Optimising Product Pages – One Of The Biggest E-Commerce Challenges

When it comes to running an eCommerce website, one of the most challenging parts of optimising it for Google is the product page. This is especially true when you have a myriad of products that are only slightly different from each other.

However, its also incredibly important from a User Experience standpoint. This is because, if you can get your product pages to rank well, potential customers can land directly on the product they want, meaning they are more likely to convert into an actual sale. So, how can you get started with product page optimisation? Let’s take a look!

What Aspects of an Ecommerce Product Page should be optimised?

For a product page, there are a number of different areas that you can and should work on in terms of Organic SEO. By addressing these, you will help to push your products up the rankings for a variety of different keywords. These aspects, from an initial optimisation perspective, are as follows;

Product Descriptions

These need to follow content guidelines and optimisation rules, whilst also describing the product well for the customer.

Product Images

Due to the constant updates that Google makes to image searches, it is highly recommended that your product images are optimised, as they could help bring potential customers to the website.

Product Data and Information

One of the most confusing parts of a product page when it comes to SEO is the product data and information. For example, if you have specifications or a table of information such as weight and height, this also needs to be configured for SEO.

So, now that we know what the basic level optimisations for a product page are, let’s look at each one in a bit more detail.

Product Descriptions for SEO

Optimising Product Descriptions

Every page on a website should have content. That’s SEO 101. For a product page, that content is largely referring to the product descriptions, as you likely won’t have much more written content on the page beyond those. So, they need to crafted in the best way possible for both Google and the user.

Historically, you could write a product description to simply be full of keywords just like other content at the time, but since Google is always seeking to improve the quality of websites it ranks, doing this will severely hinder your ability to rank.

Instead, you need to be writing the product descriptions for the user, first and foremost. However, it is still important that your content is optimised to follow best practice guidelines.

Best Practice Guidelines

In short, your product descriptions need to adhere to the following guidelines in order to ensure that they have the best possible chance at ranking well;

  • The content should be unique from all other variations on your website and other websites.
  • The content should be at least 250 words in length.
  • The content should be user focused, but also include focus keywords.

Optimising Product Imagery

Product Image Optimisation

For your product imagery, the basic optimisation requirements are actually rather easy to work with. In short, the image file size should be as small as possible whilst keeping the quality of the image high, whilst the file name and alt text should be descriptive.

In theory, this should be a walk in the park, right?

The issues come up when you have multiple images of the same product in an image gallery – how do you make sure that each image has a unique and descriptive file name and alt text?

That’s where keyword placement comes into play. By using the details of the image shown, mixed with one focus keyword, you can ensure that each of your images has the base level of optimisation.

Product Information and SEO

Finally, for this first look at product page optimisation, we need to talk about the product specifications and data sheets. After all, these are probably the most challenging parts of a product page for you to optimise.

This is because they are still counted as written content, so they also need to adhere to the “unique from everything else” guideline to be correctly optimised. However, since they are specifications, variety isn’t really part of the package by default.

One trick is the add a bit of flavour to the specifications. Rather than simply listing the height, width or other such pieces of information in a table, you can turn the specification into a paragraph of content. It can be used to show why the specifications of that product are good for the customer, which is potentially more engaging than just a list of numbers and details.

Of course, there are other tricks that you can use to improve the optimisation of product specifications, content and imagery, among other more technical aspects of your website’s product pages. However, they are more challenging and require more knowledge of the finer points of Organic SEO. If you would like to discuss these, we are more than happy to talk about your requirements, so feel free to get in touch with us today!

Written by Gareth Torrance

Hello there. I'm Gareth, the Search Engine Marketing Lead at Brave. With almost a decade of experience in PPC and SEO, I've seen everything from Pandas and Penguins to the horrible time that was Mobilegeddon. As a Google Ads Certified Google Specialist, I have lived through almost every major shift in the industry! And that makes me feel old.

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