You are an ecommerce store owner, and your customer “Googles” a product you sell… Voila! They find what they are searching for, and they buy it!
BUT there is a catch, It’s not from your store. Sad, right? Well, don’t worry. You just have to optimize your ecommerce product page seo, and next time, that customer is yours.
Here are the 10 essentials of optimizing for ecommerce product page seo, followed by 5 mistakes that you must avoid!
The 10 Essentials of Ecommerce Product Page SEO
Having a well-optimized product page is incredibly important for any ecommerce store. It is what pulls in targeted, specific individuals, who are ready to convert, and are the bottom of the funnel traffic!
Remember, at this point, they know exactly what they want, all you need to do is be discoverable enough to show them you are the best option!
So, here are the 10 Essentials of Ecommerce Product Page SEO.
#1. Have a Powerful Keyword Strategy
When searching for a “lite gear kit,” the top result we saw on Google was Solo Stove’s lite gear kit product page. Do you see what a powerful keyword strategy they have?
To have a powerful, result-driven keyword strategy, you first have to learn how to do your keyword research. There are advanced tools like Ahrefs and Semrush, and free tools like Google Keyword Planner that you can easily search up online. Data from other channels like paid search can also help you with keyword research.
While performing your keyword research, make sure you look at the search volume, keyword ranking difficulty, and search relevance/intent of a specific keyword.
To optimize for ecommerce product page seo, make sure you choose product-focused keywords that your potential customers will probably be searching for online. The keyword you choose should be relevant and follow transactional intent, allowing you to be in the front when a customer is ready to buy.
Choosing long-tail, product-descriptive keywords substantially help improve discoverability in search. The search term “lite gear kit” was descriptive enough to show Solo Stove’s product page on the top when we searched for it. Make sure your keyword’s search intent is clear and accurate before choosing it based on search volume.
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Example: Solo Stove
Solo Stove’s product page’s keyword strategy involves words in its description that include adventure, complete camp stove kit, hot meal on the trail. They have also used related product-focused words in the “what’s included” section, like the description of the camp stove, pot model number, and have clearly identified what makes them unique.
It has covered all the product-focused topics around its main keyword, making it the most relevant product page on Google for people searching for “lite gear kit.”
#2. Know How to Optimize Titles and Meta Descriptions
Your title tags, and meta descriptions are the first two things a potential customer sees on the search engine results page (SERP) when they search for a product.
Hence, the most important details that should be included are the following:
- The name of the product
- The model of the product
- Your brand name
- The description of the product and what makes it unique
- Important AR/AI features on your store that let the customers try the products on or see it in front of them
Larq is an online store that is super-optimized for ecommerce product page seo. The meta description has the most important details for the product, “The LARQ Bottle Movement PureVis actively self-cleans and purifies water in a lightweight single-walled stainless steel build–perfect for outdoor adventures,…”
It highlights the product’s name, its model, unique functionalities, how it is made to fulfill those unique purposes, and the target customers.
The title tag, “Buy LARQ Bottle Movement PureVis,” also does a good job of mentioning the product name and the brand name in a clear and prominent manner.
If you have an ad copy with high click-through rates (CTR), you can incorporate that into your meta descriptions as well.
#3. Remember to Mark-Up Product Pages with Structured Data
In other words, structured data is data that is organized. It provides Google specific information about a web page, your product page in this case, that qualifies it to be displayed as a rich result on the SERP.
When it comes to marking up structured data, it means to create a code for structured data, pretty much like HTML is markup language that organizes the web page content that visitors see. You can read more on this online, as well as other ecommerce strategies to rank high quickly in 2022.
When it comes to seo for product pages, you need to ensure that your product page content (data) is communicated in an organized manner to Google for it to show the content in an attractive and organized manner.
Look at how Google presents data when we search “coffee tables burrow.” The first image under this section shows the product images, reviews, ratings, etc., which is a result of marking up structured data on the product page.
Using structured data, you can label the product name, review content, ratings, and images for search engines, so they don’t have to use algorithms to know what is what. Structured data identifies each of these, for e.g. a product review, or a product rating, or even a product image.
Specific words are used to label product review as product review, and so is the case with product image, etc. Just make sure you have the correct structured data type, product schema and review schema to ensure you get more clicks, impressions, and sales with your rich result on Google!
#4. Ensure You Add a FAQ Section
The best ecommerce stores are those that have highly descriptive product pages. Quality content is essential for your product page to rank on the SERP, given that it meets the needs of the users. This is why you should have a FAQ section on your product page.
Another reason for product page optimization with a FAQ section is that customers will have some objections when they come to your product page. You must address all the questions they might have to make them convert. Otherwise, they will bounce back and not buy from your online store.
