In the previous post, we summarized the complete guide to ecommerce category page optimization. These pages can be used to attract searchers to identify the specific products you want, but in the end they are just a “pass” page. Their job is to give visitors access to the actual product page. In this guide, we will discuss Ecommerce Product Page Optimization.
Ecommerce Product Page Optimization
However, if the specific intent of the search is clear, the visitor can ignore all category pages. You can do this by setting up all e-commerce product pages as landing pages for specific searches for that product. When the searcher has already displayed the desired product, it does not intend to log in to the searcher to display the pages of all products!
Ecommerce product page Optimization is the key to moving these specific products directly to the specific product you want. How is this done?
Main product category assignment
Just like optimizing a category page, the way to optimize a product page is a sort operation. The previous post mentioned the need to create powerful navigation categories. Now we need to use these categories. It’s that simple. Determine the category to which each product belongs. However, we need to go a step further and assign a main category to each product.
If the product belongs to more than one category, many content management systems create unique URLs for each product and category. This means that a product can have multiple valid URLs, depending on the category. This may be an important duplicate content issue.
Suppose a website visitor is looking for a book on how to create a deck. They need a book about wood, concrete, circular saws and work. You can find books along one of these four possible paths.
- Home>Wood>Books>How to make a deck
- Home>Building Materials>Books>How to build a deck
- Home>Tools>Books>How to build a deck
- Home>Books>Decks>How to build decks
This is very simple. Of course, you usually need four different URLs to serve all four categories of books.
Four “pages” for competing for placements for the same ecommerce keyword research.
The solution is to assign one main category to each product while allowing any number of categories. This is the main category that determines the unique URL of the product.
Since the URL (and supported breadcrumbs) defaults to this main category, it is not important that the buyer ultimately finds the product.
Let the programmer participate in making this work possible, but it is definitely worth it. In other words, if the programming options are too expensive, there are some undesirable alternatives.
Alternative Solution 1: Remove all category categories from the product URL.
Category names are no longer relevant and new categories have been created for all categories. The disadvantage of this option is that removing the product category from the URL will result in the loss of small but important search engine correlation signals.
Alternative Solution 2: Implement an official markup pointing to the product’s main URL. Modifying duplicate URLs using canonical tags can rely on the search engine to execute the provided instructions. I will explain it in more detail.
One product, multiple SKUs
Some products come in a variety of shapes, sizes, colors and other variations. Basically, they are the same product, except for some differences. However, these differences may require their own SKUs. On many systems, each SKU has its own page and URL, which creates many URLs!
This is an example of a website with 52 styles, 19 colors and 5 sizes for the same “t-rex nasty” shirt design. Let’s do some math… We see 4,940 unique URLs, basically the same product.
In some cases, the numbers can actually be slightly reduced because the different styles make up a unique product (or need to be configured). How do we determine when and how to do this? Think about buyers. Is it possible to search for “t-rex hates jersey” and “t-rex hate golf shirts”? Of course it is possible. Therefore, we hope that the searcher has been able to access the page in this way. This site has done this wisely.
However, we still have color/size issues. Searchers are much less likely to use these standard searches. Although they do, a landing page or URL is sufficient. However, this site gets a new URL for each variable.
Here’s a sample URL:
- www.site.com/trex-hates_tshirt?productId=1321218904#color=red&size=3x- Big Key
Ideally, a single product page/URL allows a visitor to choose a size, color, or other variation. Even if you need a separate SKU, there is no reason to change the URL of each option. The database keeps track of the selected variables and sends the corresponding SKUs along with the order.
This is a similar website. Check the SKU changes based on the size of the shirt you choose.
As mentioned above, not all systems work this way and may require a lot of reprogramming. But I know this is the best solution and it is the most error-prone. But if you don’t want to accept this mission, then attractive choices will diminish.
Alternative Solution 1: Implement an official label. The standard label for each size/color variant always points to the “default” URL. This is the solution used on this site and there is a specification tag pointing to the following:
This change will only appear if you click on another shirt style. I have already mentioned it because I want to use it as a unique landing page.
