Having the best product doesn’t always mean that people will buy it. You need traffic to generate sales. In this post, I am going to show you how to generate that traffic by optimizing your product pages for SEO.
Product page SEO is equally important as your homepage. For that matter, every page holds importance because it can bring new traffic which could generate more sales.
Find Out the Right Keywords for Your Product Pages
You can spend as much time, money, and resources as you want to optimize your product pages, but if you don’t focus on the right keywords it’s all for not. It’s harsh but true.
For ecommerce keyword research, your strategy should prioritize product-focused keywords, taking into account your homepage, product categories, and blog content — this means also ensuring you are targeting keywords based on a medium to high search volume that are strongly relevant to your brand and not too difficult to rank for.
Here are a few things you need to do to find out the right set of keywords for your product pages.
- Search on Google your primary keyword. Let’s suppose in this scenario we have a keyword men’s T-shirts. Now, we will search this particular keyword on Google.
- Go to the very last of that page and you will find similar keywords and phrases people also search for when they look for men’s t-shirts. You can use any of that phrase and repeat the process until you find out some keyword that is highly related.
- Use that keyword on your product category or product page (It depends on how you have structured your site).
It is just one way to search for keywords but there are countless many tools which you can use to find out the right keyword for you. In this article, I have mentioned some of the best keyword research tools, make sure to check them out.
Use Keyword in Product Page Title
Add the keyword we find out in the first step to the most important place of the page, which is product page title. It most of the times uses HTML H1 heading. It is an important place to use keyword in terms of SEO.
You want your title tag to include your primary keyword, as well as a secondary keyword if possible.
What you don’t want to do is stuff too many keywords into the title tag, as this appears spammy to both the search engines and your target audience.
Also, every product page should have a unique title tag. Taking this one step further, don’t use a template to create similar tags for multiple pages.
Use Keyword in the Meta title
Optimize Your Product Page Title Tags
Title tags (also known as meta title) have considerable SEO potential due to their huge impact on a page’s CTR, as they inform people and search engines what the page is about when the page got displayed in the search results.
An optimized title tag should be between 55–60 characters long, descriptive, and use target keywords. Don’t use your store name in the product page title because people are searching for the product and you only want to display your product with the help of keywords that we find out in the first step of this article.
Add Meta Description to the Product Page
The first thing you need to know about meta descriptions is that search engines no longer use these as part of their ranking algorithm. They did in the past, but this isn’t a consideration in today’s world.
But even though your meta description has no direct impact on rankings, it can indirectly impact traffic to your website. Here’s how:
- Well thought out, informative meta descriptions can increase your click-through rate
- When more searchers click through to your website, the search engine recognizes its importance, which can lead to a ranking increase
Adding to the above, there are four things you should try to do with each meta description:
- Include one to two keywords (in a natural manner)
- Include a call to action with the goal of improving click-through rate
- Don’t exceed the 300 character limit (anything over this will be cut off)
- Create a unique meta description for each product page
Optimize Your Images
Page speed is an important ranking factor. A common reason for slow loading pages for ecommerce sites is large image sizes for product pages. Never use full high resolution images which are heavy in size.
You can fix this by compressing images (preferably using PNG or WebP formats) to reduce their file size, using platforms such as TinyPNG. Aim to keep images under 1 to 2MB in size.
Optimizing images doesn’t stop there. You should also look at editing the filename for SEO purposes. By making the file name more descriptive, it makes it easier for search bots to understand what the image is.
Instead of adding an image to your product page called IMG125403.png, use the product name and a relevant keyword (if possible), such as sweater-red-polka-dot.png
Check out my recent post on what to do when you get traffic but not make any sales on Shopify stores.
If you need help with eCommerce SEO or conversion rate optimization for your Shopify store then please feel free to contact me.