How to optimise product pages

Product page optimisation is a highly relevant topic we need to give due consideration. When we talk about optimisation, we’re referring to the preparation of something with utmost care, the ultimate goal of which is to reach the optimal position possible in the search results and the desired performance. When optimising product pages, we need to think of both the user and the search engine. A properly optimised product page will have better chance of appearing in the results, than those, which are not optimised. Why? Because Google is always looking for results that are going to be more relevant for the user, and those, that are more related to the query the user has entered. Product page optimisation can drive a high amount of traffic to your online shop, and a large portion of these people may end up buying something, which is why we cannot neglect this aspect.

Product page optimisation is key to getting better results and optimal performance with our online shop.

Product page 📄 👠 optimisation is key to getting better results and optimal performance with our online shop 🛒Click To Tweet

What are product pages?

Product pages are landing pages found on e-commerce websites. They are used to provide the users with more information regarding a specific item sold there. These pages are commonly comprised of a title, an image of the product, and a descriptive text. These three elements are indispensable, but they are not the only ones we have to keep in mind when optimising this page.

Elements to include in our product pages

Title of the product

The name titling the product is one of the most important texts on this kind of pages, as it’s the first thing the user sees. This text must include the name of the article, and it must be tagged with an H1 heading. What we aim to accomplish with this is to get search engines to understand what are the most important elements on the page. Generally, the name of the product will be the element we will highlight the most on product pages.

Sometimes, we will need to include the category or subcategory this product belongs to. For example, if we sell a TV called Samsung 334 LED, the correct thing will be to title it as “Samsung 334 LED TV”. The “TV” concept would be the main category, and “LED” the subcategory.

A correct formula to create the title of the product page will be to include the brand, the category and the name of the product.

Description of the product

Descriptive text for product pagesThe text describing the product should have a solid selling argument and encourage the purchase. Moreover, we probably don’t need to remind you about the importance of the text being written by you – thus, it must be unique, original and quality content. It’s also important to highlight the most relevant parts of the text in a bold format (but don’t overdo it!).

We can use this text to place the keyword. Don’t forget that the amount of times you can include the keyword will depend on the length of your text.

Headings

Use heading tags to organise your content, the user will greatly appreciate this. Moreover, these tags will help you to rank your page better, because we can take advantage of this part of the text to include the keyword, but always as long as it’s done naturally.

Images and videos

Images should be high-quality, sharp and attractive. Remember the saying “a picture is worth a thousand words“. Attractive photography is one of the best incentives an online shop can have. They will transmit to the audience that the project is looked-after, which will build trust in anyone who enters the website.

You can also use videos. Is there anything better than showing your users what your product looks like live?

In terms of SEO, the alt attribute is key. Images should always have an optimised text alternative. Whenever possible, include a descriptive text of the image, and use the keyword if it makes sense.

Title and description

The title and description are two persuasive elements, playing a very significant role throughout the user’s search process. If they look up a specific item on Google by entering the term into the search bar, in milliseconds they will be returned a large number of results, which are related to the entered query. And that’s exactly where title and description come into play.

We must place the keyword both in the title and the description. Although the latter won’t help our rankings per se, this text will be useful to persuade the user to get them to click on our result. It’s important to insert the keyword into the meta description field, as it will be bolded by the search engine whenever it matches the user’s query.

Description bold text Competitive advantages

It is likely that before getting to your product page the user had been visited other shops providing the same product. The only thing they look for with this behaviour is to find the most profitable offer. Let’s imagine we are a customer looking for a pair of trainers, having a specific model and brand in mind. First thing we’ll do is go to Google and start comparing prices. During the search process, we end up running into the product page of the trainers we were looking for, where we’re offered free shipping. It’s pretty obvious which store we’re going to buy our trainers from. In the end, the most important thing is to differentiate our shop from the competition. How do we do this? Using our company’s competitive advantages. Do you provide free shipping? Say it! Do you provide next-day delivery? Add it too. These selling arguments are crucial to getting the user to decide where to buy the product.

Competitive advantages 🚀are crucial selling arguments to get the user to purchase one product or another from your #Ecommerce.Click To Tweet

Price

Discounts on product pagesYour product page should keep this element highlighted and perfectly visible. Remember that it is one of the first things the user will look at when they enter the page.

If we have active discounts or promotions for the product, it is necessary to highlight it, in a way that the user can perceive this clearly. It will undoubtedly be a crucial aspect during the decision-making process and purchase of the item.

Add to basket button

Another thing we should look after is our “Buy” button. It has to be eye-catching. We can play around with the font and the use of different colours. This button should also be placed in a strategic spot, and be perfectly visible.

