Innovation is one of the key elements needed to survive in today’s competitive eCommerce environment.
One of the common questions that often arises is: “How do I take my product page SEO game to the next level? How do I improve the conversion rate? Or…How to get my product pages to the top of Google’s, Yahoo’s, or Amazon’s top results?”
Well, if you’re just considering it, let me assure you that it's possible. All you need to have is proper knowledge, an empowering mindset, and the urge to take consistent action until the results become favorable.
In today’s post, I’m sharing 7 shameful mistakes that could severely damage and potentially ruin your product page SEO. Take these tips into consideration, put them into action, and notice the nature of your future results!
Mistake 1 – Failing to Properly Optimize Title Tags
Your title tags are the first element that draws attention, and one of the most important elements of your eCommerce SEO strategy. By failing to include the proper keywords in your title tags, you’re missing out on the opportunity to rank those products in the SERPS.
To properly optimize your title tags, you should first do your homework using different techniques. Sarah Manly, CEO at AustralianWritings, shares a few tips:
“First off, you can take advantage of keyword research tools.
Second, you can study your competitors’ keywords and products’ reviews to identify the most commonly used keywords both by their brand and their customers.
Third, you should use Amazon’s search to collect ideas. Insert a keyword, search for it, and study all the other possibilities that pop up as product names, related products, and so on.”
Here are some tips to properly optimize your title tags:
- Keep them between 50 to 60 characters long (including the spaces)
- Start with your main keyword (the most important keyword)
- A title tag should always be unique and different from another page’s title tag
- Place “power words” like buy or free shipping within the title tag
Mistake 2 – Failing to Properly Optimize the Meta Descriptions
For eCommerce businesses, custom meta descriptions are highly important. By leveraging a crisp meta description, you can significantly improve your CTR (click-through-rate) from search results.
“Even though the meta description isn’t a factor that directly influences Google rankings, it’ll determine whether people will “get to know” your brand or not.” - Haley Digweed, Marketing Manager at College-Paper.
Here’s how to optimize your meta descriptions:
- Never use duplicated meta descriptions
- Keep the meta description between 135 and 160 characters long
- Ensure that you add your most important keywords
- Answer the following questions: Why’s my product the best? Why should customers purchase from me? Why should customers trust my brand?
Here’s an example:
Mistake 3 – Poor Implementation and Optimization of Images
If you want a qualitative and high-ranking product page, you’ll need to publish (and optimize) the proper images. You can’t win your customer’s hearts and interest with poor-quality visuals. If you want to convince them, make sure that your products are shining and that you use professional photos.
You shouldn’t forget about optimization. A good thing to remember is that uncompressed images take a lot of time to load, an aspect that’ll damage your b2b SEO performance. Google hates slow-loading websites and pages, and it’ll do its best to de-rank them whenever it has the chance.
A few tips to optimize your product page images:
- Rename your pictures and include relevant keywords
- Compress the images to reduce their size. This will improve your page’s load speed.
- Always provide multiple shots of the same product.
- The thumbnails should also be as small as possible
Mistake 4 – Poorly Optimized Product Descriptions
If many people decide to bounce off your product pages, Google will immediately understand that your products are not relevant to the audience that’s visiting you.
A poor-quality product description might be one of the main causes for your poor conversion rate results. People don’t buy from people or businesses who can’t effectively convey the features and benefits of their offers.
Here are a few tips to improve your product descriptions:
- Don’t copy paste the manufacturer’s product descriptions
- Keep the text to medium size (400-500 words)
- Write original descriptions every time you decide to publish new products
- Highlight the product’s benefits using bullet points (same as I’m using now)
- Use power words
- Add proof whenever possible. Testimonials can also work!
Mistake 5 – No Interlinking Between Products and Content
If your eCommerce store doesn’t have a blog yet, you shouldn’t waste a second and start one immediately. The power of content is already proven. Content is king, and it will always be.
Your prospects can benefit from your content in many ways. First, you can educate them concerning your products, services, and solutions. Second, you can inspire and motivate them by providing the right stimuli. Third, an eCommerce blog can feature important industry news that will lead people to purchase decisions.
Failing to link product pages with relevant blog posts is a shameful mistake that denies you the opportunity to improve your SEO results and your conversion rate optimization.
Mistake 6 – Not Optimizing Your Product Page URL
The URL of your page is an important aspect both Google and your visitors care about. Google uses public URLs to determine the meaning of your content. If, for example, your product page’s URL contains alphanumeric characters, you need to immediately restructure it.
Also, make sure that you’re keeping your URL very simple and that you add the most relevant keyword in it.
Mistake 7 – Neglecting User Generated Content
User-generated content is a goldmine, and the brands who have already understood this are making a killing online.
In case you are not familiar, user-generated content is simply content written by your website visitors, by your product page viewers, and by your customers. These are typically reviews, comments, and testimonials.
By encouraging your users to leave you with some feedback, you’re not only increasing the content length of your product page. You are also giving your prospects the chance to count more opinions.
The e-commerce industry has never been so competitive as it is today. You can either step up your game or you can watch your brand falling behind. Big sharks, a.k.a. the big brands are always keeping up with the latest trends and SEO algorithm changes in order to ensure their leverage over the market.
Start assessing your marketing campaigns, your websites, and your product descriptions and identify whether these 7 shameful mistakes are currently ruining your SEO performance. Use our advice to start fixing them immediately.
The biggest mistakes in Product Page SEO:
- Failing to Properly Optimize Title Tags
- Failing to Properly Optimize the Meta Descriptions
- Poor Implementation and Optimization of Images
- Poorly Optimized Product Descriptions
- No Interlinking Between Products and Content
- Not Optimizing Your Product Page URL
- Neglecting User Generated Content
About the Author: Scott Mathews is an eCommerce and content writer who works for Scholar Advisor. His career started as a freelance writer for Best Essays. As he continued his work for Superior Papers, he has discovered his passion for entrepreneurship and marketing in no