, the tricky part about CTAs is that they’re sales-oriented, requiring more understanding of UX and buyer psychology – you’ll need more than just a relevant keyword here.
The phrasing of trigger words, button colours, placement, and more, require a deep understanding of your audience and their behaviour. You’ll need to test the performance of these elements with tools such as A/B split testing, heat mapping, and scroll tracking. However, that effort can help you determine the best call-to-action (CTAs) for your product pages. Your customers will convert more, which Google will see and reward with better SEO rankings.
Takeaways for Writing CTAs
Use action words (verbs)
Make your CTA visible
Repeat your call-to-action
Product Page SEO Techniques for Meta Titles & Descriptions
Many marketers think of meta titles and descriptions as afterthoughts, but they’re a crucial aspect of SEO for eCommerce product pages. They provide opportunities for you to rank for both branded and non-branded keywords and further entice a reader to visit your product pages.
Meta titles and descriptions are your customer’s first introduction to your products. Even if the rules around SEO optimization have fluctuated over time, it’s still wise to optimize them properly.
Your meta titles should contain the product/brand name, the model of the product, and, if possible, relevant keywords. Your meta descriptions should multitask. It should briefly describe what your product does. But it should reflect and match the purchase intent of your customer by demonstrating how it can help them. Of course, your meta description can include keywords here too. You can do it by having ad copy with high click-through rates (CTR) in the description as well.
Takeaways Meta Titles & Descriptions
Keep your description concise yet informative
Include relevant keywords (where appropriate)
Incorporate your brand’s style & tone
Product Page SEO Techniques for Image Alt Text
Google has emphasized using product images to grab users’ attention. It’s crucial to optimize your product images for maximum visibility using structured data (more on this later) and classic product page SEO techniques.
With structured data, you should label your product images, reviews, names, and ratings so that search engines can retrieve that data more efficiently. Using (correct) structured data for your product images can increase the likelihood of getting rich snippets, which, in turn, garners you more clicks, impressions, and sales.
There is an ongoing debate about the importance of alt text as opposed to previous years regarding alt text. Although alt text is still important it has become less impactful since there are options to place text on a product page to describe an image. However, alt text is still a relevant SEO factor since it helps provide context for search engines.
Product Page SEO Using Structured Data for Products & Reviews
“Structured data” is Google’s way of presenting specific information about your product page (as well as other pages). On a technical level, structured data uses HTML code to organize the content of your page. The reason for using structured data is to help your pages appear as a rich snippet in the SERPs. Pages featured as rich snippets often gain more traffic, not to mention conversions.
Above, we mentioned how structured data is a product page SEO tactic that’s especially helpful for product images, customer reviews, and ratings. However, you can use structured data to mark up other pages, such as FAQs pages.
The key to structured data for product page SEO is to ensure that it’s accurately structured. Incorrectly structured data may confuse Google, which may affect your page’s performance.
Product Page SEO Techniques Make eCommerce Success Yours to Behold
Ecommerce success may seem elusive to online business owners, especially when surrounded by countless competitors. When these competitors dominate a given space, running a profitable ecommerce business may seem impossible.
However, applying the right product page SEO techniques can help you cut through the noise. They will help improve your search visibility, increase traffic and bring conversions. All you need is consistency and patience will deliver results.
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