In today's digital age, having a successful ecommerce business means having a strong online presence. This is why search engine optimisation (SEO) is crucial for ecommerce websites, as it helps increase visibility and drive traffic to your online store. One important aspect of ecommerce SEO is optimising product pages, as they are where customers make their purchasing decisions. In this article, we will discuss some best practices for optimising product pages for search engines.
Conduct Keyword Research
Before you start optimising your product pages, it's important to conduct thorough keyword research. This involves identifying the keywords and phrases that your potential customers are searching for. By targeting these keywords, you can increase your chances of ranking higher in search engine results pages (SERPs).
To conduct keyword research, start by brainstorming a list of keywords that you think are relevant to your products. Then, use a keyword research tool, such as Google Keyword Planner, to find related keywords and determine their search volume and competition level. Look for keywords that have a high search volume and low competition, as they will be easier to rank for.
Optimise Page Titles and Meta Descriptions
Once you have identified your target keywords, it's time to optimise your product page titles and meta descriptions. These are the two most important on-page SEO elements, as they provide a brief summary of your page's content to search engines and users.
Your page title should include your primary target keyword, and be under 60 characters to avoid being cut off in search results. Your meta description should be a short, compelling summary of your page's content, and also include your target keyword. Be sure to make your meta description under 160 characters.
Use Unique Product Descriptions
When it comes to product descriptions, it's important to avoid using manufacturer-provided descriptions or copying content from other websites. This is because duplicate content can harm your website's search engine rankings.
Instead, write unique, high-quality product descriptions that accurately describe your products and include your target keywords. This will not only help improve your website's search engine rankings, but also provide valuable information to your customers, helping them make informed purchasing decisions.
Optimise Product Images
Product images are an important part of your product pages, as they can help improve the user experience and increase conversions. However, they can also slow down your website's loading speed, which can negatively impact your search engine rankings.
To optimise your product images, start by compressing them to reduce their file size without sacrificing quality. Also, use descriptive file names and alt text that include your target keywords. This will help search engines understand what your images are about and improve your website's search engine rankings.
Include Customer Reviews
Customer reviews are an effective way to increase trust and credibility with potential customers, as they provide social proof of your products' quality and performance. They can also help improve your website's search engine rankings, as search engines often prioritise websites with high-quality, user-generated content.
To include customer reviews on your product pages, consider using a review plugin or widget, such as Yotpo or Trustpilot. Encourage customers to leave reviews by sending follow-up emails after purchase, offering incentives or rewards, and making the review process easy and straightforward.
In conclusion, optimising product pages is a crucial part of ecommerce SEO. By conducting keyword research, optimising page titles and meta descriptions, using unique product descriptions, optimising product images, and including customer reviews, you can improve your website's search engine rankings and drive more traffic and sales to your online store.