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 these two aspects can help you improve your CTR. But before conversion, the product pages of a merchant site must appeal to Google and potential visitors/buyers. To achieve this, there is important SEO optimization work to be done so that these pages can be crawled and indexed by search engines. Discover our advice.
Optimize title and description tags
The meta description and the title tag are basic elements of the SEO optimization of a product page.
For the title tag, it is important to pay attention to the order of the terms: in fact, this reflects the most frequent search pattern, ie “ product type + 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 the ranking has not been demonstrated. It is more about reassuring and encouraging the visitor to click. It must 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 to give indications on the conditions of sale and return: free return, free postage, etc”.
When you have a small product catalog, it is then possible to make these changes manually. It becomes more complicated to do so 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 product page encourages search engines to crawl and index it in the best possible way. The images and videos on the page also play this role. 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 data sheet of a drone can be accompanied by explanatory tables or 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 furniture, etc. This information can be condensed in the form of 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 pages. However, be careful not to overload the page and weigh it down with too much code…
Finally, always 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 adding information about brand, price, stock, product type, etc.
Finally last advice: plan a space on your product page to integrate the famous UGC, the user generated content . Prioritize the most detailed and positive reviews, not just the most recent ones.