SEO for Ecommerce Product Pages: 14 Tips to Improve Product Visibility

Product pages are the most important aspect of your growth efforts. It determines whether you appear on search engines and whether a browser becomes a customer.

That happens when your ecommerce product pages are optimized for SEO and conversions.

In this article, we’ll share what we’ve learned from reviewing 100+ product pages. We also list actionable tips on improving your product pages to rank and convert better.

SEO for Ecommerce Product Pages: Tips to Boost Your Product Page Rankings

1. Keep your URL simple

As you upload your products in bulk, it’s easy to leave out seemingly minor details like this. But the URL impacts SEO. Having one that’s concise and well thought-out helps customers and search engines find you easily.

Some tips on URLs:

• Use relevant keywords that shoppers may use to search for the product, they should also accurately represent it so that search engines understand your page better.
• Avoid complicated structures and characters that are not necessary.
• Stay consistent—follow your website structure and naming conventions.
• Use hyphens instead of underscores or spaces for readability

2. Have a clear product page title tag

The title tag appears on your browser tab, it’s a piece of html code that you can adjust to reflect what each product page is about.

This is what it looks like.

It also appears on the search results page like this.

Good title tags help search engines understand your product better. Users who switched tabs can also find you more easily amongst all their 99 other tabs.

To optimize your title tag, ensure it’s clear and simple, represents your product well, and includes target keywords that shoppers would use to search for your product.

For distributors, this might mean sticking to the original product name with only slight tweaks, especially if the product is popular and well-known.

For more unique products, consider what users would look for. A necklace that can be customized with initials or birthstones could use a specific title highlighting the customizable and personalized nature, for example, "Customizable Necklace - Personalized Birthstone Pendant Necklace for Women". This will help capture more searches and help make the product stand out in search results.

3. Review H1 tags

H1 tags are also a html code that explains your page to search engines and users. It’s similar to title tags. It’s just that title tags show up on search results while H1 tags appear on your product page.

They’re probably the first thing your users see when they land on your site.

This means that your H1 tag should sync up with your title tag. It doesn't have to be exactly the same, but it should be similar, focused on your target keywords and tell the users they’ve landed on the right page.

Make sure you have an H1 tag and ideally only 1.

4. Implement effective breadcrumbs

Breadcrumbs provide context and orientation for users navigating through your website. Implementing effective breadcrumbs on your ecommerce product pages can help both users and search engines.

For users, breadcrumbs show where they are in your site's hierarchy and allow quick navigation up levels. For search engines, breadcrumbs provide signals about the structure and relationships within your site. To implement breadcrumbs:

• Show the full path to the current page, starting from the home page. Use a hyperlinked label for each level.
• Keep breadcrumb labels brief but descriptive and consistent across pages.
• Ensure breadcrumbs work and look good on both desktop and mobile.
• Check that breadcrumb labels match your internal linking and main navigation.
• Monitor breadcrumb usage to refine labels for better user understanding.

5. Use high-quality product images

While product descriptions give most of the information users need about the product, images help feature additional details that words can’t portray. Most importantly, it brings up the attractiveness of your product—so it’s something you should pay attention to.

Be sure to use high-resolution images and include multiple images from different angles. And add close-up images to highlight important aspects of the product.

Some points to optimize for:

• Use alt text that includes relevant keywords and accurately describes the image
• Optimize images for fast loading, compress and resize them while taking care of quality
• Name image files descriptively with relevant keywords—avoid generic names

6. Optimize product variants

Product variants like size, color and material options are common for many ecommerce products.

If done well, variants can boost your SEO by offering more long-tail keyword opportunities like “men’s running shoes in black”. If done poorly, it can hamper your SEO efforts with issues like thin or duplicate content.

To optimize these variants for SEO, follow these best practices:

• Use canonical tags to tell search engines which is the main page
• Add relevant variant keywords in the meta description and meta title. For example, mention the color or size in the meta info.

• Upload unique product images for each variant. This improves user experience by showing what your the variant looks like and also creates additional content that can be indexed by search engines.

• Avoid duplicating content between variants. Only the truly unique details, like the variant name and images, should differ.

7. Include essential elements like pricing and reviews

Most shoppers look for information like pricing, availability, star ratings, and reviews. These are essential elements that guide their decision. Without them, it’s easy for users to bounce which hurts SEO.

