Introduction

The success of e-commerce stores depends on how consistently you attract the right customers to your pages. You are probably asking, what is the purpose of a product page. It helps you describe the features and benefits of your store’s products to trigger a buyer’s decision. 

The e-commerce space is very competitive, and if you want to succeed, you need to emphasize search engine optimization (SEO). It means making your store more visible in Google results, so that customers easily find your products, to generate more traffic. Here is an informative guide outlining various tips on how to optimize product pages.

FACT: 90.63% of pages get no organic search traffic from Google. (Ahrefs)

Do a Thorough Market Research

It can be challenging to optimize your site without an adequate understanding of your target audience. When you wrongly target your prospects, it may affect your marketing strategies and result in minimal results. Before learning how to make a product page on Shopify, define the group of people who are likely to consume your products. 

Your target customers can be companies or groups of people from specific geographical areas, age groups, gender profiles, or marital status. To identify them, start by defining your selling points, like what makes your business unique and what type of products you offer. Further, analyze your existing clients to determine their wants, preference, and how they make the purchasing decisions. 

You can also determine who your competitors are targeting and survey to understand their customer’s everyday problems. Outline the benefits of your product and how they help solve that problem. Knowing your target audience will help you prioritize your keywords and content for better search result ranking.

Use Keywords Effectively

One of the best ways to increase your product page conversion optimization is by using keywords that closely align with your operations. Do your research to know how often people use a particular word when searching for similar products like yours. A high keyword search volume indicates more considerable popularity. However, you need to understand the user intent first to guide you in picking the right keywords. Try and figure out what searchers wish to accomplish from their search results. 

Additionally, if you have competitors who rank higher than your site, you can refer to their pages to get keyword ideas. Or Diib’s keyword research tool allows you to check competitor keywords as well. For example:

You can draw more suggestions from social media hashtags, searching forums, and subreddits related to your products. However, be sure that you mention your main keyword in your title, Meta, and subheadlines.

Further, diversify your keywords by ensuring that each page focuses on a different word. If you use a single phrase across all pages, you compete against yourself in the Google ranking. It would be wise to avoid keyword stuffing since it can affect your ranking.

You can choose to use various tools to automate and scale up your keywords search process. Even better, the latent semantic indexing brings about added benefits, which will give your site serious SEO boosts. It means using additional keywords related to your primary ones. 

What Does Latent Semantic Indexing (LSI) mean? This is the use of mathematical technique to understand the relationship between terms or keywords. When search engines crawl a website, they look at and collect the most common words and phrases to identify the keywords for the page.

Improve User Experience

Spend time to analyze your e-commerce pages and identify various elements that need improvements. A great way to create a high-converting Shopify product page is by boosting your site speed. It will help people navigate quicker through the store. The faster your page loads, the higher the ranking on Google. To achieve this, try to eliminate any unnecessary elements, plugins, or adds-on. Further, reduce your image sizes or save them as a lower quality JPG (JPEG). 

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Today, most people use mobile devices, therefore, making your site mobile-compatible is vital to the success of any business. Please ensure that the login process, product browsing, and checkout works flawlessly on a PC, laptops, and desktops too.

Adjust the page navigation based on your visitors’ interests to lure them into staying longer. Using a perfect interface is one of the best product page design tips that significantly improve user experience. 

Further, provide an FAQ section on your page. If customers have questions about your products that you fail to answer adequately, they will seek help elsewhere. The FAQ section attracts customers to spend more time on your site, builds more buyer confidence leading to better sales. For example:

Build on Links

Optimizing both internal and external links will help you rank better on a search engine. They provide added value to your keywords and also appear in the search results. Make the URLs well readable to reflect your page title. You can choose to use shorter words or fewer longer ones, to keep them clear. 

Moreover, build backlinks by encouraging other big websites to link to yours. Google perceives this as a proof of confidence that you have high-value content. The best approach is to focus on a partnership that provides and shares value. If you sell products from established companies, you can request them to link to your store. Please note that having links to official manufacturer pages boosts your credibility since users can visit the sites for more inquiry or information. For example:

Further, reach out to industry leaders and influencers to generate more links. You can achieve this by creating high quality and unique content that avails helpful information to the audience. You can also look for opportunities for press mentions by letting them cover and link new product releases in your site, which attracts valuable attention. 

Additionally, include internal links to other websites in your pages, which invites your visitors to explore the site further. It highly boosts product page conversion optimization since the longer you engage a visitor, the more they are likely to purchase from your website. With the links, the search engine bots can easily crawl your webpage for better ranking. In case you modify the URLs remember to make proper redirects.

Add Images and Videos

Images and videos can rank in search results, which boost your overall SEO. High-quality pictures depict the look and feel of your products, capturing the attention of potential customers. They help communicate the value of the products, which can engage emotions and trigger sales. However, you need to be extra careful so that you don’t use copyrighted images to avoid legal penalties. 

Please note that Google uses the information around the image to determine its purpose. To optimize your images for SEO, you need to use both alt tags and image titles. This should give you an idea of what you need to optimize your photos:

The title gives your image a name, and the alt tag describes it further to e-readers. Besides, the alt tag creates an excellent opportunity to add your keyword for a better ranking. Make it brief, sensible, and descriptive. 

Additionally, videos can help you create a high-converting Shopify product page that allows you to display your products as vividly as possible. Take the chance and explain to your prospects about how the product can improve their lives. It will significantly raise the level of customer engagement on your product website.

Optimize on the Title Tags and Meta Description

It will help if you focus on the homepage for your online store to rank higher. Include a title tag with the keyword so that visitors will know what you sell. Come up with a compelling title tag that attracts clicks and lure visitors to go through your page. Also, ensure that it includes your business name and use less than 70 characters. Here is an online tool that can help you optimize your meta description and title tags:

(Image Credit: SEMRush)

The Meta description gives more details of your products. Use about 160 characters to expound on your business in a way that grabs the attention of prospects. It helps show your clients what your page is all about. 

