To ensure consumers are completely satisfied, one must learn all information about a product before buying it. On an e-commerce site, we make sure that our visitors can make purchases in the most hassle-free way possible.
A well-constructed product page can increase conversion rates which is why we always strive to create top-notch pages for every new product we sell.
Even if you’re not a search engine optimization (SEO) expert, you’ve probably heard that creating effective product detail pages (PDPs) can improve your page rankings and overall website traffic. When you create your PDPs using these best practices, you’ll end up with quality content that helps both people and search engines find your products quickly and easily.
Here are the top product detail page best practices with SEO in mind from Convert4.
How to Optimize Your PDP for SEO
- Logical, optimized product titles – Product titles should be logical, clear, and concise. You want your title to clearly explain what people will get when they click on it, so don’t overcomplicate it. If you’re trying to sell a photography workshop in Japan, for example, a title like Learn Photography: Introduction to Japan is too long and not very clear.
It would be better to use something more straightforward, like Learn Photography in Japan. Clear product names are also important because they help search engines categorize your page appropriately as well as show up correctly in search results.
Titles containing adjectives or adverbs that aren’t closely tied to what customers will find when they click can confuse both visitors and search engines alike; stick with relevant verbs and nouns whenever possible.
- Keyword-rich bullets – Search engines crawl product detail pages, so optimizing your PDPs for search engines is a must. Add at least 3–5 keyword-rich bullets (keywords are bolded) on your PDPs, and make sure they accurately describe what buyers will get when they buy that product.
Each bullet should have its specific value proposition—meaning you should mention exactly why customers should care about each feature/benefit you list. This also includes things like size charts; if customers see that you don’t provide them with accurate information about fit or size, they’ll be less likely to purchase from you.
Only include descriptive texts in these bullets, avoid putting CTAs or any promotional language as it’s disingenuous; remember, you want your customers to trust you first with conviction from these bullets before completing the buying process.
- Professional-grade images – Show customers what your product looks like from every angle! Give your audience an idea of what it would feel like to own this product. If you work with other creators to create descriptions for products, make sure to provide proper credit or copyright.
Provide at least five high-quality images that are all about the benefits of the product, so customers don’t miss out on anything important.
- Detailed Shipping Costs and Process – Being honestly upfront about additional charges as to shipping is crucial when selling products online. One way to be assertive about this is by providing information on prices early in the customer’s browsing experience.
For example, right after someone lands on your product page, a pop-up could show up telling them the store sells internationally and what kind of shipping options are available as well as possible taxes before they start browsing further.
This can counter negative purchasing experience as pertinent shipping details have been foretold.
- Keep Critical Product Information Above the Fold – Customers are looking for certain information when they land on a product page – namely, the price and variations of that item. Make sure to optimize these items so there’s less scrolling necessary.
For example, if you need to scroll down the page to get more detailed specifications about a particular product or price, it can create frustration within them- especially if what comes up when they reach the bottom is a varied offer to purchase or some other marketing material.
- Readability and User Experience – As you’re creating and updating product detail pages, it’s important to keep readability and user experience (UX) top of mind. On average, users spend just four seconds on your site. If they can’t find what they want within those four seconds, chances are they’ll click away.
The best way to combat high bounce rates is by making sure that your product detail pages provide clear information about your products—such as a description, images, key features, and specifications—and employ visual cues that let visitors know whether an item is available for purchase or if additional information is needed.
Reading copy also needs to be streamlined so people can easily navigate through a page without getting bogged down by long sentences or confusing language. These elements make all the difference between designing an effective product detail page and one that leaves customers confused or frustrated.
Although there is no hard-and-fast rule for how many words should appear on a single webpage, research suggests that shorter paragraphs perform better than longer ones; conversely, having too much text on any one page will cause readers to skim rather than consume content fully.
Final Thoughts on SEO for PDP’s
To stand out from the masses, you will need to break out of conventional PDP patterns and create your own. Align your courses of action with these best practices for optimizing PDPs, we guarantee you won’t regret it!