Your FAQ section should answer all the potential questions that might arise in your customer’s mind. You should also mark it up with FAQ structured data.
Apple has both, a FAQ section, and answers from the Apple community. They smartly use user-generated content (UGC) as well as a FAQ section to answer questions about their products. This helps them answer their customers’ questions and cater to their objections in a way that convinces visitors to convert on their store.
#5. Make Your Product & Meta Descriptions Unique
When a potential customer searches for a product, you have to ask yourself why would they choose to go onto your ecommerce site to make the purchase? It cannot be something trivial, and should be something that makes you stand out from the other ecommerce sites ranking on the same page.
Your product and meta descriptions should be unique enough to catch the users’ attention. Not doing so would make you miss out on huge opportunities, so never go with the same product descriptions for all your products. Your products are different, and so should be the way you represent them on your online store.
Your products can rank both for branded keywords, as well as non-branded keywords. You should take advantage of the situation by writing unique meta descriptions for each product on your ecommerce website.
BonBonBon is a candies and chocolate ecommerce store, but yet manages to make each of its product offerings unique as well as their names and meta descriptions. Refer to the first image in this section and you’ll know what we mean.
Pay attention to their meta description for their product Chocolate Tri-Bon-Cera-Tops: “Chocolate Dinosaur from Detroit, Michigan ready to be gifted and ate! Available in milk, dark, and white chocolate. Perfect gift for kids who love chocolate.”
It gives all the information about the product, where it is from, how much does it cost, what flavors is it available in, and what you can do with it. This information will convince your potential customers to click and see your product offerings, driving more traffic to your online store and sales.
#6. Display Customer Testimonials and Reviews
When one customer leaves a genuine review or testimonial on your website, and other potential customers see it, it’s often the last push they need to make the purchase. When your customers become advocates for your products, their word-of-mouth on your website speaks volumes to semi-cold leads.
This is why it is incredibly important that you have a review section on your product page. The fun fact is, 58% more visitors convert from product pages that have customer reviews than from pages without it.
So, ask for customer feedback, let them share experiences with your products, and communicate how your product helped them solve a problem. Don’t forget to mark the reviews with review schema, and take reviews as something that is constantly filling your product pages with fresh content, which is extremely important if you want to improve your ranking.
Hyphen is an ecommerce store that has dedicated a whole page to customer reviews, and also has review sections on its product pages. Its product page optimization scores high because it thoroughly follows all the product page seo best practices.
#7. Test Landing Pages
As part of your ecommerce product page seo strategy, make sure to test your landing pages. Anything from changing the position or copy of your CTA to changing the layout of your ecommerce site can drive more conversions for your ecommerce store.
You can even test the impact of each change you make on your landing page to figure out what works well for the funnel and what drives more sales.
You can use tools like Optimizely and Google Optimize to test even the smallest change on your product pages to gauge the impact of the change on conversions.
Example: Hush Puppies
The reason Hush Puppies has nailed its product page optimization strategy is testing, testing, and a lot of testing!
Selecting the type, color, and size of the shoe as well as the option to use PayPal and Affirm payment is clearly presented to the customer. This doesn’t happen in one go. Figuring out what works best takes time and trial and error.
#8. Use High-Quality Video and Imagery
We were looking up gift sets, and as you know, we weren’t in a brick-and-mortar store to develop a feel for the product! So, what could possibly convince us to buy from a certain ecommerce site and make a product click? High-quality videos and images, absolutely yes!
High-quality videos and images are extremely important if you want to convince your potential customers to buy products online from your ecommerce store. This is because these images and videos bridge an important gap, considering customers cannot physically touch a product.
You can showcase your unique packaging, special combos, and the elements included in the product kit through attractive images and use them to support your unique product name and description to deliver a great user experience.
Example: Molton Brown
Just look at how Molton Brown US has dealt with its seo for ecommerce product pages. It has presented all the relevant information about its product in an organized manner, and included detailed and high-quality images and videos along with customer reviews and social handles to share an exciting product with friends and relatives.
Molton Brown US is a great example of ecommerce product page seo. Your product page optimization journey would become smoother if you follow all the great product page seo best practices that Molton Brown US has incorporated in its product page seo strategy.
#9. Put in the Efforts to Reduce Page Load Times
Your customers will bounce back if your page speed and load time are not optimized. If your on-page ecommerce product page seo is on point, but if your technical seo elements are not sorted properly, you have only done half the work.
You have to put in the efforts to achieve page speed optimization. But doing that is impossible if you can’t identify what’s making your website page load slow.
A website that loads super fast provides a better user experience to your customers, and makes the online shopping experience smooth and convenient too – especially if your customer already knows what they want, they wouldn’t want to wait to buy it!
