By Will Lau, Search Data Specialist, Botify
Product page SEO is the process of optimizing product page elements like product descriptions and images so that they perform well in search engines.
E-commerce SEOs know that product pages present unique challenges that other page types like blog posts do not, prompting questions such as:
Google does give some insight into what they consider a high-quality product page in their quality rater guidelines:
High quality shopping content should allow users to find the products they want and to purchase the products easily‚Ä¶ the pages should have satisfying customer service information.
But sometimes, it’s nice to have a cheat sheet, which is why we put together a list of SEO best practices for each of the main elements on e-commerce product pages.
The product URL itself can play a role in how the page performs in search engines. Not only is the URL a factor in determining a page’s relevance, but the URL can also affect how many people click on it in search results, directly affecting traffic to your product pages.
Product URL best practices:
Pro tip! Botify allows you to flag certain sections of your site (like parameters resulting from your faceted navigation) and we’ll alert you if Google starts crawling them.
Botify also has a report that shows you internal links to non-canonical pages, which can help you detect if you’re linking to the parameter version of your product page URLs.
In many ways, title tag optimization is the same for product pages as it is for any other page:
But there are some added considerations e-commerce SEOs might want to take when it comes to optimizing their product page title tags:
Pro tip! Botify has reports to help you optimize the title tags on your product pages. Find pages with missing title tags, incorrect length, or even connect your data to see how your title tags may be affecting SEO performance.
While not a ranking factor, your product page meta descriptions can affect your click-through rate. Since these snippets can directly influence how much organic traffic you get to your revenue-driving pages, they’re important to optimize.
Pro tip! Just as with title tags, Botify has reports to alert you to missing descriptions, descriptions that are too long or too short, and the impact of your descriptions on organic performance.
Heading tags (
) can help Google better understand the meaning and context of your page.
tags won’t harm your SEO, but it’s a good idea to reserve a single
for your most important heading, like the product name.
Pro tip! Botify not only shows you the basic HTML tags of your pages, but it also gives the full raw HTML code and notes the presence, absence, or duplication of certain HTML tags, like heading tags.
Remember Google’s example of a high-quality product page from their quality rater guidelines? Here’s what that can teach us about product descriptions for SEO!
Pro tip! Use Botify’s content quality tools to find thin product pages and see if low word count is contributing to high bounce rate or low session duration. You can even view product pages by how much unique content they have compared to template content.
At best, images can help sell your product. At worst, they can cause bloat that slows down page speed. Here’s how to optimize your product page images.
Pro tip! Page speed can influence how often your product pages are visiting and how well they rank, which is why Botify has reports that combine visits with technical SEO metrics so you can view things like visits by page load. This allows you to get insight into how speed might be affecting your organic traffic.
Structured data helps Google understand your pages better. It can even enable rich snippets on your product URLs in search results.
Pro tip! Botify makes it easy to make sure your product pages have product schema by allowing you to view your website’s structured data distribution by segment. You can also use Botify to find products based on their ratings or compare the performance of products based on their review star ratings.
E-commerce SEOs face the unique challenge of product expiration – what do they do with their product URLs when those products go out of stock? Here are a few options.
Now you know how to optimize your product pages, but are you sure Google actually knows about all of them? Through our research, we’ve found that Google is missing nearly half of all pages on enterprise websites. Because they’re not crawled, they’re not being indexed, and if they’re not in the index, searchers can’t find them. This means countless retailers are leaving money on the table.
Product page SEO is hard to scale unless you have an enterprise software solution, and we’re here to help. Botify helps retailers drive increased and sustainable revenue to their e-commerce websites. If you want to start making your product pages work for you, reach out and we’ll show you everything our platform has to offer!