Option 2: Use Google Search Console to ignore all parameters at the end of the URL. What parameters? Everything after “?”. The above URL has three parameters: product ID, color and size. You can specify to ignore one or both of them in Google Search Console.
By default, this tells Google that it should be a full URL and we should consider more. The downside of this solution is that it only works with Google. Then you have to do the same thing for Bing.
Also, be very careful not to ignore the required parameters. For example, if your system uses parameters to determine your shirt style, we recommend that you exclude these parameters from Search Console. Otherwise, all good landing pages will be excluded from the search.
If the product ID is important, you may not want your search engine to ignore it. If you look at the URL above, you think the product ID is a required parameter, but it is not. I want to exclude the same product because it will show up regardless of the product.
Be careful when indexing search engines and parameters. It can undermine your ability to know what you are doing or indexing core pages.
Implement canonical tags
I have already mentioned standard tags as an alternative to the above two issues, but I will cover them in detail here. I think the official label is just a solution to the above problem. However, it is a sensible way to use it as a backup solution that needs to be implemented as a whole.
A canonical tag is a simple piece of code that tells the search engine which URL should be indexed, regardless of the actual URL. These duplicate content/sites are for sites with multiple URL issues. The full standard label is shown below:
<link rel = “canonical” href = “http://www.site.com/everything-else-goes-here” >
Search engines use canonical flags as signals, but do not use instructions. This means they can choose to ignore it if needed. You can imagine that the content of the index URL will be significantly different from the content of the standard URL.
This is why I think this is not a pure question. You can tell your search engine your preferences, but you can’t force them to follow them. This can make your site prone to duplicate content issues.
However, if you are implementing a persistent fix, we recommend that you also implement the full standard markup. When a user connects to your site for tracking using a URL with additional parameters, the search engine can get the URL of the URL. You don’t even know it, you have duplicate content!
Create a unique product title and description
Unless you are looking for your own product line, the products you sell are very similar or identical to those sold on other websites. In other words, you are likely to receive a manufacturer’s product description. In other words, you post duplicate content on your website.
When a search engine sees hundreds of products with substantially the same title and description, one of the pages should take precedence over the other. While this is an inherent part of the algorithm, using these repetitive product descriptions will lose its inherent advantages. Fundamentally, you have chosen one of the primary ways in which search engines can fully determine the value of your site! In other words, you may have difficulty placing your product pages outside of your competitors.
Because websites with many products take a lot of time, each product has its own title and description. This is a great opportunity for all other websites that sell the same thing. Find your voice and put it in everything you sell. Full of fun and creativity, add value in a variety of ways!
Alternative solution: If you can’t write product-specific content, you should use user-generated content. In other words, customers can create content on this page.
Allow user generated content
Even if you already have unique titles and descriptions for all products, there are other benefits to allowing visitors to serve content to your pages. In addition to being the reason for search engines to re-index pages, visitors can re-index pages and use search engines more frequently. You can also increase your search ranking by adding UGC.
User-generated content comes in a variety of formats. You can decide which site is right for your site, but consider each site and implement all possible sites.
- Reviews: Buyers can write their own product/service reviews.
- Rating: As with comments, you can let shoppers rate your products.
- Queries: Some buyers may have questions to answer before they are willing to buy a product. Giving them a space to ask such questions will not only increase your chances of doing sales, but will also help those who ask the same questions.
- Story: Let visitors post experience about your product or service. This is not the focus of the review, but rather the creative way of using the product and highlighting solutions that others have solved.
- Photo: Through the story, visitors can post pictures that describe the products they are using.
- Video: If you allow videos, some users will use the video for some or all of the above videos. You can post a video comment, tell a story, and actually showcase your product. If the picture is worth a thousand words, the video should be more valuable!
Implementation schema/structured data tagging
Using structured data (or pattern) tags, you can tag specific content with the appropriate encoding so that the search engine knows how to interpret the content “correctly.” Visitor visualizations are often quite complex code results. The search engine reads the code and tries to interpret it visually, but it doesn’t always associate the data.
For example, the SKU number may be clearly displayed on the page, but the number may be included in the code that the search engine is trying to decode. With structured data, you can highlight these important and other important things so they don’t get confused.
