Product Optimization and Keywording

Keywording for products is a newer concept than keywording for a single web page. Proper SEO techniques for products is an ever evolving system that requires monitoring and changes.  This article focuses on proper keywords for products and product descriptions that will improve your SEO search engine rankings for your products. Please visit our page on Keywords if you need assistance in website SEO keywords. It’s common for online merchants to think that by simply listing hundreds or even thousands of products on their e-commerce website, search engine traffic will start rolling in. It turns out that is far from reality. The sad fact is, optimizing e-commerce websites for SEO (Search Engine Optimization) is much harder than it is for blogs or simple 5 page company websites.

You must have a Product Description

The complete lack of a text description of the product virtually puts an end to the chances of the page being in the top 10 of a search engine query, even in the case of low-frequency queries. Search Engines adore good product descriptions, especially ones that are easy to find and understand. Unique content is needed to measure the default word count. Count all the words that are used in your navigation, sidebar, footer and any text that is present on a blank product page.

  • Make sure your unique text, exceeds that “default” word count in order to have a heavier weight on unique content. In general, the default word count is 300 words however, we recommend a minimum of 500 words. The more unique content you write for your product description will always be better for your SEO efforts.
  • Only write quality descriptive content that helps your customers in making purchasing decisions. Don’t copy words and images from other websites. The search engines will penalize you for doing this. Even if you have [permission, do not copy the content description from the manufacturer, this will surely get your website banned from search engine results.
  • Watch your Word Order – Place the broad term that you want to rank first in the product title. Example: Nike Men’s V-neck t-shirt. Then get more detailed as you continue to write your description.
  • Avoid Negative Words – There is a psychology to what words work and what does not. Colleges and large companies spend millions to understand these little nuances. Word to avoid include: Got, get, gotten—Don’t tell the customer to “get a jacket,” suggest they buy it. Actually, literally, honestly—No one uses these in copy, even in conversation. They’re gap fillers when people can’t think of something else to say. Stunning—Stunning is overused so much on social media that it’s now considered lazy to use it in real writing .Just—It can also make a brand sound a little dumb. Nice—This word makes brands appear lazy. Very, kind of, maybe—indecisive expressions? Sorry—this has negative connotations.
  • Watch your tone. Make it positive.
  • Focus on Your Ideal Buyer – When you write a product description with a huge crowd of buyers in mind, your descriptions become wishy-washy and you end up addressing no one at all.

Other Tips on Product Optimizing and Keywording properly

  • Use Tabs – Too much description, and it gets messy and seems unreadable. Tabs allow you to place more extensive content descriptions into clean and easy to read categories. This allows for better organized product detail pages and more product detail content.
  • Don’t delete products, redirect them – Permanently 301 redirect expired products, out of stock or discontinued products.  If the expired product is replaced by a newer model, using a 301 permanent redirect from the older page to the newer model’s URL tells Google you want this page ranked instead. Your SEO ranking and value will be retained.
  • Keyword research – Every time someone does a search, the search engine must decide which handful of results to display from hundreds of millions of possible pages. It’s up to the search engine “Bots” and algorithms to determine the best and most relevant matches for every single search. This is why it’s so important to choose your keywords carefully, so that the search engines can match and display your site properly and provide the searcher with the proper pages to look at. Research each keyword and make sure it is listed, tagged, and used properly in the product description. Avoid using the same keyword twice, even if the products are very similar. For more information about keyword research Click here 

