How to Optimize Your Ecommerce Value Proposition
By Tom Wintaugh
Don't overlook your product copy when optimizing for SEO.
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When optimizing ecommerce site pages for search engines, it’s natural to prioritize home and blog pages, while overlooking the substantial impact that SEO for product pages can have. By strategically using keywords in product copy, you can leverage user searches to bring traffic directly to the relevant product page on your site. This is an excellent way to shorten the distance to conversion, improve Google rankings, and draw more product-seeking visitors to your site who are inclined to buy. In this blog, we’ll outline the benefits of configuring product pages for SEO, with specific examples of how to use keywords to enhance SEO product copy.
Paying attention to product pages is instrumental in enhancing your SEO for several reasons:
Let's take a look at some examples of good SEO product copy. The secret to great SEO content is that search engines generally reward tenets of good writing—engaging declarative statements supported by relevant descriptions and adjacent topics. Master and related keywords can actually help you focus product copy around the issues that customers are most interested in. Keywords should be deployed to make the case for the unique selling points of your product. Think about how the product embodies those search terms, and then elaborate upon why in your established brand voice.
For this article, we'll use fictitious product descriptions of two common items—a bicycle, and a pair of socks.
Primary Keyword: cruiser bike
Product Description Example:
"Discover the unmatched freedom of cycling with the Smooth-Riding cruiser bike, your reliable companion for every journey. Designed with a lightweight aluminum frame to facilitate ease of maneuverability, this cruiser promises a seamless journey every time. A comfortable saddle welcomes riders for long joyful journeys, whether it is a tranquil ride in the park or a spirited cycle down mountain trails. The integrated Shimano gears ensure precise control over your ride, allowing you to perfectly match your pace to the path ahead. Safety is not compromised; thanks to the reliable disc brakes, sudden stops are smooth and controlled. Venture into the world of cycling, and experience joyful journeys with the Smooth-Riding cruiser bike."
Above, we see that keywords have been integrated into copy in a natural voice, and are only used once or twice per keyword. The copy does not feel overly “stuffed” with keywords, and users who are searching for these terms will likely be satisfied with this result.
Primary Keyword: Ultimate Comfort Socks (branded product name)
Product Description Example:
"Step into a world of comfort and style with the Ultimate Comfort Socks, crafted meticulously with a soft cotton-spandex blend to offer a perfect fit that hugs your feet. Say goodbye to discomfort as these breathable socks keep your feet fresh and dry from dawn till dusk. Embrace the blend of comfort and style of all-day socks with Ultimate Comfort Socks."
By optimizing your product pages for targeted keywords, using internal linking, and thinking about how product pages add to the user experience, you can improve your website's visibility, engagement, and conversion rates. When you look at optimizing your website for SEO, think about which search terms connect with the benefits of each product you sell, and then include those terms in your descriptions. Google will reward you, and search users will find your offerings more easily.
Katy Ellquist, Miva’s Digital Marketing Strategist, is an accomplished writer, marketer, and social media analyst who has created sophisticated content campaigns for a broad range of professional clients. She brings to Miva a complex understanding of ecommerce trends and techniques, building upon extensive digital agency experience and a prior role as direct liaison to Miva’s top accounts. Katy is a regular contributor to the Miva blog, covering essential ecommerce topics like design & development strategy, site optimization, and omnichannel selling, with the goal of increasing the actionable knowledgebase of the entire Miva community.
Tom is a Content Marketing Specialist at Miva.