The basic goal of any Magento e-commerce website is to generate web traffic and make sales. Product pages are one of the most important aspects of your e-commerce store. If the product pages are not optimized to suit the current SEO standards, it can all go to waste. Learn how to optimize product pages and build a successful business.
Gone are the days when you could communicate with customers only when they landed up at your store. Nowadays, they do not need to visit your store to judge the worthiness of a product. Buyers can do it online. It means your product pages have to be more visible and accessible to customers than your counterparts. You need to showcase product pages in the best light so that you can generate more business.
You must remember that customers will buy from your Magento e-commerce store only when they find you online. The visual elements of your store are essential but web traffic is important too. Let’s learn how to improve web traffic and get as many customers as possible with the help of the best SEO strategies.
Product Name: Brand, Product Type and Key Attributes
In stores, customers can seek your help in finding a product, but when shopping online, they need to rely on details that you provide them. Be specific with the product name and provide as much detail as you can in the limited space available to you. As a marketer, you need to focus on three things while deciding on the product name: Brand name, Product Type and Product Attributes. It will help search engines in showing relevant results and enable customers in making a quick purchase decision.
Here’s an example of two similar products on Amazon.
By looking at the product names, it is obvious that the Calvin Klein sweater doesn’t provide any detailed information to the customer or the search engine. If the customer had to choose a sweater depending on the information provided in the name, the Paul Jones product wins the race. It is detailed and provides all the necessary information in a quick glance.
Meta Content: Convey and Convince
A detailed meta title and meta description will give you higher search-engine rankings and also display all the relevant information on the search results page. Remember meta content is your salespeople in the online world.
Create a catchy meta title. Include as many keywords as possible in the meta description as it is one of the main aspects of on-page optimization. In order to write meta title and meta description, you need to focus on two things: What you are selling and what is your USP?
Take an example of the Google Search results of “Apple watch 5 series GPS 40 mm”. You will find that except the Apple website, other sellers have used long-tailed keywords. By providing information about product features, pricing and shipping, the sellers (except Apple) are trying to focus on those customers who know what kind of product they are looking to buy and want to make a quick purchase.
Additional Tip: Do not ignore the product URL. Use it as an opportunity to include keywords in the URL so that you can offer necessary information to customers and search engines. A perfect template of e-commerce product page URL should include the following order: https://www.domainname.com/brand-product-name-color-size-other-specifications.html
Rich Snippets: Add Relevance to the Product Page
Google loves rich snippets because it enables the search engine to display meaningful search results. Rich snippets include the normal Google search result along with structured data found in the respective page’s HTML. It can include reviews, prices, stock availability, etc. It increases the visibility aspect of the website, improves CTR (click-through-rate) and leads to higher traffic on the website.
For an e-commerce store with multiple product pages, adding rich snippets is a good idea. To simplify the process, you can make use of Google Rich Snippets extension and display accurate information to the customer.
Product Details: It pays to be Meticulous
We all know the importance of high-resolution images for product pages. Admins often use a product image flipper to display multiple product images from different angles. However, you also need to display a brief description of the product. It will give you an opportunity to add multiple keywords to the product page and make it unique than your competitors. It is a chance to explain the product in detail without any character limit. Here’s how you can write a good product description:
- Include a product demo, add an FAQ section, and use compelling statistics to convince your customers.
- Target your customers’ needs and address their demands.
- Use simple, lucid and convincing language.
- Remove doubts from their minds by answering relevant questions.
- Keep SEO in mind and include keywords.
- The content should be easy-to-scan, so avoid large paragraphs.
Here’s a perfect example of product description:
The website “Endangered Species” has created a product description that is easy-to-scan and it highlights the product features in simple language. The information about the wildlife protection program in the description elicits a feel-good emotion and encourages customers to make the purchase.
Social Proof: Customer Reviews and Social Sharing
Product reviews add credibility to your website and provide an honest feedback of the product in question. Customers often go through product reviews to find out more about the product and seek answers to their questions.
