Product pages are key to your business growth. They decide if your business shows up in search engines and if browsers become customers.
Success depends on making your product pages SEO-friendly and good at converting visitors.
In this article, we’ll share insights from over 100 product pages. You’ll get tips to improve your page rankings and boost conversions.
SEO for Ecommerce Product Pages: Tips to Boost Your Product Page Rankings
1. Keep your URL simple
When uploading products, don’t overlook the URL’s importance. A simple, well-thought-out URL helps both customers and search engines find you.
Here are some URL tips:
- Use keywords that shoppers might search for, but make sure they accurately describe your product.
- Avoid unnecessary characters and complicated structures.
- Be consistent with your website’s structure and naming.
- Use hyphens instead of spaces or dashes for better readability.
2. Have a clear product page title tag
The title tag shows up in your browser tab. It’s a piece of HTML code that you can adjust to describe your product page.
This is what it looks like.
It also shows up in search results like this.
Good title tags help search engines understand your product. They also help users find you among their many tabs.
To optimize your title tag, make it clear and simple. It should represent your product well and include keywords that shoppers use.
For distributors, sticking to the original product name is often best. This is true for popular and well-known products.
For unique products, think about what users might search for. For example, a customizable necklace could have a title like “Customizable Necklace – Personalized Birthstone Pendant Necklace for Women”. This attracts more searches and makes your product stand out.
3. Review H1 tags
H1 tags are similar to title tags but appear on your product page. They help search engines and users understand your page.
They’re often the first thing users see when they visit your site.
Your H1 tag should match your title tag. It should focus on your target keywords and tell users they’re in the right place.
Make sure you have an H1 tag and ideally only one.
4. Implement effective breadcrumbs
Breadcrumbs help users navigate your website and provide context. They’re also good for search engines.
For users, breadcrumbs show where they are and help them navigate quickly. For search engines, they signal your site’s structure and relationships.
To implement breadcrumbs:
- Show the full path to the current page, starting from the home page. Use a hyperlinked label for each level.
- Keep breadcrumb labels brief but descriptive and consistent across pages.
- Ensure breadcrumbs work and look good on both desktop and mobile.
- Check that breadcrumb labels match your internal linking and main navigation.
- Monitor breadcrumb usage to refine labels for better user understanding.
5. Use high-quality product images
Product descriptions tell us a lot about what we’re buying. But images show us more. They make our products look appealing, so they’re worth focusing on.
Use clear, high-resolution images. Show your product from different angles. And include close-ups to highlight key features.
Some tips to keep in mind:
- Use alt text that includes relevant keywords and accurately describes the image
- Optimize images for fast loading, compress and resize them while taking care of quality
- Name image files descriptively with relevant keywords—avoid generic names
6. Optimize product variants
Many products come in different sizes, colors, and materials.
Optimizing these variants can boost your SEO. But, if done poorly, it can harm your SEO efforts.
To optimize variants for SEO, follow these best practices:
- Use canonical tags to tell search engines which is the main page
- Add relevant variant keywords in the meta description and meta title. For example, mention the color or size in the meta info.
- Upload unique product images for each variant. This improves user experience by showing what your the variant looks like and also creates additional content that can be indexed by search engines.
- Avoid duplicating content between variants. Only the truly unique details, like the variant name and images, should differ.
7. Include essential elements like pricing and reviews
Shoppers look for pricing, availability, star ratings, and reviews. These elements guide their decisions. Without them, users might leave, which hurts your SEO.
Adding product schema helps these elements show up on search engines too. This can improve click-through rates, which Google sees as a positive sign.
8. Set effective CTAs
Call-to-action (CTA) buttons are important for product pages. They’re not directly related to SEO, but they help with user experience and drive action, which is good for SEO.
Here are some tips for setting effective CTAs.
- Use action verbs: Choose verbs like “Buy now”, “Add to cart”, and “Select options” instead of vague phrases.
- Test different button colors, copy and placements: See which performs best for your brand.
- Limit the number of CTAs: Too many CTAs can be overwhelming and confusing. Start with one main CTA and one or two secondary CTAs at most.
- Make the button noticeable: The CTA button should be large and prominent enough for customers on mobile and desktop.
9. Provide clear delivery details
Clearly state your delivery and shipping policies on your product page. This way, shoppers don’t have to search for it.
Being open about delivery helps customers feel more confident when buying from you. Address any concerns they may have upfront to avoid surprises after they click “Buy.”
A delivery details section on product pages reassures customers and helps remove obstacles that may be preventing conversions.
Nike indicates their delivery detail under an accordion menu.
10. Craft unique product descriptions
Create product descriptions that stand out by using vivid imagery and customer benefits. Add related knowledge and emotive language to make your product special. Include customer testimonials and technical specs to give a full picture.
- Vivid imagery: Use descriptive adjectives and sensory details to make your product “come alive” for readers. Compare it to familiar objects.
- Customer benefits: Don’t just list features, explain how the product will improve customers’ lives. Focus on benefits like saving time, money, or effort.
- Related knowledge: Provide useful background information, anecdotes, and fun facts that establish your expertise and build credibility.
- Emotive language: Use words that evoke an emotional response and make customers feel something. Appeal to desires for happiness, confidence, comfort, etc.
- Customer testimonials and reviews: Incorporate actual terms that customers use in testimonial and reviews.
- Technical specs: Include specifications like length, weight, or height to paint a fuller picture of your product. This can also help your product rank for long-tail keywords.
