Understanding the importance of optimising product pages for search

In the world of ecommerce, visibility is key. Whether you’re a foodservice wholesale business, a building supplies merchant, or an automotive parts retailer, your product pages need to be easily discoverable by potential customers. This is where search engine optimisation (SEO) comes in. SEO is a set of practices designed to improve a website’s visibility in search engine results, and it’s crucial for any ecommerce business.

For example, if you’re a retailer in the health & wellness sector, you want your product pages to appear when someone searches for relevant terms like “natural supplements” or “organic skincare”. This is achieved by optimising your product pages for search. According to a study by Backlinko, the top result on Google’s search results page has a 31.7% chance of being clicked, highlighting the importance of SEO.

Best practices for ecommerce SEO

When it comes to ecommerce SEO, there are several best practices to follow. Firstly, it’s important to conduct keyword research. This involves identifying the terms and phrases that potential customers are likely to use when searching for your products. For instance, if you’re a retailer specialising in large parts catalogs, you might target keywords like “automotive parts” or “machinery parts catalogs”.

Another crucial aspect of ecommerce SEO is creating high-quality, unique product descriptions. These should be informative and engaging, providing all the necessary details about the product while also incorporating your target keywords. For example, if you’re a food & beverage ecommerce project, your product descriptions might include information about ingredients, nutritional value, and taste, as well as relevant keywords like “organic food” or “healthy snacks”.

Optimising product images and videos

Visual content plays a significant role in ecommerce SEO. High-quality images and videos can not only enhance the customer experience (CX) but also contribute to your SEO efforts. When optimising your images and videos, it’s important to consider factors like file size, format, and alt text.

For instance, large file sizes can slow down your page load speed, which can negatively impact your SEO. Therefore, it’s advisable to compress your images and videos without compromising their quality. Additionally, using descriptive alt text can help search engines understand the content of your images and videos, further boosting your SEO.

Implementing structured data

Structured data, also known as schema markup, is a type of code that helps search engines understand the content of your webpage. By implementing structured data, you can provide search engines with additional information about your products, such as price, availability, and reviews. This can enhance your visibility in search results and potentially increase your click-through rate.

For example, if you’re a B2B wholesale business, you might use structured data to display information about bulk discounts or business-specific pricing. Similarly, a D2C ecommerce project might use structured data to highlight customer reviews or special offers.

Optimising for mobile

With the increasing prevalence of mobile shopping, it’s crucial to optimise your product pages for mobile devices. This involves ensuring that your pages are responsive, meaning they automatically adjust to fit the screen size of the device being used. Additionally, it’s important to consider factors like page load speed and ease of navigation on mobile devices.

For instance, if you’re a retailer in the homewares and furniture sector, you might use large, clear images and concise product descriptions to enhance the mobile shopping experience. You might also implement features like a sticky add-to-cart button, which remains visible as the user scrolls down the page.

Using internal linking effectively

Internal linking is another important aspect of ecommerce SEO. This involves linking to other pages on your website within your product descriptions and other content. Internal links can help search engines understand the structure of your website and the relationships between different pages.

For example, if you’re a building & construction ecommerce project, you might link to related products or categories within your product descriptions. This not only enhances the customer experience by providing relevant recommendations but also helps search engines crawl and index your website more effectively.

Monitoring and improving your SEO performance

Finally, it’s important to regularly monitor and improve your SEO performance. This involves using tools like Google Analytics and Adobe Analytics to track metrics like organic traffic, bounce rate, and conversion rate. By analysing these metrics, you can identify areas for improvement and make data-driven decisions.

For instance, if you notice that certain product pages have a high bounce rate, this might indicate that the content is not meeting the expectations of visitors. In this case, you might need to revise your product descriptions, improve your images, or make other changes to enhance the user experience.

How iWeb can help with your digital transformation

Optimising product pages for search is a complex process that requires a deep understanding of SEO best practices. Whether you’re a B2B ecommerce project, a retail ecommerce project, or a PIM / PXM project, iWeb can help. With our expertise in digital strategy, ecommerce marketing, and conversion rate optimisation, we can help you improve your visibility in search results and attract more potential customers.

From ERP integration to headless experiences, we offer a range of services designed to enhance your ecommerce performance. We’re also a Magento agency, meaning we can provide Magento ecommerce solutions tailored to your specific needs. So why wait? Contact iWeb today to learn how we can help with your digital transformation.