Blog items tagged with "product-pages"
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.
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.
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.
Ecommerce sites are conceptually similar in that they all have product categories, subcategories, product pages, shopping carts, and checkout processes. This makes the fundamentals of ecommerce search engine optimization, (SEO) relatively universal for most online stores; however, there are still a number of intricacies that contribute to better rankings.
In this article, we outline some of the most important concepts of SEO for ecommerce sites. Acknowledging these three components of search engine optimization will help you create a more prominent presence in the organic search results.
1. Optimize Product-Level Pages
Product pages are some of the most important page for ecommerce SEO. These are the pages that contain unique, value-driven content that is often optimized for specific (often times long-tail) keyword targets. When optimizing product-level pages for ecommerce SEO:
- always do keyword research to know the exact keyword target/search query per product.
- ensure all page text is crawl-able by search engine spiders.
- make strategic use of headers, strong tags, and other content elements while optimizing product pages.
- mention key product features, specifications, unique selling propositions in the content.
- implement rich media like videos and image galleries.
- infuse user-generated customer reviews on each product page.
- display related products or additional selling pushes, such as 'products that might go good with this product' or ‘customers who bought this, also bought that.’
2. Proper Page Classification
Classifying pages on your ecommerce site is highly important to bolster category pages that have been optimized for ‘short tail’ keyword queries and generic searches. Proper page classification also ensures a more intuitive navigation and browsing experience for users (which also translates to better conversion rates). For effective classification of pages:
- assign and organize product-level pages under tiers for product categories and subcategories.
- organize the each product category into a hierarchy.
- focus on more short-tail keyword optimization when doing category level SEO (such as brands or broad-based categories.)
- List and link all relevant product level pages on each category page.
3. Avoid Duplicate Content
Duplicate content is common problem for ecommerce sites and can negatively impact your SEO efforts. In many cases, particularly with content management system (CMS) software, pages may be generated without acknowledging issues with duplicate content. Whether this be duplicate page titles and meta data, page copy, or complete pages, you'll want to be mindful of many considerations, including:
- avoid duplicate content both on-page and off-page.
- ensure that your have unique category pages (that show no signs of overlapping with other related pages and more importantly, have unique product pages.
- assign source attribution to products by adding parameters to URLs.
- when doing affiliate marketing, have alternate versions of your product information in different feeds. Create different sets of descriptions, titles, and other elements.
- consider having select fields in the different feeds, reserving the full product data set for your website.
- use Google Webmaster Tools, check search engine indexes and do analysis to identify and to eliminate duplicate content. These are three core components of SEO for ecommerce sites that must not go overlooked.
Although there are many other factors that go into the optimization of an ecommerce store, these three are the most essential can make or break your search engine optimization campaign.
In addition to these essentials mentioned above, cohesive ecommerce SEO campaigns will almost always include social media marketing as well as a number of off-page SEO strategies, such as link building, content marketing, and ongoing public relations management.
The idea is build a strong ecommerce brand through a number of channels, with SEO being the base for increased exposure in the search results.
This article written by Tyler Tafelsky, one of our Ecommerce SEO Specialists here at ClickCentric SEO.
In today's digital marketing age, your ecommerce website needs to be visible on the search engine results to sustain profitable success. Whether through organic search engine optimization (SEO), Pay Per Click (PPC) advertising, or both, the exposure of your ecommerce site is critical for its survival.
Attaining a top search engine ranking is one of the most powerful and cost-efficient sources of Internet traffic. For ecommerce SEO, your product pages are the ideal channels to focus your efforts. Product pages are the direct path for online shoppers to turn into paying customers, because product pages serve as effective landing pages for SEO.
Additionally, search engine users are becoming smarter and use detailed, product-specific search phrases (or long-tail keywords) to find what they are looking for.
Keyword Research is Imperative for Success
In this article, we will cover 5 effective ways in which you enhance the SEO potential of your ecommerce site's product pages. But before we dive into the methodologies, we must underscore the significance of keyword research and targeting. It is very important to conduct research and know precisely the keyword phrases your target market is searching. The Google Keyword Tool is a good place to start. Below are some considerations while conducting keyword research for ecommerce SEO.
