Ecommerce SEO: How To Optimise Your Product Pages

Master the art of ecommerce SEO for a higher conversion rate!

It goes without saying, your ecommerce product pages are essential for boosting sales and in consequence, making money. A potential customer may perform a search for an item you stock. However, if that page is not optimised correctly, you may not appear in the search results. The key is to capitalise on that search traffic with informative content, optimised images and gripping call to actions.

So, how do you make a start on crafting those vital pages? In today’s article, you’re going to discover actionable steps you can take to become the master of ecommerce SEO:

Start with keyword research

For your business to truly stand out online, keyword research is a must. Second guessing customer intent is no good. You need to be confident in your choice of keywords. In other words, you need facts. Prior to writing content, select keywords and phrases that attract a large volume of potential customers.

Another important stage of keyword research is the difference between general keywords and those with commercial intent. General keywords are those that bring in high volumes of traffic but aren’t necessarily going to lead to a sale. The keyword ‘dress,’ for example, is a broad keyword. People could be searching for dress styles, boutiques or even advice-led content. It’s also more competitive meaning you’ll be going up against big name retailers such as ASOS, Missguided and River Island.

ecommerce seo for the word dress.

Long-tail keywords are on the other hand more precise. The query for ‘dress’ could be extended to ‘bridal dress,’ ‘dress for work,’ or more specifically, ‘wedding dress shop in London.’ It’s all about search intent. These people are going to be further along the buying journey.

Remember the goal is to make more money, so focus on keywords that are easier to rank for and will result in a high conversion rate.

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Include product reviews

Customer reviews will provide your website with authority and trust. Set up product reviews on individual pages and make sure they are crawlable. Google likes to see reviews, as do your visitors. Don’t panic if all reviews aren’t five stars as variety will give your business and products legitimacy.

Reach out to customers with clever content marketing asking them to leave a review in exchange for the opportunity to win a competition or offer a store discount. Keep in mind, Google reviews are equally important when it comes to building brand reputation. Before we overwhelm you with information on creating and optimising your Google My Business profile, let’s start with an example. A quick Google search for restaurants in London offers many results:

Google reviews for online businesses

Straight away, we can see a list of restaurants all with star ratings and a map alongside the listings with a pin offering more information about the business, including opening hours, contact details and the address. If we were in the area, as customers, we could head to Google and select from this list. It’s simple, but so many companies miss this vital step.

This example illustrates the essential benefit of Google My Business: the reviews, which help increase conversion rates. Moreover, you should also include optimised descriptions of your products and services with a link to your website. These elements combined will help you rank higher for local search queries.

Enhance customer engagement with images and videos

Use quality product images and videos to compliment your existing keywords, descriptions and text. It’s all about the visual sale, so don’t refrain from incorporating pictures into your product pages. Without images, people may not consider your brand and products to be of value. Would you buy from a brand without product images? Nope, probably not.

Don’t forget to compress them:

Did you know 50% of users won’t wait around for more than three seconds to wait for your site to load? So, if you don’t optimise your site for speed then wave goodbye to those potential sales. To combat this issue, look to reduce your image file sizes and compress them before uploading to your site. For successful ecommerce SEO, as a rule of thumb, it’s a good idea to keep your image file size below 70 kb. What’s more, it’s essential if you want to rank higher in the search engine results. Google will downrank your website quickly if you don’t optimise for speed.

And use keywords:

It’s really easy to get caught up in the creativity of your content and keep the default files names your camera assigns. When it comes to SEO, it’s important to optimise your files and alt text with keywords appropriate to your image of choice. Search engines not only crawl the text on your page but also images and video files.

Let’s take this image, for example:

Google reviews for online businesses

You could always stick with the generic file name, DCSC2346. However, it’s more useful to rename your image something like ‘Lace-Wedding-Dress.’ Think about how people search for products on Google. Does your chosen image reflect that search query? If not, perhaps you should consider an alternative. Look at your website analytics to identify the keywords customers are typing into your site. Use that to progress your keyword strategy.

Invest in ecommerce website design

Your brand isn’t just about your logo and social media profiles. The pages you create should be clear, professional and, above all, encourage conversions. If you stepped into a shop with a cluttered, disorganised floor, you would probably leave and never return. The same applies to your online website. Imagine clicking on a site that loads at snail speed and has low-quality images – what would your opinion be? Keep this in mind when designing your site.

The knowledge and expertise of a professional ecommerce website design agency will set your brand apart from the competition. At Bigfoot Digital, we are, first and foremost, an online marketing company with expertise in WordPress design. That means, not only do we create websites that look stunning, they bring in more business too. We understand, as a business owner, you want to see a return on investment. For that reason, we won’t only create your site and leave you to bring in the leads. We optimise it for maximum online visibility and sales.

Complete ecommerce SEO optimisation

When it comes to understanding the influence of marketing your business online, ecommerce SEO can get pretty complicated. For that reason, we’d suggest employing a trained web developer to employ any behind the scenes changes. Although technical SEO is not as time-consuming as writing content for product pages or link building to boost authority, it is, well… technical. Get it wrong, and you can scupper your search engine performance quickly.

Fundamentally, technical SEO for ecommerce is about making your site easy to crawl and fixing any problems that could be holding you back. Here are some critical ecommerce SEO considerations:

  • Content cannibalisation: Make sure this doesn’t happen (similar pages competing for the same keyword, therefore, leading to lower rankings overall) by forming a clear internal linking structure and creating supporting pages to power your top-level landing pages.
  • Pagination: In basic terms, pagination (similar to duplicate content) occurs when content spans across multiple pages. On an ecommerce site, this is likely to take place on category and product pages. Using the right meta tags will help you rank effectively for paginated content.
  • Redirection: Redirection is used to ensure that users are served relevant content which can be varied based on their location, language or device. If you have migrated your site to an alternative location, use a 301 redirect to transfer more ranking power.

Boost your ecommerce SEO today!

With so much competition out there, and so much to do when it comes to marketing your business, ecommerce SEO is a real challenge. We’ve supported ecommerce clients in a variety of industries – from letterbox gifts right through to flooring suppliers – we can make your business boom no matter what you do.

If you’d like to know more about our ecommerce SEO service or any of our digital marketing services, please get in touch on 01226 720 755. Alternatively, drop us a message at enquiries@bigfootdigital.co.uk – we’d love to hear from you!