Many of the benefits of optimising your individual product pages are too often overlooked, with many sites simply offering very basic product details, photos and a brief description. So how can you make the most of them from a search marketing perspective? Well, here are a few suggestions…
Unique product descriptions
Avoid simply using the manufacturer’s generic product description as it’s highly likely that many other sites selling the same products as you will be using it already. It may be an easier option in the short term to do this but will not do your website any good in the search engines as they will penalise your site for containing duplicate content.
A unique product description will not only help you to attract more search engine traffic but should also help to increase your conversion rate. A slightly lengthier product page will also enable you to include more of your main key terms which again should improve your positions within the search engines.
Use keywords in URLs
Many online retailers tend to use dynamic databases which can produce some ugly, lengthy URLs which bear no significance to the product.
Adding related keywords to your product page URLs will help them rank higher in search engines, as well as making the pages more understandable to your visitors.
Use customer product reviews
Customer reviews are not only a great way of persuading shoppers to purchase your products, they can also be very useful in terms of SEO.
Adding reviews is a great way to ensure your product pages are filled with plenty of unique content – which is something the search engines love.
Make sure product pages are just a couple of clicks away
This is great practice anyway as it will allow customers to find your products quickly and easily, it also makes it easier for the search engine spiders to access,crawl and therefore index these pages.
Optimise your images for SEO
With the introduction of universal search more and more images will be popping up in the search results, therefore every image on your product pages should be well optimised.
Optimise your product photos with keyword-rich, descriptive ALT tags and file names. Also adding descriptions to your images will help the visually impaired use your site.
