One of the most important ways to increase your commercial website’s long-term success rate is through the technique known as search engine optimization, or SEO. Smart SEO tactics ensure that your website — and your products — come up as high as possible when people enter relevant keywords into Google and other search engines.
Unfortunately, SEO still remains something of a mystery for many businesses. Without making your products visible, you will struggle to gain a competitive market share. If you would like to learn more about how to SEO can increase the traffic to your website’s product pages, keep reading. This article outlines five key SEO strategies for product listing pages.
Optimize Your Heading Tags
One of the most important aspects of a product page are the heading tags. Heading tags are visible sections of text used to identify and organize the information presented on a product page. A given page may contain up to six heading tags, H1-H6. That said, the first heading tag, H1, always has the largest impact where SEO is concerned.
Your H1 tag should relate as directly as possible to the product being sold on the page. Whatever your primary product keyword is, make sure that it appears in the H1 tag. The later tags should contain any secondary keywords to improve SEO searches. In most cases, you don’t really need to go beyond H3 tags.
Don’t Overlook Your Body Copy
While headings play a huge role, they are far from the only thing affecting SEO on your product page. Body copy simply refers to any other text on the product page. In most cases, that means text that describes that particular product in more detail. Without sufficient body content, your product page won’t fare as well when the search engine’s robots comb through it to assign a ranking.
That said, too much body copy can also prove problematic. In the past, websites filled up pages with what amounted to spam copy, in order to try and skew search results by repeating keywords over and over. Today’s SEO algorithms have learned to recognize that kind of “fluff.” To avoid hurting your ranking with needless text, always keep your body copy as lean and on point as possible.
Incorporate Featured Content
A feature refers to any on-page element that draws additional attention to your product. In many cases, features combine images and text. For instance, you might have a secondary photo of a product overlaid by an enthusiastic review quote. Alternately, featured content might be used to advertise sales or encourage customers to join loyalty programs.
The key to incorporating featured content successfully is to float plain text over images, rather than embedding the text directly into the image file. The algorithms that read your page and assign its search rank have a much easier time digesting plain text. Featured content text is a great place to use product names and keywords.
Make Your Link Text Pop
A product page contains multiple links. For instance, links might lead to more detailed information and specs about the item. Other links might funnel customers to pages featuring related or complimentary products. Avoid the common mistake of using drab and undescriptive link text such as “click here” or “details.”
That kind of language is simply too vague, and won’t add any relevance when the search engine ranks your page. Instead, use appropriately descriptive language in your links. For instance, imagine you are building a product page for t-shirts, which come in a variety of colors. Instead of a link entitled simply “customize,” consider something like “choose your t-shirt’s color.”
Use Links to Build Context
Links on your product page are good for more than just the text they contain. Those links can also work to strengthen your product themes. Today’s search engines are highly sophisticated, and can recognize when links are contextually relevant. Cross-linking between products that have a contextual relationship — for instance, plates and forks — will strengthen the SEO results for each of them.
These 5 SEO strategies for product listing pages will help drive web traffic to your products, especially when it comes to those searching for specific product numbers or SKU’s. You must be sure that your pages have the proper structure. For more information about how a smart SEO strategy can boost your business, please contact the industry experts at Verdure Digital.