How to Make Your Product Page Rank Well on Google
If you sell products or services on your website, your product page is arguably the most important page on your site. Why? Because the product page is where most consumers make their purchasing decisions.
With Google getting 92.62% market share of all search queries on the Internet as of June 2019 (which translates into billions of searches per day), optimize your product page effectively for it to show up on Google, and your traffic, conversions and even revenue will go through the roof. Fail to do so, and watch your sales plummet.
In this guide, we're going to walk you through the steps you can take to optimize your product page for a place on the first page of Google search.
MOBILE IS INEVITABLE
Over the last couple of years, Google has gotten very serious about their mobile algorithm. They started switching from desktop-first to mobile-first indexing in 2018. Which means Google predominantly uses the mobile version of your site for indexing and ranking.
In fact, Google announced that starting July 1, 2019, mobile-first indexing is enabled by default for all new websites (new to the web or previously unknown to Google Search).
What is this telling you? MOBILE IS INEVITABLE!
Yes, even for online buying.
One mobile consumer survey found that Americans check their phones up to 80x per day. The truth? They're not just checking social media, they actually are buying on mobile.
In 2017, commerce sales on mobile alone reached $1.357 trillion, amounting to 58.9% of all eCommerce sales, according to eMarketer. The same data has been projected to reach 67.2% of all digital sales in 2019 (amounting to $2.32 trillion in revenue) and 72.9% in 2021 amounting to 3.56 trillion dollars.
More people are using mobile to access Google and equally to shop online. It is therefore important to optimize, not only your product page, but also your entire eCommerce website for the new mobile generation. That way, Google will favor your web pages and rank you higher.
LET CUSTOMERS TALK ABOUT YOUR BRAND
So there's this thing called "brand signals."
How do brand signals affect SEO? Well, the more your brand is searched for or mentioned from external sources, the more credible and important search engines will perceive it to be. This improves search rankings.
Google measures brand signals to assess how interesting your brand is to users. Also, Google utilizes brand signals as a search ranking factor when determining a website’s authority.
So let people talk about your brand and the products listed on your product page everywhere — on forums, review websites, social sites, blogs, Reddit, Quora, etc. The greater your brand signals, the greater Google will sense that your product is important enough to rank on the first page.
ECOMMERCE THRIVES ON TRUST
Whenever experts talk about selling things online, you hear them talk about building trust. That's because if people do not trust your website enough, they are not going to buy from you. So in a way, we can say that the level of trust you exhibit directly affects your online commerce.
Thus we advise that you add trust building elements such as social proof and trust seals to your product page.
But trust goes a little beyond that: trust is not only used by buyers to make a decision, search engines also use trust to decide how high to rank your website.
To improve your product page visibility on the search engines, you'll need to improve the trust signal of the page. Some of the things you can do include:
Getting backlinks from highly-trusted websites
Increasing your PageRank
Installing security certificate (HTTPS)
OPTIMIZE YOUR PRODUCT PHOTOS
When it comes to online listed products, Google Image Search seems to be driving a lot of traffic. When people are scouring the web for products, there's a tendency for them to search for images of the product on Google Image Search.
This is a great chance for you to drive your target customers to your product page. Here are some ideas for effectively optimizing your product images:
Start by using only high-quality images
Choose the right file format
Optimize your images for the web by making it browser-friendly (talk of file size)
Use descriptive file names
Optimize the alt text
Create image sitemaps
Make your images responsive
The bottom line is that images (your product photos inclusive) are content, not decorations. They can contribute to your SEO strategy immensely if you make the right efforts.
OPTIMIZE YOUR DESCRIPTION SO WELL
Your product description is super important for ranking your product page. It is recommended that you fully describe your product in detail.
In most cases, the product description is the main place to attach all the keywords you'll ever need to add on your product page.
One mistake most online retailers often make is to go to the manufacturer's website and copy the exact same product description to paste on their website. Some producers even copy the product descriptions of their competitors.
But guess what? Having unique product descriptions (and images) doesn't just set you apart from the competition, it presents your site as unique and useful to the search engines thereby improving your site's ranking.
TITLES AND PREVIEW
Your product page needs to give high-level information of the product right off the bat. This happens on the title area and the product preview. The key information to add include:
These areas are also a great place to add highly searched keywords.
GO BEYOND KEYWORD RESEARCH
While it is EXTREMELY IMPORTANT to add keywords to your product description and title, don't stop at keyword research when looking to build a killer SEO-optimized product page.
Dig deep into segmented data across demographics. This will help you understand what typically resonates with your potential customers on your site. But don't stop here either. Combine it with research into what your customers like beyond just your website, well, because e-tailing means much more than shopping on your site; it's more about what's trendy with the market.
This way, you'll appeal to users more, which will in turn improve user interactions and by extension your rankings.
NAIL THE DESIGN
Does design affect SEO? Yes!
The design of your product page — its visual elements, content, navigation, etc. — has the power to make or break your store both SEO-wise and on the side of the customers.
First up, Google always prefers user-friendly websites. Good web design definitely makes it convenient for both visitors and search engines to navigate the website easily.
This easy navigation combined with intuitive site structure, site responsiveness, and proper use of visual elements boost SEO.
Second, if users land on your site and find that your design sucks, they'll just click the back button and go to another site. This will send a negative signal to Google’s intelligence indicating that people do not like your website. In the end, not only will people start avoiding your site, but Google will send it downward in the search engine results pages (SERPs) rankings.
LINK IT UP
Just as inbound links are important for your site's ranking, outbound links are significant for an effective SEO strategy. Top SEOs believe that outbound links (AKA external links) are an extremely important source of ranking power. External links pass link equity differently than internal links because Google considers them as a type of vote.
To increase the chances of your products appearing in Google search results, you can add an outbound link to another page that already shows up in Google, whether that means another website of yours, blog or your social media accounts. This will send a signal to the search bots, who will in turn rank your site.
If you need help with the right tools to optimize your product page or eCommerce website as a whole, you can check out our high-level, premium-quality search engine optimization tools. It's 100% FREE!