Why Your eCommerce Store Needs Product Page SEO Optimization

Yoav Maor / May 1, 2017


Every eCommerce retailer today should know the importance of product page SEO for their website.
According to imForza, 93 percent of online experiences today begin with a search engine.

customer shopping journey
Adding to that, 75% of those search engine users never scroll past the first page of search results. Those are some eye-catching statistics.
With product pages being where you convert most online shoppers from page to checkout, ensuring product page SEO optimization is critical for success.
Ranking ahead of the competition can be the difference between CVR rate skyrocketing or falling into the hands of your competitors.
Here at Sigmento, we have curated a comprehensive list of best practices for product page SEO optimization.
Implement these product page SEO recommendations, and start ranking, optimizing, and converting customers like never before.

Unique product pages: An SEO Must
Ensuring that your product pages consist of unique, unduplicated content is one of the most important aspects of product page SEO.
Google’s algorithm takes duplicate content very seriously, and oftentimes will penalize product pages that are exactly the same as the competition.
Think of it this way. If you are fairly new to the eCommerce retail world and looking to expand and scale quickly, the easy way out may be to just use product information that similar retailers use.

However, from a product page SEO viewpoint, this shortcut will severely harm your search engine visibility, with more established eCommerce websites will already be ranking well ahead of you.
A great way to not only combat this issue, but scale your product information is by automating the data process.
Sigmento will scale thousands of product pages using our machine learning algorithm, all while reducing costs on content writers and getting your product pages optimized for SEO.

product page SEO

From unique title descriptions to specifications and attributes, your eCommerce product pages will be up and running faster than ever.

Keyword Research: Know what your customers are searching for before they do
As we already discussed, almost every eCommerce shopping journey begins with a Google search.
When a potential customer doesn’t know exactly what they are looking for, they will usually type in a few words that best describes their desires.
One tool we highly recommend is the Mozbar tool by Moz.

They have a great article that walks you step-by-step on the importance of keyword research for product pages, and plenty of best practice tips to achieve product page optimization.

Customer Reviews: Your greatest product page SEO asset
Whether on your own eCommerce website or a secondary marketplace like Amazon or eBay, customer reviews have become integral to the online shopping experience.
According to eMarketer research, 70 percent of potential shoppers are looking up reviews of the product before making a purchase.
What is oftentimes forgotten, however, are the SEO benefits that customer reviews can provide your business.
User-generated content is a great asset to collect unique, new content on a consistent basis.
Pairing that content alongside product pages, and those product pages shoot up on search rankings ahead of your competitors.

According to a survey done by Yotpo, customer reviews increased organic SEO search by a whopping 300 percent over a 9-month period.

SEO product page benefits

That type of organic growth is a tool in which eCommerce businesses simply cannot ignore when it comes to product page SEO strategy.

URL Structure: Keep it Simple
URL’s play an important role in optimizing SEO for product pages.
Because URL’s will typically auto-generate themselves, it falls upon the shoulders of the eCommerce vendor to change the URL.
So, what makes a good optimized URL? One that is kept simple, to the point, and most importantly includes relevant keywords.
Here are two real examples from a popular eCommerce website that showcase both good and poor URL structure:

Good!: http://www.jessops.com/compact-system-cameras/Sony/NEX-5-Black-18-55-lens

Not Good: http://www.jessops.com/online.store/products/77650/show.html

The differences here are fairly obvious to the naked eye.
The SEO optimized URL showcases relevant keywords, the model number of the camera, all while not using too many keywords.
The other URL on the other hand, has no keywords, information on the product, or any other important SEO indicators.

Don’t let great product page SEO content go to waste and make sure to always optimize your URL’s with keywords that will get noticed.
Product Page Images: Don’t forget that alt-tag!
eCommerce shopping is arguably more visual of an experience than the classic Brick and Mortar shop.
Online, however, you have to rely on sharp, high-quality product page images to entice shoppers to go from product page to checkout.
For product page SEO, you must make sure to include alt-tags on each of your product images.

product image alt-text

Alt-tags are an alternative way for potential customers to discover your product pages.

Much like URL’s, alt-tags are generically created, so they need to be manually changed to include relevant keywords that RELATE to the product you are selling!

Wrapping it Up:
As we have covered at length here in this article, ensuring that your product page SEO is ranking ahead of the competition is paramount for eCommerce success.
With 75 percent of shoppers staying on the first page of Google search alone, having product pages appear front and center can be the difference between big sales or lost opportunity.
Simple SEO for product pages best practices such as keyword research, appropriate URL’s, customer reviews, and relevant product images all go a long way in boosting your organic search rankings for website product pages.
Implement these product page growth hacks, and see conversion rates sky for your summer 2017 selling season and beyond.

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