If you’ve not had a good season for sale so far, why not give some of these hints a try to optimise your ecommerce for Google – it’s not a quick fix, especially if you have a lot of products so start with your most popular products – or the ones you’d like to sell more of.
1. Optimise the product titles.
This tip can be used on any selling platform – WordPress, Etsy, Ebay, etc
Guess what, there’s actually a formula you can use to write a good title and it goes like this:
“Brand Gender Product Type Attributes SKU”
- Brand – the brand of the product you’re selling if there is one
- Gender – if it’s gender specific for example clothes or toys
- Product type – what is it you’re selling?
- Attributes – everything that distinguishes it (colour, size, material etc)
- SKU – product code. If you don’t use them, you might want to start. They are useful to help individualise items and, of course, for stock-taking
2. Optimise your product descriptions (and meta descriptions).
Each product should have a unique product description that not only goes into more detail following on from the format of the optimised title (above), but should also contain relevant keywords.
Writing these can be an artform in itself, they should be about 300 words in length and if you’re not a confident writer, consider investing in a copywriter.
3. Optimise variant product items.
Following on from above – if you have a variant item for example the same product but in a different size, it shouldn’t have the same title, or product/meta description. Google might consider this a duplication.
So, if you’re going to list them separately, they must have their own personalised title and description.
But, if you really can’t think of another way to describe the product then list them together – so you’d have the t-shirt but with size options etc.
4. Optimise your product images.
Images should be very clear, high quality, and show the product at it’s best. If you’ve got dark, tiny, bad quality images it’s time to think about changing them.
Obviously, a product photographer can help but if you don’t have the budget for that, why not watch some Youtube tutorials or go on a short course to learn how to take better ones yourself. With the right lighting/setup, some mobile phones can even produce reasonable images (but not always).
Image files should also be named in a similar format to the titles. Not only will it be easier for them to be found by you but it will help Google to index them.
5. Add videos.
Videos can help add a bit of flare to products and encourage visitors to stay on the product page a little longer.
And, more importantly, they can help potential buyers learn more about the products before they purchase. Again, they don’t have to be professionally made but do put some thought into them.
6. Go Mobile.
With more and more people using mobiles and tablets to browse and purchase online. Make sure they can on your website. If your website isn’t mobile friendly, find out how easily it can be adapted or you are losing a whole slice of the market.
7. And finally, tell Google.
The website itself should have a sitemap submitted via Webmaster Tools to make sure there are no issues with the site like pages not being found/ uncrawlable pages but also so Google knows which pages to index.