In ecommerce, the product page is the ultimate step before conversion. This is where the user consults the latest product information and makes the final click to place the item in the cart.
It’s also a step where the customer is usually alone in front of the product to make their choice. It’s best to make sure that the internet user finds all the information they need!
Product pages are therefore strategic pages on an ecommerce site. In this article, I’ll share with you the best practices to optimize them at the SEO level and at the user-experience level.
Why optimize the SEO of your product page?
Taking care of the presentation and the SEO of your product pages is essential to stand out from your competitors. Faced with the increasing number of ecommerce sites, it’s a crucial prerequisite!
By working effectively on this and other aspects of your ecommerce SEO, you maximize your chances of being seen by a greater number of internet users, you boost your organic traffic and you increase, therefore, your number of potential sales.
What is an SEO-optimized product page?
To convince the internet user and allow you to make the most sales possible, your product pages must be optimized for SEO, correctly written, and fast to load with an appealing layout.
Respect the basics of SEO
First of all, in order to be effective and for your product to be correctly referenced on the web, your product page must absolutely respect the standards, namely
- have neat and optimized tags,
- integrate relevant keywords,
- have a low rate of duplicated content,
- combine text and images,
- propose internal linking, and
- work on the technical aspect.
I’ll present each of these elements in detail later in the article.
Without these important prerequisites, your product page will be less visible on the Google search engine, and you could miss out on hundreds or even thousands of visitors!
Respond to the search intent
Of course, these basic requirements aren’t enough to convince internet users.
In order for your visitors to buy on your site, you must not address them as simple buyers, but first and foremost as people looking for relevant information.
Your product pages shouldn’t just be technical pages. They must respect good SEO practices while giving the user the desire to buy from you!
Simple questions emerge: how do you know exactly what is likely to interest your potential buyers? What do they want to know about your products? What relevant information can you provide them?
To get an idea of the demand in your market, you can do the following:
- analyze the competition,
- do market research,
- observe discussions on social networks and forums,
- set up surveys with your personas and customers, and
- take the main questions addressed to your customer service.
This is an excellent basis for writing your content. All of these elements can give you content ideas to integrate into your product pages.
In addition, listen to your employees. Not everyone in your company will have the same point of view on the items you sell and your customers.
Take advantage of the experience of those who are in regular contact with your customers. They can be a great help!
As you can see, even though your product features should be on your pages, this alone isn’t enough.
A good product page is a part of your site that must allow your visitors to envisage themselves using it. The items sold must be contextualized and staged. The information must be made easy to understand by all. Don’t hesitate to give concrete information and to place the product in its different contexts of use.
What’s more, by answering these different questions from internet users, you position yourself as an expert in your field, gain confidence, and offer your visitors content that will hold their attention!
A product page that converts
Of course, the customer has all the information they need, but they still have to want to go through with the purchasing process.
That’s why you must never lose sight of the fact that your main objective is to sell! Your product page should not only be optimized for SEO. It must also be optimized for conversion.
To convince your visitors, don’t be satisfied with a simple descriptive text. Add images and video. These are additional media that help contextualize the products sold.
Make sure that your product is well staged, while displaying polished visuals. Generally, videos are a great way to convert on product pages. Also, don’t forget to add action buttons to finalize the purchase act. They are used to guide the user and direct them in the easiest way possible until the completion of their order.
How do you improve the SEO of your product page in search engines?
Now that you’re aware of the importance of displaying a strong text in your product pages, let’s move on to the more technical aspect of the thing, by entering into the different SEO optimizations of these pages.
Keyword study
To improve the SEO of your product pages, one of the first steps is to study keywords to understand and analyze the searches of your audience.
To find the most appropriate terms, there are many online tools, such as Google Ads Keyword Planner, Semrush, or Ubersuggest.
Check out the 11 best free and paid keyword research tools.
By discovering the keyword related to your product, it’ll guide you on the different SEO optimizations to implement in your content.
When choosing your keyword, I also advise you to type it directly into the Google search bar and analyze the different results. This will give you a lot of interesting information: type of content positioned, images highlighted, presence of videos, etc.
Finally, depending on your theme and your sector of activity, it’s also important to specify that your product pages won’t necessarily target a specific keyword. It’s rather your subcategories and categories that’ll be positioned. Nevertheless, the product page will always have the advantage of reinforcing your categories via internal linking, and it’ll always be beneficial to work on it for the internet user.
SEO tags
The pages of your site must be properly organized. Whether they’re informative pages, blog posts, categories, or product pages.
- Title tag
The <title> tag is the main title that appears in search results.
