Boost Your Sales with SEO-Friendly Product Pages

Written bySteph CastilloAPAC | Head of Content, APAC

Steph is a seasoned digital storyteller with 14 years in publishing and e-commerce. Her expertise spans end-to-end content development for digital marketing touchpoints, including e-magazines, email, social, and app content. She has worked across various business verticals, such as fashion, beauty, health, wellness, and finance. Steph was a founding member and content director for the top homegrown e-commerce platform in the Philippines. She has developed omnichannel content for global brands and contributed to major publications.

In the competitive world of e-commerce, having an outstanding product is only part of the equation. To truly succeed, your product needs to be easily discoverable by potential customers. This is where SEO (Search Engine Optimization) comes into play. An SEO-optimized product page not only informs shoppers about a product but also converts leads into sales and enhances visibility on search engines. How can you create an SEO-friendly product page that captivates and converts?

What is an SEO Product Page?

An SEO product page describes a good or service and is designed for better ranking on search engines. It strategically combines copy and imagery in order to:

Inform shoppers about a product,
Convert promising leads into real sales, and
Increase the chances of a product being discovered and clicked on search engines.

How Do You Write an SEO Product Page?

1. Secure the Essential Data

Keyword research helps you determine the right long-tail keywords with commercial and transactional search intent for your product page.
Buyer research gives you a solid understanding of the potential shoppers’ goals, desires, aspirations, and emotions in relation to their product discovery behavior and purchasing decisions.
Product research empowers you to produce the most compelling and complete description of the product and its benefits to the shopper. You can only write persuasively about something you know through and through.

2. Search-Proof the Product Page with Target Keywords

Infuse keywords into the following components:

Product title
Meta title and meta description
Product description (where all the persuasive writing sorcery that leads to checkout happens)
Supplementary product information (like FAQs, how-tos, related articles, and so on)
Product image captions, alt text, and file names

In crafting a great product page, your goal is not only to provide information and insight but also to set it up for successful indexation on Google through SEO best practices.

3. Evangelize the Product Benefits

Shoppers want to know how and why your product is going to address their concerns or improve their status quo. They will likely have no patience for jargon, brand-speak, and in most cases, mind-boggling math.

So instead of detailing a laundry list of features and specs that require further explanation, tell the shopper how and why your product betters their skin, betters their fitness routine, betters their business, and betters their lives. Benefits solve problems, add value, and delight the shopper — particularly when they can be proven with receipts.

4. Write for Real Buyers, Not Search Engine Robots

While SEO guidelines can serve as your North Star, consider them flexible rather than fixed. Tap into your own history as a shopper on the hunt for a beautiful piece of furniture, game-changing acne treatment, or the latest e-reader on which to devour your BookTok recs.

Use that insight to inform how you craft your titles and descriptions, how you highlight the product’s merits and distinctiveness, how you create audiovisual lock between the copy and the imagery, and even how you customize the calls to action. In essence, your product pages should sell an experience, rather than an item.

Ultimately, writing for SEO-powered product pages is as much an art as it is a science. So while you follow formulas and stick closely to the data for every product page you create, it’s just as important to be led by the shoppers’ needs, stay agile with optimization, and tap into your tingly writer’s instincts. See our works and amazing results for Kimberly-Clark Malaysia.

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