Search engine optimization can be the difference between ecommerce businesses that thrive, and those that don’t. Optimizing product pages for search engines is especially important.
Below are eight pointers to make sure your product pages are properly optimized.
1. Place Keywords in Title Tags
One of the most important elements is the title tag of your page. If you type a keyword in Google, you’ll notice that most results will have the keyword in the title tag. Make sure the keyword is as prominent as possible in the title.
To have the best title tag possible, make sure that you do your keyword research for the products that you want to rank best for. Google’s free AdWords Keyword Tool can help with this research.
2. Use Description in the Meta Tag
If you search Google for any keyword, you’ll notice the search results usually displays descriptions that have the keyword. While this isn’t always the case, for best SEO results, you should use your product keywords in your description tag.
An important aspect of this tag is to make sure to have a unique description tag for every product page. Do not duplicate these tags.
3. Use Alt Meta Tags in Product Images
Your product photos display the actual image to the user. But the alt tag for the image tells the search engines what it is. Use this alt tag as an opportunity to insert a keyword you are optimizing that specific product page for.
4. Insert Keywords in the URL Strings
A key element for search engine optimization is the actual URL — i.e., www.yourwebsite.com/insert-keyword-here — for that page. You should insert your most important keywords in the product pages’ URLs. If you search on Google for a keyword for a product, look at the URL for a page in the search results. You likely will find that keyword, or the keyword that is most relevant within the URL string.
5. Use Robust Product Descriptions
As much as we hear that content is king for SEO, many ecommerce websites do not use adequate descriptions of their product, such as what it is, how it works and key points consumers need to know. If you create good content for the consumer, it will also benefit search engine optimization.
Importantly, do not write product descriptions only for search engines. Write them for the sole purpose of helping consumers. Use keywords where necessary.
6. Make Your Product Page Link Worthy
Content and link building are important for SEO. It’s important, therefore, that your product pages have links pointing to them. We call these “deep links.” They not only help that specific page, but the overall SEO of your website.
There are many websites or bloggers that link to other sites. For example, if your website sells NBA jerseys, approach bloggers that write about basketball. They may link to your product since they are writing about it.
To make your product page link worthy, use effective images and content. This includes terrific photos, videos, illustrations, and descriptions.
7. Display Social Media Buttons
Social media activity affects search engine algorithms. We’ve addressed this recently, at “Managing SEO and Social Media Together.”
Make sure you have share buttons on every product page to allow users to share and distribute the product. Pinterest, for example, allows users to post a picture while linking back to the source of that image. Make sure every product page has social media sharing buttons.
8. Utilize User Generated Reviews
Another way of helping your product page rank in search engines is to use content that is created by the users, such as product reviews. The best example of effective reviews is at Amazon.com, which uses them not only to help consumers, but also for SEO purposes.
Use these eight SEO pointers in all your product pages. It will help search engines identify them and highly rank them.