It can be tricky to get product pages optimised correctly. You need to have a healthy balance between making your pages appealing, informative and user friendly, whilst also giving Google enough relevant content to ensure your rankings are as good as they can be. As you can imagine, this only gets more difficult the more products you have online and it can become easy to replicate poor practice across your entire catalogue.
But don’t fret; here are some guidelines to what you can do to optimise your product pages efficiently, as well as some poor practices you should avoid.
- Don’t forget the basics
When it comes to product pages, title tags and meta descriptions are some of the first pieces of information your customer will interact with, so it is important that they are accurate as well as appealing. Make sure to include long-tail keywords and make use of internal links to bolster key pages and h1s, h2s etc to strengthen important points.
Don’t forget to use image alt attributes too, these are even more important following Google’s release of the “Similar Items” feature.
- Write Unique Product Descriptions
Do not fall into the habit of replicating text across your product pages and amending them slightly to suit different products. It may be the quickest route of populating your pages, but it won’t be the most efficient tactic to optimise your pages. Write a unique and relevant description for each product; it will be worth it in the long run!
- Use Rich Snippets
There are a wide variety of markups available on Schema.org that can help get your product descriptions featured within the SERPs as rich results. For example, review ratings, prices and availability are just a few options available that will not only help your pages stand out in the results, but will offer relevant and useful information to potential customers fast and easy, therefore aiding your clickthrough rates as well as your rankings.
- Make use of Customer input
Asking your customers for product reviews not only helps in market research but will also give you unique content for your website. Combine them with Schema.org markup and you’re on to a winner! Research has shown that product pages that contain customer reviews convert 58% more visitors than their counterparts that contain no reviews.
- Optimise for Mobile
It’s 2017, people! Optimising your product pages for mobile is a must. Not only will Google’s AMP (accelerated Mobile Pages) become more and more important in e-commerce results, 57% of shoppers won’t recommend a poorly-designed mobile website.
- Don’t Remove Product Pages Unless Necessary
Whether your product has gone out of stock or was a seasonal promotion, keep the URL live. Make best use of relevant products and internal links to direct customers to purchasable items rather than deleting the page or product itself. This will ensure that the page keeps its authority so you won’t have to start completely from scratch the next time it becomes relevant or in stock.