Discover essential product page SEO best practices for ecommerce

The SEO Basics

• Keyword-optimized product names: Ensure your product names align with your keyword strategy, are unique- even if you have another product of the same name add a unique identifier such as color , and have at least 500 words describing the product's unique features. Unique value propositions can be decision makers.

‍As a caveat, I know you probably have already named your products and your warehouse is set up with the names as they are so maybe consider this more of a tip for the future.

• Use multiple images: Include at least five pictures, with bonus points for lifestyle shots that showcase people engaging with the product. Studies show including a person engaging with the product makes it more likable.
• Descriptive slugs: Use descriptive URLs that include your product name, enabling search engines to understand the page's context.

Good Example: www.robesareawesome.com/products/shawl-collared-robe/

‍This details what the robe is, allowing search engines to know the context of the page and understand that this -product name is important.

‍Bad Example: www.robesareawesome.com/products/robe2124white

‍This looks like a behind-the-scenes url that was never meant to see the light of day, perhaps some sort of product numbering system that references color? Most of the url is misleading (what kind of robe is it?), and otherwise not useful to users.

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Technical SEO

• Meta Title Format: Use the following format for meta titles: Primary Keyphrase - Supporting Keyphrase | Branding. Your meta title should usually match your product name, a supporting keyword can be added to further define what the product is, as shown in the below example.

‍Example:Winter Morning Earl Grey Tea - Calming Earl Grey Tea | The Jasmine Dragon

• Manual merchandising for interlinking: Implement manual merchandising for interlinking between your pages/products to maximize SEO benefits and provide Google with context about your products.An interlink is anytime you link from one of your own pages/products, to another one of your pages/products. This can be a VERY powerful tool for the savvy marketer. It allows Google to understand the context of what your product is related to, while simultaneously introducing your customer to other products they may like. Unfortunately, using dynamically inserted products based on an individual users journey has almost no SEO benefits. This practice basically nullifies all SEO benefits of interlinking as Google will never have sufficient time to crawl, study, and index the interlinks (they’ll always be changing, essentially). To expand on this topic even further, you know what products best pair with your other products offered. An algorithm cannot do justice to your superior knowledge base!

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Schema Markup

1. Fill out schema information: Use Schema markup to provide Google with as much information as possible. Schema can be manually added to each page (not recommended due to time spent being quite large), added by app (easy, but can hurt site speed, use with caution), or can be added to pages as a field-based template (recommended but takes a dev/SEO to complete).
2. Add various schema types: Implement product schema, review schema, and FAQ schema (if applicable).
3. Link schema to inventory: Consider linking your schema to your inventory to show Google what's available, potentially increasing sales.  It’s synonymous to showing what time your business is open; if you’re open, people will visit. If you have inventory, customers will buy.
4. Test schema using the Rich Results Test tool.

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Content Strategy & Social Considerations

1. Blog about new products: Create engaging blog posts to announce new products, highlighting their unique features and use cases.Example: A luxury throw blanket brand is launching a new product, in conversation it is mentioned that this brand is something that pets often gravitate to. As a result, a social media blast was pushed out that highlights that this easy to clean, luxury throw blanket that is seen in hotels isn’t just for humans! Pets love it too! This creates a shareable moment (do your pets love our brand? Show us how they enjoy it!) that generates interest and can help kick start your product launch in social media channels.
2. Share on social media: Promote your product launches on all social platforms, including your Google Business Profile, to reach potential customers.

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Conclusion

Mastering product page best practices for SEO is essential for ecommerce DTC store owners looking to boost their website's performance and increase sales. By implementing the tips and strategies discussed in this blog, you can optimize your product pages, improve your online visibility, and attract more customers to your store.

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