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SEO Product Page: How To Optimize An Ecommerce Product Page?


SEO Product Page

You have an e-commerce site and like any merchant, your goal is to attract as much qualified traffic as possible to develop your sales. It may seem to you at first that it is not easy, because the market is full of big whales who monopolize the market and seize most of the keywords in the search engines, so that thousands of traffic flows to their sites, and you are left with nothing, of course not! The market accommodates everyone, all you need in the original is very simple, you should optimize the product page for search engines


To do this, you must draw up a tight strategy and stick to it, that strategy should include in its first item and in bold, do not target short-tailed tags, in the beginning, you should focus on long-tailed tags in order to avoid fighting big whales. Your site should be visible to your potential customers and thus accessible via relevant queries related to your activity.


How to optimize an e-commerce product page for SEO? and what are the best practices for SEO optimization of your product pages? Here are some tips and valuable points to keep in mind to improve your site's position among the search results.


SEO Product Page: Introduction To E-Commerce SEO


SEO Product Page

The goal of search engine optimization (SEO) is to help you gain positions in the SERP in order to increase your company's visibility and therefore knowledge. An eye-tracking study revealed that sites placed among the top three natural results get 80% of clicks. So the idea is to put yourself in the area that attracts the most users' attention: the golden triangle. As a general rule, a site that is positioned off the front page is more likely to remain in the shadows, compared to sites that share the first page.


Optimizing your SEO on your product pages allows you to improve your e-commerce site's SERP positioning, which helps drive traffic by creating new entry points. But before you get started, you must first make sure that your site is working well, otherwise, users will never overbuy! Its working environment should be thought of in a way that facilitates navigation through the site and provides a smooth and enjoyable user experience.


The first step is to search for the most relevant keywords and phrases based on your positioning, the nature of your goal, and the characteristics of your product. In e-commerce, the long tail is of paramount importance, as this technology allows the Internet user to be directed as accurately as possible towards the desired product using information such as brand, dimensions, capacity, color, shape ... Once you have completed this work, you will have all the tools you need To start optimizing the SEO of your e-commerce product pages.


Product Page Technical Improvements


SEO Product Page

Take care of TITLE tags from an SEO point of view

If there's one sign that deserves all the attention, it's the TITLE sign. It corresponds to your page title and gives Google valuable information about the content of your page, and plays a key role in your natural references. This tag should be handled carefully to be the most revealing of your page's topic, and above all, every page on your site should have a different and unique TITLE tag. The most important keywords should be placed at the beginning of the tag, but be careful not to overdo it... You have a character limit of 70, so choose them carefully!


The TITLE label of a product sheet generally contains your brand name and product name as well as its technical specifications (weight, shape, color, capacity, etc.).


Work on META descriptions to encourage clicks on the product sheet

The META tag does not affect the SEO of your e-commerce site, but it gives the user an overview of the content of your product page. This sign plays an important role in the choice of an Internet user: to visit your site or the site of a competitor. It should be attractive and encourage clicking. Feel free to be creative to grab the reader's attention, you shouldn't forget that even if your content is scanned by bots, it is above all read by humans!


If you leave this tag empty, it will be produced automatically from the first words of your product page's text.


Name your photos and fill in the ALT tags

In an e-commerce site, Internet users place great importance on images. Visuals should sell and reveal your product because they are excellent sales motivators. However, if your images are visible to visitors, they will not (yet) be visible to Google bots. However, they are effective SEO factors. How do you provide them with insight into the content of your photos? Before importing your images into your product page, remember to properly rename your file. Next, fill in the ALT tags with clear and accurate descriptions of your products. This action will improve your e-commerce SEO because your images can be referenced in certain queries. In addition to improving your SEO, it is also an opportunity to put in additional keywords!


Rewrite your URLs with strategic keywords

Your product page URLs should be SEO-friendly. In other words, the URL should provide as much information as possible about your page and its products, while being as brief and dynamic as possible. Placing your most important strategic keywords there will allow you to appear better in search results. Similarly, entering the name of your product, which is logically the main keyword of your page, as well as two or three marginal keywords (size, color, material, dimensions, etc.) allows for better user identification.


SEO Product Page

Without action on your part, URL permalinks are automatically generated and may contain title words, numbers, etc.


Name the pictures that should not be neglected

Your Internet user, drawn to your product page description, is now on your site. In search of more information, he particularly focuses on images that are the main motivators for buying. Never forget that part of your traffic comes to your site via image search. To increase your chances of attracting new potential customers, you need to name and caption the photos correctly. ALT tags also provide the opportunity to be well noted in certain search criteria.


Enrich your product description

First, your product description should be long enough to be considered qualitative by Google, and the reader looking for as much information as possible to choose it. We recommend a minimum of 350 words, knowing that ideal swings between 500 and 800 words. Thus, completeness is welcome.


