SEO For eCommerce Product Pages: How To Rank Higher
Having a web presence is critical for a retailer. However, other retailers have the same goal, and often the same products, and create a lot of competition in the web market. How are you supposed to increase your presence then?
It’s often a simple matter of paying attention to details that competitors forget about, such as content and site optimizations.
Here are some tips for improving your site’s ranking in search results.
1. Product Description
One thing that is surprisingly lacking in many sites that fail is a description of the product. Surprising, since this is a critical component of e-commerce. It is essentially the only way for someone to get an idea of the product when they’re online since they can’t physically hold or see the object. It is important, then, for the retailer to describe the product as best as they can and give an idea of what the object looks like with lots of images.
If you are distributing the products of other companies, avoid simply copying and pasting their descriptions into your site. This will appear in the search algorithm as a redundancy, and competitors are probably using the same description. Use unique descriptions in order to make your site unique and differentiate it from other search results.
2. Product Reviews
The other critical component that a user is looking for is product reviews. Many sites that remember to include a description will forget to supply user reviews of the product. Most users will care about both what the product is and what other users have to say about the product. They will visit the site to decide if the product is worth buying based on actual users’ reviews. They will be wary of a product without any reviews at all since it either suggests the product was bad and the site is trying to cover up, or not enough people have thought the product worthwhile. They will then click out of the product and return to search results, possibly viewing a competitor instead. The search engine will also be tracking this and reduce your rank, so make sure you provide product reviews on the product page website.
3. Keywords Optimized For Search Terms
When designing a website, make sure to choose keywords that will match what your customers are searching for. While you may choose keywords based on what your products technically are, chances are the customer has no idea what the thing they are looking for is actually called. For example, if you are advertising a web design service, you would probably choose “web designers” and “website development” as keywords since the consumer will likely use those as search terms, and not the specific model number. Or, since it is a web design service, the consumer might also want to perform a general search using “web design company”. If that’s what you sell, you want your site to appear in this search.
4. Design and Optimization
The search engines also consider usability, mostly because a good e-commerce product page design will promote users staying on the website and sharing links to other consumers, which increases web traffic and boosts rankings.
When designing the site, it is important to consider the devices consumers will be using to view your site on. In today’s world, users will be shopping on mobile devices, computer or, in some cases, their television sets. With such a diverse range of devices, it can become tedious to maintain multiple versions of your site, and this is not a recommended way for handling this range of devices anyway. Instead, you should create a single site that is programmed to handle different screen size situations and have e-commerce product page optimization across the site that is easy to navigate and understand.
Not optimizing is an easy way to cut off large chunks of potential customers who use these mediums. A well-designed site will also retain the customers since it will be a pleasure for them to shop, rather than a struggle or a chore.
What to Remember
Boosting your ranking is easy once you remember the end users and try to optimize your site for the customer. When advertising a product, for example, an e-commerce website design, remember to include a unique product description and user reviews of that product/service and use keywords that are likely to appear in a search. Design a website that is easy to understand and navigate, optimized for a wide range of displays. All of these combined will create a pleasing shopping experience for the user, likely to result in them returning to your site and bringing their friends.
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