Here are 13 SEO strategies for a product page optimization
Immediately after you have understood the strengths and weaknesses of your online shop, have identified the keywords and analyzed your competition, you are ready to implement the SEO strategy that will help your product pages climb in the forefront of the search engines.
- Create unique product descriptions. One of the most common mistakes of online shops is the fact that they use the product descriptions made by the producer. In this case, the search engines categorize them as duplicate and penalize your website. That's why, you have to ensure for every product a unique, useful and interesting description, that will determine visitors to buy it.
- Use long-tail keywords. These are expressions that contain three or more relevant keywords. Users who write these keywords in search engines know exactly what they are searching for, so the optimization of the product page that takes into consideration this aspect will bring you more people ready to buy from you.
- Incorporate customer reviews. From our experience as an online advertising agency we can confirm that product pages that have customer reviews have a 58% higher conversion rate and increased revenues with 62% per visit. This happens because reviews give users trust and provide evidence of good faith to potential buyers. Moreover, from a SEO perspective, product pages with reviews are positioned higher in search engines' results because they reward the websites that are frequently updated with fresh and unique content.
- Ensure an intuitive navigation. The construction of your website has a major impact on SERP ranking and on the user’s experience. Therefore, organize the product pages in categories that are easy to understand, search and browse.
- Integrate Social Media buttons. Google takes into consideration the quantity and quality of the signals upon social media networks, because they indicate the relevance of the webpage, so when you optimize the product page, insert buttons for Facebook, Twitter, Google+, LinkedIn, Pinterest and Instagram accounts, in order for interested people or for the ones who already bought from you and are pleased with your products/services to share information about them with the people that are they are in contact on a daily basis.
- Improve the website load speed. 40% of the users leave an online shop if the website has a low page loading speed, meaning more than 3 seconds, so take this aspect into consideration when you optimize the product page. If the loading speed is important for desktop, for the mobile version is absolutely essential, moreover because a large number of people do their shopping using these electronic devices.
- Write convincing meta tags. Every product page needs unique and appealing meta titles and meta descriptions, that include targeted keywords. Take into consideration the fact that the meta tags are the first thing users see when they access your website, so try to make a very good impression, including a convincing call-to-action.
- Add rich snippets. Rich snippets encode information that can be placed in the meta description, to display product information, like the price, availability, reviews and images. Their implementation brings better results in terms of click rate and Google ranking. Google rewards the online shops that optimize their product pages with rich snippets because the purpose of this search engine is to return useful information, that can improve the user experience.
- Include product images and videos. The quality of the product images and videos influence the way users react to them and the possibility to share them with their friends on social networks. That's why, when you optimize a product page, you should add more of them, but without affecting the loading speed of the page. Don't forget to write meta tags for these elements too, because Googlecan identify what is behind an image or a video only through words.
- Build suitable URLs for search engines. Each URL must be unique and optimized using the main keywords from that page. This offers to Google important information about the page and useful information to users.
- Optimize the functionality of internal links. As an online advertising agency, we advise you not to underestimate and overlook the importance of internal searches. So, when you create the product page optimization strategy, take into account the way you build internal links to return to users the most relevant results.
- Maintain active the pages for out of stock products. It's a mistake to waste the power of those pages, achieved in time, so let them active even if you don't have these products in stock anymore. Meanwhile, change the content of these pages to promote a similar product, like the newest model or the same product on other color and to inform the targeted audience about the moment you will sell it again.
- Optimize the product page for mobile devices. Online shopping from mobile devices is continuously growing, so it's important that your product page is optimized for smartphones and tablets. Taking into consideration that 30% of the users abandon transactions on websites that are not mobile optimized and 57% of them don't recommend to their friends or family products from this kind of online shops, that must be your first priority. If we haven't convinced you yet, then find out that Google puts values in its algorithms, saying that a website that is not mobile optimized is like a shop you close a day per week. Use a responsive design that will create an easy, fast and pleasant experience and that will help you reach a higher conversion rate.
Product page optimization is a continuous process, that requires actual SEO knowledge. Frequently test your website to identify errors, review the current keywords and identify new ones, pay attention to competition, monitor Google's algorithm updates and make the needed changes to optimize the website and to position it higher in search engines. And the last advice we share with you as an online advertising agency is to allocate time and resources to optimize the product page with fresh and unique content, that will offer users a very pleasant shopping experience. Both the users and the search engines will reward you for the efforts.
