Descriptive product details
Whether users are ready to buy or are looking for information about products, your pages need to speak to their intent. Users with commercial intent will be looking for the price, adding an item to their basket, and purchasing. Some users with commercial intent might look for social proof, so testimonials and reviews need to be on your product page.
FAQs
Adding an FAQ section to each product page will answer pressing questions that customers have. This encourages users who might be unsure ahead of making a purchase. FAQs help to guide users through the Turning to Amazon for ideas on how to describe your products and for frequently asked questions is ideal.
Product Hierarchy
Your best-selling products should take the top spot on navigation lists with the list decreasing. Featuring top-rated and best-selling products on your homepage is a great way to boost these products.
Technical SEO for eCommerce
URL and site structure
The typical online store starts with category pages ending in /category then subcategories ending in /category/subcategory and finally, product pages ending with /product/product-name.
Site maps
Uploading site maps is an important step. This way Google’s crawlers will understand your product hierarchy better. It’s also a great way to improve your internal link structure so users are finding all the products they might be interested in.
Canonical URLs
Not every page needs to be indexed. For instance, colour variations of the same product don’t require indexing. Making the main product page the canonical URL is the best way to get around this.
Automating out of stock
Users looking for out-of-stock products will get frustrated if their product isn’t available and you don’t want multiple 404s. This is an opportunity to sell other, similar products, still offering value to the user. Adding a “Notify me when this product is back in stock” option will keep users in the funnel.
Structured data
Schema allows you to define your products so crawlers understand quicker and your products are shown to relevant users. Having a product schema is vital to a successful online store. This also improves the chances of showing up in SERP features.
Quality backlinks
Earning backlinks is essential for every site across the web to show what you’re offering is the best option. Thinking about where your products should feature, in online publications your audience is engaged with, is a good place to start. In general, having high-quality products should bring in users regardless but earning links by sending out products to review sites, influencers, or publications is a good tactic.
Value-added content
News items, articles, blogs, testimonials, and case studies are all ways to add value to your product offering. How-to articles to explain your product’s uses are vital and are a great way to bring in relevant traffic.
Video
Video content is also an important channel to explore as it can complement your products. You could post how-to’s showing the products being used and show off each product’s USP. Social Media also brings the option to utilise user-generated content (UGC).
Beyond SEO
Conversion Rate Optimisation
Conversion Rate Optimisation is essential for a successful online shop. It will help you identify where users drop off along the funnel. For instance, does your checkout include options like PayPal or Apple pay? These options will get customers through the checkout fast, turbocharging your sales.
Google Shopping ads
Getting your products seen first when people search around your merchandise can be done through Google Shopping. A Google Shopping ads campaign has the potential to boost sales and increase loyal customers who trust your products.
Social commerce
You can also sell products on social media platforms now. From Instagram shop to TikTok you can now set up your own social commerce shop. Instagram allows you to tag your posts with your products making it easier for people to purchase.
Statista expects a compound annual growth rate (CAGR) of 30.8 percent from 2022 to 2030. TikTok has driven these numbers with TikTok Shop and shopping-focused lives. YouTube also allows people to sell products right next to their videos. There’s no time like the present to get selling products on social!
Looking for e-commerce SEO services?
The team at Fandango Digital is ready to help you get your products seen. Call today on 01243 200444 or fill in our contact form.