Besides having these on-page elements, it’s good to add product schema so they show up on search engines as well.

This can greatly improve the click-through rate, which provides positive signals to Google.

8. Set effective CTAs

Call-to-action (CTA) buttons are a key component of product pages. While they are not a direct factor of SEO, they support user experience and drive action—which are good for SEO.

Here are some tips for setting effective CTAs.

• Use action verbs: Choose verbs like “Buy now”, “Add to cart”, and “Select options” instead of vague phrases.
• Test different button colors, copy and placements: See which performs best for your brand.
• Limit the number of CTAs: Too many CTAs can be overwhelming and confusing. Start with one main CTA and one or two secondary CTAs at most.
• Make the button noticeable: The CTA button should be large and prominent enough for customers on mobile and desktop.

9. Provide clear delivery details

Clearly state your delivery and shipping policies on your product page so shoppers don’t have to look around for it.

The more transparent you are about the delivery process, the more confident customers will feel when purchasing from your store. Address any concerns they may have upfront so there are no surprises after they click "Buy."

A delivery details section on product pages reassures customers and helps remove obstacles that may be preventing conversions.

Nike indicates their delivery detail under an accordion menu.

10. Craft unique product descriptions

Create product descriptions that stand out from the competition by incorporating:

• Vivid imagery: Use descriptive adjectives and sensory details to make your product "come alive" for readers. Compare it to familiar objects.
• Customer benefits: Don't just list features, explain how the product will improve customers' lives. Focus on benefits like saving time, money, or effort.
• Related knowledge: Provide useful background information, anecdotes, and fun facts that establish your expertise and build credibility.
• Emotive language: Use words that evoke an emotional response and make customers feel something. Appeal to desires for happiness, confidence, comfort, etc.
• Customer testimonials and reviews: Incorporate actual terms that customers use in testimonial and reviews.
• Technical specs: Include specifications like length, weight, or height to paint a fuller picture of your product. This can also help your product rank for long-tail keywords.

Aim to write descriptions that inform, entertain, and inspire customers so your products truly stand out on the virtual shelf. The more thought and care you put into your product copy, the more likely customers will engage.

Oftentimes, suppliers provide generic descriptions—you can rewrite them in bulk and incorporate your brand voice with Hypotenuse AI’s product description generator.

Or, if you receive insufficient information, you can enrich your product data with Hypotenuse AI’s product data enrichment feature.

11. Include FAQs

Having a set of FAQs on the product page serves 2 things:

1. It saves time for your customer success team to answer questions that could be easily answered.
2. It helps shoppers make an informed decision so they don’t wander off to other parts of the internet searching for an answer.

To come up with this set of questions, look at Google’s People Also Ask, or ask your customer success team for a list of what shoppers commonly ask.

For example, a brand selling ergonomic chairs could include these questions in their product page.

12. Recommend related products

When shoppers view a particular product, it’s easy to guess what they’d need next. Take the chance to recommend additional products that would complement what they’re looking for.

This helps improve user experience by anticipating what they would need and increases engagement as shoppers click through to another page.

This also increases your average basket size. So there’s a lot to gain from this implementation.

13. Add user-generated content

A typical shopper is unlikely to purchase without looking at reviews. Besides including star ratings and reviews, add user-generated content (UGC) to provide a clearer and more realistic picture of how a regular human would use your product.

This provides social proof and instills trust. It also gives you more opportunities to rank for other keywords that may be hard to include in your product pages.

While influencers are an option, try raw content from actual customers to show genuinity. Encourage your customers to create content by regularly sharing their posts. Or, take a step further and reward them with vouchers or invite them to special events.

14. Optimize for onsite search

An optimized onsite search help customers to quickly find what they're looking for within your ecommerce store. This can help reduce bounce rates and increase user engagement.

Here are some ways to optimize for onsite search:

• Categorize and tag products properly. Use a consistent taxonomy and assign accurate, relevant tags to products.
• Use relevant keywords in your product titles and URLs. This includes the brand or product name, main features, and benefits. Ensure titles are short and scannable and include the most important keywords upfront.
• Include keywords naturally in the product description. Use the most important words and phrases customers would search for when looking for your product.
• Optimize images with alt text that includes relevant keywords and search terms.

