Episode 6 - Product, Page, & Collection Optimization
We're diving deep into something super important for any e-commerce business: optimizing your product pages. Last week, we covered essential website must-haves. This week, we're getting granular and focusing on how to make those product pages shine, because let's be real, your product pages are your virtual storefront.
Think of your product pages as your online sales reps. They need to be engaging, informative, and persuasive to convince customers to hit that "Add to Cart" button. So, let's get into the nitty-gritty!
Product Titles: Keep it Concise and Keyword-Rich
First up, product titles. Keep them concise, informative, and keyword-rich. Place your primary keyword near the start. Write clear, descriptive titles that accurately reflect your content. Add relevant secondary keywords naturally. The goal here is for each product to be optimized for search results. For example, instead of just "T-shirt," try "Louisiana State University "Geaux Tigers" T-Shirt - Heather Grey." (We'll add "Heather Grey" to the URL Slug at the bottom.) It gives you more search visibility and helps customers find your product easily. Remember to keep your product titles under 65 characters so they display properly in search results. Also, utilize H1 title tags within your product listings.
Product Descriptions: Tell a Story
Now, let's talk about product descriptions. Forget boring bullet points! Tell a story! Highlight the benefits of your product. How does it make the customer feel? How does it solve their problems? Use sensory language to bring the product to life. Instead of just saying "soft cotton t-shirt," describe it as "crafted from luxuriously soft, breathable cotton for all-day comfort."
Collections: Organize for Easy Browsing
Now, let's talk about collections. Organizing your products into well-defined collections makes it easier for customers to browse and find what they're looking for. Think about categories like "New Arrivals," "Best Sellers," "Sale," "Men's," "Women's," "Gifts," and "By Occasion." It's like merchandising your online store, just like you would in a brick-and-mortar shop. If you're using a platform like Shopify, utilize their "smart collections" feature to automatically group products based on tags, vendor, or other criteria.
Images: Show, Don't Tell
Now, let's talk about images. Each product should have at least four high-quality images from different angles. Ensure all images are the same size and quality for a consistent look. Make sure they are easy to zoom in on, both on desktop and mobile devices.
Don't forget to name your images with descriptive filenames that include relevant keywords, such as "LSU_Tigers_T-shirt_Heather Grey_Front.jpg" or "LSU_Tigers_T-shirt_Heather Grey_Back.jpg." This helps with both SEO and image organization. When uploading images, use descriptive alt text that includes your keywords. For example, "LSU Tigers t-shirt in heather grey" or "Woman wearing the Louisiana State University t-shirt at a football game."
Out of Stock? No Problem!
If a product is out of stock, make sure you offer a way for customers to be notified when it's back in stock. We use "Alert Me!" restock alerts and have found great success with this.
Page Optimization: Beyond Products
Now let's talk about page optimization.
Start with the page title. Just like product titles, your page titles should be concise, informative, and include relevant keywords. For example, "About Us," "Contact Us," "Shipping & Returns," FAQ’s or "Size Guide."
Page content should be well-written, engaging, and easy to read. Use clear headings, bullet points, and images to break up the text and improve readability. Don't forget to naturally incorporate relevant keywords throughout your page content.
Don't forget about meta descriptions. Meta descriptions are those short snippets of text that appear below your website URL in search engine results pages (SERPs). They provide a brief summary of your page and entice users to click through. Make sure to include relevant keywords in your meta descriptions to improve your search engine rankings.
Bonus: Keyword Research with Meta AI
I have a bonus for you today! To help you get the right keywords for your business in the world of SEO for your website:
Use Meta AI within your Instagram account.
Provide Meta AI with context about your business: Describe your mission, target audience, and initial keywords.
Generate keyword suggestions: Meta AI can help you find relevant hashtags, location-based keywords, product-based keywords, theme-based keywords, and long-tail keywords.
Analyze and refine: Review the generated keywords and refine them based on your specific needs.
Don't forget about local SEO! Utilize platforms like Apple Maps and Google My Business to optimize your local presence.
Remember: Optimizing your product pages and website is an ongoing process. Regularly review your website analytics, gather customer feedback, and make adjustments as needed.