Product page SEO is increasingly challenging to get right.
You want your ecommerce website to delight consumers with great creative assets.
But you also need to give Google enough semantically relevant content to get those all-important page 1 rankings.
Balancing these two objectives is incredibly hard, especially when you have thousands of products.
So what can you do to increase your organic search visibility in such a complex and competitive industry?
Here are some clear, actionable product page SEO guidelines, as well as pitfalls you’ll need to avoid.
The 10 Dos of E-commerce Product Page SEO
1. Avail of the SEO Basics
The title tag and meta description are often the first interaction a customer will have with your products, so make them count.
Include long-tail keywords from your research in descriptions, make sure you utilize internal links to bolster key pages, and use headers to make points stand out.
Image alt attributes are still important, too, especially with the recent release of Google’s “Similar items” feature.
2. Go Beyond Keywords
Keyword research is important, but in isolation it is reductive. You need to go further.
By digging deep into segmented data across demographics, you can understand what typically resonates best on your site.
However, don’t forget to combine this with research into what your customers like beyond just your website.
Clickstream data will show where customers go next after visiting your product pages, for example.
Understanding your audience as rounded individuals will help you cater to their personal needs and populate your descriptions accordingly.
The example below shows just how different a site experience can be, based on consumer preferences.
Here we see what is ostensibly the same product, the American Express Gold Card, with content tailored for the American and Japanese markets, respectively.