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Ecommerce SEO: Dos and Don’ts of Optimizing Product Pages

Oct 22, 2019 8 min read

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Ecommerce SEO: Dos and Don’ts of Optimizing Product Pages

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The way technology upgrades every year, and you see different trends being published every year, the same way Google updates their algorithms every year. And, you have to work upon your SEO strategy all over again.

But, sometimes, some things don’t change in SEO. And, those things are quite useful when it comes to generating organic traffic, delighting customers with a fantastic experience, and giving them exactly what they are looking for results.

Ecommerce SEO is also about the same things. So, here is the eCommerce SEO guide that includes everything you need to DO and DON’T to rank your products high on SERPs and generate business.

Let’s first discuss the things you need to DO with your eCommerce product pages using SEO to rank them higher.

11 Dos of eCommerce SEO for Product Pages

1. Design the extraordinary UX

The first and the foremost thing in eCommerce SEO is user experience.

Yes, gone are the days when SEOs used those black hat or spammy SEO techniques using which it was easy to rank. Things have changed, and so has the way you design the UX of your eCommerce store.

Ecommerce SEO Dos - Design the extraordinary UX Image Source

Here is how you can get the user experience great for your eCommerce product pages for SEO:

  • Align your UX as well as SEO strategies with each other
  • Work on the eCommerce site design and ensure it is responsive (which is obvious)
  • Ensure your eCommerce site has the high essential features required to get conversions
  • Plan your eCommerce store navigation that makes easy for the organic search users to shop easily
  • Ensure your website is mobile-friendly
  • Create unique and high-quality content for the product pages that help your product pages to rank high and your customers to consume well

2. Start with technical SEO

Another thing that goes into this DO list is to always start with technical SEO whenever you want to optimize your eCommerce sites.

Technical SEO for eCommerce includes:

  • Optimizing the loading speed of your eCommerce sites
  • Configuring HTTPs for your sites
  • Checking duplicate content issues and correcting the same using canonical link element
  • Creating an XML sitemap, submitting it to the Google Search Console, and fixing errors related to the same
  • Checking broken links on the sites and fixing them
  • Ensuring the search engines index all the product pages
  • Auditing all the internal links of your eCommerce sites

Start looking at your eCommerce sites for all the above technical SEO things before you work upon any other SEO techniques.

3. Select the right keywords

For organic search success, you need to know which are the right keywords for your products.

Multiple phrases are being searched on the search engines to buy your products. If you miss out on any of those, you are missing out on conversions.

Here is a complete guide to finding the right keywords for each of your products:

  • Do competitive analysis
  • Use Google Trends
  • Use keyword research tools and list out the keywords based on high search volume and competition
  • Make a list of pages and their respective keyword suggestions in one sheet
  • Use Google search to see what keywords have more search visibility
  • And, you have the final keywords list in hand to choose from

You can directly use these ways or even make necessary changes as per the industry and business needs and finalize the right set of keywords for your product pages.

4. Create relevant product page URLs

If you believe that creating URLs of your product pages is not rocket science, then good morning! Because it is.

URLs are a ranking factor that search engines use to determine the relevance of the search queries with a particular page. Though the impact of this ranking factor is a little low compared to other ranking factors, you should not take it for granted.

So, here are a few best practices to be followed to create relevant product page URLs:

  • Keep it simple and easy to read
  • Don’t use the special characters except for hyphens (-)
  • Try not to overuse hyphens
  • Make sure you utilize the primary keywords within your product page URLs
  • Limit your URL characters to 100-120 characters and not more than that

These eCommerce URL best practices help your customers and search engines to understand the product pages easily and quickly. Hence, it results in improving the ranks of your product pages.

5. Create unique & descriptive product page titles

Another ranking factor is the title tags of the web page, and it has a massive influence on improving the ranks of your product pages.

Why do you need to create a unique and descriptive product page titles?

When the users first look at the SERPs, they first notice the titles of the product pages-

Ecommerce SEO Dos - Product page titles

Image Source: Google.com

But, you might wonder if there could be multiple product pages for a particular product type then- why you need to have a unique title of your product pages?

The search engines look for phrases in your product page titles to understand what your product page is all about. But, if you have the same titles for multiple products, the search engines get confused. They may not understand which is more important for particular queries. This scenario is called keyword cannibalization, which results in dropping off your product page rankings. 

That’s the reason why you need to have unique product page titles of your eCommerce sites. 

Now, how to make the product page title descriptive and compelling for users as well as search engines? Here are a few concrete ways-

  • Explain your product in only a few words
  • Use the product’s primary keywords in the titles
  • Limit the characters of the product pages to 60

And now, you are done with creating highly effective product page titles.

6. Write effective meta description for each product page

After product page titles, the meta description is what attracts your customers to click on the SERPs and buy your products. So, when you work on writing a meta description, make sure it is quite compelling that it drives conversions for your eCommerce store and hence, helps you rank higher.

Things to consider while creating meta description tags for your eCommerce product pages:

  • Use your marketing skills, language, and tone while creating meta description tags
  • Create unique meta description tag for each of your products to avoid confusion between multiple similar products for users and even search engines
  • Limit your meta description tags to 156 characters
  • Always have a CTA at the end of the meta description tags to invoke conversions

Following all the above steps are more likely to improve your ranks. So, utilize these for your eCommerce SEO success.