- Are searchers referencing the brand and model names?
- Are searchers including specific model or part numbers?
- Are searchers using a combination of the latter elements?
It is also very important to know the motives behind a consumer who is using plural versus singular search terms. In most cases, plural use of keywords will typically imply that the consumer is shopping around and will be purchasing in the near future, whereas singular will often mean the consumer is looking to buy more immediately.
Once you have a good idea of the precise keyword phrase that matches up with the corresponding product page on your ecommerce site, you can begin to optimize specific aspects of the page's content. Let's say we have performed some keyword research for our online store that sells running footwear. The product page we want to optimize is for "men's New Balance shoes", specifically the "730 model." We have determined that our primary keyword target that consumers are searching is "New Balance 730 mens."
It is critical to include the primary keyword target in the page title for SEO. The page title is one of the greatest factors in establishing keyword relevancy of the page, and it shows up the Google search results as the main headline and link. For this reason, it is important to not only include the keyword target, but write it in such a way that searcher will want to click your listing.
A solid page title will lead with the keyword target or mention it as early as possible. In our example above, we can make this happen by writing the title as such "New Balance 730 Men's Shoes." We can also include the words "Buy" or "For Sale" to capture some keyword variations.
The Meta description appears just below the page title in the Google search results, and is an area to capture the interests of consumers. Here you'll want to get creative and motivate your audience to click your listing with some sort of incentive.
It is, however, very important to include the keyword target in the Meta description as well. Effective descriptions will include one or two variations of the keyword target, but keep in mind that most search engine cut the description off at 160 characters, so keep it concise.
Visible Page Copy
There a number of elements you will want to take into consideration for the visible copy of the product page. This copy is commonly the "product description" and will include information about the product. The organization of the content is the SEO difference maker.
Use a H1 tag whenever possible as the header or title of the product description, and always use the same keyword structure you used in the page title, or a close variation. Within the description, mention the keyword at least once, along with any variations that seem appropriate. If possible, use strong tags to make the keyword bold. This will further enhance the SEO value of the product page.
To take the page copy one-step further, implement a tab format for your product pages to bring more content onto the page, while keep it organized and clean to the eye.
Image "Alt" Tags
The "Alt" tag in images refers to "alternative" text, in the instance that a user's browser is incompatible with your website. This is rarely the case, yet the Alt tag is stilled crawled by search engine spiders and is taken into consideration for SEO purposes.
In the page's back-end or HTML code, always write a keyword optimize Alt tag, but keep it respective to what the image represents. For ecommerce product pages, this is pretty simple because the keyword almost always resembles the image. A good Alt tag for our shoe store example would be "New Balance 730 Mens Shoes White/Green"
The last element to optimizing your product page is by use of video. Video is a huge selling point that greatly contributes to more sales conversions. If you have a top selling product, create a video highlight of that product. Strong, well-optimized ecommerce stores will have comprehensive YouTube channels that showcase their top products.
Although this is not our primary focus in this article, a YouTube channel is good food for thought for a long-term ecommerce SEO strategy, for video is becoming highly popular in the search results. When optimizing your videos, be sure to save the video files with respect to your keyword targets. Similar to image Alt tags, this is pretty straight-forward because the product video typically coincides directly with the keyword.
It is also wise to include keyword relevant tags and descriptions while uploading your video. This will maximize the SEO potential of your product pages as well as the conversion potential when users land on your page.
Final Thoughts for Ecommerce SEO
It is also very beneficial for ecommerce sites to encourage reviews. It is best to request reviews after the checkout phase or with a follow-up email. Independent reviews are strong indicators of a credible ecommerce site. In addition, reviews offer free, user-generated content which adds greater SEO value to your product pages, especially when customers make use of keywords in the their review.
Apply these strategies for product page ecommerce SEO, and start seeing your online store in the top search engine listings for the inventory that offers the greatest margins.
This article written by Tyler Tafelsky, one of our Ecommerce SEO Specialists here at ClickCentric SEO.