Do’s and Don’ts to Keep in Mind While Planning Product Page SEO
In today’s competitive business landscape, you need an effective SEO strategy to get ahead. While most marketers focus on their overall approach towards optimization, you need to concentrate on the more specific aspects to optimize every element of your website. Here, we are going to talk about product page SEO for e-commerce websites, and how businesses can master this seemingly complex task.
Firstly, people love a beautiful looking website that is user-friendly. However, you cannot just build a good looking and functional website and expect to climb on top of the SERP overnight. It does not work that way! Aside from giving the users what they want, you also need to optimize the site for the search engines, mainly Google, to improve your ranking. Balancing both of these requirements is a bit hard to achieve when you have thousands of products on display.
So, what can do to increase the organic search visibility of your product pages in a competitive and complex industry?
Here are some clear-cut, actionable insights for product page promotions, and a list of do’s and don’ts that you need to keep in mind.
Top 5 do’s of product page SEO
- Set SEO Basics
Before getting into the specifics, you need to establish a solid foundation for SEO. The users will first need to come across your website before they can go through the list of products.
Try to include the most relevant long-tail keywords that you will identify through research, and ensure that you utilize adequate internal links to bolster the key pages. Make sure that the headers also let your point stand out.
- Think beyond keywords
Doing a keyword research is vital, but it may simply be reductive if done in isolation. So, go further ahead of keyword research to serve a higher purpose. By digging deep into the segmented data, you may understand what gets resonated best on your web page. You need to combine it well with your research to identify what your customers like, and then proceed to develop an adequate strategy.
- Think big
None of your product exists in isolation as they are related to a particular brand as your own or of others, and people judge the products based on their perception of the brand. You should also take care to maintain a consistent brand image.
This approach is critical in devising an appropriate information architecture. A typical SEO-centric site structure should deploy URLs which may flow logically from category to sub-category and ultimately to the product page.
- Use rich snippets
The three most important focus areas which will let you stand out are:
- Customer reviews
- Product price
- Product availability
Ensure a higher click through rate by making these rich snippets to gain attention. From this base, an ideal Las Vegas SEO company will set the product descriptions and other creative assets to do the task and convert your visitors into consumers.
- Engage your customers to contribute
This one may seem obvious, but it deserves the additional emphasis. Reviews and customer feedbacks can help you to take advantage of fresh content that Google craves. The product pages with multiple reviews get about 58 percent more authority than the review-free pages.
Top 5 Don’ts of product page SEO
- Taking product descriptions from manufacture’s site
It may be the easiest and most tempting thing to do as the manufacturer tends to know their product at best. However, this practice will not only put you at the risk of penalization for plagiarism, but it will also make you lose a sense of authenticity.
So, even if you are reselling the product of another company, ensure that you create your own descriptions to be unique and SEO friendly.
- Removing seasonal pages after peak period
It is a widely practiced mistake in e-commerce product page SEO. Even though they are not serving any real purpose during the off-season, you may have to leave them as it is out there. Deleting these pages will leave you with the same struggle every year to gain authority to rank better, and by the time you may ultimately achieve this, it may be too late.
- Ensuring keyword density
Keyword density is a far outdated SEO strategy, and will also do much harm to you now. With the new algorithms, there is no ideal percentage in terms of keyword insertion. On the other hand, the key is to use the keywords only as it makes real sense in the content. If you are not sure about how to do it, try reading your sentences aloud and see if a keyword sounds to be the odd man out there. Do not bother about density.
- Using automated description generators
From a webmaster point of view, an automatic description generator can be a huge time saver. However, in the long run, you will find deteriorating user engagement and a significant drop in your organic search ranking.
Creating product descriptions, especially if you frequently add to the page, is quite time-consuming. However, the time and effort you put in can reap the SEO rewards and ensure a satisfactory ROI.
- Working in isolation
SEO success requires the inputs and strengths of many experts to succeed. So, work in close collaboration with the developers, design and UX specialists, offline promoters, and other channel teams like social media and paid search marketers. Make SEO default than an add-on strategy to always be on track.
The above do’s and don’ts may help one to understand the baseline SEO concepts to be compliant with. The primary reason why many fail is either overdoing SEO essentials or being misled by the market signals. As the needs and strategies in terms of SEO are changing day by day, you need to be very careful and knowledgeable about the latest concepts before initiating any digital marketing campaigns.
Keep a tab on the latest industry trends and expert opinions to stay updated with the changes that are taking place in the industry!