Product page SEO is the process of optimizing product page elements like product descriptions and images so that they perform well in search engines.
E-commerce SEOs know that product pages present unique challenges that other page types like blog posts do not, prompting questions such as:
- Is using the manufacturer’s description considered duplicate content?
- Should I delete pages for out-of-stock products or keep them to preserve the traffic?
- Will my faceted navigation cause URL issues?
High quality shopping content should allow users to find the products they want and to purchase the products easily… the pages should have satisfying customer service information.
In this article, we will see together how to optimize the natural referencing of your product sheets to stay competitive.
1. Treat your <Title> tags
The <Title> tag is the title of the web page. Each product sheet has a <Title> tag.
This is the title that appears in blue in the organic search results. It is necessary to include the PR (main request) at least, and RS (secondary request) in the best case.
The use of targeted keywords is the keystone of any SEO strategy.
The Title tag must not contain more than 65 characters and must tell Google the subject of your page. If the page concerns the sale of a women’s sports watch, it is impossible to enter the keyword “kitten” in the Title, otherwise it will be quickly penalized by Google.
2. The meta descriptions
A few years ago, everyone thought that the meta description no longer served any purpose in an SEO strategy. Still, the Google giant has said the opposite recently.
The Meta tag is the tag that appears below the URL in search results, paid as natural. It must be unique for each of your product pages and contain the minimum RP.
It is important in positioning, especially among other less popular search engines.
The meta description also has a commercial role. It tells the user what he will find by clicking on your link. This is why it is important to write a meta description called “sexy”.
Like the Title tag, the meta description tag is a real call-to-action for the user.
3. Optimize page titles
The product card must have a unique and relevant title. This is the title the visitor will see when they click on the link.
It must not be too short and must include the RP to a minimum.
As you can see, the key to any SEO strategy is to create unique content. This is what we will see in the next point.
4. Duplicate content
The duplicate content , also known as duplicate content, occurs when there are two identical content on the web:
- External duplicate content is the copy of a page from site A to site B, it is heavily penalized by Google.
- The internal duplicate content is the copy of a page from a site A to another page of the same site. It is also punished by Google’s algorithm to a lesser extent.
5. Name the images
SEO is above all a story of rigor! No more “ehfjeferrkhf” to name an image quickly.
Search engines are not yet able to interpret the meaning of an image, it is necessary to help them. So, naming your images is considered a guarantee of quality by Google.
Adding captions is also advisable, as well as providing <alt> tags.
6. URL rewriting
In 2019, it is still customary to optimize the URLs of its product sheets.
By default, the CMS you are working on will fill in the title of the page, with the words separated by dashes.
We advise you to enter the name of your product in the URLs and if possible add one or two keywords related to the product, if this is not the case by default.
7. Create relevant content
To have more chances to rank on targeted keywords, it is essential to heal the content.
Exit spelling mistakes and typos! The more quality your text, the more it will be appreciated by Google.
Let’s look at the structure of a product page.
8. The use of keywords
Many free and paid software allow to find targeted keywords on which to position themselves. Among them, SEMRush .
Google trends can also be used if you have a Google Adwords account.
If you start your business, you are unlikely to be able to position yourself on ultra-competitive keywords. The software can tell you which are the most at your fingertips.
In terms of the distribution of keywords, it’s all about measurement. If you do not use enough keywords, you will be invisible to Google. If you use too many keywords, Google will penalize you.
We recommend using 2-3 times the name of your product and / or the main keyword in a 400-word product sheet, a little more if your content is more dense.
9. The Hn tags
We first saw how to optimize the ancillary elements of a product sheet (title, meta descriptions, images, urls). We will now see how to structure the product sheet to optimize its referencing.
The content of this long description should be at least 400 words long and organized in separate paragraphs.
These paragraphs are partitioned by Hn tags. These are tags to frame the content and thus tell Google what each paragraph speaks.
There are 6 tags Hn (h1, h2, h3, h4, h5, h6). Rest assured, it is not necessary to use them all! The denser the content, the deeper the architecture of the page will be. If the content of your page is 400 words, you should use only the h1, h2 and perhaps h3 tags.
10. Bet on the internal mesh
Google evaluates the relevance of a page based on the number of links pointing to that page.
Thus, to strengthen the authority of your e-commerce site, it is necessary to give juice to the pages that you deem most important. For this, you can set up cross sales of the type “You will like too”, if your CMS does not propose it automatically.
Be sure to stay consistent in the internal mesh . If your X page sells a beach umbrella, do not link to a kitty shelter. However, you can link to a solar tent, since it is the same family of products.