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As you’d find sooner or later — just having a visually appealing website and great products isn’t enough to drive sales. Businesses must prioritize SEO and ensure that their product pages and the website in general are optimized for maximum visibility if they wish to succeed in the highly competitive world of online selling and brand-building.
Ecommerce SEO services involve several strategic techniques. Some are easier and less time-consuming whereas others can take months if you don’t have expert help. But at their core, all of these techniques aim to improve the organic search rankings of individual product pages to make them more accessible to potential customers.
This article looks at essential strategies and best practices to optimize product pages effectively to attract more relevant traffic than ever and boost conversions or sales.
Keyword Research and Product Page Optimization
Keyword research is where it all begins. It’s the foundation of a successful SEO strategy. The idea here is to identify high-intent keywords or keywords with a decent search volume and a low to medium ranking difficulty. These keywords should also include phrases, synonyms, and more descriptive definers that align with your products and are commonly used by potential customers during their searches.
Once you’ve identified these words and phrases, you want to naturally, in a completely human-friendly and readable way, integrate them into product titles, descriptions, image alt descriptions, meta tags, URLs, and your blog post content.
Over time, this will improve the visibility of your product pages on search engine results pages (SERPs). However, it’s important to note that trying to game the system and attempting to rank for keywords that are not 100% useful and relevant is not going to get you any traction.
Google’s general intelligence aside, potential customers who click back or close the tab finding it lacking in what they were searching for send a signal back to Google that tells the search engine your page is not a good fit for the keyword or phrase.
This is called the bounce rate. If your bounce rates are too high, Google will penalize your pages or the entire website. So, it’s best to stick to keywords that are actually relevant, and it’s very important to use them smartly and naturally.
If all that sounds like too much work, you might want to hire experts for this. We can’t stress this enough: keyword research is the foundation of your e-commerce SEO efforts, and if it goes wrong, you can say goodbye to any hope of ranking for prime keywords.
Comrade Agency for marketing, for example, offers exceptionally reliable e-commerce SEO services that can get you started in no time with juicy keywords that bring your website to the top pages of Google’s search results.
Compelling and Unique Product Descriptions
It’s important to have a differentiator in your product or service. But even if that’s not an option, you should, at the very least, try to stand out from the competition by crafting compelling and unique product descriptions.
The vast majority of new e-commerce websites do it wrong. They put a lot of effort into the design and usability of the website, or maybe the look. Some even spend a lot of time perfecting the product. But they all fail to realize that the product pages are the first impression of the product.
As such, they must offer good, sufficient, and fun-to-read descriptions that answer queries and glue readers.
To start, keep these tips in mind:
- Avoid using generic manufacturer descriptions.
- Create engaging content that highlights the product’s benefits and features.
- Cover your USPs well, but don’t go overboard. Short and crisp descriptions work better.
- Provide additional details or supplementary information that addresses customer queries and builds trust in the lower sections of the webpage.
- Make sure there are at least 250-300 unique words describing each product. Don’t copy-paste or repeat generic descriptions.
Image Optimization for Visual Search
Whether you need professional SEO consulting services to fix all issues with your images and other media or not depends on your website. But one thing that every website needs is high-quality images that showcase products from multiple angles and include descriptive alt tags and file names.
It’s branding 101.
If your images are not shot and edited professionally, then you’re most likely not going to resonate with your customers. The same goes for using stock images. Some stock images might fool you, but it’s impractical to believe that you can operate a full-fledged e-commerce store fueled by stock image banners and graphics.
In fact, it’s suggested that you completely steer clear of stock images. Use high-quality original photos and invest a little in mood shots, product flat lays, props, good lighting, etc. It will pay off surprisingly well.
Though the journey is by no means complete – this article has covered the basics that should be enough to get you started. After all, unless you’re hiring some franchise SEO services provider, it can be a little overwhelming to do it all on your own.
Once you’re done with the optimizations mentioned throughout this guide, it’s time to invest some time and effort in curating user reviews and ratings. Displaying this creates trust in your brand and products. It’s also important to create mobile-friendly and fast-loading pages without any friction in the customer or user experience.