When you have an ecommerce website, you inevitably have multiple product pages. Some sites, like Amazon, have so many product pages that it’s virtually impossible to keep up. You may not have hundreds of thousands of items to sell, but that doesn’t mean you should let your product pages sit idly by. Product pages can and will attract new visitors to your site, particularly if you maximize the search engine optimization (SEO) of each one.
Some companies have a tough time visualizing how SEO can work on a product page. This may be true for your site, especially if your product pages fall under the following conditions:
- You Have Multiple Types of One Product. For instance, you may sell scarves in several colors or patterns. Each color or pattern has its own page, making it tempting to simply duplicate one page and just change the title and image.
- You Have Too Many Products and Haven’t Been Able to Keep up With Growth. This is a double-edged sword. On the one hand, it’s great to be busy. On the other, your pages may be outdated or doing you zero SEO value.
- You Don’t Think of Your Product Pages as Content Pages. Right now, you keep your product pages to a minimum. They have an image, a title, a small description with price, and a way to add the item to a shopping cart.
Sound familiar? If so, you’re in luck because there are several ways you can boost your SEO on product pages, even if you’ve never tried to before. The process isn’t going to happen overnight, but taking these steps will help you increase your search engine page rankings and number of unique visitors:
- Add Lots of Content on Each Ecommerce Product Page
Search engine crawlers love content, so give them keyword-optimized text that makes sense for your customers. Not sure what to write? How about incorporating some good-to-know information about how an item can be used or why your product is best in its class? Think about all the selling points of the item and include them on the product page.
If you can get your total word count to 500 or more — 1,000 or more is even better — on every product page, you’ll see an analytics visitor uptick difference over time. Just make sure all the content is readable and not keyword-stuffed.
- Correctly Use Meta Tags and Descriptions
Are you using your backend meta tags and descriptions? These aren’t seen by humans, but they are used by search engine crawlers as a way to index a product page. Be sure all your meta tags and descriptions are optimized with keywords, including your business name. At the same time, avoid duplicating meta tags and descriptions. This can earn you a hefty, and possibly expensive, penalty from sites like Google.
- Encourage Social Media Sharing on Product Pages
What could be a more organic way to sell your merchandise than through visitors who are already familiar with and loving your ecommerce site offerings? Make social buttons prominent and easy to use. That way, interested customers can share your items with their friends. This promotes shopping, as well as potential back-linking.
- Eliminate Duplicate Content Across the Board
Yes, it can be tough to write unique copy about 14 different colors of the same t-shirt, but it’s the right thing to do. If it seems dreadfully uninspiring, you can always outsource content creation to a web development and marketing firm to make life a little less mundane. Never, ever just input the manufacturer’s description for an item. It may not seem like a big deal, but it will lead you on the road to duplication with other sites.
Duplicate content is a red flag for Google, so it should be a red flag in your mind, too.
- Cross-Link to Other Product Pages
You have lots of other products that could be suitable for shoppers, so be sure to link to them when applicable. As an example, if you sell books, you might want to link to in-stock bookmarks, journals, pens, etc. This encourages visitors to stay at your site and look around for a while.
Spend Time on SEO, Reap the Benefits
The more time and energy you spend on SEO for your product pages, the better your site will perform overall. Whether your ecommerce company has been up and running for years or you’re just dabbling with your initial site architecture, you should aim your focus at improving the SEO of every active webpage.