Ecommerce SEO – 10 Tips for Fast Product Page Optimization
After the record Black Friday and Cyber Monday sales in 2013, you’re unlikely to find anyone arguing against the retail potential of online retail. Ecommerce retailers are constantly battling for product page supremacy. Before joining this battle, though, keep this in mind: You don’t have to go totally J. Peterman on your customers, with elaborate tangential stories for every product. But the master marketer will remind you – you’re telling a story. The hero of that story is your customer, helped along of course, by your product!
The story begins with your customer. But you need to start the telling of that story, and then make sure it gets heard.
That means you’ll be simultaneously optimizing for customers and for the search engines. Researching many of the country’s top eCommerce marketing firms and some from much further afield, we put together this easy to follow guide to quickly blast your product pages to the next level – in sales – and still keep them tasty for search engines.
Bigger and Better
1. Bigger, better photos! – This one is easy to understand – if not always to pull off. Have your new bigger pics titled properly and then slip in some good keyword-ed alt-tags too. Just increasing photo size and quality has helped us to realize sales increases of 7 – 8 – even 9%.
2. Use more photos and keep them consistent. The same backgrounds, and really professionally shot products can do wonders for clarifying what you’re selling, and the unique properties and selling points of each item.
Heads Are Gonna Roll
3. People really DO read Headlines. Use them. Look at the structure of this page. Make your headlines compelling, interesting and thought provoking.
4. Use a hierarchy: <h2>, and <paragraph> text, but keep the boring stuff in the smallest size. You can and should be clever, but stick to the keywords that matter.
5. Keep your keywords in as many levels of that hierarchy as possible, plus in the meta-title and description and the URL string. All your titles need to be brief, descriptive and consistent.
Who’s Selling What?
6. Highlight customer sharing, testimonials and reviews. Your customers are likely better salesman than you are. Keep their words and their sharing or similar social activity front and center. You can link off page, but where possible, use anchor text that matters.
7. On-page customer Q&As or support are a good idea. If possible, keep a forum right there, and make sure someone from customer service is all over, all the time. But keep them un-intrusive and informative (see below). If the same questions keep getting asked you may want to consider rewriting your descriptions to address customer concerns.
Clean and Easy
8. Clear out the clutter. Headers and, especially, footers are there for a reason. Use them to keep the focus of your page on the product, the headline, the description, and the start of your sale pages or cart entrance.
9. Keep additional or similar products to the bottom of the page, where possible. A side bar can sometimes suffice, but the main thing with your new bigger photos is to really show off the product – not the distractions.
10. Personalize by Offering More! Lastly, the extras you can stuff are going to make your own enterprise seem like the authoritative source for the product. Videos and interactive illustrations will add to your credibility and present you, the seller, as the seller who is most invested in the success of the product.
The pages where you’re products are ultimately displayed are probably the most basic and important part of your entire website. Of course, all the rest of it needs to be optimized – again, for people and for search engines. Perhaps they’ll never be quite completely optimal, or if they are, they won’t be for long.
Online sellers with simpler product lines always run the risk of launching a website that simply has too few pages. Hopefully that won’t be your story. Larger product lines tend to outperform their smaller rivals – with some rare exceptions. Look at it this way, if you really are revamping a larger collection – smaller retailers would often do better to up their offerings. So if you’re shelling out to really up the ante on a big product line, it’s all going to be worth it – and usually well before the end of the project. We’ve soft launched half-lines and starter-lines that have shown immediate results, and you can do it too.
- License: Creative Commons image source