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SEO for ecommerce: the dos and don'ts of your product pages

SEO for ecommerce is a critical activity in the search for success of brands within the digital world. With the rise of ecommerce and ruthless competition in the sector, any mistake will cause another competitor to take a position in Google search results.

In addition to the above, there is a popular but erroneous idea among those responsible for online stores related to SEO: many people think that visitors enter through the home page or a category page and then go down to the page of a product. This assumption is wrong and is a tremendous sales opportunity that is lost daily.

The truth is that product pages usually receive a lot of organic traffic from visitors who already have their credit card on hand. If your product pages don't play a central role in your SEO strategy, you're simply losing profitability.

In this article we compile what you should do and what not to do in SEO for ecommerce, especially thinking about how to take advantage of your product pages to improve their positioning in search engines and, of course, business income.

Go for it!

SEO para ecommerce

What is SEO?

SEO is the acronym for Search Engine Optimization, which means "search engine optimization." It consists of a series of techniques, disciplines and optimization strategies that are implemented on the pages of a website or blog to improve its positioning in search engines.

This marketing strategy It is essential for your online store to stand out, gain visibility in the digital world and, consequently, more leads, clients and billing for the business.

If you want to know a little more in detail about how searches work, according to Google itself, you can watch this series of 5 videos where it is clearly explained:

SEO for ecommerce

In the case of online stores, SEO has a certain complexity. Especially when we talk about product pages.

And in SEO you can't just look at product pages in isolation, because search engines don't see your store that way either. Pages affect each other (positively and negatively), so you should look beyond product pages. Search engines evaluate your entire store; The whole is greater than the sum of its parts.

Optimizing product pages requires you to focus on these pages without losing sight of the bigger picture (how your product pages work together) or the rest of the site.

When it comes to the bigger picture, think, for example, about addressing:

  • Category pages and product pages competing for the same queries
  • Very similar product variants
  • Products available in multiple categories.
  • Discontinued or expired products

Now this may seem overwhelming. But don't worry, help is here, below we will focus on what you should do when it comes to product page SEO.

10 actions to improve the SEO of your ecommerce product pages

1. Adjust your keyword strategy

Keyword research is the basis for product page optimization. When conducting keyword research, always use topics focused on the product that users are searching for. Don't get obsessed with volume. Instead, think about relevance and what will actually convert.

If you have data from other channels, such as paid search, use it in your topic and keyword research and incorporate ad copy with high click-through rates (CTR) into your meta descriptions.

Product pages have a transactional intent, so make sure your landing pages are optimized for search customers who are ready to buy.

Someone searching for a specific product like “S60l Series and Expression E52 brush” clearly indicates that they are ready to purchase it due to the detailed nature of their search. So make it easy for him to take the next important step.

2. Optimize titles and meta descriptions

Title tags and meta descriptions are very important in product page optimization.

Don't forget to include details like:

  • The brand of the product, including its proprietary trademark.
  • The name of the product.
  • The model number.
  • Other important information (e.g. dimensions).

3. Brand product pages with structured data

Having the type of correct structured data can help your brand appear in rich snippets. All product pages must have a product schema and a review schema, which can:

  • Generate more impressions and clicks.
  • Improve CTR and drive more sales.

4. Add clear and useful FAQs

High-quality content that meets user needs is key to ranking high in SERPs (Search Engine Results Pages).

If users don't find your content useful, your bounce rates will be high and customers may decide not to purchase. Most category and product pages have little optimized content and do not have an FAQ section marked with structured FAQ data.

Instead, they tend to rely on user-generated content (UGC), which is a mistake.

Let's say I have a question about a product and I don't want to talk to a chatbot or call customer service.

If the brand in question has created an FAQ section with answers to questions that users often ask, I can easily find the information I'm looking for, as can other customers.

That, in turn, helps the brand sell more products.

5. Always write meta descriptions and unique products

We can't tell you how many times we've seen an ecommerce site use the same product description for all products. From an SEO point of view this is a tremendous positioning opportunity totally lost.

Each item can be ranked for branded and non-branded keywords and therefore you should include a unique description to get the most out of SEO. Offer consumers useful and meaningful information to encourage them to click on your ad, generating more traffic and sales.

6. Share real customer testimonials and opinions

Product pages with customer reviews see conversion increases of 52.2% more than their counterparts without reviews, so this should be a no-brainer.

Genuine testimonials from customers who have tried your product speak volumes to consumers in the market who are trying to decide whether to buy from you or not.

That's why it's so important to let customers share their experiences with your products and how they've helped them solve problems. But there are other advantages too.

Reviews help build trust, especially if you have the endorsement of a carefully vetted celebrity or famous influencer. They also provide the new and unique content that Google craves. Just be sure to mark them with the review outline.

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7. Test landing pages to find the best ones

Tools like Valido AI provide an intuitive way to test even the slightest variations within product pages, which you absolutely must do to find the ideal settings.

Changing the location of your call to action, for example, could lead to more conversions. Test your page design options to see how they can best support sales.

8. Use high-quality videos and images

One of the drawbacks of shopping online is that you cannot physically touch or try the product you are considering.

High-quality images and videos can fill that gap by providing end users with the information they need to feel confident in their purchases. You can add powerful content to your product pages that includes:

  • Videos that answer common questions.
  • Questions and answers with other clients.
  • Images of what a particular related product or kit includes.

