If you have an eCommerce store or are looking to launch one in the near future, organic traffic will be a very important traffic source for your business.
Why is organic traffic so important? When you’ve earned top placement, you don’t have to pay-per-click. Organic traffic is earned, meaning you’ll have higher profitability since you aren’t paying for the traffic to this site.
In this article, we’re going to share 5 important tactics to better optimize your eCommerce product pages. There should be some key takeaways to help your products better populate in the search results and increase conversion rate percentage.
NOTE: Working with hundreds of clients on eCommerce marketing plus launching my own eCommerce store, DermWarehouse, which has over 50,000 customers, gives me the insight to share and write about How to Optimize eCommerce Product Pages for SEO.
1. OPTIMIZE YOUR URL & TITLE TAG TO REFLECT THE NAME OF YOUR PRODUCT
The URL is one of the most important ranking factors when it comes to eCommerce SEO. For DermWarehouse, the eCommerce company my family started, you’ll see how we structure our eCommerce product page URL’s to include the name of the product in the URL string. If you are selling a product from a manufacturer, this is an absolute necessity.
Along with including the name of the product in the URL structure, DermWarehouse also includes it as the main title tag and the H1 (see outline in blue).
Let’s say you have a business like HOMAGE that sells vintage shirts. This requires a different strategy than selling from a manufacturer (like DermWarehouse). When you are selling from a manufacturer, the consumer is likely already familiar with the exact product they are looking for. In an instance like Homage, the shopper could have an idea of what they’re looking for but not to the extent that a DermWarehouse customer would have.
A core part of Homage’s apparel is based on former great/retired athletes. Former Ohio State Running Back and Heisman Trophy winner Eddie George is beloved in Columbus, where Homage is headquartered. They teamed up with Eddie George to create a shirt. Below you can see how they structured the URL to include “Eddie George” in the URL structure.
Homage could have been a bit more aggressive in the URL structure and made the Eddie George URL structure more descriptive. Below is what I would have recommended:
Regardless, they got the most important keyword (Eddie George) in the URL structure and they rank on the first page of Google for the search, “Eddie George Vintage T-Shirts.”
2. GET REVIEWS ON YOUR PRODUCT PAGES
Sticking with the Homage Eddie George example, below you can see the review rating from the Eddie George T-Shirt product page populating in Google’s search results.
The review rating snippet is derived from Schema Markup placed on your site (learn more about Schema).
When you sign up for a service like Yotpo or TrustPilot, you can get review ratings to populate in organic search, PPC Ads and Google Shopping Ads. The price point isn’t cheap for these review softwares (around $500/month). It could be well worth it for your business for the following reasons:
- 90% of consumers look towards online reviews before making a purchasing decision
- We’ve seen an uptick with our eCommerce clients of between 7%-15% (depending on the industry) when they have 10+ reviews on a product page
- Reviews populating in PPC Ads and Google Shopping Ads help increase conversion rate to your product page
- Reviews will make your organic listings better stand out versus competitors who don’t have reviews
3. ADD UNIQUE CONTENT ONTO YOUR PRODUCT PAGE
For DermWarehouse, information for each product is readily available from the manufacturer. You don’t want to have duplicate content by just copying what’s written bu the manufacturers and your competitors. There are likely other eCommerce sites selling the same exact products and have been fed the same exact descriptions and product information.
How do you stand out versus the competition? Adding unique content onto your product pages. For DermWarehouse, my sister (who runs the day-to-day operations) sends over additional questions to be answered from her rep at each manufacturer. She asked our dad (who is the dermatologist behind DermWarehouse) for some quotes and information to better explain the product. She also utilizes Google to look for “Searches related to ClarityRX Sleep it Off Mask.” By looking at the information below, she knew including instructions was important and there was good internal linking opportunity to the ClarityRX Daily Fruit Mask product page.
For Homage, they could have gotten more keyword ideas onto their product pages by looking at related searches in the Google search bar as well. Eddie George Vintage Clothing, Vintage Shirts and Vintage Apparel are all keywords other people are searching. Adding these keywords on the description could have helped them rank better for a variety of keywords.
4. INTERNAL AND EXTERNAL LINKING
If another website links back to one of your product pages, this can make a big difference and improve rank. Backlinks are the foundation of Google’s algorithm. For many eCommerce sites, they’ll have backlinks pointing to the homepage and about us page. Yet external sites linking back to the product pages are sparse.
We ran a test for DermWarehouse. We wrote a blog from Dr. Parks about the VI Derm HQ+ product. This blog was posted on VI Derm’s website and linked back to the HQ+ product page on the DW website. We also wrote an internal blog about the best products in the VI Derm line and linked it back to the product page. Just adding those two backlinks (one external and one internal link) we saw the product page jump in rank from the #12 position (second page of Google) into the top 5 results.
If you are looking for assistance with internal linking, check out THIS ARTICLE we wrote. If you want to generate more external links, we recommend starting with your connections like manufacturers, vendors and customers/clients (although if you have a Direct to Consumer company, the later will be harder to accomplish). To learn more about external linking, VIEW THIS ARTICLE.
5. VIDEO CONTENT
Did you know that YouTube is the second largest search engine in the world?
Yet most eCommerce companies haven’t invested the time and resources into creating YouTube videos and adding them onto their product pages.
YouTube receives more than 1.5 billion logged in users per month and feeds over 1 billion hours of video each day to users (that’s right… 1 billion).
Find a local videographer to film your products at a 360 degree angle. Upload the products onto YouTube and embed them on your site. If you properly optimize the videos, you could see more traffic coming from Google Search and YouTube search.