  • Optimize the product as if it was a webpage of it’s own – Include headers, Keywords, number count, tagging, Image optimization, Meta data, and all other things associated with a web page. As far as Google sees it, your product is just that, another web page that needs to be categorized. Make sure the search engines have the necessary information it needs, and your product will be rewarded by ranking higher.
  • Product Reviews – About 70% of buyers are looking for reviews of products. This means that if your site has no such reviews, you are missing out.  Program the server to send you an email when you get a review, and respond to it. Even a negative review is helpful. Look to see if they have valid merit, and then make an adjustment to that product.
  • If possible, make the URL match the title – I know that if you are adding hundreds of products, a skew or item number makes it easier to organize, but search engines do not measure Sku’s or product numbers to the product title. It’s messy, but make the Item)  where product name will be the same as the title. If you need to, make that part of the URL your title plus your sku or model number.
  • Never, never, never use iframes to display content. – Iframes is a webpage within a webpage. This used to be very common years back. Search engines consider this a deceptive practice and will penalize or remove you from their search engines. Make sure your content actually exists on the product page it is meant to be on.
  • Avoid duplicate content – I know, some of your products are similar, so you bundle up and copy and paste the words onto a new page. The lack of Uniqueness is noticed by search engines and they suspect spamming. You of course are not spamming because there are a lot of similarities, but you need to spin each product so it is unique.
  • Use The Google Keyword Planner Tool – this is a tool that is free to use that helps your find the numbers you are looking for. Of course, Google uses this tool so that they can show you the cost if you were to purchase Pay-Per-Click advertising. The information is valuable and the Pay per click may help you grow your business too.
  • Eradicate buyer’s guilt, – existent in almost every sale.  We are conditioned to feel bad after we buy an item, even if the item is good for us. This is the number one reason for customers not returning. They associate the guilt subconsciously to your website as if they were tricked somehow. Some use tactics like, today only, one-time offers, or exclusivity. These practices do work. But the one that works most of all and is the most ethical:  Leave the customer with feelings of happiness, by thanking them. Yes you can use an automated email service, but make sure that it is more than a simple thank you. Offer a coupon code if you like for their next order.
  • Offer similar products. – Also known as tagging.  You must be able to offer the client alternatives or they will go out and look for them. It is human nature to compare. What better way than to allow the customer to compare all of your products as opposed to comparing you to 5 – 6 other websites.

  • Now for the scenery, – Images speak 1,000 words. Properly used images that are tagged, even more. Mental images of your customer, is unmeasurable. Look at large successful companies, they sell a mental image more than a product. Coke sells happiness, Starbucks sells class. McDonald’s sells loving it. You also need to decide on what scenery you want to set and make sure it is actually seen.
  • Re-evaluate your product descriptions – It is so common to build your product then walk away. You even further distance yourself if it is a product that is not selling. Just like any webpage, you need to go back and clean house. Rewording your old products or enhancing them based on new or more current rules it effective. It also shows the search engines that there is updates, thus having a positive effect on your whole website.
  • Identify your SEO problems – Knowing where you are always gives you a clearer picture to know where you are going. Ignoring your websites needs is just as bad as a physical store forgetting to change the light bulb or pay their electric bill. You lose customers by being ignorant to the needs you have. No website is 100% optimized, so don’t be afraid to identify.
  • Use long-tail keywords.-  Long-tail keywords are targeted search phrases that contain three or more words. Consumers who search using a long-tail keyword typically know exactly what they’re looking to purchase, so a product page optimized for this has a greater chance of attracting and converting a customer who’s ready to buy.
  • Incorporate social media on product pages – Add social sharing buttons for sites like Facebook, Twitter, Google+, LinkedIn, Pinterest, and Instagram to your product pages so interested customers can share your product with their followers.
  • Optimize page load speed – 3 seconds and most customers will be gone. To newer high tech customers, 3 seconds is too long. Optimize your images and content so that your products load up fast
  • Include optimized product images and videos – The quality of your images and videos influences how visitors feel about your products, as well as whether they will share them with their followers on social media sites. How-to videos builds trust and provides key information.
  • Optimize internal search functionality and categories – The importance of internal search to your eCommerce sales is huge. Build an internal search function that scans your site and returns the most relevant products. This will include optimizing product categories and titles, incorporating product misspellings, and enabling predictive searches.
  • Use Breadcrumbs – a breadcrumb is a way to navigate around your website. A Breadcrumb is a type of text-based navigation that breaks the site into links of categories and sub-categories.
  • Optimize your eCommerce site for mobile – Mobile shopping has reached its tipping point, making it more important than ever to make your eCommerce site mobile-friendly. eCommerce sales now occur on a mobile devices 35% of the time. Use a responsive design to create a smooth mobile experience that promotes sales.

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