What to avoid in SEO for Ecommerce Product Pages

Duplicate or Thin Content

One of the biggest mistakes ecommerce sites make is using duplicate or thin content on product pages. This includes copying manufacturer descriptions word-for-word, which are rarely optimized for search engines or conversions.

Instead, craft unique, detailed descriptions highlighting key features, benefits, and use cases. Optimize them with relevant keywords while providing value to potential buyers.

Ignoring Structured Data

Another common pitfall is neglecting to use structured data like product schema markup. 50.08% of ecommerce sites were found missing this critical piece which helps search engines understand your offerings.

Implement schema for product name, images, prices, reviews, and other key details. This can boost visibility in rich results and assist voice search—an increasingly important channel.

Poor Site Architecture

A disorganized, hard-to-navigate site structure is the enemy of good ecommerce SEO. Search engines may struggle to crawl and index product pages effectively if your architecture is confusing.

Use a logical hierarchy with self-explanatory URLs, breadcrumbs, and internal linking to ensure products are easy to find for users and bots alike. Don't overlook faceted navigation for attributes like size and color.

Slow Page Speeds

In the world of ecommerce, speed equals revenue. Sluggish page load times directly impact conversion rates and sales.

Optimize images, leverage CDNs, minify code, and implement other performance best practices. Monitor metrics like LCP in tools like PageSpeed Insights and Core Web Vitals to identify bottlenecks.

How to measure the success of your Product Page SEO

Optimizing product pages for search engines is just the first step. Measuring the impact of your SEO efforts is crucial to understand what's working and what needs improvement. Here are some key metrics to track the success of your product page SEO strategy.

Traffic & Rankings

• Organic Traffic: Keep an eye on the number of visitors coming to your product pages from organic search results. An upward trend indicates your SEO tactics are driving more relevant traffic. Use Google Analytics to analyze this metric.
• Average Position: Monitor the average search engine results page (SERP) position of your top product pages over time. Ideally, you want to see your pages climbing up the rankings for target keywords. Tools like Semrush make it easy to track position changes.
• Click-Through Rate (CTR): The click-through rate from search results shows how appealing your listings are to users. A high CTR means your title tags, meta descriptions and schema are enticing clicks. Google Search Console provides CTR data per page.

Engagement & Conversions

• Conversion Rate: At the end of the day, your goal is to turn organic traffic into customers. Track conversion rates from organic channels to see if SEO drives more sales.
• Time on Page: If users are spending more time on optimized product pages, it likely means the content is relevant and engaging. Monitor average time on page to gauge content quality.
• Add-to-Cart Rate: A high add-to-cart rate from SEO traffic could indicate compelling product descriptions and visuals. Analyze this metric to fine-tune page elements.

Continuously track and optimize these metrics to refine your product page SEO approach for better rankings, traffic, and conversions. Data-driven tweaks are key to long-term success.

FAQs about SEO for Ecommerce Product Pages

How to structure clear product page URLs?

Descriptive URLs are key for both users and search engines to understand what a product page is about. The URL should include the product name as well as relevant category and subcategory details. For example, /category/subcategory/product-name. Avoid using unhelpful parameter strings or IDs in the URL.

What are image SEO best practices?

Optimizing images is crucial since they play a major role in the user experience on product pages. Ensure image file names are descriptive of the product and content. Use keyword-rich alt text to reinforce relevance. Implementing schema markup for images can also boost visibility in image search results.

How to write compelling product descriptions?

Descriptions need to be clear, scannable, and avoid duplicate content across products. Use persuasive copy highlighting key features and benefits. While including target keywords naturally, don't overdo keyword stuffing.

Can user-generated content boost SEO?

Definitely! Search engines love fresh, relevant content. Encouraging customer reviews, Q&A, and other user-generated content provides a constant flow of new information. It also builds trust through social proof.

Any tips for global ecommerce product pages?

When targeting international markets, it's vital to understand cultural nuances and preferences. Use localized keyword research to optimize metadata. Adapt product descriptions based on location.

Conclusion

Now that you're armed with these powerful SEO tips for ecommerce product pages, it's time to put them into action.

Start with what’s easiest to implement and provide the best ROI, then work through the list. Prioritize pages with the most sales or have the highest conversions but low traffic. It’ll take time but your efforts will pay off as the numbers go up.

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