Here are some architectural tags.
Where do you use structured markup? Below are some of the options related to the product page.
- Product name
- Product Image
- Product description
- Special price
There is no room for interpretation of structured data for each region and accurately informs the search engine of each piece of information. But another benefit is getting rich snippets from search results. Google extracts information from structured tags and includes them in search results such as descriptions and ratings. When you see this in your search results, your clicks will increase and help you sell your products.
So far, the strategy involved in this article has been a problem with search engines. Of course, the above ecommerce SEO strategy is also very useful for users, but now we will introduce the user-driven Ecommerce Product Page Optimization strategy for the product page.
The layout of the product page should be relatively consistent. In some cases, you may have a product group that requires unique information to create a new template, but if possible, keep all product pages as identical as possible. This allows buyers to become familiar with a single layout, making it easy to get the information they need from product to product.
View multiple images
Many product images can be enhanced by providing multiple views of the product. Of course, this is not required for all products, but if you give your visitors a better impression from a different perspective, your shopping experience will improve. Because visitors provide more complete visual information, they can reduce the rewards of people who buy things that are unlikely or undesirable. Either way, you win.
No one wants to know that they can’t buy products in the shopping cart in the future. Provides an indicator of the current availability of the product. If stocks are limited and you show the number of items remaining, you can buy them quickly instead of buying them later.
Add to shopping cart proximity
Keep the “Add to Cart” button near the product information. You may want to check for different screen sizes and resolutions because these variables can move information and buttons to locations you can’t imagine. Consider all variables to make sure the association between the product and the button is clear.
You may need an option to add items to your project list or save your project for later review. If the buyer is not ready to make a purchase, they may be reminded to log in next time. Again, let visitors choose to pass URLs to themselves or their friends and allow them to watch them on other devices later.
Every buyer has difficulty to overcome, especially when they first visit the site. If you can’t overcome this obstacle, your sales opportunities are very low. Your task is to alleviate their concerns as much as possible until they are no longer a reason they will not object.
Some of the trust issues that need to be overcome include:
- Have you got your credit card?
- Do you choose your preferred payment method?
- Is your privacy protected?
- What is your return policy?
- What warranty do you offer?
- If I have a problem, can I contact the actual person?
- Is your personal information secure?
- Can I use my information as spam?
Solving these problems can eliminate obstacles that arise during the purchase process. Once you delete these, it will be easier to decide whether to deal with you.
Cross-promotion products are a great way to increase your average order volume. Most shoppers get what you want, but if you find other values in the interaction, you can add more products to your cart.
Keep your buyers shopping
Imagine you are in a grocery store. However, the store cannot keep the cart while passing through the aisle. Instead, when you browse the products on the shelf, you need to get rid of the shopping cart at the end of each aisle. Whenever I grab the item into the shopping cart, I have to go to the end of the aisle. You can also add only one product at a time.
If you do this in the store, it will not return any offers you offer. However, this is exactly the same as when a visitor visits your shopping cart page each time they add a project. You will then be taken out of the aisle and moved to another location.
Once you’ve added your items to your shopping cart, let them know that they’ve been added and let visitors continue shopping. They will do this when they are ready to look at the cart. Otherwise, let them go!
In the age of social media, buyers are more likely to share their products on their favorite social platforms than when they leave comments. In fact, users can easily post small comments about the stream as much as possible.
Providing social buttons gives your visitors different ways to interact with your brand and become a communicator of your products.
You can also make it easier for customers to get updates about new products and sales. Adding a Twitter or RSS feed makes it easy to push new content and projects that are regularly sold. These feeds may be more popular than regular social channels.
Finally, if you don’t check if ecommerce tracking is installed and working, the ecommerce category page optimization is incomplete. This provides the site with the best opportunity to fine-tune the buyer experience, remove barriers and increase sales.
Ecommerce Product Page Optimization allows you to spend the most time on marketing and promotions. The best way to optimize this page is to handle 90% of the template. Instead of optimizing hundreds or thousands of individual pages, you can optimize your product templates and you’re done!