8 Essential Product Page SEO Tips
If you sell products online, these 8 Essential Product Page SEO Tips, will help you get your product pages showing up in the worthwhile search results.
This is Part 1 of a two-part blog series covering, Product Page SEO. This is how you bring more potential customers to your product pages. Part 2, takes it further and covers… Incresing Product Pages Conversion (making them work harder at converting visitors into paying customers!
Driving traffic with Product Page SEO
Attracting the right kind of traffic is all about SEO (Search Engine Optimisation). And it starts with key word research. With Keyword Research, you’re trying to find all the key phrases that prospective customers would use, when searching online for the type of products you sell.
Ranking for the more obvious keywords in your market sector, will be extremely difficult. For example: ‘Furniture’ would be virtually impossible for a small business to rank for. The competition would be simply too great with 2,760,000,000 results.
So, in most cases, your profit will be in your longtail keywords. These contain three or more words forming a phrase that typically describes your product. These longtail keywords will get less search traffic but also, less competition. So, you’ll stand a much better chance of having your content showing up on page 1 of the SERP (Search Engine Results Page).
So, for example… if you sell a particular type of furniture. Say, an industrial style office desk. You could use a longtail keyword something like… ‘Handmade Industrial Style Oak Office Desk’.
Using this particular longtail key work for a search, returned 10,200,000 results. Which is a heck of a lot less than 2,760,000,000. And, although, there are still a large number of results, none of the businesses on page 1 had used the exact key phrase. So, you’d stand a reasonable chance here!
Where to use your longtail keywords?
#1 In your Page Title
Aim to use your target SEO key phrase, at the beginning of the page title.
#2 In your Meta Description
The Meta Description, also known as a snippet, appears in the second part of the search result, under the title.
It’s important because it helps the search engines figure out how relevant your content is, to what’s being searched for. The meta description, also helps your human visitors decide whether your page is worth a visit. So, make sure the keywords you use here are relevant.
#3 In the main body text
Your main body text or content, is one of the most important places to use your keywords. This is because it’s one of the top ranking-factors for SEO.
Start by using your main SEO Key Phrase in the first few lines of text after the page title/headline. If this is not possible, try to include it, at least, within the first paragraph
Don’t overdo it… Don’t force keywords where they won’t sound natural.
Remember also, that humans will need to be able to read and understand your text. Pages ‘stuffed’ with keywords will get noticed my Google, for all the wrong reason! This could result in your content getting penalised in the search results, which will hurt your page ranking!
So, rather than trying to insert the same key phrase ‘over’ and ‘over again’, it’s a better idea, to use Semantically Related Keywords. Using Semantically Related Keywords is a good idea because, it helps the search engines make more sense of your web page or blog post. It helps them categorise it and present it in the relevant search results.
What are Semantically Related Keywords?
The search engines use LSI (latent semantic indexing) to try to understand the context of your web page or blog post. LSI is a program designed to learn a wide variety of synonyms, based on context. So, instead of using the same focus key phrase multiple times throughout your copy, use Semantically Related Keywords.
These are phrases that relate to your web page’s target SEO key phrase but are not exactly the same. For example. As in the Office Desk manufacturer’s case, a webpage might look like this…
Page Title – Handmade Industrial Style Oak Office Desk
SEO Key Phrase – Handmade Industrial Style Oak Office Desk
So mixed in amongst the page H2 H3 subheads and throughout the body copy, I would use semantically related key phrases such as…
- Oak Desk Industrial Style
- Bespoke Industrial Style Office Desks
- UK made Office Furniture
- Rustic Oak Desk
- Handmade Office Furniture Made in the UK
#4 H2 H3 Sub-headings
The main purpose for using sub-headings, is to break up the text and make it scannable, and easier to read. Sub-headings can sometimes also appear as part of the featured snippet. This is an added bonus because it increases your search results ‘real estate’ and makes you ‘stand out’ and appear more important.
Once again… Don’t use the exact same Key Phrase in your sub headings as the target key phrase you use in the page title. Use Key Phrases that are related to the Page Title
How much Body text should you aim for?
For every product page, you should aim for at least 300 words built around the SEO Longtail key phrases. The reason for the 300-word minimum is that, the search engines view pages with more content, as more valuable. That is, so long as the content is relevant to the user experience. It also helps the search engines make sense of the page.
It’s worth spending time to provide a detailed description of your product. This is because it will help to keep the prospective customer on the page for longer, while they check out the product details.
#5 In your image alt text
Your images are also indexed by the search engines. This creates another opportunity for people to discover your content. Think Image Search!
Alt text was originally a feature designed to help people with disability understand what the images depict. Because of this, the side benefit is, it’s another ranking factor. For relevance and ranking, the search engines use the image’s file name and alt text. Furthermore, if the image is linked, the search engines regard the alt text as anchor text.
Which is why it’s so important to add your alt text. It should comprise a keyword (or LSI Keyword) and brief description to highlight what the image shows
Where to use keywords for SEO in images
Firstly, it’s important to use only images that are relevant to your page content
- Add a relevant file name using keywords or LSI Keywords
- Add an image title using your pre-selected keywords or LSI Keywords
- Write your alt text using a combination of keyword followed by a brief description of what the image depicts
Don’t forget to optimise your images
The search engines do not like slow loading pages. Uncompressed images are one of the biggest culprits for slow loading pages. So make sure you re-size and compress you your images properly.
People often think that resizing an image is how you reduce its physical dimentions (the image size) but that’s only part of the equation. For the most part, image optimisation requires two steps… 1/ Reduce the image dimensions to say 1000 pixels width 2/ Then compress the resized image to reduce the file size. Aim to get your image file size down to around 100KB
#6 In your page URL
Make sure your page url is descriptive and contain your SEO Keywords. Just remember to keep them short!
This helps people (and Google) understand what your content is about!
#7 In your Image URL
Use your main SEO Key Phrase but make it different from your page URL by adding 1 at the end for your first photo and 2 at the end for your second (if you add more than one image).
#8 Link Anchor Text
Your anchor text is the text that forms a clickable link. They are one of the biggest SEO ranking influencers. So, it’s worth the effort in getting them right and use keyword rich anchor text. What’s key here is to vary the text you use for each link. Using the same anchor text for multiple links will likely get you penalised in the search results. So don’t do that!