From an SEO point of view, Google prefers websites that are routinely updated and customer reviews are a great way to update product pages. In order to encourage product reviews, you can make use of a Customer Testimonial extension and allow customers to upload video testimonials, product images and detailed feedback on the website.
There is one more social aspect that you shouldn’t ignore: Social media. Search engine rankings are influenced by the relevance of a web page. The greater the number of times a product page is shared over social media, the higher are the chances of improving your rankings on Google. In today’s world, where social acceptance is essential, allow customers to share your products online. You can set up social sharing buttons for popular platforms such as Facebook, Twitter, Instagram, WhatsApp, Pinterest, etc.
Optimize Search Functionality for Relevant Results
Google gives prominence to e-commerce websites that make website navigation effortless. The structure, labels and items of your website menu can leave a huge impact on SEO. It helps in search engine rankings and how much traffic you will generate from Google. Install a responsive mega menu extension to create unlimited menus and submenus on the website. It will make navigation easy for desktop as well as mobile users.
Additionally, you can also incorporate layered navigation so that buyers can multi-select attributes and filter results to find products that they need.
Include an easy and effective Ajax quick search interface so that anyone can search for specific products from any page. It will show relevant results in the form of product pages, category pages and CMS pages. And, it will also help users find exactly what they are looking for.
If you are essentially dealing with product parts such as auto parts, motorcycle spare parts, printer parts, etc. you may need a products parts finder to help customers find products on the basis of specific product characteristics such as year, make and model.
Optimize Website for Mobile Users
This is the age of mobile. Google gives preference to e-commerce websites that are mobile-friendly. If your Magento store is not optimized for mobile users, your search engine rankings will definitely suffer. Your customers may even move on to other mobile-friendly e-commerce stores. It is essential to have a responsive design that is compatible with different types of devices. You will also need to create AMP-friendly URLs of your website so that they can be easily accessed by your customers.
Build Trust: Secured Payment Transactions
Last but definitely not the least is the security of your Magento e-commerce store. Google gives importance to websites that adhere to the current e-commerce safety protocols. Google chrome tags HTTP websites as insecure and it often affects buyers’ decisions. According to a report, 84% of users would avoid shopping from an e-commerce website that doesn’t have essential security protocols. For higher search-engine rankings and customers’ peace of mind, you need to consider the security aspect of the product pages.
- Get an SSL certificate (HTTPS) for the website.
- Secure your server and admin panels.
- Offer a secured payment gateway to customers.
- Use firewalls and enable multi-layer security.
- Take regular backups of data.
- Update the Magento version to get regular security updates.
Other Strategies for building Successful Product Pages
Here are a couple of other strategies that can help you to improve web traffic and convince your customers to shop more.
- Pricing: Analyze the pricing trends in the industry and offer competitive pricing to win against the competition.
- Payment Options: Offer multiple payment options to customers including special payment plans and installment options.
- Shipping Policy: Mention delivery dates and shipping rates so that customers can make an informed decision.
- Return Policy: Explain the terms and conditions for returns and exchanges on the product page.
- Out of Stock Products: Do not remove out-of-stock products because they have the ability to improve your SEO rankings. Instead, enable stock alerts for customers and inform them about product availability via email.
In order to improve search engine rankings, you need to provide detailed information on the product page. Think of it as this way: Your product page has the responsibility of providing necessary information to search engines as well as convincing your customers.
When it comes to marketing for e-commerce websites, the best SEO strategies do not work in isolation. You need to optimize the SEO practices as well as focus on customer satisfaction. Only then you will be able to generate more web traffic, sell more and earn more.
Are you ready to optimize product pages and generate more business for your e-commerce store? From Google rich snippets, social sharing extension to responsive mega menu to many other useful Magento 2 extensions, you will find a large number of ways to improve product pages. Contact MageBees.com to ascertain your requirements and make your Magento store successful.