Develop a Content Strategy

It brings us back to our question on what is the purpose of a product page. Your key focus is to avail of relevant information on your site to meet your audience’s needs. It will thus prove to Google that you are an expert in the field you deal with for better ranking. 

Take time to decide on what you need to include on each page. To increase traffic on your site, you need to give people reasons to keep coming back. You will achieve this by availing fresh, updated, and newsworthy content that will keep them longer on your site. Do your research and provide relevant details to answer some complicated customer questions. 

It will help if you start a business blog that covers the depths of various topics that your target customer could be searching for online. Every time you write a blog, it appears as new content on your website, which gives you an excellent opportunity to rank better on Google. Here is a great example of providing content relevant to your product; content that your customers may be looking for.

Additionally, focus your writing for the people and not search engines. Note that most people are looking for companies that know what they need. Therefore presenting helpful content will attract them more to your page. You may also want to use the right language and terms to sound more professional, authoritative, and trustworthy. 

Ensure that you have easy to read information with the proper formatting and user-friendly layout. One of the best product page design tips is using short paragraphs with some ample line spacing. Further, ensure that you use easy to read font and typography. You can also use bullet lists and numbers for clarity, which improves your web page usability to boost ranking.

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Break Up Your Content With Headers Tags

Make great use of the standard HTML for headers so that search engines quickly understand the format in your site. Further, it helps outline the relevance of each section. Use header one (H1) for the title and include the primary keyword as naturally as possible. 

Further, apply H2 for titles in the main sections of your page. You can add the long-tail keywords here for which you want to rank. If you go a step deeper into your content, you can introduce H3 within H2. Here is the hierarchy of H Tags:

By following an exhaustive structure, the Google search engines can easily categorize your content. Headers also help human readers since they break up the material making it easier to skim and read. If you avail a large chunk of text, you will discourage people from spending a lot of time on your site, which may affect the ranking.

Use Schema Markups

Adding schema markups to your page’s HTML helps your page appear more attractive. It involves injecting a unique code in your site to avail of information that tells Google more about your content. This is what schema markup looks like in a Google search:

Further, it gives the users more relevant details in an aesthetically organized manner, which can boost traffic and customer ratings. It enhances your results with pricing, delivery time, and availability information. In some cases, if most of your competitors don’t use schema, you can have a better click-through advantage.

Encourage Products Reviews

Get numerous reviews to act as social proof that you run a legit and trustworthy e-commerce platform. You can ask both existing and new clients to leave a comment on your Google listing. Further, to encourage more people to review your website, make an effort to respond to most comments. It’s a high SEO signal that Google uses to rank sites. Besides, they help build customer confidence and trust in your products, which can generate more traffic. 

Most people base their purchase decisions on customer reviews. Therefore pages with high positive comments perform better in search. Additionally, they help create keywords for your content naturally, in that each report keeps your content fresh and updated. Remember that search engines love considerable and active material, and reviews will help you achieve that quickly.

Build Authority for Your Site and Brand

After learning how to make a product page on Shopify, the most obvious way to raise your brand visibility is by using social media. Create a strong presence in relevant social networks to broadcast your content and interact with a large pool of potential clients. Link back to your site and channel your social media followers to your webpage. Remember that the more traffic you generate, the more you improve the SEO ranking. 

Further, make it easier for your users to share your content to help influence purchasing decisions. Besides, social media platforms help create some credibility and authority to your store. Each channel you create allows you to associate back to your webpage, which signals to search engines proving to them that you are an established brand. Also, remember to include your contact information to boost reliability further.

If you are still unsure of how to optimize product pages, you can always choose to use a call to action. It’s the easiest way to invite buyers to your online store and can lead to purchasing. Use action words like’ buy now’ or ‘add to cart.’ Keep it precise, prominent in size, and use an appealing color that makes it more visible on your product page. For example:

Fix Broken Backlinks

Your site’s visitors may feel devastated when you provide a link that brings them to invalid websites. Search engines view many broken links as signs of old and neglected sites, which can negatively affect your ranking. 

You can use various tools to help identify broken links so that you replace them immediately. Further, redirect them to another relevant page or request the site owner to change the linkage directly.

Continuous Testing And Follow Up

From time to time, examine your search engine rankings and the level of traffic generation into your online store. It will help you assess the effectiveness of your methods. Test your keywords performance and the outcome of change. After getting the results, you can modify the necessary keywords or content to maintain a high SEO ranking. Remember to review the links strategies to ensure that you have relevant outbound and inbound links. 

Regularly analyze your webpage data to identify the pattern. If many people stop by your site and fail to click on your call to action, you might need to make some adjustments. The referral sources and CTA clicks can help you determine how people perceive your site. 

It would be best if you adopt a long-term SEO strategy with clear goals and objectives. Therefore, come up with a precise plan to provide consistent value on your web page. It will keep your site showing up whenever clients look for information on the product category you handle. 

Conclusion

A well-optimized site provides useful information to a targeted customer base to offer significant value and boost the overall experience. Further, it will help attract organic traffic to your page, which results in more conversions. 

When people visit your site, you don’t want them to poke around and leave. However, you wish to give them a lasting impression that encourages them to return. Therefore, invest in more straightforward site navigation, improve loading speed, compatibility, and provide informative content that meets your prospects’ needs. 

While it may take some time, the long term benefits of a higher Google ranking in your webpage proves worthwhile. The above guide aims at shining light on the basics of an SEO optimized site to help you have a smooth start.

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