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SEO For Ecommerce Product Pages: 20 Do’s & Don’ts

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SEO For Ecommerce Product Pages: 20 Do's & Don’ts

Ecommerce is expected to grab even more of the retail pie, with a projected growth of nearly $11 trillion between 2021 and 2025.

An increasing number of ecommerce sites want a piece of this pie, making it critical that your search strategy delivers.

Add to this the fact that advertising costs are reaching the realm of prohibitive, only to often see sinking results, and smart SEO practices become more urgent than ever.

10 Do’s Of Ecommerce Product Page SEO

Here are 10 steps to take and 10 to avoid for a successful SEO strategy.

1. Fine-Tune Your Keyword Strategy

Keyword research is the foundation for product page optimization.

When conducting keyword research, always use product-focused topics that users are searching for. Don’t fixate on volume. Instead, think about relevancy and what will actually convert.

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

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Product pages have transactional intent, so make sure your landing pages are optimized for searchers ready to buy.

Someone looking for a specific product like “Series S60l & Expression E52 paintbrush” strongly indicates they are ready to purchase it due to the detailed nature of their search.

Make it easy for them to take that next important step.

2. Optimize Titles And Meta Descriptions

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

Make sure you include details such as:

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

3. Mark Up Product Pages With Structured Data

Having the correct structured data type can help your brand appear in rich snippets.

All product pages should have product schema and review schema, which can:

  • Drive more impressions and clicks.
  • Improve your CTR and drive more sales.

4. Add Clear And Helpful FAQs

High-quality content that meets the users’ needs is key to ranking high in SERPs.

If users do not find your content useful, your bounce rates will be high, and customers may decide not to buy from you.

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Most category and product pages are light on optimized content and do not have an FAQ section that is marked up with FAQ structured data.

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

Suppose I have a question about a product and do not want to talk to a chatbot or call customer service.

If the brand in question has built an FAQ section with answers to questions that users commonly ask, I can easily find the information I’m looking for, and so can other customers.

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

5. Always Write Unique Product And Meta Descriptions

I cannot tell you how many times I have seen an ecommerce site use the same product description for all products. This is a huge opportunity lost.

Each item can rank for branded and non-branded keywords and should therefore include a unique description to take full advantage of SEO.

Give consumers helpful, meaningful information to encourage them to click on your listing, thereby driving more traffic and sales.

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SEO For Ecommerce Product Pages: 20 Do’s & Don’tsScreenshot from search, Google, August 2022

6. Share Real Testimonials And Customer Reviews

Product pages with customer reviews see conversion lifts of 52.2% more than their review-free counterparts, so this should be a no-brainer.

Genuine testimonials from customers, who have tried your product, speak volumes to in-market consumers trying to figure out whether or not to buy from you.

That’s why it’s so important to let customers share their experiences with your products and how they’ve helped solve problems.

But there are other advantages, too.

Reviews help build trust – especially if you have an endorsement from a carefully vetted celebrity or famous influencer.

They also provide the fresh, unique content Google craves. Just be sure to mark them up with the review schema.

Share Real Testimonials And Customer ReviewsScreenshot from zoya.com, August 2022

7. Test Landing Pages To Find The Best

Tools like Optimizely and Google Optimize provide an intuitive way to test even the slightest variations within product pages, which you should absolutely do to figure out the ideal configuration.

Changing the location of your call to action, for example, could drive more conversions.

Test your page layout options to see how they can best support sales.

8. Use High-Quality Video And Imagery

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

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High-quality images and videos can fill that gap by providing end users with the information they need to feel confident in their purchases.

Recently, my search for a cordless drill led me to the Home Depot site. The company’s site ranks very high for this term, and its landing page is filled with powerful content that includes:

  • Videos that answer common questions.
  • Q&A with other customers.
  • The imagery of what a particular kit includes.

This was a great user experience because I wanted to know how many batteries came with the drill and if it came with a bag.

Use High-Quality Video And ImageryScreenshot from homedepot.com, August 2022

9. Minimize Page Load Times

Your product pages must be optimized for mobile. More and more consumers are conducting their online searches this way.

Fast-loading webpages will get your content in front of your target audience more quickly and provide a better user experience.

That, in turn, helps increase sales, revenue, and pages per session. Plus, it gives you a leg up on the competition.

It also decreases your bounce rates.

Aim for three seconds or less.