This can certainly improve the entire shopping experience.

9. Minimize page load times

Your product pages should be optimized for mobile devices. More and more consumers conduct their online searches this way.

Fast-loading web pages will get your content to your target audience faster and provide a better user experience.

That, in turn, helps increase sales, revenue, and pages per session. Plus, it gives you an edge over the competition.

It also decreases your bounce rates. Aim for three seconds or less.

10. Audit product pages for technical issues

Product pages can often be duplicated due to faceted URLs, which can cause a lot of SEO headaches, such as:

  • Duplicate content.
  • Wasted tracking budget.
  • Split link equity.

To avoid these issues, audit pages to see what technical and content elements need to be optimized, if any.

Issues to consider include:

  • Duplicate title tags and meta descriptions.
  • Slow page loading times.
  • Broken links.
  • Fine content.
  • 404 pages.
  • 302 redirects.
  • Structured data is missing.

With Valido AI you can do a complete SEO audit of your ecommerce site, In this article we tell you. It's really easy and fast.

Good. Now that we've seen what you should do with ecommerce SEO, it's time to think about what we shouldn't do...

10 Mistakes you should not make when optimizing ecommerce product pages

1. Do not use product descriptions from the manufacturer's website

This is one of the most common mistakes we see when optimizing product pages.

Many manufacturer descriptions are not persuasive, lack all the information the customer needs, and are not optimized for search.

It's worth taking the time to write more informative and engaging descriptions. The more detailed information, the better. This could very well be the difference between being found and being invisible.

Also, remember that you don't want duplicate content, which hurts your SEO efforts.

2. Don't delete your seasonal pages once the peak has passed

This is another very common mistake that brands make. While removing seasonal pages after the peak period may seem sensible, doing so will leave you with the same uphill battle each year, trying once again to regain the authority your site needs to rank for seasonal terms.

And by the time you do this every year, it's probably too late. If you have a seasonal product page that has accumulated rankings, traffic, and sales over time, don't delete it.

Amazon is a great example of how to do this right. They have a URL dedicated to Black Friday that only gains authority over time. The company can then update the page as the date approaches peak black friday season.

3. Don't use automated optimization

Dynamically populated product pages with the product name as the title tag, followed by the brand name and nothing else, is not a good practice. Additionally, using automated descriptions and changing just a few variables could negatively impact your CTR.

Instead, include important information in titles that you can't automate. This can help your site rank for specific keywords. All titles and meta descriptions must be unique.

4. Don't delete out-of-stock pages

Sometimes products go out of stock, especially when supply chains are under pressure. But if the product is temporarily unavailable, you should keep the URL active, especially if the page has rankings and traffic.

But if the product is temporarily unavailable, you should keep the URL active, especially if the page has rankings and traffic.

As with seasonal pages, this may seem counterproductive. In fact, a more cost-effective strategy is to keep these pages active and provide links to other relevant products until the item is back in stock.

5. Don't use the wrong type of structured data, or none at all

Structured data (i.e. reviews and product data) can help your site rank in rich results and generate more traffic and sales. Having product data can help your site rank for rich snippets.

Many brands use the wrong type of structured data or do not implement structured data at all. Both hurt your site's ranking.

6. Don't use weak calls to action, or omit them completely

Often, many brands don't have strong calls to action (CTAs), but clean and easy CTAs are a must for any site. Remember that the main job of your product page is to drive revenue and sales.

If it takes users too long to find out how to buy your products, they will quickly go to a competitor's store. Make it easy and convincing for them to buy from your business.

7. Don't optimize for CEO keywords and non-volume keywords

Often when a CEO asks an SEO specialist, “Why aren't we ranking for keyword XYZ?” The answer is that XYZ has no search volume.

Think like a customer, do your research and use data to inform your decisions about which keywords to use. For example, if I'm optimizing for "lego spice girls back in stock", it won't be worth it because users aren't really searching for this term.

Once you qualify for it, you won't get many sales due to low volume.

8. Don't miss out on internal link and backlink opportunities

Links still matter for ecommerce. Often, brands build links to their home pages and category pages but forget about product pages.

But these pages can rank, especially for long-tail keywords that have high purchase intent and can dramatically increase revenue and sales.

That's why you should always support product pages with internal and even paid social links to improve visibility and performance.

9. Don't charge the wrong price

Not having the right pricing strategy can cause consumers to not buy your products and possibly not trust your brand. This is especially true when prices rise on highly in-demand products, such as baby food.

We all know the laws of supply and demand, but paying 20% ​​more for baby formula is crazy. Fortunately, states are taking action against price gouging.

10. Don't forget mobile optimization

To appreciate how important it is to optimize for mobile shopping, consider that more than 60% of online shoppers in the US and Europe do so via mobile devices. And more than a third are exclusively mobile buyers.

Not having one mobile friendly product page can cause users to not even consider purchasing products from your site.

Now is your turn!

If you have read between the lines of this article, you will know that perfecting the SEO strategy for ecommerce also involves optimizing the perception of your brand.

By giving consumers the best information there is about a product (and quickly), a compelling reason to buy, answers to their anticipated FAQs, and genuine third-party approval, you're giving them reasons to return to your online store.

Brand building is a long-term commitment. Even when it doesn't immediately lead to a purchase, it's an assurance to customers that they can trust. And keeping an eye on SEO is an important way to build that trust.

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