Optimizing the product pages of an e-commerce site requires a lot of content and technically optimizing the performance of the page in question.
Working on both of these aspects can improve your CTR, but before conversion, a merchant’s product pages must appeal to Google and potential visitors/buyers. To achieve this, there is a lot of SEO optimization work that needs to be done so that these pages can be crawled and indexed by search engines. Discover our tips.
Optimize the title and description tags
The meta description and the title tag are basic elements of SEO optimization for a product page.
For the title tag, it is important to pay attention to the order of the terms: indeed this one reflects the most frequent search pattern, ie “type of product + brand + model + key attributes”.
Note that the title tag is actually taken into account by the search engine algorithm.
For the description tag, the importance in ranking has not been demonstrated. It is more about reassuring and enticing the visitor to click.
It should therefore provide a little more explanation.
It is recommended to use the first 100 to 120 characters to encourage the click, and the remaining few dozen for give information on the conditions of sale and return: free return, free shipping, etc. ”.
When you have a small product catalog, it is then possible to make these changes manually.
It becomes more complicated to do this when it comes to indexing hundreds or thousands of references.
It will then be necessary to turn to solutions facilitating automation such as Yoast. There are different plugins or solutions for this. We invite you to read the SEO section of the Moderator’s Blog for this.
The content that accompanies the listing encourages search engines to crawl and index it in the best possible way.
The images and videos on the page also play this role. The images and videos are intended to provide information about the product, but also to reassure the user about the seriousness of the brand and the site.
For example, the technical sheet of a drone may be accompanied by tables or explanatory diagrams.
Users are increasingly sensitive to nutritional information and the field of production of food or cosmetic products, the composition of clothing, the origin of materials making up a piece of furniture, etc.
This information can be condensed into tables, which makes it more visual and easier to understand for the robots that will crawl your site.
On e-commerce sites, it is common to offer links to related or similar products on product sheets. Be careful not to overload the page and overload it with too much code …
Finally, still in the source code of the page, we must not forget the structured data of schema.org, which allows search engines to understand more precisely the content of the page. It allows you to add information on the brand, price, stock, type of product, etc.
Finally, the last tip: plan a space on your product page to integrate the famous UGC, the user-generated content. Choose the most detailed and positive reviews, not just the most recent.