Use seomofo.com to create the title, meta description tags, and URLs for your product pages. It helps you create these with the right character length and showcase how would it look in SERPs. Here is an example:

Ecommerce SEO Dos - Use SEOmofo for title, meta description and URL creation

7. Write searchable image ALT attributes

Do you know search engines do not understand images? Yes. They only understand ‘TEXT’. But, for your eCommerce success, high-quality graphics and other media drive conversions. 

That’s the reason why you need to use images with ALT attributes. ALT attributes are the text that explains what the image is all about. This eCommerce SEO technique is an indirect way to rank your products higher on search engines. And, here is how you can make the best use of Image ALT attributes:

  • Use long-tail keywords
  • Make it descriptive
  • Ensure all of the images have ALT attributes

Also, image ALT attributes help your product pages to rank on the ‘Images’ section on the search engines which increases the chances of conversions.

8. Create unique and interactive product descriptions

Another important thing that drives the eCommerce SEO success is the product description. The product descriptions give complete information to the users about the product. 

Create unique and fresh content for each of your product pages and make it interactive enough by adding primary as well as powerful keywords to drive instant website traffic from the search engines.

9. Utilize rich snippets

When talking about eCommerce SEO, it is vital to discuss rich snippets. 

Okay, let me tell you why-

  • Rich snippets have 677% higher CTR (source
  • They drive 20-40% more traffic (same source)
  • Rich snippets drive more trust and hence, conversions (my experience)

So, that’s the reason why you must implement rich snippets for your eCommerce store.

Following are the rich snippets that you can use for eCommerce SEO success:

  • Product schema
  • Review schema
  • Price schema
  • Video schema

Here is a guide by Google to create effective rich snippets for your eCommerce store.

10. Add FAQs

Do you know FAQs are considered as the conversion hacks for eCommerce stores? Yes, we listed the benefits of having FAQs in your eCommerce store here.

But, I would like to clarify that FAQs need to be different from the product description and try to add as many FAQs as you can. Try to answer all the questions that the customers might have. Because it is rightly said that-

“A well-informed user takes the decision much faster”.

Make sure you create the FAQ section more clear and concise.

11. Encourage your customers to add reviews

Customer reviews build trust among other users which helps them make purchases. That’s the reason why you must encourage your customers to add reviews.

6 Don’ts of eCommerce Product Pages SEO

Here are the things that you need to AVOID while doing eCommerce SEO:

1. Don’t stuff keywords

I know every SEO or marketer understands this and I am saying nothing new. But, what I mean with this is that whatever you are looking to upgrade with keywords, should not be overdone.

If you are looking to cover multiple keywords, use the long-tail ones. But, don’t add just keywords for the sake of adding as they won’t do any good.

2. Avoid copying the product description from the manufacturers’ websites

There are eCommerce businesses who are resellers and are selling different products of different manufacturers. So, most often they copy the product description from the manufacturers’ websites.

You should avoid doing this as this won’t hurt your SEO but inevitably impacts your rankings indirectly.

3. Don’t create too long URLs

While creating product page URLs, if you are not careful with the length, this is how it looks compared to other brands-

Ecommerce SEO Don'ts - Don't create too long product page URLs

Customers don’t click on the SERPs that are not easy to read and understand. That includes the URLs as well.

So, never go creating long product page URLs as your customers won’t find it readable. And hence, you won’t get eCommerce SEO benefits at all.

4. Never ignore negative feedback

Review, ratings, and feedback work excellent for eCommerce SEO and hence, you should never overlook when it is a negative one.

Whenever you receive negative feedback, try to turn it to a positive one. There are multiple ways that you can make the customers happy and regain their trust.

5. Never stop optimizing your product pages

Irrespective of the segment, eCommerce SEO remains a long-term process. And, the “O” within SEO talks about optimization. So, if you have started receiving great organic search results, don’t stop optimizing and working on SEO techniques.

If any other competitor is following strict SEO techniques, your efforts may go in vain if you have stopped working on your eCommerce SEO.

6. Never hesitate in taking help

If you feel you have a perfect team and you need guidance from the experts, you should never hesitate in taking the same. Because when it comes to eCommerce SEO strategy, it keeps on changing with the changing consumer requirements and Google algorithms.

Hence, it is always better to have an upper-hand who guides your team and ensures you are on the right track. After all, eCommerce SEO success is what matters at the end.

Make eCommerce SEO Work Right

So, it is all about making your eCommerce SEO work right. And, for that, you need to know what things you need to do and what not.

Follow all the Dos and Don’ts of eCommerce SEO and improve your organic search traffic as well as conversions for a lifetime.

Is there anything in eCommerce SEO you need help with? Email us at [email protected], and we will send you personalized eCommerce SEO tips.

Himani Kankaria is a content writing and marketing consultant, a brand ambassador of Hootsuite. With 7+ years of SEO & digital marketing experience, she has helped various enterprises to achieve 800% organic growth YoY. She shifted her focus from core SEO to content writing and marketing utilizing her SEO skills just to offer enterprises with high-quality content that ranks on Page 1 of Google and even converts. Himani talks a lot and loves dancing. She enjoys networking with the like-minded people and enthusiastic about achieving new heights in life.