President & CEO of Corberry Digital Marketing Agency, a full-service digital marketing agency offering web design, SEO, PPC, social & more.
As a business, you want your e-commerce product page to appear on the first page of users’ search results. According to research, the first organic result in Google has a click-through rate of 28.5%. In comparison, the 10th result has a measly 2.5% average click-through rate.
What this tells me is that for your product to be even considered by searchers, you have to at least reach the Top 5 organic results. But how do you do this?
Use the right keywords.
Keywords are one of the cornerstones of SEO. After all, it’s what leads users to your e-commerce product pages. It’s also what Google algorithms use to understand your page. This is why it’s important for any e-commerce product page to fully optimize the keywords it uses.
Consumers often use very generic keywords when looking for something, especially when they don’t know what they’re looking for yet. They search for colors, configurations, sizes and generic descriptions. This is where categories and subcategories become important because it’s how you’ll be guiding users to what they’re looking for.
For example, say a user is looking for “black running shoes for men size 10.” When users type something like this into a search engine, it’s called a long-tail keyword. These are keywords that are more specific and, as the name suggests, longer than usual. The benefit of using long-tail keywords is that there is lower competition and higher chances of conversion. Having keywords in your e-commerce product page that fits what users are looking for makes it easier for them to find it.
Aside from users, keywords are also what will help search engines crawl and understand the e-commerce page’s structure. It’ll be easier to direct users to your page the more search engines understand it.
Create relevant product titles.
The titles of your e-commerce product page must accurately summarize the product you have. It should also have the keywords that users usually search for so they can easily pop up in search engines.
It’s important to keep your title under 60 characters or less. The reason being is that when the title is flashed in search engines, only the first 60 characters are seen.
Optimize your multimedia.
Images are important for users when they are looking for something online, especially because customers need to see the product to decide whether or not it’s what they’re looking for.
It’s important to have high-definition photos of the products. If your photo representation of your product is low quality, customers won’t be able to see the details. It will discourage them from completing a purchase. You also have to make sure that the file name of the image is optimized. It helps Google understand what the image is about and helps you appear in Google image search. According to a study, 62% of Gen Z and millennial consumers want visual search capabilities. It helps them find what they’re looking for much faster.
Aside from photos, this also applies to videos of the product. Videos should be original and properly showcase the product. Make sure to optimize it though so it won’t affect the loading speed of your page.
Create unique and high-quality content.
A lot of e-commerce websites find it too tedious to offer unique product descriptions for every product because there are thousands of them. Although this is understandable, it’s going to hurt the performance of the pages. When search engines see that your website has multiple pages with duplicate content, it’s going to dub your website as low-quality.
When it comes to the description of the products, it doesn’t have to follow a specific length. The advantage of longer descriptions is that it gives you the opportunity to incorporate more keywords.
When it comes to URLs, you have to make sure that Google can easily understand what the page is about. Be sure to also include your keyword in the URLs. It helps Google show your content to the right people. Finally, have a standardized structure for your URL so it’s easier to follow.
Use unique meta descriptions.
Meta descriptions are short descriptions that users see when your page pops up in search engine results pages. Google’s guidelines state that meta descriptions have to be unique and are limited to 160 characters or less.
Make sure that you include your keywords in meta descriptions, too. It makes it easier for Google to understand your page and for users to find it. You can also include any promotions you have on the product to entice users to click on your page.
Constantly improve your page’s loading speed.
If a page loads for too long, chances are users will quickly leave. According to statistics, if a page loads for over three seconds, there’s a 32% chance that users will leave. If your website takes six seconds to load, the chance increases 106% that users will leave. That’s why it’s important to always work on improving your website’s speed.
When users quickly leave a website before they even interact with it, this increases the bounce rate. If Google sees that a website has a high bounce rate, it will brand the website as low-quality. Ultimately, this will affect the overall performance of the website.
Optimize your content for mobile devices.
Google values websites that are optimized for mobile devices. As more and more people are using mobile phones to access the internet, Google makes sure that these users have a smooth browsing experience.
That’s why websites that are optimized for mobile phones are favored by Google. They even published a guide for mobile-first indexing to help developers understand what they should do.
This is why optimization for mobile is a smart move for your e-commerce product page. You’ll be making it easier for users on mobile phones to find your e-commerce product page and your online store.
Optimizing your e-commerce product pages doesn’t have to be complicated. You can take simple but very effective steps to make sure that your page ranks on the first page of search results. Following these tips can help you get started on your journey.