Make sure you include your main keyword at the beginning and respect the maximum size (about 65 characters). You should be careful to write this tag in an optimized way while making it punchy to attract clicks.
Discover our complete guide on the title tag.
- Meta description tag
The meta description tag is the short summary of your page that appears in search results.
Its content has no impact on SEO, but it must make users want to click on it! You must therefore respect a good length, be as concise as possible, and make it very attractive.
Discover our complete guide on the meta description tag.
- Hn tags
Then, inside the product page, all content is structured by Hn tags.
They allow you to format the content in order to make the reading of the texts clearer and more accessible. The elements you add in these tags also have more weight in SEO.
There are six Hn tags (h1, h2, h3, h4, h5, h6), to be used according to their hierarchical order. Generally, product pages contain tags from h1 to h3.
Discover our complete guides on the H1 tag and heading tags.
On our WiziShop ecommerce solution, all of these SEO tags are fully customizable. You can indicate your title and your meta description and create the perfect Hn structure.
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By default, when you create a page, the URL is automatically set by your CMS, according to your title. However, it’s advantageous to modify and customize it to ensure that it’s optimized.
Here are the recommended optimizations:
- Favor a short and concise format.
- Describe the product page correctly.
- Include your main keyword.
- Use hyphens between words.
- Do not include linking words.
Discover our complete guide on URL structure and SEO.
Content
As I already mentioned earlier in the article, the content of the product page must be polished and interesting.
You must integrate your different keywords while offering a pleasant text to read. I remind you again that your main objective is to sell.
In this logic, your product page must not contain any spelling mistakes. Whatever language your text is written in, it must be impeccable. This is a quality guarantee that is very much observed by internet users.
Number of words
Although we’ve already talked about the quality of the product page, what about its quantity? In reality, there’s no real average number of words for a good product page. It all depends on the item that’s being presented and the questions that are being asked about it.
Your product page should simply provide all the elements that you feel are essential for your customers. It should also not seem empty when compared to your competitors’ product pages.
To put it simply, when reading your product page, your visitors must have one thing in mind: they must feel that they absolutely need to buy this item!
Internal linking
Among the many criteria taken into account by Google to assess the relevance of a page, internal linking occupies a prominent place. It’s the totality of the links that are present within your site, between your different pages.
To give importance to your main products, make sure to integrate links in your site referring to them to strengthen the authority of certain pages of your ecommerce site.
On the other hand, don’t put links in your pages for just any reason. You must remain consistent!
These links can, for example, come from your complementary and similar products, from your blog articles, or from shopping guides.
Technical optimizations
- Crawling and indexing
First, your site must be properly configured to make your different products accessible to search engine robots. Each product page must also be indexable with a 200 response code.
- Mobile first
Second, many transactions are made directly from a mobile or a tablet. Your product page must therefore, in a second step, adapt perfectly to all screen sizes and have a “responsive” design.
- Structured data
Finally, you can also add structured data to all your product pages to considerably boost your click-through rate in search results.
The Product, Offer, and AggregateRating tags allow you to display different information about your products directly in the SERPs: reviews, availability, and price.
Regarding these different technical optimizations, it’s important to specify that on our WiziShop ecommerce solution, everything is fully optimized natively. Whether it’s for the accessibility and indexing of stores, responsive design, or structured data, everything is configured by default.
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While internal linking is very important, link building can also become so. This consists in obtaining quality links from other sites to your product page.
This SEO optimization may become necessary when you apply all the previous optimizations but your product page stagnates around position 10 on your target keyword. This is often the case when you want to position yourself on highly competitive keywords.
The objective is therefore to obtain links (backlinks) to your product page. It’s an excellent popularity booster and a very good way to be better referenced.
How do you optimize your product page to increase sales?
Let’s now leave the purely SEO plan to look at the more emotional register. As I mentioned, your product page needs to be optimized yet convincing enough to entice users to complete their orders.
Here are some of the best ways to capture the attention of your visitors and encourage them to buy your products!
Storytelling
To differentiate yourself from your main competitors while attracting the attention of your visitors, storytelling is a particularly effective technique.
It’s about putting yourself in the shoes of your buyer persona and presenting the product in a different way. Remember: your product page shouldn’t only talk about the technical aspects of your product.
Storytelling aims at telling a story about the product and using the right arguments to push the visitor to buy. It’s a great way to differentiate your product while making the customer envision the experience that they’ll have with your product.
Within WiziShop, we offer you a complete video training course included in your subscription. One of the modules is dedicated to storytelling. You’ll learn how to tempt your customers with texts and product descriptions that will really mesmerize them!