10. Audit Your Product Pages For Technical Issues

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

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

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

Problems to watch for include:

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10 Don’ts Of Ecommerce Product Page SEO

1. Don’t Use Product Descriptions From The Manufacturer’s Website

This is one of the most common mistakes I see in optimizing product pages.

Many manufacturer descriptions are not compelling, lack all the information a 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 may very well be the difference between being found and being invisible.

Also, remember that you do not want duplicate content, which will hurt your SEO efforts.

2. Don’t Kill Your Seasonal Pages Once Peak Is Past

This is a common mistake I see brands make.

While removing seasonal pages after the peak period may seem sensible, doing this will leave you with the same uphill battle every year, once again, trying to regain the authority your site needs to rank for seasonal terms.

And by the time you do this each year, it will likely be too late.

If you have a seasonal product page that has built up rankings, traffic, and sales over time, do not eliminate it.

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Amazon is a great example of how to do this well. They have a dedicated Black Friday URL that only gains authority over time.

Amazon can then update the page as the peak Black Friday season approaches.

3. Don’t Use Automated Optimization

Dynamically populated product pages with the product’s name as the title tag, followed by brand and nothing else, is not a best practice.

Also, using automated descriptions and changing just a few variables could negatively impact your CTR.

Instead, include important information in the titles that you cannot automate. This can help your site rank for targeted keywords.

All titles and meta descriptions should be unique.

4. Don’t Pull Out-of-Stock Pages

Sometimes products go out of stock, especially when supply chains are stressed.

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

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As with seasonal pages, this can seem counterintuitive.

In fact, a more profitable strategy is to keep these pages live and provide links to other relevant products until the item is back in stock.

SEO For Ecommerce Product Pages: 20 Do’s & Don’tsScreenshot from karmaloop.com, August 2022

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 the rich results and drive 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 any structured data. Both hurt your site rank.

SEO For Ecommerce Product Pages: 20 Do’s & Don’tsScreenshot from Google Search Console, August 2022

6. Don’t Use Weak Calls To Action – Or Omit Them Entirely

Oftentimes, many brands do not have strong calls to action (CTA), but clean and easy CTAs are a must-have 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 how to purchase your products, they will instead visit your competitors’ sites. Make it easy and convincing for them to buy from you.

7. Don’t Optimize For CEO Keywords And Keywords With No Volume

Often, when a CEO asks an SEO specialist, “Why are we not ranking for XYZ keyword?” 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 are not really searching for this term.

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Once I rank for it, I won’t get many sales because of the low volume.

8. Don’t Miss Opportunities For Internal Linking And Backlinks

Links still matter for ecommerce.

Often, brands build links to their homepages 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 links and even paid social to improve visibility and performance.

SEO For Ecommerce Product Pages: 20 Do’s & Don’ts

9. Don’t Charge The Wrong Price

Not having the right pricing strategy can cause consumers not to buy your products and possibly not to trust your brand.

This is especially true when prices spike on products high in demand, as we experienced during the baby food shortage.

We all know the laws of supply and demand, but paying 20% more for baby formula is crazy. Luckily, states are cracking down on price gouging.

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10. Don’t Forget Mobile Optimization

To appreciate just how important it is to optimize for mobile shopping, consider that more than 60% of online shoppers in the U.S. shop via mobile devices. And more than one-third are mobile-only shoppers.

Not having a mobile-friendly product page can cause users to not even consider buying products from your site.

Wrapping Up

By sharpening your SEO strategy, you’re also burnishing your brand.

Giving consumers the best information there is on a product (and quickly), a compelling reason to buy, answers to their anticipated FAQs, and genuine third-party thumbs-up, you’re giving them reasons to return to your site.

Brand building is a long-term commitment. Even when it doesn’t immediately lead to a buy, it’s an assurance to customers that they can trust you.

And being vigilant about your SEO is an important way to build that trust.

More Resources:


Featured Image: ImYanis/Shutterstock

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SEO

B2B PPC Experts Give Their Take On Google Search On Announcements

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B2B PPC Experts Give Their Take On Google Search On Announcements

Google hosted its 3rd annual Search On event on September 28th.

The event announced numerous Search updates revolving around these key areas:

  • Visualization
  • Personalization
  • Sustainability

After the event, Google’s Ad Liason, Ginny Marvin, hosted a roundtable of PPC experts specifically in the B2B industry to give their thoughts on the announcements, as well as how they may affect B2B. I was able to participate in the roundtable and gained valuable feedback from the industry.

