Sellers waste search engine opportunities when they publish bare-bones product detail pages.
How to rank product pages in organic search results is nuanced and detailed. You can focus on dozens of technical aspects, but the content makes your product detail page unique.
Here are five content strategies. Improving product page rankings.
Questions answered
Questions about e-commerce product detail pages typically come in one of two formats: Frequently Asked Questions or User-Generated. Both are a good fit with Google’s experience, expertise, authority, and trustworthiness (eat) framework to provide important long-tail keywords.
The FAQ approach facilitates structured data markup, such as Schema.org, to help search engines understand the purpose of the page. We can also provide product specifications and other detailed information.
For example, Newegg deploys like this: user generated Q&A.
Newegg deploys user-generated questions to product pages. Click on the image to enlarge.
product review
user generated review You can also differentiate your product detail pages for both search engines and shoppers.
Reviews are similar to questions in that they (i) employ structured data markup, (ii) promote trust, and (iii) can be inserted. long tail keywords. Reviews also qualify for rich snippets in organic listings, increasing click-throughs.
Search Optimizer Bruce Clay reported In March 2024, we saw an 80% increase in search traffic to e-commerce sites due to at least one user-generated review campaign.
Huckberry, a men’s apparel site, features customer reviews on its product pages.
Huckberry features user reviews on every product detail page. Click on the image to enlarge.
guide
detailed guide Full funnel product page Guide shoppers through the typical stages of the buying journey: attention, interest, desire, and action.
Apple uses guides on its product pages. For example, when a shopper is viewing a long MacBook Pro product detail page, they see a section about the M3, M3 Pro, and M3 Max chips used in that laptop. Shoppers can “Learn more about the M3 chip.”
This guide will help you move shoppers along the buying process while improving your search engine rankings.
Apple uses detailed guides on product detail pages.
table
Tabular data can differentiate product detail pages for shoppers and search engines. An easy-to-read and informative table will keep shoppers on the page and prevent them from bouncing.
In addition, the product specifications and features table contains important information. search engine keywords Facilitate structured data and rich snippets.
Wayfair organizes product specifications into HTML tables. This format is suitable for both shoppers and search engines. Click on the image to enlarge.
explanation
Product descriptions are last on this list of ideas, but first in terms of features that influence search rankings.
I’ve written thousands of practical e-commerce articles. One of my favorites is this post from 2016 title”How to “create” product descriptions for e-commerce“walk” After going through the process of creating a description for Soup Spoon, we can conclude:
Craving hearty chicken noodles or creamy clam chowder? This soup spoon comes with a large bowl to carry your bisque or soup to your mouth. In fact, this soup spoon can hold about 3 times more soup than a standard tablespoon. You can eat three times as much or buy this soup spoon and make big sips.
The product description is great opportunity You can include keyword phrases in a very natural way.
This Star Trek T-shirt includes a detailed description of the television episode depicted, with the addition of specific keyword phrases. Click on the image to enlarge.
