Earlier we blogged about how you can use snippets for your ecommerce based website and we got a flood of responses about it. This week we decided to delve further into how you can work with your ecommerce websites to get better sales and better rankings.
On page SEO is an important part of your strategy for ranking and content that will help your consumer feel connected to your product is key in making a sale. Now keep in mind that it isn’t just the content in your page that is important, it’s a mix of the content and it’s presentation as well. Your website reads like a brochure of your real products and if that brochure doesn’t catch the consumers’ eye, those sales are going to be that much tougher to drive.
How do you get your product portrayal just right?
That’s going to take some doing. First steps, take a look at your websites listing in Google by typing in site:domain.com, where domain.com is your domain name. This gives you the default pages that Google has stored for you, what you want to do is decide if that description is okay, or if you need to edit it by adding a meta description tag to your pages. If your site is a few thousand products wide, it will take some time however the investment is well worth your time and it’s better you get started now!
Next, let’s take a look at the way you’ve presented your product, if you haven’t gotten down to putting at least a few paragraphs about why your product is interesting to your buyer, or what the important points for sale are, you’re missing out. Even websites selling tap showers can get down to putting more than just the technical information about their products.
At the least make sure you have a few high resolution photos of your product so that the end user knows what they are going to get. A great way to set yourself apart from the competition is to create a video for your products, it doesn’t need to be very long, just twenty to thirty seconds focussing on the product with someone explaining what it does is great to give an idea of how the product functions and its sellable points.
Now moving ahead of the basic information like the photo, the price and the product name, you really want to get a clear picture of the product with its description and details.
Market words and tone of language
Keep the end user who will be buying your product in mind, and think the way they would. Ensure that you have a description they would understand and relate to. Think of the words your customer would use to search for the product, they can be generalised like powerful shower head, or long lasting shower, these are terms that are general and would get your website traffic for long tail terms. You can always add more specific terms like the model number or the number of shower heads or other details in the text for someone who is looking for specifics.
Most manufacturers will have a default description for their products, if you’re going to copy paste that text, you’re not getting very far. A lot of other websites have already done the same and you will primarily not get a benefit from the practice and there’s the off chance that you will get a negative rank because you’re duplicating content. So stick away from those default descriptions.
Real benefits vs. Feature lists
Be creative about how the product you are selling will help solve a pain point that a customer will have instead of listing a set of features that the product has. Most users are not technical enough to understand the technical of the products they are buying and are looking for general information on how they will benefit from your products.
SEO friendly descriptions that help your customer
At the end of the day you do want to make sure that your descriptions are doing more than just the task of ensuring that your customer buys the product, you also want to rank your page for the search terms for the product. So ensure that you can have some terms that you feel people would use for the product. Over time you will see multiple phrases from your search history that real users are using to get to your website and based on those terms you can edit your product descriptions to max your SEO potential as well.
Test and Tweak
At the end of the day, you want to test and tweak your pages to the best of your ability. Google allows you to A/B test pages via their Analytics product. You can use other methods such as Multivariate and Taguchi tests as well, however a simple split test is a great start to see what converts best for you.
We’ve listed out what you should do for your products now it’s time you got into your website and started doing it. There’s plenty of helpful information here for you to go out and increase your RoI so get to it and get those sales in. We would love to hear back on the progress you are making and how we can help you further!