Ecommerce Product Page SEO: 20 Dos & Don’ts Part 2

Ecommerce websites need to get product page SEO right. Here’s a guide for what you should do when creating and optimizing product pages.

Having an optimized product page for ecommerce has always been important.

It’s even more essential during a pandemic when many people are going online to find products that they need rather than going to a brick-and-mortar store.

With many products competing for prime real estate in the search engine results pages (SERPs), it’s imperative your brand is on Page 1 in Google.

And in front of consumers who are using a plethora of different search terms to find the products your brand sells.

An optimized product page can not only drive traffic but help convert browsers into buyers.

In order to beat out the competition, you have to ensure your product pages are optimized for maximum exposure.

Here are some clear, actionable SEO guidelines for product pages, as well as the pitfalls you need to avoid.

Ecommerce websites need to get product page SEO right. Here’s a guide for what you shouldn’t do when creating and optimizing product pages.

10 Don’ts of Ecommerce Product Page SEO

1. Don’t Use Product Descriptions from the Manufacturer’s Website.

This is one of the most common mistakes I see in optimizing product pages. A lot of the manufacturer descriptions are not compelling and are not optimized for search.

If you instead take the time to write better descriptions, it may very well be the difference between being found and being invisible. The more detailed information, the better. But remember you do not want duplicate content, which will hurt your SEO efforts.

2. Don’t Remove Your Seasonal Pages Once the Peak Period Is Over.

This is a common mistake I see brands make. If you have a product page that is seasonal and it has built up rankings, traffic, and sales over time, do not get rid of it.

It may seem sensible to remove seasonal pages as they serve no real purpose for most of the year. However, if you do this, it will leave you with the same uphill battle every year: once again, trying to regain the authority your site needs to rank for seasonal terms.

And by the time you do this each year, it will likely be too late. Amazon is a great example of how to do this well.

They have a dedicated Black Friday URL (https://www.amazon.com/Black-Friday/) that only gains authority over time. Amazon can then update the page as the peak Black Friday season approaches.

3. Don’t Use Automated Optimization

Dynamically populated product pages with the name of the product as the title tag, followed by brand and nothing else, is not a best practice.

Instead, including important information in the titles, you cannot automate can help your site rank for targeted keywords. All titles and meta descriptions should be unique.

Also, note using automated descriptions and just changing a few variables could actually have a negative impact on your CTR.

4. Don’t Remove Out of Stock Pages

Sometimes products go out of stock, especially in a COVID world. But should a product be temporarily unavailable, you should still keep the URL live – especially if the page has rankings and traffic. As with seasonal pages, this can seem counterintuitive to some site owners.

However, a more profitable strategy is to keep these pages live and provide links to other, relevant products until the item is back in stock. 

Ecommerce Product Page SEO: 20 Dos & Don’ts

5. Don’t Use the Wrong Type of Structured Data – Or None At All

Structured data can help your site rank in the rich results and get more traffic and sales. A lot of brands do not implement structured data, i.e., reviews and product data. Having product data can help your site rank for rich snippets.

Ecommerce Product Page SEO: 20 Dos & Don’ts

6. Don’t Use Weak Calls to Action – or Forget Them Entirely

Oftentimes many brands do not have strong calls to action (CTA), but clean and easy CTAs are a must-have for any site.

As mentioned before, the main job of your product page is to drive revenue and sales. If it takes users too long to find how to purchase your products, they will instead visit your competitors’ sites – especially if your site takes over 3 seconds to load.

Ecommerce Product Page SEO: 20 Dos & Don’ts

7. Don’t Optimize for Low-Volume Keywords

I just love it when a CEO asks an SEO, “Why are we not ranking for XYZ keyword?” and the answer is XYZ has no search volume.

Think like a customer, do your research, and use data to make decisions about which keywords to use. For example, if I’m optimizing for “LOL Surprise Baby Dolls in stock”, it won’t be worth it because users are not really searching for this term and once I do rank for it, I won’t get many sales because of the low volume.

Ecommerce Product Page SEO: 20 Dos & Don’ts

8. Don’t Miss Opportunities for Internal Linking & Backlinks

Links still matter for ecommerce.

Oftentimes brands build links to their homepages and category pages but forget about product pages.

But these pages can rank – especially for longtail keywords that have high purchase intent and can dramatically increase revenue and sales.

That’s why you should always support product pages with efforts like internal links and even paid social to improve visibility and performance.

Ecommerce Product Page SEO: 20 Dos & Don’ts

9. Don’t Set the Wrong Price

With prices going up on products high in demand, not having the right pricing strategy can cause consumers not to buy your products.

We all know the laws of supply and demand, but paying $100 for Lysol is ridiculous – and can even get sellers in trouble with the law.

Ecommerce Product Page SEO: 20 Dos & Don’ts

10. Don’t Forget Mobile Optimization

We live in a world where consumers use their mobile devices to find products online.

In fact, over 82% of online shoppers in the U.S. shop via mobile devices – and 35% are mobile-only shoppers.

Not having a mobile-friendly product page can cause users to not even consider buying products from your site.

Credit: Winston Burton

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