The roundtable of experts comprised of Brad Geddes, Melissa Mackey, Michelle Morgan, Greg Finn, Steph Bin, Michael Henderson, Andrea Cruz Lopez, and myself (Brooke Osmundson).

The Struggle With Images

Some of the updates in Search include browsable search results, larger image assets, and business messages for conversational search.

Brad Geddes, Co-Founder of Adalysis, mentioned “Desktop was never mentioned once.” Others echoed the same sentiment, that many of their B2B clients rely on desktop searches and traffic. With images showing mainly on mobile devices, their B2B clients won’t benefit as much.

Another great point came up about the context of images. While images are great for a user experience, the question reiterated by multiple roundtable members:

  • How is a B2B product or B2B service supposed to portray what they do in an image?

Images in search are certainly valuable for verticals such as apparel, automotive, and general eCommerce businesses. But for B2B, they may be left at a disadvantage.

More Uses Cases, Please

Ginny asked the group what they’d like to change or add to an event like Search On.

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The overall consensus: both Search On and Google Marketing Live (GML) have become more consumer-focused.

Greg Finn said that the Search On event was about what he expected, but Google Marketing Live feels too broad now and that Google isn’t speaking to advertisers anymore.

Marvin acknowledged and then revealed that Google received feedback that after this year’s GML, the vision felt like it was geared towards a high-level investor.

The group gave a few potential solutions to help fill the current gap of what was announced, and then later how advertisers can take action.

  • 30-minute follow-up session on how these relate to advertisers
  • Focus less on verticals
  • Provide more use cases

Michelle Morgan and Melissa Mackey said that “even just screenshots of a B2B SaaS example” would help them immensely. Providing tangible action items on how to bring this information to clients is key.

Google Product Managers Weigh In

The second half of the roundtable included input from multiple Google Search Product Managers. I started off with a more broad question to Google:

  • It seems that Google is becoming a one-stop shop for a user to gather information and make purchases. How should advertisers prepare for this? Will we expect to see lower traffic, higher CPCs to compete for that coveted space?

Cecilia Wong, Global Product Lead of Search Formats, Google, mentioned that while they can’t comment directly on the overall direction, they do focus on Search. Their recommendation:

  • Manage assets and images and optimize for best user experience
  • For B2B, align your images as a sneak peek of what users can expect on the landing page

However, image assets have tight restrictions on what’s allowed. I followed up by asking if they would be loosening asset restrictions for B2B to use creativity in its image assets.

Google could not comment directly but acknowledged that looser restrictions on image content is a need for B2B advertisers.

Is Value-Based Bidding Worth The Hassle?

The topic of value-based bidding came up after Carlo Buchmann, Product Manager of Smart Bidding, said that they want advertisers to embrace and move towards value-based bidding. While the feedback seemed grim, it opened up for candid conversation.

Melissa Mackey said that while she’s talked to her clients about values-based bidding, none of her clients want to pull the trigger. For B2B, it’s difficult to assess the value on different conversion points.

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Further, she stated that clients become fixated on their pipeline information and can end up making it too complicated. To sum up, they’re struggling to translate the value number input to what a sale is actually worth.

Geddes mentioned that some of his more sophisticated clients have moved back to manual bidding because Google doesn’t take all the values and signals to pass back and forth.

Finn closed the conversation with his experience. He emphasized that Google has not brought forth anything about best practices for value-based bidding. By having only one value, it seems like CPA bidding. And when a client has multiple value inputs, Google tends to optimize towards the lower-value conversions – ultimately affecting lead quality.

The Google Search Product Managers closed by providing additional resources to dig into overall best practices to leverage search in the world of automation.

Closing Thoughts

Google made it clear that the future of search is visual. For B2B companies, it may require extra creativity to succeed and compete with the visualization updates.

However, the PPC roundtable experts weighed in that if Google wants advertisers to adopt these features, they need to support advertisers more – especially B2B marketers. With limited time and resources, advertisers big and small are trying to do more with less.

Marketers are relying on Google to make these Search updates relevant to not only the user but the advertisers. Having clearer guides, use cases, and conversations is a great step to bringing back the Google and advertiser collaboration.

A special thank you to Ginny Marvin of Google for making space to hear B2B advertiser feedback, as well as all the PPC experts for weighing in.

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Featured image: Shutterstock/T-K-M

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