How do you optimize a product page for SEO?
Attracting more visitors is good but generating more sales is better.
In this guide, I will explain how you can optimize your SEO for product pages to improve your natural indexing and convert a maximum of visitors into customers.
The structure of an SEO optimized product page.
The role of a product page is mainly to sell.
If your product pages convert your visitors into customers, it is because they have met their expectations. This is exactly what Google expects from you.
So anything you add to your site should in some way help your prospects buy your product.
So forget about texts full of keywords that were written just to please Google. Instead, focus on your customers.
So let’s see together what elements make up the structure of an effective product page, both in terms of natural indexing and conversion.
The top of the product page is important for SEO
Five elements must be visible from the first screen (without the user having to scroll):
- The name of the product
- The Price
- The main features
- A representative photo of the product
- The button “add to shopping cart”
In 5 seconds the user must understand that he has arrived at the right page to solve his problem.
Otherwise he will turn around and continue his search with the competition.
If he wants to buy the Bosch MSM 6 B 100 hand blender, he should immediately understand that he can get it on this page.
So the product name must be exactly Bosch MSM 6 B 100 and not Bosch MSM.
The first photo that the visitor has to see shows the blender he is looking for and no other model Bosch offers.
You should also show the main features of the product to confirm that it is the right model (power, range, etc.).
Finally, the customer can activate the product by clicking on the price and the “Add to cart” button.
By optimizing the top of your product page SEO, you limit the bounce rate and increase the time each user spends on your product page.
Do not neglect the rest of the page.
Even if the first five elements are important, the rest of your page should not be neglected either, as it has the task of convincing the indecisive ones.
Don’t forget that your product page is there to replace the salesman in a physical store.
It must therefore answer as many questions as possible that your future customers may ask. You can do this by using any of the following elements:
- The description of your product
- The data sheet
- Customer feedback
- The videos
- The pictures
There are no special rules, it all depends on your ideal customer and your products.
It is important that the information is presented clearly and is always useful for visitors.
How to optimize your product page for SEO
Now let’s see how you can optimize each of the elements of your product pages SEO so that they allow you to place your product listing on the first position on Google.
The title tag
It appears in Google’s results and you need to use it to convince the user to click on your result.
Optimizing it is very simple: look at what your competitors are doing and do it better than them.
Include an argument in your title tag that shows the user that this is the best solution to their problem.
For example, you can display the price of your product, delivery time, warranty, etc.
Provided, of course, that you are the best in this point.
The meta description tag
The meta description also appears in the Google results.
You must use it to reinforce the promise you just made in your title.
Try to justify what you just said, or add some additional benefits to make your results irresistible and leave your competitors behind.
Don’t neglect the URL, because it will also appear in Google results.
Even if people don’t consciously read it, if you don’t optimize it, it can have a negative impact on your click-through rate.
I advise you to simply use the keyword under which you want to position your product offering.
This way you won’t disturb the web user and give him the certainty that by clicking on your link he will get to the page he is interested in.
The H1 tag
The H1 tag
This is also simple: you use the name of your product in the H1 title.
It must be at the top of your page and must be clearly visible so that the Internet user immediately understands that he is in the right place.
The other Hn tags
You must also use the other Hn tags (h2, h3, h4, etc.) correctly, as they improve the relevance of your page in the eyes of Google and its readability for the Internet user.
Unfortunately, the theme developers do not seem to pay much attention to them.
I see that these tags are used all too often for the layout of navigation elements, although it is in no way their job.
We often find H4 tags on words like “shopping cart” or “comments”, which does absolutely nothing for the user or Google.
Worse still, it confuses the search engine, which wonders why it should add importance to these terms.
In order to optimize your product file, you need to enter the H2, H3, etc. tags to include secondary keywords linked to the main keyword you are targeting. But not only that. These tags must also facilitate diagonal reading (this is their primary role for the user).
I therefore invite you to insert sentences that will make your visitors aware and make them want to read the rest of your product page.
The product description
The role of your product description is to show the reader why your product is best suited to solve their problem.
You must therefore use it to answer the questions that your potential clients have in mind. You should always emphasize the benefits they will receive.
Do not limit yourself to listing features here. This is not enough. Besides, this is the role of the data sheet we will talk about afterwards.
Don’t forget that you are the caring salesman who wants to advise his customer and this should be reflected in your product description.
The data sheet
Too often I see product sheets that only contain technical properties of the product.
This is not enough, because these technical specifications only interest a small part of your customers, who already have extensive knowledge.
If I tell you that the NIKON D7500 NU has a shutter speed of 30 to 1/8000 sec. you might not be able to do anything with this information.
But this does not mean that you don’t want to buy good equipment.
In order for you to decide to buy this product, it is necessary to explain why such a shutter speed is interesting for you and that is the role of your product description.
The data sheet is necessary to “check” if the product has the features I need, but it is only effective if I know what the features are used for.
So you need a clear datasheet and a description that highlights the advantages and benefits of each feature.
A picture is worth a thousand words. You’ve probably heard this quote and believe me, it’s true.
Your product pages should be full of pictures to show your product from all angles and in all situations.
They should convey how much fun it is and who it is meant for.
As you have now surely understood, a single picture on a white background is not enough.
If pictures are important, videos are just as important, if not more so. With a video, your potential customers can better understand whether the product is right for them.
Don’t limit yourself to simply showing your product.
Use the possibilities of video to explain how you can use it in a variety of situations to help your prospects project themselves and make them want to see it.
Although Google does not understand images and videos or text, the search engine knows that they improve the understanding and dissemination of information.
That’s why Google often mixes different formats on its results pages.
So you need to create rich product pages with text, video and images to help your customers as much as possible. Google will reward you for this.
I will conclude with what I consider one of the most important elements of a product page: customer reviews.
If you receive a lot of feedback on your products, this has several advantages:
- You get text with the keywords used by your customers without doing anything.
- You bring social evidence to your website.
- Your prospects can more easily imagine using your product by seeing how your customers use your product.
- The comments reassure them about the quality of the product and the seriousness of the shop owner.
For both your customers and Google, comments are proof of your seriousness. They will promote both your sales and the natural indexing of your website. How to make the ratings visible in Google results can be found in my article How to do seo for e-commerce websites.
Should I optimize all my product pages’ SEO?
In a perfect world the answer would be “yes”. But in reality it is very often impossible.
Here is my advice:
First plan a template that you can repeat to optimize at least the top of all your product pages. (The price, the “add to cart” button, etc.).
For the rest, you will have to optimize your pages bit by bit, which will necessarily take time.
You must therefore prioritise your work and start with the products with the highest traffic and/or sales potential.
Managing a company requires decisions to be made and it seems logical that SEO optimization of low value-added product pages should be set aside in favor of other, more profitable actions.