If you offer thousands of products, you definitely tend to duplicate or "rotate" your content, or even use fill in the blanks scripts to save time. Don't fall into this trap. Enemy number one in SEO is duplicate content, also called duplicate content. To avoid chafing the Google Panda algorithm and seeing your site finally relegated to the dead, you should completely avoid having similar content. If there is a certain similar content, after all, the use of the canonical tag will allow you to avoid penalties.


If you distribute your products in marketplaces, it is likely that the content you have provided to the site in question is valued more by Google than you. the reason? Google gives more importance to the domain name that has the best authority in its eyes, and thus to the site with the best trust index.


Creating an internal link in the descriptive content of the product pages (silo)

Another important point in your SEO strategy, internal linking consists of creating logical and semantic links between the pages of different products or categories of your site. By choosing to build in semantic silos, you are pointing Google to the different categories of products offered on your site by creating a semantic proxy. The ideal is to name your categories in a way that exploits traffic-generating expressions.


Microdata: the little bits of information that make the difference

By marking up fine data or structured data, you can improve your site's SERP rendering by signaling to Google bots that this information is important, what goes with it, and that it should be taken into account. This microdata has 3 formats: JSON-LD (most recommended), partial data, or RDFa.

Some of the data common to all sites fall within the Schema.org encoding domain.


In your e-commerce site, here are the different tags to use:

  • Product markup allows you to mark the price and quantity available for a product.
  • Offer markup that gives the price of the product plus the currency in which it is sold, but also if the product is available or not in stock.
  • Rank markup to display the number of user reviews left as well as the average rating of customer reviews.
  • Aggregate rating notation is very useful for indicating best, worst, and average ratings.
  • Being aware of this different information without going to the site improves the experience of internet users and encourages clicks because the sorting between different brands is already done on the SERP. More Traffic, More Conversions: These are two good reasons to choose Accurate Data.


To set it up, you can either manually, automatically, or via Search Console.


SEO Product Lifecycle Management


SEO Product Page

As an internet user searching for a product, the worst possible disappointment is not being able to purchase the desired product or not finding the information you are looking for. Whether you are able to sell a product or not, you should always provide a satisfactory user experience. From an SEO point of view, some precautions should also be taken to avoid a crash. How do I manage out-of-stock or expired products? Here are our tips!


Solution for products temporarily unavailable

If you've already inquired about the question, you may have noticed that there are several solutions for managing a temporarily unavailable product: a 301 redirect with a product description change, a 302 redirect in a state of maintenance, a 404 redirect for a page that doesn't. It doesn't generate organic traffic...


The most common option for doing a 404 redirect is irrelevant in the sense that the page will be de-indexed by Google. And for 301 and 302 redirects: they will be malicious in the sense that the bots will detect multiple changes at short intervals on your site, without really understanding what's going on there.


In fact, there is only one solution to managing a temporarily out-of-stock product without negatively impacting your site from an SEO point of view: keep the page active!


Therefore, we recommend keeping the product page out of stock and deactivating adding the product to the basket. To maintain the good position of your page and provide a satisfactory user experience, we recommend the following:

  • Entering a form that allows you to report as soon as the product becomes available again for the purpose of retargeting.
  • Suggest similar products on the page so as not to leave the Internet user in embarrassment if their purchase is urgent.


By keeping this page active, you can continue to work on SEO and optimization even though the product cannot be purchased. However, this page is an entry point to your site because it is still indexed on Google.


This technique for managing products temporarily out of stock is very useful in the context of a site with seasonal activity: textile fashion, food, aquatic or mountain equipment... why? Here we are in the context of periodic product management, so it is important to keep indexing the product pages that will be available again and continue to improve your SEO even out of season!


How do you manage deleted products?


SEO Product Page

When one or more products are not available on your site, you can quickly find yourself overwhelmed with a large number of duplicate orphaned pages or with pages linked in an intranet and thus accessible, but empty.


Many solutions are available to you. Each has its advantages and disadvantages, we advise you to study each case and choose the one that is most suitable for your case:


Use 404. redirects

With a dedicated page containing a letter written in return explaining the situation. Again, remember to maintain a quality user experience.


Features:

  • Better use of your crawl budget thanks to fast page indexing.


Cons:

  • Juice is wasted from backlinks.
  • At the UX level, the visitor has no other solution than to track their steps.
  • Abusing 404 redirects within the same site is dangerous!


Make a 301. redirect

Perform a 301 redirect from the deleted product page to a page that offers a similar product in terms of price, technical characteristics, delivery time... If any product is not satisfactory, the best option is to redirect to a related category or subcategory. The idea is always to find the solution that is most satisfactory to your user.