So, optimize your ecommerce product page for speed to increase sales revenue and pages per session as your customer explores more products on your ecommerce site.
Example: Jeni’s Splendid Ice Creams
You can check your ecommerce product pages’ load time and check them for mobile user experience through free Google page experience checkers like the one Cloudways. This way you can check how you can optimize it for mobile, and what further opportunities you have to improve the overall performance of the page and more.
Once you know where you have to work, you can put in the efforts required to make your ecommerce product pages load faster.
#10. Make Sure You Audit Your Product Pages for Technical Issues
Faceted URLs or new URLs for every filtered search create a problem, especially for big ecommerce stores. When there are too many different URLs, chances are that you will be wasting crawl budget, have split link equity problems, and duplicate content.
There are many ways in which you can optimize crawl budget to get better rankings for your ecommerce product pages. You should also audit your product page seo for technical issues. There are many seo tools available to help you with these.
Once you have audited your product pages, you should optimize your ecommerce product pages’ technical issues and content as well. These are few of the things that you should keep in mind for ecommerce product page optimization:
- Slow page load times
- Missing structured data.
- Duplicate title tags and meta descriptions
- Thin content
- Broken links
- 302 redirects
- 404 pages
- Duplicate title tags and meta descriptions
Ecommerce Product Page SEO Mistakes to Avoid
Now that we have talked about the essentials of ecommerce product page seo, let’s talk about the common seo mistakes that you should avoid at all costs.
#1. Using Automated Optimization
Overpopulating product pages with the product name and the brand name is never a good idea when it comes to doing seo for ecommerce product pages. It is often a result of automated product page seo optimization.
What you can do instead is add important and relevant product information in the titles, as these will help in improving your ecommerce website ranking for your targeted keywords.
Automated titles and descriptions show little effort, look unprofessional, and because they lack uniqueness, they might negatively impact your click-through rate and conversions.
#2. Using the Wrong Type of Structured Data
Structured data helps Google rank your website in rich results and snippets. This is how you will get more traffic to your product pages and ultimately make more sales.
While some people entirely skip implementing structured data i.e. reviews and product data, others do it wrong.
Using the wrong structured data might remove rich snippets for your ecommerce website. Google penalizes this as incorrect structured data misrepresents information and hence lowers the quality of search results.
#3. Forgetting Calls-to-Action
Using weak calls-to-action or not using them at all is a mistake that you should avoid while working on product page optimization for your ecommerce site.
When your customer won’t know what to do next after coming on your ecommerce product page or even your ecommerce landing page, for that matter, they might leave your store for your competitors as they don’t have a clear-cut way to land on your checkout page.
Using strong CTAs at the right places, let you guide your customer through their online buyers’ journey as if you are mapping the online shopping journey out for them. Your goal should be to lead them from your product pages to the thank you page on your ecommerce website.
#4. Missing Internal Linking and Acquiring Backlinks
Support your ecommerce product pages with internal links to make them rank for keywords with high purchase intent. Doing this would increase both, traffic and conversions, for your ecommerce store
Remember to include long-tail keywords in your ecommerce product page seo strategy and build links to your ecommerce product pages as well, just like you build links to your home page and category page.
#5. Removing Product Pages That Are Out of Stock
If your product page has high ranking and traffic, do not remove it from your ecommerce website, even when the product goes out of stock. Keep the URL live.
The reason behind sticking to this ecommerce product page seo strategy is that it can bring in more profit to your ecommerce store than loss. But how? Simply by linking that product page with other relevant product pages so traffic can flow through them and hence convert – increasing sales until that product is back in stock!
You can also ask your customers to provide you with their email address so you can notify them once the item is back in stock!
Now that you are aware of all the essentials of optimizing your product pages, and the mistakes you should avoid while creating and executing your ecommerce product page seo strategy, you should begin optimizing other pages of your ecommerce website as well.
WooCommerce is a great ecommerce platform that can help you with your ecommerce seo strategy. You can learn how to set up your WooCommerce store by reading our blog on WooCommerce tutorial, or by reading our “how to migrate to WooCommerce” series.
Q1. How many words should a SEO product page be?
There is no ideal word limit for an SEO product page. You must ensure you are giving your targeted audience the right answers to their objections, giving all the details they might require to know about a product, given they are purchasing online and not from a brick-or-mortar store.
Q2. How long should product titles be?
Keep your product title length between 20-70 characters. But don’t keep your product title length too long to make it seem spammy.
Q3. How to optimize a category in pages?
By selecting the right keywords that match the search intent you can improve a category page’s ranking, and target the audience that knows what product type they want to purchase.
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I work as a Senior Digital Content Producer at Cloudways. Creating content keeps me busy for the most part, but I relish discovery, adventure, and thrive in challenging situations and environments.
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