You may know that having SEO keywords on your website homepage and throughout your company blog are essential ways to rank high in Google search results and drive website traffic. But did you know that your product landing pages can also produce results using the same strategies? While your product pages should highlight a product and its key benefits and features, don’t stop there. Product page SEO is a goldmine for driving traffic to your website.
Your product pages are the perfect platform to add SEO keywords, phrases, and strategies to improve your ranking in Google search results. However, when it comes to SEO, there are a variety of ways to optimize your content. Follow this how-to guide for product page SEO to start ranking higher in Google search engine results.
For more information on developing a Google-friendly SEO strategy:
Step 1: Understand SEO
If you haven’t yet, now is the time to familiarize yourself with SEO. First and foremost, SEO stands for search engine optimization. With keywords, phrases, and strategies, you can optimize your landing page content, including copy and images, to make your products are known to Google, other search engines, and your target audience. SEO helps you boost organic website traffic, meaning it is free and effective. Continue to the next step to learn what to do right now to boost rankings for your product content using SEO strategies.
Step 2: Write an Intriguing Product Title
Your product’s title should be clear and should include the product name and manufacturer name when applicable. If your product has an SKU number, consider including it in the title, as consumers may search for an item that way. Don’t get too creative with the product title. Use words consumers are likely to search for, and save the creativity for the next few steps.
Step 3: Make your Product Description Unique yet Common
Your product description should also be clear, but don’t be afraid to get creative with it. Try not to use the manufacturer’s standard description or simply copy it from similar items offered by your competitors. Describe your product in a way most appealing to your target customers, and include common keywords and phrases that they associate with the product category. The more specific your product description is, the more your product will stand out in Google search results.
Step 4: Write a Clear Meta Description with Strong CTA
Your meta description is the snippet of text that shows up on Google search results, giving people an idea of what they will find if they click the link. For SEO purposes, the best length for a meta description is 150 to 160 characters (not words). It should include your primary SEO keyword or phrase, the product title, as well as a strong call to action. Your meta description is your “first impression.” It can sway a potential customer to click to learn more if they read something engaging enough. So, rather than merely including the basic product details, highlight the benefits and solutions your product provides in a unique and original way.
Step 5: Choose Your Product Page URL Slug
When it comes to URLs, the easier to remember, the better. That way, if someone wants to go straight to your product page, they can type the slug into their website browser rather than wading through Google to find the specific page again. Also, be sure the URL slug is relevant to the product page content.
Step 6: Choose Your Landing Page Photos and Optimize Them
We all know a picture is worth a thousand words. But in the case of product page SEO, even your pictures need some text. Once you choose high-quality images of your product, add alt text to each photo. The alt text should include the product name and your SEO keyword or phrase for at least the main product image (or video).
For a complete checklist on optimizing your blog for SEO:
Step 7: Get “Rich” with Structured Data
Structured data is an integral part of product page SEO. It uses a code format to “talk” to search engines, such as Google and Yahoo. Using what these search engines call Schema.org, your content is translated into code that the search engines can quickly process and promote. For example, using Google’s product Schema markup language, Google will be able to provide rich information about your products in the search results, such as price, availability, and ratings.
Step 8: Rack up the Reviews
Research shows that over 80% of consumers read customer reviews before purchasing a product. When a customer leaves a review about a specific product, add the review to the product landing page (that is, if it is a good review). When marked up with Schema (see above), these reviews will boost your product page SEO rankings and convert customers.
Step 9: Include Product Suggestions
Just because a consumer is viewing one product doesn’t mean they wouldn’t be interested in another as well — they may just not know it yet. Include phrases such as “you may also like,” “customers also purchased,” and “others also liked” alongside high-quality product images. If you can use an AI-powered product recommendation tool that can personalize recommendations similar to Amazon’s or eBay’s, that would be ideal. This way, you can upsell and cross-sell your customers. And as they spend more time on your website viewing additional products, it will improve your product page SEO.
For more information on using AI-driven product recommendations for conversions:
Step 10: Optimize Your User Experience
Google has been increasingly ranking search results based on user experience. To improve Google search results, you need to optimize your content and focus on improving your user experience. Take the necessary steps to keep the bounce rate low, your landing page aesthetically pleasing, your loading times fast, and the entire experience user-friendly. Testing your landing pages by mimicking a consumer’s journey is one of the best ways to ensure the optimal customer experience. Do this for both desktop browsing and mobile browsing.
Reap the Benefits of Product Page SEO
Your product pages provide a unique opportunity to add fresh content optimized with keywords and phrases that get the attention of Google and your target customer. Start implementing these best product page SEO practices to boost your search engine rankings, target your ideal customer, and increase product sales.
Wilson is the Sr. SEO Marketing Manager at AdRoll.