Like the Egyptian cobra which just escaped from the Bronx Zoo, your ecommerce product page SEO could have slithered through the cracks too. The good news is that Bronx Zoo officials expect to catch their
elusive cobra within weeks. The bad news is that your product page SEO may never be found; that is, unless you know it’s missing.
If there is one thing ecommerce merchants should be doing to make sure their product page SEO is safe and sound, it’s writing custom product descriptions. Good ecommerce SEO strategy is about content, not about link farms (Google’s recent Panda update is eliminating such black hat SEO methods).
A lot of ecommerce merchants use product descriptions that come from the manufacturer, which means there is the potential that a lot of other sites are using that same description. Thus, it’s good to create your own product descriptions, making sure, of course, that you sprinkle in the right keywords so shoppers can easily find the product they’re looking for.
While dropping the product name 2-3 times throughout the product description may help, your product name may not be a highly searched keyword. Make sure you’re also using other keywords (use Google’s keyword selector tool) you know customers are likely to use when searching for the product you carry.
Ideally customers would know your product by brand model, but it’s still good to write copy as if they don’t just for those who aren’t searching for relevant product by product keywords. For example, if someone is looking to buy an Egyptian Cobra and the the Bronx zoo was selling their own breed of Egyptian Cobra called the EscapE Cobra, they would not likely have people searching for the keyword EscapE Cobra; they might use keywords like Egyptian Cobra, Naja jaje, African cobras, etc.
In addition to good content here are five on-page SEO strategies to use to get the most benefit from your ecommerce store:
- Custom keyword rich title tags
- Custom meta-description tags
- Alt tags on the images
- Keyword rich H1 tags and product name
- Include keywords in bold within your product description
If you’re interested in learning how the Google Panda update has affected your site contact FastPivot to request a SEO strategic analysis.
