You can't sell what people don't see. This has been a commerce policy since the dawn of shops and marketplaces. From shelving to display arrangements to the modern website, brands have long sought ways to make their products more visible. Customers can't buy what they don't see. In a busy digital marketplace with millions of online products, visibility and inbound SEO are everything.
For customers to find your product pages both on-site and on shared marketplaces, you need to increase the visibility of your product page design. And these days, that takes more than flashy packaging. Today, you need relevant keywords, competitive page performance, and plenty of extra info that relates to how buyers shop for products like yours.
Let's dive into the leading tactics for increasing the visibility of eCommerce product pages.
Page title matters more than many brands realize. It's not just the name of your product; it's also how your product page is indexed by search engines both on-site and off-site. Your product page title needs to describe the product accurately - but it also needs to catch the eye. This is why many on-site product pages (not on a shared marketplace) have quirky, exciting titles that also describe the product.
They catch the eye and tell the user what to expect simultaneously. Your page title should align with your product name, but they don't have to match precisely. Use your knowledge of your customer base to create descriptive page titles they'll be tempted to click on for the wordplay alone.
What is the best way to write a product description for search engine visibility AND on-page user skimmability? Bullet points.
Bulleted product descriptions have become popular because they work. Bullet points help to break up the salient details of a description; material, dimensions, applications, size requirements, and so on, in a way that both readers and search engine crawlers can appreciate.
Lead each bullet-point description with the category or most important detail, then follow with a brief yet descriptive expansion of that point. Keep the bullet point simple for simple facts, like size or dimensions. Your shoppers will appreciate being able to quickly skim for the information they want both on-page and in search-engine page snippets.
Everyone knows product images are powerful, but how easily can search engines index them? If you want to appear in both product and image searches for items like yours, be sure to give your product images comprehensive metadata. This means going into the file and assigning a descriptive name to the image (ex: "sunflower a-line dress") along with a short description or caption of the image (ex: "Smiling brunette model wearing a sunflower a-line vintage dress")
This can be a surprisingly impactful way to increase the number of searches that link to your page and the number of image-driven shoppers who tend to hunt for products visually.
Google has recently upped the importance of page performance, which means that page load and mobile performance are everything right now. If your website or product page design falls below the current standard metrics for page performance, you will lose visibility. For this reason, it's well worth the investment for any eCommerce store to optimize website speed and mobile responsiveness. The faster your website runs, and the more pleasantly it loads pages (no jumpy layouts as images load), the more all your other visibility efforts will have a positive effect.
Now for the inbound SEO tricks: Include all sorts of contextual information about your product on its primary page. This means both brand-written and customer-written content talking about the product naturally and conversationally. This is the number one way to catch contextual and long-tail keyword searches like "Orange water bottle that doesn't leak" and "Sturdy vest with buttoning pockets for work."
Including customer reviews provides SEO value and creates trust with your products as customers can see the honest responses of previous buyers. A FAQ section allows you to provide your own set of helpful, conversational details about the product. In contrast, a Q&A section offers a natural place for both before-and-after shoppers to ask questions and get answers from previous buyers and the brand.
It's also perfectly normal to seed your Q&A with a few FAQ details and encourage customers to be the "first to review" both online and offline.
These all can drastically increase the inbound SEO visibility of each product page.
Last but not least, tell your buyers what to expect in terms of shipping. Providing shipping details on each product page has two distinct advantages. First, you help manage customer expectations about shipping times (no surprise, 3-week delays at checkout), and you give another layer of important contextual SEO. For example, customers searching for "red power drill with 2-day shipping" are far more likely to find your page if you list shipping information on the product page itself.
If you have more than one shipping option, put the power in your customers' hands by letting them choose their shipping provider and timing options while shopping. Be sure to provide contextual descriptions of the shipping like "Ships within five days" and not just list dates and prices.
Ready to boost your eCommerce product page visibility and your customer satisfaction simultaneously? Working with a dedicated 3PL partner can improve your shipping times and give you great options to list on each product page. Contact us today to explore your 3PL options and other strategies to improve your eCommerce sales volume this year.
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