So what should you do to improve your organic search visibility in this complex and competitive sector? Here are some actionable product page SEO tips to help you improve your search visibility.
- Make use of the SEO basics. Title tags and Meta descriptions are usually the first interactions a customer has with your products, make sure they count. Include long-tail keywords in your descriptions and utilise internal links to raise the profile of key pages. Headers should also be used to make your points stand out. Image alt attributes should not be left out as they are still important especially after Google’s “Similar items” feature release.
- Go beyond the keywords. Keyword research although important can be reductive when done in isolation. You will need to go deeper. Dig deep into segmented data for different demographics to understand what generally resonates best on your website. Combine this research with what customers like beyond your site. You can use clickstream data to find out where your visitors go immediately they exit your product pages, for example. Having a holistic view of your audience will help you craft your descriptions accordingly and cater to your audience’s specific needs.
- Always create unique product descriptions. The temptation to take text from one product and adapt it slightly for another should be avoided. Doing this will neither help your search rankings nor your users. Make sure that you create unique content for each and every product on your website.
- Exploit rich snippets. Add schema elements to your product descriptions to have them featured within search results. Price, product availability, and reviews are some of the things you can use to stand out. Utilising rich snippets can help you gain a higher click-through rate for your pages.
- Invite customer contribution. Customer reviews will provide you with the fresh and unique content that Google craves. But other than this, product pages that have customer reviews are better at conversions than those without reviews, making this a no-brainer. Just make sure you mark them up using the correct schema elements to get the most out of them.
- Test continuously. Use tools such as Google’s Optimise and Optimizely to test even the slightest variations to your product pages. A small thing such as changing the colour of a page’s call-to-action could make a significant difference. But you will never know its impact until you test a set of variations.
- Think of SEO and UX as interrelated. SEO and user experience are inextricably connected. In addition to having quality copy that optimally employs keywords, you also need to ensure that your pages are pleasing to look at, easy to navigate and load quickly.
- Keep mobile in mind when optimising. When optimising your pages, make sure you pay attention to mobile usability. Make sure your mobile site is well designed, loads fast and has got all the information found on the desktop version. Google’s AMP can help with this.
- Provide details. Consumers are more confident when they know exactly what they will be getting for their money. Include all relevant details about the product that respond to common user queries to improve conversions.
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