To have the button change its colour or become bigger when the user hovers over it are options, which generally work quite well.

The 'Buy' button 🛒should be: eye-catching, placed in a strategic place of the page, and perfectly visible.Click To Tweet

Availability

If the product size or colour the user is looking for is not available for the time being, we must let them know so with an informative message. A good way to try and not lose this conversion is to request the user to leave an e-mail address, which we will use to let them know when the item is back in stock.

Scarcity law

When we know something is going to go out of stock, our need to acquire the product grows, which is why it’s interesting to use phrases like “Only three left!” or “This product will go out of stock soon”.

Related products

A perfect product page must include related products. But why is this so important? For one very simple reason: if the user enters the page and is unconvinced by the item, we need to give them an incentive to stay on our page and to acquire another product through a “Related products” section. It’s a friendly way of telling the user that “if this is not what you’re looking for, here are other articles you might be interested in”.

If the user enters the page and they're not convinced by the item, an incentive to get them to stay in our shop and acquire a different product would be to show them a 'Related products' section.Click To Tweet

Similar products

Including a section with similar products to the one that is being browsed can help us increase the total value of the purchase. If the user wants to buy a camera, we can show them a selection of memory cards,  and they might end up purchasing both items.

Customer reviews

Reviews made by other customers who have already used the product are great for building trust in new users who are thinking of acquiring it. For that reason, it should be considered a fundamental part of a product page.

User questions

User questionsAdding a “Questions” section on a product page will help users to clear up any possible doubts they may have about a specific item. Many users may have similar questions, and this way you will make the process easier and you’ll be able to unify and clear up al the questions on the same page.

You are also:

  • Making the page continuously produce fresh content, which forces Google to visit it more frequently.
  • Enriching the content of the page, which is likely to include the use of the product keyword.

Keyword density

In terms of SEO, it’s vital that we do not forget to use the target keyword throughout the product page. We must achieve a correct keyword density, without over-optimising the content. It’s recommended to include the keyword in the title, headings, and alt attributes.

We also recommend use of synonyms. If you’re selling trainers, and that’s your target keyword, you can include synonyms like “sneakers”, or “sports footwear”.

Social sharing buttons

Although social sharing buttons have lately been going out of fashion, using this practice can actually help us reach a higher number of users, getting to people who may be interested in your product.

Share product buttons

Web Performance Optimisation (WPO)

Page loading time is an indispensable ranking factor. However, download speed doesn’t only affect SEO, it also influences usability. Having a page with an optimal download speed will help you rank in search engines, as the bots will be able to access it and crawl it much easier than websites with a higher loading time.

As we’ve mentioned earlier, optimising your page speed can also generate a positive response in terms of usability, as user experience would improve. Nowadays, we are facing a massively saturated market, where millions of impatient users have no time to wait. If we add a slow page to the mixture, the result ends up being a disaster, because the user is more likely to leave the page and go visit your competition, who fortunately for them will have optimal loading times.

When optimising download speed, we have to take into account all types of devices, because the use of smartphones of the latest generation have been ever-increasing in the past few years. To analyse how we’re doing in this regard, we can use a free tool called PageSpeed, where you can analyse your individual page, regardless of whether the user is browsing from a mobile device, or a desktop computer. It’s a very useful tool, which also provides you with recommendations on how you can improve download times.

PageSpeed Insights

Common mistakes we shouldn’t overlook in product pages

  • Slow download speed.
  • Product names that do not include brand or category.
  • Lack of pictures, poor quality pictures, or complete absence of pictures.
  • Texts copied from other pages or provided by the manufacturer.
  • Absence of descriptive texts.
  • Unoptimised title and description.
  • Incorrect keyword density.
  • Unintuitive design.

The creation of a product page is, without doubt, something that should be treated with care and be looked after, as these are the pages that are going to generate conversions for our business. Design and style used for its creation can change from one shop to another, but the optimisation methods shouldn’t change. Ignoring the aspects we explore in this article could make us lose many conversions.

Google always looks for results that are the most relevant for its users and the queries they enter into its search 🔍 engine.Click To Tweet

It’s impossible to go without dedicating some time to generating and optimising this kind of pages, as they serve as an entry point to your shop, for users and also for Google. If search engines consider your page relevant, they will position it amongst the top search results, which will give you a higher chance of getting a click, likely ending up in a purchase. Don’t wait any longer and get to work!

Rocío Rodríguez
Autor: Rocío Rodríguez
Consultora Search Marketing en Human Level.

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