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Internet users are particularly sensitive to images. Product photos are therefore essential!
When internet users buy online, they can’t touch the product. The photo is the only link that remains.
So make sure that you prioritize quality visuals, allowing people to see the item from all angles. A quality photo is a very reassuring element for the customer. Once again, it’s about making them want to buy!
If you can’t actually touch the product, allow them to zoom in so that they can see the material and see the product in great detail.
On an ecommerce site, it’s essential to take care of the quality of your visuals. The quality of an image is a guarantee of seriousness and respect for the customer. On the other hand, a bad picture can really put the brakes on a purchase. Make sure that you use HD visuals with accurate colors. Without this, the customer could be disappointed when the product is delivered, which would not only lead to dissatisfaction but also to a potential bad opinion and a return of the item.
Images also have their place in SEO, especially in ecommerce! Discover our article on image SEO.
In addition to photographs, it’s advantageous to use the video format. This is a communication medium that’s very popular with internet users. Its only drawback: the production of a quality video is more expensive. Nevertheless, there’s no better way to bring your product to life and to put it in a real-life situation.
Customer reviews
Recommendation and word of mouth are elements that have always facilitated the sale of a product.
Many internet users read customer reviews before finalizing their orders. When an item or brand is recommended on the internet, the potential customer is much more confident about it.
If your customers leave you positive reviews, don’t hesitate to put them directly on the product page. This is undoubtedly one of the best selling points.
Moreover, these few words can also be used to enrich the SEO content of your product page.
Reassurance elements
Beyond the simple customer review, there are other elements of reassurance that can push prospects to buy.
For example, don’t hesitate to collect complete testimonials from your customers regarding your products. Guides or video tutorials are also very appreciated by internet users. They’re proof of seriousness.
Finally, in addition to all this, there are other more traditional proofs of trust. Your site must absolutely be secure (https) and offer a reliable payment method. Offering customer service, being reachable, and displaying the stock and delivery time are all elements that reassure visitors and comfort them in their purchasing act.
All the elements related to the order must be clearly visible to internet users. Without this, it’s an obstacle to the sale.
Cross-selling
Cross-selling refers to the addition of another item, relevant and related to the proposed product.
For example, if you sell a multifunctional food processor, you could add a recipe book. Similarly, if you sell bedding sets, you could suggest a few fitted sheets or throws that match the selected set.
This is a great way to make additional sales while working on your internal linking.
Hot spots and A/B testing
Of course, in order to progress on the marketing front, you’ll also need to analyze your visitors' actions.
For example, the analysis of “hot spots” allows you to highlight the areas of your pages on which visitors click the most. You can use online tools such as Hotjar to study the visits of your visitors.
In addition, A/B tests consist of proposing different variants of your pages, in order to determine which one obtains the best performance. Google offers the Google Optimize tool to set up an A/B test easily and quickly on your site.
Don’t hesitate to test several possibilities and to analyze them in order to choose the one that converts the most users.
What does an optimized product page look like? 2 Examples!
Example #1: Tediber
This French site’s product pages have high-quality, large-format photos. The items are contextualized, and they can be observed from every angle.
Essential technical information is clearly highlighted, as are the
many customer reviews, which are a guarantee of quality.
Tediber also attaches great importance to reassuring its visitors. They have, for example, a 100-night trial and free return, free express delivery, and the option to pay in three installments. Real testimonials are also added to the footer of the product pages.
The message is clear: if so many other customers have trusted us, why not you?
From an SEO point of view, the content is perfectly created, as well as the different tags. Buying guides and informative articles also reinforce the products at the level of internal linking.
The files also have very strong authority with many backlinks.
All these elements allow the product pages to be in the Top 3 for keywords like “mattress” or “bed frame.”
Example #2: Decathlon
When it comes to product pages, Decathlon is also a very efficient brand.
First of all, the visuals are very qualitative and often make it possible to observe the products in 3D, in the smallest details.
The characteristics and advantages of each item are clearly displayed. Consumer reviews are directly highlighted under the product name. Decathlon also offers an FAQ section with the most common queries from consumers.
The stock is immediately visible, and the consumer has the choice to have the order delivered at home or to collect it in store. The call-to-action button is presented in a bright yellow color. You can’t miss it!
On the SEO level, the best practices are also respected: optimized tags, Hn structure, and internal linking.
The product page is the last step before conversion on an ecommerce site. Its objective must be to convert your visitors into customers but also to improve your SEO.
Therefore, take the time to work effectively on the formatting, to write relevant and convincing content, to create great photos of your products, and finally, to put everything in place to reassure your visitors.
