A while ago, I had written about how you don’t want to copy/paste manufacturer’s description on products on your online shop.
I have compiled a list of some more things that you can easily do towards your Ecommerce site which will not only help it differentiate itself from the competition but also improve its rankings within the Search Engines.
Create killer product descriptions – If you’re selling mass-produced it can be difficult to stand out. One way you can do this is by supplementing your products with ultra useful product descriptions that will tip the conversion scales in your favour. Thinking about questions that customers frequently ask about the product and including this can help more shoppers make an informed decision. You can also consider adding a ‘Ask a question’ feature similar to eBay where the answers can be made visible for everyone’s benefit. You could also add a Reviews section for the product. The main advantage of the last 2 features is that once they are setup, its a relatively easy way to be generating content on an ongoing basis.
Simply put, the more original and useful content each of your product pages have, the better it is not just for a prospect but for search engines.
Update your site often – If you want your website to fare better in search rankings, getting Search Engines to index your site frequently is a start. One way to do this is by publishing and updating content often. Unfortunately, doing this is a challenge for many online retailers since product pages don’t evolve much once they go online. One way to overcome this by using automated tools such as Reviews or Ask a question suggested above. Once a feature like this has been built into the site, it requires little maintenance and allows for product pages to be populated with information constantly.
Forget Keyword Density (KD) – Until some time ago, the ratio of the keyword you are targeting to the overall keyword count mattered. Now, not only is this less important but Google recommends using synonyms to keep the language style natural. When crafting product descriptions, think of all the possible terms a user may use to search for the product instead of focusing on just the one or two. For lower competition and niche products, this has the additional benefit of increasing your chances of getting better rankings for a wider range of search queries.
Cite external references – If there’s independent research available out there that supports certain product claims made by you or the manufacturer, cite these as references. This will inspire user confidence and increase the “depth” of your product pages which Google loves to see.
Use meta descriptions – Last but not least, don’t forget to update the meta description for each product. Since this doesn’t have much of an effect on SEO, you have the room to be creative. A well written or eye-catching meta description can increase the Click-through rates within the Search Engine Results Page (SERP).
Shirish Agarwal is the founder of Flow20 and looks after the PPC and SEO side of things. Shirish also regularly contributes to leading digital marketing publications such as Hubspot, SEMRush, Wordstream and Outbrain. Connect with him on LinkedIn.