3 Ways to Generate Higher CTR's with Product Page Schema Markup
Ecommerce SEO's are always looking for ways to boost their product page click-through rates (CTR's) from Google SERPs. In this short article, I will show you three of the most powerful ways to do just that using Schema markup.
Depending on whether or not your product pages contain images, videos, ratings, or reviews - some of these elements may not apply. Nonetheless, take a quick gander and see if you can implement product page Schema markup to boost your CTR's, and perhaps, your SEO keyword rankings.
1. Ratings & Reviews
If your ecommerce site features ratings and reviews on your product pages, you can make this information appear in Google search results. You've probably seen these beautiful rich snippets popping on high authority site listings - the little 5 star rating showing just under the URL.
There are a number of ways to trigger this rich snippet on your product pages. For instance, you can manually integrated the code via the AggregateRating microdata at Schema.org/Product, or try other methods like the hReview-aggregate microformat to make ratings and reviews data appear in Google.
2. Images & Videos
Perhaps the most profound product page rich snippet that grabs attention and entices click-through's is for images and videos. Rich snippets for video and images do not render as often as other product page rich snippets (often it's YouTube that owns these gems,) however if your product page SEO is highly specific (make, model, model variation, etc.) and the users search query was also specific, it's definitely achievable and worth while.
In this case, ispot.tv used a Macy's commercial to trigger the video rich snippet in their Google listing - creative, yet borderline ethical. Nonetheless, they masterfully leveraged the Schema.org/VideoObject microdata to make it happen.
For images, use the Schema.org/ImageObject microdata markup. It's essentially the same format as for Videos, and equally as eye-grabbing.
3. Product Name & Price
The product name and price rich snippet is especially powerful if your ecommerce site offers competitive pricing. It also helps to bring in better quality traffic, as shoppers know the price before they click your listing.
In the example below, FarmandFleet.com was able to trigger the price of their 57 piece socket wrench set at $79.99.
This was achieved by leveraging the Schema.org/Offer microdata markup.
As you've probably gathered, implementing product page Schema markup takes some technical capacity. But in most cases of using Schema, the content of your product pages is easier to interpret by Google, and thus generates some impactful search results. If you're using Wordpress to manage your online store, explore some of the Schema-generating plugins available. These can make the process much easier and streamlined.
About the Author:
Tyler Tafelsky is an ecommerce SEO analyst at Click Centric SEO. In addition to blogging at BetterTriathlete.com, Tyler is well-versed in multiple facets of organic search marketing, particularly link generation, content strategy, and social media marketing.