Product Page SEO Tips for Ecommerce Websites
When it comes to ecommerce SEO, product pages are the bee's knees. In addition to SEO and generating valuable search traffic, product pages are primary conversion touch-points that sway visitors to buy now, or to keep browsing.
It's thus important that you respect both SEO and CRO (conversion rate optimization) when optimizing your product pages.
Although the scope of this article is to offer product page SEO tips for your ecommerce website, some insights will touch upon CRO and promoting the conversion value of these pages.
Before Optimizing, Know Your Keyword Targets
When you're doing keyword research, you'll want to understand how your product pages relate to the searching behaviors of your target market.
Product pages represent a specific product. Your target search market is seeking a specific product. For this reason, you should optimize your product pages for very specific long-tail keywords.
Not only are these keywords more achievable in a competitive ecommerce SEO context, but the individual's searching these long-tails are further along in the buying cycle and know exactly what they're looking for.
So when pinpointing your keyword targets for product pages, go deep. That is, avoid broad keywords like "Men's Tri Shorts" and shoot for more specific long-tails like "TYR Competitor 7" Tri Shorts Men's."
Write a Keyword Naming Convention
The keyword naming convention is the order or sequence of terms that make up your complete keyword target. Determining the keyword naming convention is important to ensure the on-page SEO or keyword optimization process is consistent.
Consistency is key when it comes to any form of on-page SEO. For example, let's say we are optimizing a product page for the latter phrase "TYR Competitor 7" Tri Shorts Men's."
If we write this phrase as our Page Title, we'll want to use the exact same sequence of keywords for the Meta Description and header of the page copy (not "Men's Tri Shorts TYR Competitor 7.") Be sure to pinpoint this naming convention for your product pages and keep it consistent for each of the following elements mentioned below.
Optimizing Product Pages for Ecommerce SEO
After you have your keyword naming convention down, the on-page SEO process is fairly simple. Below are the content elements you'll want to optimize for each page (and examples based on our mock keyword target:)
- URL: Be sure to include the most essential terms of the keyword phrase.
- Page Title: Define your page using the exact phrase match of the keyword target (but try to keep titles under 70 characters so all text appears in the search results.)
- TYR Competitor 7" Tri Shorts Men's | [Ecommerce Website]
- Meta Description: Although it is under debate on whether or not keyword inclusion in the Meta description helps with SEO, search terms will be displayed in bold which can help to make your listing more relevant to searchers. Additionally, this description is your sales pitch to compel search users to click your listing.
- Shop for TYR Competitor 7" Tri Shorts in Men's from [Ecommerce Website]. We offer some of the lowest prices on TYR triathlon gear and clothing.
- Page Copy: In the visible copy, try to use the same keyword naming convention in the first header as the Page Title. It also helps to have the keyword mentioned a few times in the supportive copy or product description. Consumer-generated reviews are one of the best way to integrate quality content that offers conversion value (as well as SEO value.)
- Page copywriting tip - don't use product descriptions provided by manufacturers. You want to avoid any risk of duplicate content with other website, so write your own copy and make it unique.
- Media Files: Before uploaded images and videos to your product pages, keyword optimize media files by opening-up the image or video properties. Here you can add keyword references to titles, sub-titles, tags, descriptions, and other fields.
- Bonus -Do this can result in your images showing up in Google Image search for related product keywords.
That, my friends, this the simple process of on-page SEO for ecommerce product pages. Stay tuned for more SEO-focused articles here at Click Centric SEO.