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5 steps for optimising your ecommerce product pages

Posted on 30th October, 2018 by Michael Banks

Search Engine Optimisation

An ecommerce website is a fantastic way for businesses to sell their products at a time and in a place that is convenient for customers. However, in order to be successful, you need your products to rank well in the search engines. In this article, we’ll take you through 5 steps to help you optimise your ecommerce product pages and generate more business for your online shop.

Step 1 – Keyword research

As with any SEO task, one of the first steps should be keyword research to help identify what terms your customers are using. Ideally, you’ll want to focus on more specific keywords which have strong buyer intent. So, for example, a search for “black cocktail dress” is much more likely to lead to a sale than a search for “dress”. It may be tempting to target more generic keywords but in the majority of cases, these will be far too competitive to be worth the effort.

The goal when optimising your product pages is to pick longer tail keywords that will help generate sales. These keywords will not only be easier to optimise and get rankings for, but they should help turn clicks into customers.

Step 2 – Product reviews

If your goal is to increase your sales then one of the most effective ways of doing this is to include the ability for customers to leave reviews on your products. Not only will customer reviews help build trust in your business, but if setup correctly they’ll be eligible to show on Google’s search results pages and help your products stand out.

 

Once you’ve set up reviews on your website you’ll want to reach out to current and past customers asking them to leave a product review in exchange for an opportunity to win a prize, an exclusive discount or some other incentive. This will help quickly build the number of reviews on your site and further encourage other users to leave their own reviews.

Step 3 – Images and videos

Well written product descriptions are all well and good, but without high-quality product images, you are unlikely to make any sales. Images should be able to be expanded and be in focus to help customers properly visualise them. Having a video of your product in use is another great way to help customers picture your products.

While you want the images on your product pages to be high-quality you also want to make sure they are optimised for speed. You should aim to compress all image files prior to uploading them to your website and aim for an image size under 100kb. The smaller the image size, the quicker the image will load.

 

Also, don’t forget to give your image files a sensible name as this will help them get picked up in Google image searches. So instead of dsc1234.jpg try renaming to something meaningful such as black-cocktail-dress-front.jpg. Don’t go overboard when using keywords in filenames and just stick to names that make sense.

Step 4 – Make it easy to buy

Often one of the easiest ways to increase sales on your ecommerce store is by removing any barriers that stop people from purchasing online. Making people register and create an account may seem like a good idea but this can make people bounce off your site. Instead of forcing registration, you should allow customers to check out and offer them the option of registering once they have completed their purchase.

 

As well as minimising friction at your checkout don’t forget to look at your calls to action on your product pages. Do they stand out? Could they be improved? Where possible try split-testing these to see if changing the calls to action colours, text or placement helps to improve conversions. You’d be surprised at how small changes such as the colour of a button can have a big impact on sales and conversion rates.

Step 5 – Technical SEO

While the steps above are relatively simple if you want your website to perform at the highest levels then you need to consider technical SEO. Technical SEO looks at the way that the search engines crawl your ecommerce website and how this could be improved. It takes into account everything from the way that content is loaded, the speed of the pages and server optimisation to pagination, redirects and content cannibalisation.

Conclusion

We hope you’ve enjoyed this article and that it helps you optimise your ecommerce product pages. If you’d like to share your own tips and strategies then please do so using the comments section below.

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