Aim to write descriptions that inform, entertain, and inspire customers. This way, your products will truly stand out. The more thought and care you put into your product copy, the more likely customers will engage.
Oftentimes, suppliers provide generic descriptions. You can rewrite them in bulk and add your brand voice with Hypotenuse AI’s product description generator.
If you receive insufficient information, enrich your product data with Hypotenuse AI’s product data enrichment feature.
11. Include FAQs
Having a set of FAQs on the product page serves two purposes:
- It saves time for your customer success team to answer questions that could be easily answered.
- It helps shoppers make an informed decision so they don’t wander off to other parts of the internet searching for an answer.
To come up with this set of questions, look at Google’s People Also Ask, or ask your customer success team for a list of what shoppers commonly ask.
For example, a brand selling ergonomic chairs could include these questions in their product page.
12. Recommend related products
When shoppers view a particular product, it’s easy to guess what they’d need next. Take the chance to recommend additional products that would complement what they’re looking for.
This helps improve user experience by anticipating what they would need and increases engagement as shoppers click through to another page.
This also increases your average basket size. So there’s a lot to gain from this implementation.
13. Add user-generated content
A typical shopper is unlikely to purchase without looking at reviews. Add user-generated content (UGC) to provide a clearer and more realistic picture of how a regular human would use your product.
This provides social proof and instills trust. It also gives you more opportunities to rank for other keywords that may be hard to include in your product pages.
While influencers are an option, try raw content from actual customers to show genuinity. Encourage your customers to create content by regularly sharing their posts. Or, take a step further and reward them with vouchers or invite them to special events.
14. Optimize for onsite search
An optimized onsite search helps customers find what they’re looking for quickly. This can help reduce bounce rates and increase user engagement.
Here are some ways to optimize for ecommerce site search:
- Categorize and tag products properly. Use a consistent ecommerce product taxonomy and assign accurate, relevant tags to products.
- Use relevant keywords in your product titles and URLs. This includes the brand or product name, main features, and benefits. Ensure titles are short and scannable and include the most important keywords upfront.
- Include keywords naturally in the product description. Use the most important words and phrases customers would search for when looking for your product.
- Optimize images with alt text that includes relevant keywords and search terms.
What to avoid in SEO for Ecommerce Product Pages
Duplicate or Thin Content
Many ecommerce sites make a big mistake by using the same content on product pages. This includes copying manufacturer descriptions without any changes. These descriptions are not optimized for search engines or to help customers.
Instead, write unique and detailed descriptions. Highlight the product’s key features, benefits, and how it can be used. Make sure to include relevant keywords to help search engines find your page.
Ignoring Structured Data
Another common mistake is not using structured data like product schema markup. 50.08% of ecommerce sites miss out on this important feature. It helps search engines understand what you offer.
Use schema for product name, images, prices, reviews, and more. This can make your page more visible in search results and help with voice search.
Poor Site Architecture
A disorganized site structure is bad for ecommerce SEO. Search engines find it hard to crawl and index your pages if they’re not easy to navigate.
Use a clear hierarchy with easy-to-understand URLs. Add breadcrumbs and internal links to help users and search engines find what they need. Don’t forget to use faceted navigation for attributes like size and color.
Slow Page Speeds
Speed is very important for ecommerce. Slow pages can hurt your sales and conversion rates.
Make your pages faster by optimizing images, using CDNs, and minifying code. Use tools like PageSpeed Insights and Core Web Vitals to find and fix slow spots.
How to measure the success of your Product Page SEO?
SEO for product pages is just the start. You need to measure how well it’s working. Here are some important metrics to track.
Traffic & Rankings
- Organic Traffic: Watch how many visitors come to your pages from search engines. An increase means your SEO is working. Use Google Analytics to check this.
- Average Position: Keep an eye on where your pages rank in search results. You want them to move up. Tools like Semrush help track this.
- Click-Through Rate (CTR): This shows how appealing your pages are. A high CTR means your titles and descriptions are good. Google Search Console gives you CTR data.
Engagement & Conversions
- Conversion Rate: Your goal is to turn visitors into customers. Track how well your SEO is at this.
- Time on Page: If users spend more time on your pages, it means they find the content interesting. Watch the average time on page to see if your content is good.
- Add-to-Cart Rate: A high rate here means your product pages are doing well. Use this metric to improve your pages.
Keep tracking and improving these metrics to make your product page SEO better. Data-driven changes are key to success.
FAQs about SEO for Ecommerce Product Pages
How to structure clear product page URLs?
Clear URLs help both users and search engines understand your product pages. Include the product name and relevant category and subcategory details. For example, /category/subcategory/product-name. Avoid useless parameter strings or IDs in the URL.
What are image SEO best practices?
Optimizing images is key for a good user experience on product pages. Make sure image file names describe the product well. Use keywords in alt text to make images more relevant.
Adding schema markup to images can also help them show up more in search results.
How to write compelling product descriptions?
Descriptions should be easy to read and free of duplicate content. Use persuasive language to highlight important features and benefits. Remember, keywords are important but don’t overuse them.
Can user-generated content boost SEO?
Yes, it can! Search engines love fresh content. Encourage reviews, Q&A, and other content from customers. It builds trust and keeps your site fresh.
Any tips for global ecommerce product pages?
When selling globally, understand local tastes and preferences. Use local keywords in your metadata. Tailor product descriptions for different regions.
Conclusion
Now you have these SEO tips for ecommerce product pages. It’s time to start using them.
Begin with the easiest changes that offer the best return. Focus on pages with lots of sales but not much traffic. Your hard work will pay off as your numbers improve.