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The SEO of product pages represents a crucial issue for e-commerce players. Today, more than 50% of consumers obtain information online before purchasing a product.
Faced with the multitude of online sales sites in the world, how can you optimize your e-commerce SEO and appear in the first results of search engines?
In this article, our SEO Agency gives you tips to help you optimize your product pages in order to increase their visibility on search engines and improve their conversion rate .
Find out more about the SEO Price of our natural referencing packages.
How is a product page structured?
To begin, here is the breakdown of a product sheet on an e-commerce site (source: Definitions Marketing):
optimisation conversion e commerce
All of these elements are points that you will be able to exploit and optimize to improve the natural referencing of your product pages and their visibility. We will cover all of the following aspects:
The objective is to give you basic good practices to adopt in the design and writing of the content of your product pages.
Why optimizing your e-commerce SEO is important
Which e-retailer today has not asked themselves the question of acquiring online visibility? Today, 93% of Internet users will stay on the first page of Google , hence the importance of maximizing your chances of appearing on this first page or even in the first 3 results.
Position your products in front of qualified prospects
Working on your e-commerce SEO will allow you to position your products in front of Internet users who are actively searching . By targeting the right keywords, you will ensure that your product pages appear at the heart of the purchasing process of people showing an interest in the type of products you sell.
If you haven’t conducted keyword research to identify these search terms, you can use the Keyword Planner and Google Trends tools to identify them, although their accuracy doesn’t match paid tools like SEMRush.
Increase traffic to your website
The more optimized your product pages are, the more likely they are to move up in search results. This progression will then increase traffic to your website: 1st Google position generates 33% of clicks compared to 18% in second position. These first two positions share more than 50% of the traffic.
Increase your sales
An optimized product page will not only increase the visibility of your product. By working on aspects related to user experience, your product pages will have a better conversion rate. More visitors and a better conversion rate: the impact of e-commerce SEO on your sales figures will be direct.
Define your site tree based on your keywords
An essential element before optimizing your e-commerce SEO consists of working on the tree structure of your online store. A successful user experience is primarily based on simple, intuitive and fluid navigation.
Identify keywords and define your categories
Firstly, it is recommended to do a semantic audit of the keywords corresponding to your activity to build the structure of your site. Studying keywords allows you to optimize the name of your categories and define the key terms associated with each. You will be able to move on to auditing the content of a website .
Offer consistent navigation: breadcrumbs
By optimizing the structure of your e-commerce site, you will allow Google algorithms to understand the logic and hierarchy between your pages and your categories, and thus reference your website with more relevance (in the face of good searches). This principle is called breadcrumbs .
breadcrumbs referencing e-commerce digitad
The breadcrumbs are representative of the structure of the site. It makes it possible to broaden the lexical field associated with keywords and to promote internal networking (we will address this point very quickly).
Optimize URLs for e-commerce SEO
Rename your URLs
Depending on the CMS selected for your online store (Shopify, WooCommerce, SquareSpace), your URL may be automatically generated. Otherwise, you can fill it in yourself. Typically, automatically generated URLs include the product title. Feel free to check them and rename them if necessary.
The URL must be short, descriptive and obviously contain the main keyword of your page . Search engine robots instantly understand the theme of your page. On the other hand, it must be explicit enough to encourage the Internet user to click.
Fix 404 errors and redirects
Google likes websites in good condition. 404 errors and broken images affect your e-commerce SEO as well as the user experience of your visitors. In our guide to the complete SEO audit, we explained how to identify and correct these technical problems.
