If you’re running an e-commerce business, search engine optimisation (SEO) helps you reach the first page of Google so that potential customers can find you. More than 80% of marketing professionals say that SEO has helped improve the performance of their organisation, with elements such as keyword research, quality content, and crawlability and indexability being vital for ranking highly on search engine results pages (SERPs).
For e-commerce business owners, there’s an additional concern: making sure your product pages (and not just your site itself) show up in your search results. This involves strong e-commerce product page design and best practice SEO.
There’s a common assumption in e-commerce that potential customers always arrive through your website’s homepage and then make their way to the product pages. Clinging to this notion means missing a lot of opportunities from users who know exactly what they want and just need to find it.
E-commerce is booming due to the accessibility of online shopping, bolstered by the Covid-19 pandemic and its continued effects on retail. The trend shows no signs of slowing down, with total e-commerce sales estimated to reach $8 trillion by 2027.
However, every brand and marketer needs effective e-commerce SEO tips to stand out in a competitive digital landscape where everyone is chasing the top position.
A full-service digital agency that has helped many purpose-driven brands succeed, Anchor Digital can provide you with product page optimisation tips and design advice so you can get the most out of your SEO strategy.
What Needs To Be Included In a Product Page?
In e-commerce, a product page is a dedicated page that provides important information about a particular product or service. The purpose of a product page is to guide users towards purchasing the product, and some must-have elements of this kind of page include:
Call-to-action (CTA)
A product page needs a clear, concise call-to-action button that stands out among the other elements on your page and guides the user to take a specific action. The famous ‘add to cart’ is one particularly well-known example.
Product description
A good product page describes the features and benefits of the product accurately and concisely for the benefit of users.
Images and videos
High-quality pictures and videos provide a three-dimensional view of the product, demonstrating to users how it looks and functions in real life.
Pricing and availability
A good product page clearly displays the product's cost, including shipping and taxes, as well as its availability.
Customer ratings and reviews
Positive reviews and testimonials from the public can provide the social proof you need to create trust in your brand.
Return policy and warranty
Letting potential customers know their purchase is covered under warranty and they have options if anything goes wrong can give them the extra reassurance they need to make a purchase.
Frequently asked questions (FAQs)
Providing a list of straightforward answers to commonly asked questions saves readers the hassle of having to contact you personally and can streamline the decision-making process as a result.
E-commerce Product Page Design Advice
With no ability to touch or try on a physical product, product pages are often the only information shoppers have to go on when making a decision. This is why good e-commerce product page design is so important. Most users want to minimise the time they spend on your site as much as possible, so your decision should help them make their choice quickly. Examples of how to use e-commerce product page design to make a positive impression include:
Use eye-catching visuals
Clear, high-definition visuals are a must for any e-commerce product page, creating a more lifelike and realistic experience and building a sense of trust. While studio shot images can represent your product at its best, lifestyle photos of ordinary people using the product humanise it to make it more relatable. Infographic images combine text and images to help readers understand exactly what your product is all about.
Make use of whitespace
The strategic use of whitespace around your images reduces clutter and helps your viewers focus on the most important elements on the page.
Include a zoom function
Users are often interested in a product’s finer details, and a zoom function enables them to inspect it more closely before making a decision. Customers who can inspect the product in detail are more likely to feel confident about their choice and less likely to return their item.
Good UX and intuitive navigation
Helping shoppers find what they want quickly will help you create a positive impression in their minds. User experience (UX) design is focused on creating positive and meaningful user experiences. Bringing it to your product page is one of the most effective e-commerce SEO tips you can take on board, as a page that’s intuitive to navigate helps users reach the end point faster.
E-commerce SEO Tips for Product Pages
When it comes to SEO, everything that matters for a landing page also matters for a product page, including keywords, images, and meta descriptions.
Some of the best product page optimisation tips for SEO include:
Write informative product descriptions
Google’s algorithms are designed to pick up web content written to be useful to humans rather than just to please bots, and product pages are no exception. Unique information, long-tail keywords and well-formatted information all help hold onto customers’ attention.
Optimise your site structure with internal links
Acquiring external links to your product page can be tough, but linking product pages to related products and other relevant pages on your site is relatively simple. It also keeps users on your website for longer and helps Google to understand your page hierarchy.
Use structured data and product schema
Little details like availability, prices and reviews help search engines better understand your product pages and better represent them in search results. For example, Google can create rich snippets with these details that take you to the top of the results page.
Use descriptive headings
Descriptive headings highlight key features and benefits quickly. The name of the product and what it does should be top of the page, while crucial information like features, technical details and reviews is best represented in a format that’s fast and easy to scan.
Get the Most Out Of Your Product Pages with Anchor
Graphic design, including e-commerce product page design, is a powerful and compelling way to show your brand identity to the world. Anchor Digital is a Brisbane-based graphic design agency that can help you strike that balance between aesthetic appeal and useful information. With clear communication and compelling imagery, we can create product pages that won’t be overlooked in the digital landscape.
As an SEO agency, Anchor takes an integrated approach to search engine optimisation that focuses on optimising your whole site, including your product pages. We’ll provide SEO strategies that align with your business goals, including content that represents your products at their best. We’ll optimise only what needs to be optimised, using tried-and-true principles that we know to work based on experience, and keep you in the loop every stage of the journey with our transparent reporting.
To find out more, please contact the Anchor team online at info@anchordigital.com.au or call 1300 971 392.
