Blogs by date "05/01/14"
Optimizing product pages is an integral aspect of ecommerce SEO. But many search marketers are stuck in rut as to which elements of a product page need to be optimized.
Most of us know the basic tags for SEO: page title tag, Meta description tag, etc. So in this article, I highlight 5 HTML tags that you might not be including in your on-page optimization.
Schema Product Markup
If you're new to Schema, then I highly suggest you visit Schema.org and freshen up. Using Schema's structured data markup enables you to better communicate a page's content to search engines. In short, it's a game changer for ecommerce SEO.
There are specific schemas for products. These can not only help your product pages rank harder, but also display rich snippets in Google's search results.
Think of the Rel=Canonical tag as means to tell search engines the most important pages on your site. In some cases, particularly on ecommerce sites with 1000's of pages, duplicate content (or very similar pages) can exist. Often times, this can discount SEO value to the page your really want getting all the love and attention from Google.
Tell Google "this is the page to crawl, index, and rank" and implement the Rel=Canonical tag on your optimized product pages. It's super easy and potentially an SEO game-changer depending on your website.
Image ALT Tag
The image ALT tag is intended to be alternative text for those viewing a page that doesn't render an image. The ALT tag should reflect what the image is, but it's constantly abused by SEO's and keyword stuffers. Just don't leave it blank. Write at least something in for your ALT tags.
The nice thing about product pages is that the images being used are typically very keyword relevant. For this reason, it's legit to use keywords in the image ALT tag for these pages. If you have multiple images, vary your ALT tags with keyword variations. You can take the practice of image optimization even further by using these strategies.
Header 2's, 3's and 4's
Introduce some depth to you product pages by including more elaborate descriptions. Not only are unique, creatively-written product descriptions essential for SEO, but they also sell and can inspire visitors to make a purchase.
When separating ideas and paragraphs, use H2, H3, and H4 tags where appropriate. This is good practice incorporate in all aspects of on-page SEO.
Strong, Italics, Underline Tags
Text styling tags, like the strong (bold), italics, and underline tags, are some of the most under-used HTML tags that can help with both SEO and CRO. Wrapping keywords and phrases in these tags can help to emphasize greater meaning and value in certain words on your product pages. Not only does this practice help signify keywords of value for SEO, but creatively using text styling makes for a better user experience.
About the Author:
Tyler Tafelsky is an ecommerce SEO analyst at Click Centric SEO. In addition cycling and blogging at BetterTriathlete.com, Tyler is well-versed in multiple facets of organic search marketing, particularly link generation, content strategy, and social media marketing.