Are you about to launch an e-commerce and you wondering how many people from search engines will visit it? Do you want to increase the number of online store visits because you are asking a customer or why are you managing that business?
Here are 10 tips to keep in mind to improve the positioning of the product pages:Find the Keyword to Target
The first thing to do is to figure out which keyword you want your product page to appear in the first search engine results.
The advice in these cases is to always point to 1 keyword and make sure the page is well-optimized for that specific term.
In identifying the keyword, it is best to choose a non-generic keyword and possibly form of multiple terms. In this way, it will be easier to attract people who are really interested in the product/service.
The goal is to sell and it is proven that specific keywords bring traffic with a better conversion rate, as suggested by the “long tail” theory.
Think about it, would you like your product page to be visited by 1,000 people and that these 10 would buy or be visited by 500 and these would be 50 to buy?
Another aspect to consider when choosing a keyword is the ratio between the number of monthly searches and the number of results provided by Google.
With equal monthly searches, it will be easier to be able to rank for a keyword with 300,000 results rather than one for which there are 1,000,000.
What tools do you use to make first analyzes and find the keyword to target? Google AdWords, with its Keyword Planning Tool, and SEMrush are two great programs to have a traffic estimate and to pick up ideas about possible keywords.
Build Significant URL
URLs are one of the most important elements to optimize. Avoid having inside the e-commerce URL generated automatically by the system, which have special and unobtrusive characters inside them – the so-called query string.
An example of URL not appreciated by search engines is this:
The hint is to manually generate URLs that are not overly long and where the keyword we have chosen to target is present.
Within the URL, it is also useful to include the brand and product name, then give space to the keyword that will indicate the type of product/service or the need sought by the user.
This will help you better monitor the searches of users looking for your brand or product.
An example of a good URL could be:
Use Tag H and Metatag at Best
Google robots scan the source code for web pages looking for information and elements that suggest to them what they are about to find in that particular page.
To facilitate the robot’s work and give directions to Google about what we are referring to and what we are offering, it is advisable to use the titration tags by inserting the keyword of their choice.
The main tags to use are:
Tag Title H1: Normally represents the title of our page
Tags H2 -H3 -H4 … H6: represent subtitles and are mainly used in texts of article descriptions
Very importantly, in order to improve its visibility on the search engine, the Meta-Tag Description, the short description should appears in the SERP under our link: it must be written in an original way, so as to draw the attention of the reader, but clearly compared to the content of our page.
Different Speech for Meta-Tag Keywords: Google has not long recognized this tag, which was originally intended to contain keywords that are representative of the content of the page. “Keyword stuffing” abuse has rendered the tag low for placement of the page.
To work on these parameters, if you are not familiar with html code, you can often work through CMS. Major platforms such as WordPress or Joomla make plugin available to handle the metatags of a site without the need to know programming languages.
Manage Canonical Tags and Avoid Duplicate Content
The classic mistake of different e-commerce is to have pages with identical or very similar content inside them.
Think of the page of a product in multiple sections of our e-commerce, maybe in different categories. Probably, they have different URL but identical content. These would be considered by Google as duplicate pages and consequently penalized in terms of ranking.
To solve this problem, we can use the canonical tag. Using the canonical tag, we give Google an indication of what the main page (canonical) is to which they prefer to index among those that have the same content.
By moving within the <head> section of pages with identical or similar content to the pages of the canonical page add a <link> element with the rel = “canonical” attribute followed by the canonical page address.
<link rel = “canonical” href = “https://www.example.com/momepagina/” />
This will avoid the problem of duplicate content.
Care Texts and Product Descriptions
Descriptions of product cards must entice the potential customer to buy.
Let us not take the madness and anxiety to fill the text with our keyword by repeating it redundantly, hoping this will favor positioning, but it will not.
This practice is not appreciated either by users visiting our product card or by Google, which has as its main goal always to offer a useful and quality content.
The advice is to use the keyword in a natural way and slide in a text that provides clear, essential, accurate, but complete information about the product being sold.
For example, inserting it 2-3 times in a text of 300-500 bars is enough.
To improve the smoothness of the text, always squeezing the eye to the search engine, while it uses synonyms of the chosen keyword. Over time, Google’s robots have evolved and today they are able to recognize variants of a specific term, associating them with the main keyword.
Finally, separate the text using spaces and short paragraphs that each person may possibly express a different concept: readability will greatly improve. This is a good opportunity to use H2 tags. Text editors provide the ability to automatically insert these subtitles: use it to improve your description.
Remember to Work on the Images
In the optimization of your product page, do not forget to work on the images as well.
Search engines are not able to read the contents of an image by decrypting the graphics but are able to read the information contained within the source code relative to it and that is where it is possible to intervene.
Rename images consistently with the nature of the product/service and enter the keyword “Keyword tag” into the relevant “tag alt.”
Even in this case, most CMS offer the ability to insert the tag from the control panel without going directly to the source code of the page. Here is how you should present the relevant portion of code.
Create More Value with Internal Links and Reviews
To further improve the SEO side of the product page, it uses internal links and allows users to leave comments and reviews.
Cross-linking has always been a highly-praised practice by Google: Linking product pages to related product pages or e-commerce pages with useful information allows the robot to better and faster paging the site pages.
Also, link the page within other product pages. Always remember to use the keyword as “anchor text” and do not use generic expressions like “click here” or “go to the link.”
In addition to generating interest and feeding the word around the product, comments or reviews are helpful because there are probably variants of our keyword and related terms in them.
Make sure e-commerce is mobile friendly.
Google has been announcing, for a few months now, that it has also included the ranking of a site’s ranking factors for mobile visualization optimization. To improve the placement of your page, make sure it is easy to view and navigate from your mobile.
Maintain Consistency between All Components
One of the guidelines that Google is focusing on is definitely the consistency of all the elements of the page.
For example, avoid writing the product name in the h1 title and then in a different way in the text. If you use the keyword in the URL, do not forget to use it in metatags as well.
Consistency from start to finish, always!
…and ultimately analyze the results
Remember to always submit a report to photograph the initial “status quo.” Check the position currently occupying the pages generated for your chosen keywords.
Monitor over time deviations and make a final report, always keeping in mind that to evaluate significant changes in a SEO activity, it takes an average of 3 to 6 months.