SEO of products? Yes, it’s possible!
Website optimisation should cover all elements of the website. Both the Main Menu content, About Us, Contact Us, Gallery – they all need to be taken care of, and should never be forgotten. Because, in the end, these sub-pages are a foundation for each website. However, we have to bear in mind that the e-store optimisation is just as vital. Product descriptions, headings, purchase features, graphics, button elements etc. They’re all small components of the e-store that make up the website as a whole, and they cannot be neglected. But above all, if you have the e-store present on your website, then be sure to optimise it well so that this sub-page is positioned in a search engine. Optimisation of the website is the starting point for effective website positioning, but without e-store optimisation there may be little progress, especially if your business is highly dependant on the store.
So: when it comes to online stores, it’s necessary to take care of SEO of products or other individual services, because it’s often the case that the users enter a product name in the search engine i.e. model, reference or general name of a specific article, rather than the broad/general name of the company. It’s logical. For example, think of this scenario: A customer looking for a power drill won’t be typing ‘Building Tools UK’ in Google – the phrase is way too broad.
Online shoppers want to save time, be quick and get straight to the point (i.e. their main interest). They don’t want to go through the process of browsing tens of building tools/supplies websites, just to visit their stores. What often happens is that they type in ‘Power Drill UK Buy’ (or something along those lines) and they expect to instantly see a number of links to various building tool e-stores that directly correspond to the desired power drill product. The selection options are listed. Now it’s a matter of the customer making the choice. This is precisely why SEO is so vital for individual products. If you depend on retail sales, don’t bother with spending all your time, money and effort on positioning solely the website. It’s the products that matter, it’s the products that interest the customer.
The topic of online stores has been heavily exploited on this blog in the past (see articles here). In the end, online shopping has nowadays become a daily activity for a large group of Internet users. This is why many physical stores like the recent ToysRus have gone bankrupt. But times have passed when most purchases were made only on eBay or Amazon (although the services still rank among the top places where online transactions occur). Today, thousands of online UK stores (whether big or small), compete with each other for constant sales, which is why a lot of e-businesses try to distinguish themselves through application of innovative solutions. However, innovative solutions may not be enough: your e-store won’t get far without special optimisation and SEO for a product – many specialists will say that this is the trick that a lot of companies forget about. If you follow this process, you’ll jump way ahead of your competitors.
SEO of products in the e-store – what elements should be optimised?
Product page and the way it is displayed in SERPs
The product page should contain the title, or product name. But the name itself isn’t everything, because writing things like ‘sports shoes’ is far too vague. The title, in addition to the name, should include the brand, product category, its number, model or other descriptions e.g. Nike black sports shoes MM20, Adidas lace-up sports shoes 3110, etc. The title can’t be too long either, but it’s worth to include as many characters as the search engine allows (then it will display everything in its entirety). Most of all, the title should contain the keyword placed at the beginning. Furthermore, each product page should have its own title.
Underneath the title, in the standard place where the URL appears, it is worth using ‘breadcrumbs’, which aims to indicate where exactly the product is located on the site (it’s essentially an access path for the user). Below that it’s worth placing some extra data, which provides valuable information on the visibility level in SERPs. Among them information should be present that encourages shopping. These include: the number of stars, the number of reviews about the product, its price or availability information. At the very bottom the meta description of the subpage should be located, which is a short presentation of the content of the subpage.
As we’ve already established, the SEO of products must include content description, there’s no two doubts about it. But creating a unique, attractive description for hundreds of similar products is not an easy task, though it’s certainly worth the effort. Product descriptions are what distinguishes the store from the competition, even if the company offers the same goods. In brief, product description should take into account the most important features and applications of an item, as well as the benefits that the customer will gain if he decides to buy your product. Your brief description needs to be enticing and persuasive! A good (but honest!) description will lure the customers in even though the same exact product might be sold elsewhere for less! But there can’t be any cheating involved, and the descriptions must be truthful. This is the power of words and a good writer. Listing the benefits is far more effective than posting on the general and obvious descriptions that are already provided by the original manufacturer of the item. So, you cannot opt for the easy way out either. In essence, don’t describe the item, explain how it will be useful for the user. Moreover, don’t forget to include keywords in the text. The description can be divided into blocks and the key phrases can be cleverly weaved into the text.
This aspect does not only include the main picture of the product, but also all the other images, which are mistakenly often neglected. Firstly, they should have the right size and format, so they load faster. Secondly, each image should also have their own titles, and appropriate keywords within them. The optimisation SEO of products, and more specifically its graphics, will allow the correct display of all items in Google Images (which is yet another source of incoming website traffic). When it comes to the images themselves, it’s vital that they are good quality pictures, have the same background, be captured at one moment, in the same place and with same or similar lighting. Such consistency and standardisation is professional. It’s also worth to show customers the product from every perspective, and if possible inside and outside (e.g. a fridge or car) so that the customer has the best possible visualisation of the product he’s potentially purchasing. Lastly, if available, a specific model of the product should be attached e.g. a laptop or shoe model (basically as many specs as possible should be provided just in case).