It’s common for online store owners to think that by simply listing hundreds of products on their eCommerce website, search engine traffic will start rolling in. It turns out that is far from reality. The fact is, optimising e-commerce websites for SEO (Search Engine Optimization) is much harder than it is for blogs or simple five page company websites.
One of the areas that needs to be considered are the individual product pages and how the content included within these pages can impact SEO. Every single one of your product pages (above and beyond the home, about, and other pages) is queried by Google bots and has a ranking within the search engine.
Strategies to Improve Your Product Pages that will Attract Visitors and Help your Site’s SEO Ranking
- Create unique product descriptions to entice visitors to buy your products.
- Use long-tail keywords in order to attract and convert a customer who’s ready to buy the specific product they’ve searched for.
- Incorporate customer reviews to establish credibility and provide social proof to prospective buyers.
- Make sure that the navigation is intuitive so that your product pages are easy to understand, search, and follow.
- Integrate social media on product pages so interested prospects and happy customers can share your product information with their followers.
Google’s Response to: Will including generic product descriptions reduce the significance of my unique content?
Product Description SEO Considerations
- Only write good descriptive content that helps your customers make purchasing decisions.
- Don’t copy content from other websites. The search engines will penalize you for doing this.
- Don’t put too much information in the description. Too much text can hurt.
- Don’t add a description from the manufacturer. This action can guarantee your site will be banned from the search engines.
- Always create unique content. Google has been getting better and better at kicking websites down the rankings because of duplicate content and content scraping.
- Avoid keyword stuffing – this involves littering keyword terms or phrases repetitively on a page in order to make it appear more relevant to the search engines. This strategy is almost certainly ineffectual as Google will ignore words that appear too often in a page.
- Avoid duplicate content – the way Google handles this has evolved dramatically over the years. Now, a duplicate content problem can impact your entire site and you may be penalised by Google. The way to have something appear on every page without Google perceiving it as duplicate content is to include the text in the header or footer of the site.