Having a product page optimized for SEO doesn’t just help improve your search position on Google, it helps advertising performance and improves general user experience which
Before we dive into our list of suggestions, we wanted to talk about one overarching principle. The one thing that you should keep in mind with your product pages that will improve SEO, conversion, and more. What is it?
Make it easy to buy.
Yep, it is that simple (or not so simple). Google’s goal is to provide the best experience for its users. When someone is searching for a blue shirt, Google wants to get that user to a product page that quickly can sell them a blue shirt. Google calls this searcher intent and it is trying to match pages with the searchers intent. This is where strong UI/UX intersects with SEO, and PPC, and everything else.
What does this mean for your product page? It means having a seamless checkout process. Making it easy for customers to start the checkout process (add to cart buttons above the fold). Getting customers the information they are looking for in a logical and easily digestible manor. And employing persuasive copy, that uses long tail keywords, to accurately describe your product while encouraging customers to take an action (aka buy something).
Keep this customer first mentality top of mind as we talk through these SEO elements. This will prevent some obnoxious SEO mistakes like keyword stuffing and sounding like a robot instead of a person.
1) Have Really Freaking Great Copy
If there is anything that will help improve the user experience and in turn SEO, great copy is it. The rule of thumb here is to answer all of your customer’s questions so they don’t need to go anywhere else to get answers. By making your page the expert source of information, it encourages others to link to your site since you have the best information.
Make sure your copy is keyword rich, using terms that your customers use to describe the product they are looking for. And not just keywords, but longtail keywords (be as descriptive as possible). I won’t go into to much detail on how to write great copy, instead, I suggest you head over to CopyBlogger.com, read their blog and subscriber to their newsletter for some really amazing
2) H1 / H2 Tags
This is an often overlooked aspect of building pages. These tags can be really effective in making your page easily readable & scannable so users can quickly find the information they are looking for. H1 tags are commonly used as section headings, think features, specs, and so forth. Make sure your sections headings are using H1/H2 tags. Bonus points if you can naturally fit in a few keywords into your tags.
3) Include Videos
Everyone loves videos. Having product videos prominently placed on product pages have been shown to improve conversion rates. Having high-quality product videos can help gain SERP Features (even more so when coupled with Google Manufacturer Center) and can be used in remarketing efforts. Investing in video and using video assets in multiple ways helps ensure a strong return on the cost of production.
Above is one of our favorite product videos from Springbar Canvas.
4) Use Product Reviews
We often joke around that product reviews make the world go round. Having customer testimonials on your page (aka a product review) is a great way to increase conversion rates. These five-star reviews can also be pulled into search results if you are using structured data like JSON-LD.
On top of that, if you have over 50 product reviews sitewide, they can be imported into your Google Shopping campaigns via an XML feed. This will make your PPC team very very happy as it gives a huge boost to Google Shopping ad performance.
Product reviews only work if you have them. Just setting up a review form isn’t enough. Make sure you are proactively reaching out to customers who have purchased products from your store for a review. There are several great email platforms that have this functionality built in. Our favorite is Klaviyo.
5) Meta Fields – Title Tags & Meta Descriptions
When people hear SEO, this is what most think of. Title tags and meta descriptions are what show up in search results and on preview snippets. It is a major signal to Google and customers showing what the page is about.
When you write these, they need to be informative, specific, accurate, and at the same time encourage your potential customers to actually click on the link when they see it in search.
We typically use a formula for our title tags that is similar to Product Name – Product Category – Brand Name. This formula leads with the most specific information first, product name. When writing product categories, make sure you are being as specific as you can. Instead of saying clothing, say shirts, or better yet, blue shirt / cotton shirt / casual shirt / button down shirt.
Meta descriptions are a little less formulaic. However, we want to make sure they contain several key elements which include:
- Call to Action or Offer
Our favorite is “Learn more about…” or mentioning free shipping, free trials, guarantees, and more.
- Long Tail Keywords
Instead of saying car rack, say bike rack. Instead of saying bike rack, say bike hitch rack. Instead of saying bike hitch rack, say 4 tray bike hitch rack. Get it? The longer tail the better.
- Provide Value Propositions
Give someone a reason to click on your link. Tell them what makes you unique and how you stand out compared to your competitors.
6) Structured Data
Want to see 5-star reviews of your product directly in search results? Optimized images for Facebook and Twitter previews? Improved results for Google Shopping ads? Structured data is a way to highlight information about your product for search engines and social media sites.
Google prefers structured data in the JSON-LD format. Luckily, there are great apps out there for WordPress, Magento, and Shopify that will place JSON-LD on product pages for you. Our favorite app on Shopify is JSON-LD for Shopify. You can test your product pages to make sure Structured Data is appearing by using Google’s Structured Data Testing Tool.
Other types of Structured Data to consider include Open Graph and Twitter Cards. There are apps out there for these languages and often website themes include these in them already.
7) Image Optimization
One of the most common SEO mistakes is using images that are not optimized for SEO. Nothing slows down a site more than large images. Our goal is to try and keep images under 100k. We also rely heavily on imagecompressor.com to help reduce file size.
Image optimization doesn’t just stop at the file size, make sure you are also using Alt Tags on all of your images. Alt tags should describe what the image is about and use keywords whenever possible. This includes the product name and the same advice on long tail keywords that we discussed above in the meta fields section.
8) Product URL
There are a few guiding principles when making URLs. Keep them accurate, short, and easy to read. We recommend simply using the product name for your page URLs.
What other tips would you add to our list? Leave a comment and let us know.