How to write & design product pages for Ecommerce SEO

E-commerce SEO

The main objective for Ecommerce SEO is to get people to the pages on your website that will generate revenue – your category pages and product pages.

Having these pages show up in organic search means you can earn more money for your business, without spending on digital advertising.

This comes down to keyword research and some copywriting and design basics to get your Ecommerce SEO strategy working properly.


Doing your keyword research

You can have the best designed website on the internet, and write the best, most descriptive product pages out there, but if you don’t do the keyword research at the beginning, you’ll never target the write searches.

There’s a few things to consider when it comes to keyword research for Ecommerce SEO.

One, finding keywords that match the products you’re selling, whether it’s running shoes, ovens or menswear.

Making sure you find keywords that people are actually searching for.

And choosing keywords that people use when looking to make a purchase – rather than just looking for information.


Keyword research for conversions

A big thing to keep in mind when choosing keywords, is finding those words and phrases that result in higher conversion.

There’s no point driving 10,000 views to your pages if you don’t make any sales.

Instead, think about the details your customers will look for when it comes to buying from you.

“Running shoes” for example, has the potential to drive a lot of traffic.

“Women’s running shoes” will drive less traffic (because it’s more specific) but is more targeted and has higher conversion potential.

“Women’s running shoes for long distance” will have even less overall traffic potential, but people making these searches are looking for a particular type of running shoe, and are further down the buyer journey so more likely to convert.

The key to your keyword research on your product pages, is to get traffic to them that will convert – so go for the longer tail, detailed searches.

You can target the more generic searches elsewhere on your website, and set up conversion paths to get people to buy from you later on.


Ecommerce SEO architecture

Your Ecommerce website has to be structured correctly around SEO principles if you want to drive customers and win more business.

There’s a couple of important things you have to get right:

Title tags – Title tags for category and product pages need to be specific to match customer searches.

They should include a primary keyword – like Women’s running shoes.

Use a secondary keyword – like trainers.

Include a brand name if you have a collection page – like Nike, Adidas etc.

And consider a strong CTA or enticement to get people to click (for instance highlight any discounts or free shipping you offer).

Avoid using repetition in title tags – this can be difficult for product pages.

But if you repeat too many keywords or descriptions Google will struggle to figure out which is the primary page to rank and you’ll struggle to get any success.


Meta Descriptions

Your meta descriptions should provide a preview of what users can expect on a page if they click through.

Focus on your main keywords, and keep your descriptions concise and to the point.


Your on-page content

Google relies on on-page content to decide where to rank your pages in search.

Searches are determined by a few factors like authority and relevance.

But you shouldn’t just write words for the sake of it.

Target your main keywords on-page, and keep your content basic and to the point.

Your on-page content should give your customers the information they need to understand the benefits of a product.

Think about the information they need to know and then questions they might ask, and then write your content around the details that answer those questions.

Again, avoid using duplicate content across product pages, even if the products are similar.

If Google can’t work out which page is your main page for a certain keyword it won’t know which to rank and you’ll end up crippling your Ecommerce work.

What you should definitely avoid is using generic product descriptions that have been provided by suppliers and manufacturers.

These descriptions are given to everyone selling that particular product, and copying them verbatim is a sure way to face a penalty from Google.


Product reviews

Imagine you had two products side by side.

They looked similar, they sounded similar, and they cost about the same.

The only difference is that one has 10 reviews saying how great the product is and how helpful the supplier was.

The other one has no reviews.

Which are you likely to choose?

People are much more likely to buy something if they can be reassured from other people that what they’re buying is reliable and worth the money.

So make sure you allow – and promote – user reviews of your products or services.

If you’re a service business, get full case studies demonstrating the results your customers have had since employing you.

Product reviews also have SEO value for your Ecommerce website.

Google rewards websites which publish new content regularly, which reviews and case studies can contribute towards.


Alt text on images

Here’s one thing many people forget to do when it comes to Ecommerce SEO.

Whenever you insert an image on a page, make sure you write some alt text to describe what the image shows.

This isn’t just great for usability, it’s also an easy way to use your keywords more often on a page.

Google will read your alt text as part of its ranking factors, so make the most of the opportunity.


Want to see how your Ecommerce website is performing from an SEO standpoint?

Get in touch with us today and get a free SEO audit from one of our SEO consultants.

We’ll show you the areas you’re succeeding in and where you could make some changes to take your Ecommerce SEO a step further.

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