The importance of search engine optimization for eCommerce websites has dramatically increased in the past few years and will keep increasing through 2015. It is a no brainer to optimize your online store especially if you want more leads and sales through organic Google search. Search engine optimization, although time and effort consuming, is the best tactic to market your website. It’s always easier to optimize content-based websites but when it comes to eCommerce website optimization, the biggest challenge is to optimize product details page. That’s why we as eCommerce and search engine optimization specialists, we want to provide some crucial tips in order to optimize product details page for Google.
Pump Up the Product Description
Optimizing product description text is one of the most important parts of making your website search engine friendly. The product details page is 80% picture. While that picture needs to be beautiful for customers to love it, search engines unfortunately are not capable of seeing images, which means you should definitely have a great text that describes the product. Check the bullet points below to see how to write a better product description page.
- Only write unique and helpful description text for your product for higher conversions. Online shoppers like to read as much as they can find about any product before purchasing so make sure it’s detailed too.
- Don’t copy text from other websites; Google will penalize you.
- Try to keep the number of words on reasonable levels, don’t over write. Great way to find that optimum number is to open a blank product page on your website and count every word you see on that page (navigation bar, footer, side bars, etc.). Your description text should exceed that amount so you can have a nice ratio.
- Try not to use description texts from the manufacturers. Those are written for whole buyers, not end buyers. If your eCommerce websites serves for the end user, you shouldn’t copy manufacturer’s text. Not having a unique content will harm your website’s ranking. So try to write from scratch for better results.
Include Product Reviews
70% of all buyers read the product reviews before they make a purchase. This means if you don’t have any reviews on your product pages, you are missing a high percentage of your sales. In addition to that, review pages are moving faster than any other content pages on search results. Benefits of collecting product reviews from your customers are listed below.
- Automatically creating unique content for every product page. You don’t necessarily have to write, it’s coming from the best source, buyers.
- Also makes the page active in Google’s eyes, fresh content from real customers.
In order to get more product reviews, try to create some kind of incentive for your customers to leave a review (coupon codes, discounts, gifts, etc.)
Take Search Volume and Competition into Account
When writing your titles, headlines, Meta tags (below), and descriptions for your each product page, you should make a research about how many people are searching for those keywords and how many competitors are going after them. If you choose keywords that have no one search volume, you won’t get any search leads. On the contrary, if you go after highly competitive (vague) keywords, it is going to take a lot of time for you to be successful, which is not a smart strategy either. So try to carefully choose your keywords for Meta tags. We would recommend using model names and brand names on your title tags and headlines.
Always Use Tags and Meta Tags
- Title Tags: After you’ve completed your keyword research, you are very close to finding the best product title. Then place those keywords on your title tag so search engines can crawl easily and find your page.
- Description in Meta Tag: Try to use your title tags on your description. These are all helpful details for your website to get a higher ranking.
- URL Strings: Try to insert your keywords in the URL strings too. This is the most important part to get a higher rank regarding to your specific keyword. If you put your keywords on the right URL strings, both visitors and Google will love you.
Don’t Forget to Optimize Images
- Photo Titles: This sounds like a no brainer, but in fact almost every online merchant receives the product pictures from the photographer titled like this: IMG223341-322. Then they usually upload pictures without giving them a proper, meaningful title. It is essential to title your pictures related with what they are showing. Google can crawl those more accurately and faster.
- Alt Text: This is the best friend of your picture’s search engine optimization. If you ever noticed alt text option when you are uploading a picture to your website, that’s the place you should put your keywords for every single picture. Search engines cannot see or crawl images but they read alt text to understand what the picture is. A picture without an Alt Text is nothing for Google. This part is a must for eCommerce website owners to optimize. “Alt=” this is your alt text on the backend of your platform.
- File Size: Picture size will affect directly the page loading time, which is a big deal to keep your visitors on site. No one wants a slow website in 2014. Try to check your images’ size before you upload them. If it’s not necessary to view them full page, you don’t need a high quality size picture.
- Image Captions: Just like the alt text, image captions are telling search engines about what the pictures are about.
In conclusion, optimizing your product details pages will help you get higher rankings on Google and other search engines. If you have any further questions about how to make your eCommerce website more successful please give our eCommerce department a call 1-855-472-1892 or e-mail firstname.lastname@example.org