Features:

  • You keep the juice coming from your backlinks.
  • The best option in terms of UX provided you offer a product very close.


Cons:

  • The possibility of losing information on the part of the user because he is not getting what he wants, while the redirection is taken into account.


To assess the most appropriate solution for your situation, ask yourself about:

  • Frequency of expired products: daily, weekly, monthly?
  • Expired product quantity: a few dozen on occasion, or many thousand on a regular basis?
  • What is the organic traffic produced by the relevant page?
  • Technical obstacles associated with the site: human and material resources, software.


The last solution, which is not adapted to all sites but is very relevant: 


The unavailable_after meta tag.

Maybe once some products come online, you can already anticipate the day they won't be available. In other words, you have to manage seasonal products.

For example, it may depend on the supplier, as part of a special process or product event. If you are in this situation, it is absolutely necessary that you remember this tag for bots: unavailable_after


<meta name = “googlebot” content = “unavailable_after: 02-Jan-2020 17:00:00 est” />


Here, the product in question will not be available after January 2, 2020, from 5:00 PM.


Inserted into your product header, it allows you to signal to Google bots that that product should be de-indexed from this date, such time. feature? No negative impact on your SEO and good user experience on time!


Be warned, this solution is suitable for small sites, but when applied to large e-commerce, it can quickly become unmanageable.


Manage similar products with well-known brands

Depending on your business, you may have several products that are very similar and have a reason to be on your site. Here are some scenarios:


Here are different scenarios:

  • Shampoo is available in 200ml/500ml/1L;
  • Marigolds are available in Blue/Green/Red/Yellow;
  • A dish with a diameter of 10 cm / 15 cm / 20 cm ...


But then, how do you avoid penalizing Panda for duplicate content? By using canonical tags, you are telling Google which version of your product takes priority over others while telling them that your content is being copied on purpose.


There is no point in indexing every product page that differs by a single item. It is rather a matter of deciding which 'gondola head' product will serve as a reference and will be indexed, and then inserting a canonical tag on all other product pages indicating that it is linked to the 'gondola head' product page.


Take, for example, Our website. If the blog article you're reading repeated the content of our previous article dealing with SEO improvements to be implemented on an e-commerce site, here's the procedure to follow in terms of coding:


An example of a base tag:


Add the following tag on this page and on the referral page containing the same content:


<link rel = “canonical” href = “https://https://z-hmarketing.blogspot.com//en/blog-successful-seo-page-product-e-commerce” />


This way, you tell Google that the content to consider is the article content on the SEO of the e-commerce site, not this one.

If other pages or articles on this site also contain elements similar to the article in question, this tag must also be added there.


What Are The Off-Page SEO Improvements For Your Product Page?


SEO Product Page

Once you have the on-site SEO done, you can tackle the entire off-site portion. The offsite referral includes all net linking that is useful for increasing the authority of a product page but is not related to the e-commerce site itself.


Create high-quality external links to your product sheet

Networking, the cornerstone of a successful SEO strategy, consists of creating high-quality external links pointing back to your product page. For example, you can talk about your position in forums or product comparisons, buy sponsored articles from external sites with strong authority or even develop your journalistic relationships in order to take advantage of free articles on media influencers in your sector. If influencers talk about your products, your brand will gain credibility in the eyes of Google and potentially gain valuable positions in the SERP, as well as bolster your online reputation.


Use social sharing to give a positive signal to Google

It is currently difficult to assess the level of consideration for your activity on social networks by Google bots. But one thing is for sure: you will never be penalized for your social media activity, quite the opposite! Feeding your different social networks on a regular basis not only keeps your community's attention but also sends a positive signal to Google. This activity lets the bots know that your brand is active and thus, the information provided to your visitors is updated.


Monitor and protect electronic reputation/opinion on the product name

Online reputation and SEO are closely related and serve the same goals: Attracting more visitors to increase your sales. Be very vigilant about the content that talks about you and also about the opinions your users leave. In order not to miss anything said about your brand, monitoring and alerts will be your best allies. Likewise, your social reputation should receive special attention because a bad buzz can happen quickly... A word of advice: also keep a close eye on Google's proposal which gives you valuable information on requests made about your brand... and which can sometimes contain Some (bad) surprises!


Conclusion


SEO Product Page

To design an e-commerce site that attracts and converts potential customers, here are 5 key points to remember:

  1. Make sure to offer a functional and convenient e-commerce site.
  2. Implement all SEO improvements to your product sheets (coding, internal linking, description, etc.)
  3. Plan an SEO plan for your unavailable products.
  4. Maintain your networking and inner connections.
  5. Talk on social media and make sure you maintain your good online reputation.


By applying these various tips, your product sheets are guaranteed to succeed!

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