How to position product pages? A guide for budding entrepreneurs

If you’re interested in increasing sales of your products from your online store, you’ve come to the right place! We have prepared a list of things you need to keep in mind if you want to position things. Read our article and learn how to position your product pages.

Positioning product pages – guide

Creating a website and good product descriptions are not all you can do to improve your online visibility. Read on for a long list of tips on achieving better positioning results.

Do an SEO audit of your product pages

If you want SEO to make sense and be done right from the start, you need to start with an SEO audit. A technical analysis of your product pages will give you a lot of information about things you need to improve. Sometimes, these are linking errors (e.g., redirect chain, linking to HTTP, etc.), or maybe there is a missing H1 on the page or alt attribute in graphics.

To conduct an effective SEO audit of your product pages, you can use such tools:

1. Google Search Console is an essential tool for monitoring your site’s status in Google search results. It identifies indexing errors and technical problems.
2. Screaming Frog SEO Spider – a program that analyzes your site for technical problems such as 404 errors, redirect issues, and duplicate content.
3. Google PageSpeed Insights – analyzes page load speed, providing tips on how to improve performance.
4. Ahrefs – a comprehensive SEO platform for analyzing your backlink profile, doing keyword research and conducting SEO audits.
5. SEMrush – offers SEO audit functions, competitive analysis, keyword research and position monitoring.

Pose a simple site structure

A simple structure not only makes it easier for users to navigate and quickly find the products they are looking for but also helps search engines index your pages efficiently, resulting in better visibility in search results. Here’s what an optimal structure should look like.

1. Home page – As an entry point, your home page should clearly present your store’s offerings and allow easy access to the main product categories. It’s a good idea to include promoted products or current promotions here.
2. Product categories—The category structure should be logical and intuitive. Each main category should be easily accessible from the navigation menu. Subcategories should further segment your offerings, making it easier for customers to find the products they are interested in.
3. Product pages – Each product in your store should have its own page with detailed description, specifications, images and price. It is important that product pages are optimized for keywords related to the product.
4. Finder – Enabling quick product searches by placing a search engine in a prominent location is key to helping users find specific products.
5. Contact page and FAQs – Make it easy for users to contact you through clearly marked links to your contact page and frequently asked questions. These pages should be easily accessible from anywhere in your store.
6. Basket and purchase process – The purchase process should be simplified and intuitive, ideally consisting of as few steps as possible. Make sure the shopping cart is easily accessible from every page of the store.
7. Footer – Use the footer to include links to important pages, such as the privacy policy, store terms and conditions, site map or delivery and payment information.

Do a keyword analysis

Executing an effective SEO strategy for your product pages starts with a thorough keyword research. It’s this that enables you to understand market trends and consumer preferences, which is key to tailoring your marketing efforts. By supporting yourself with analytical tools like Ahrefs, Ubersuggest or SEMrush, you can significantly ease the process of identifying and selecting the most relevant keywords. Here’s how you can approach this process by presenting your strategy through new examples:

• Detailed understanding of the market – research allows you to identify current industry trends and preferences, which is essential to effectively reach your target audience,
• select the right phrases – focus on terms closely related to the products you offer. Each product page requires a unique set of key phrases that best reflect its content,
• use long tail phrases – specific phrases, such as “moisturizer for sensitive skin without parabens” or “men’s automatic waterproof watch black”, can better respond to specific inquiries from potential customers,
• content of product characteristics – keywords should include information specifying the product, such as “summer cotton midi dress with flowers”. This makes it easier to target more interested users with your offer,
• using special tags – in addition to keywords, on product pages it is worth using tags to make the offer even more specific, such as by adding information about the color, material or style of the product.

Optimize meta tags

Optimizing the title and description meta tags is an essential strategy to successfully position your site in search engines. These elements, presented in Google’s search results, are the first point of user and Googlebot interaction with your listing, helping robots understand the content of the page. Clear and precise tags, containing key phrases related to your product, not only increase the attractiveness of your offer, but can also have a positive impact on your page’s rejection rate, encouraging users to dive deeper into your content.

The length of the title tag should be 50-60 characters, while the description should be 150-160 characters. Don’t forget to include a call to action (CTA) in the description, which further increases the chance of interaction with a potential customer. Uniqueness of these tags and their alignment with the content of the page are key to effective SEO and encouraging users to visit.

Create a unique product description

Each description should not only be unique, but also designed to speak the language of your customers, highlighting not only the product’s features and specifications, but also its unique benefits and the advantages that come with them. Here are some tips on how to do this, along with inspiring examples:

• invite storytelling – instead of dryly listing specifications, tell a product story. For example, instead of writing “coffee beans from Colombia”, describe how the morning rituals of drinking this coffee can affect the start of the day- “wake up to the smell of Colombia – our coffee beans, with their intense aroma and deep flavor, will make every morning special”,
• specify and delight – for technically oriented products where specifications are key, combine precision with benefits. For example, for a smartphone- “s 6.5-inch OLED screen provides not only incredible image sharpness, but also protection for your eyes with blue light reduction technology. Discover colors as vivid as ever, while taking care of your health.”,
• personalize and educate – show how the product fits into the customer’s life. For an outdoor watch, you can write- “our watch will not only measure your running time, but also, thanks to the built-in barometer, it will inform you of an upcoming change in the weather. Always be one step ahead with nature.”,
• use the language of benefits – turn every feature into a benefit. An example is the description of the blender- “the 1000W motor will not only allow you to quickly prepare your favorite smoothies, but it will also make sure that each smoothie is smooth as silk, making your mornings faster and tastier.”,
• avoid duplicate content – instead of copying descriptions directly from manufacturers, tailor them to your style and your customers’ needs. Give them more than just basic information – for example, instead of a standard lamp description, you can write- “this lamp will not only brighten your room, but also add character to it with its unique, modern design. Create a space where every detail matters.”.
• Do not copy the product description from the manufacturer’s website – it’s an easy way to duplicate content. And its result is a page being thrown out of indexing due to content plagiarism.

Simple url

Here are some tips you need to do:

• minimize the folder structure – try to limit the number of categories a user has to go through to get to the product. The ideal URL should be simple and contain as few folders as possible,
• uniqueness of addresses – each product card within your domain should have a unique URL, preventing duplicate content problems,
• proper address design – friendly URLs are not only key to better communication with search engine robots, but also make it easier for users to find their way around. An address such as exempladomena.co.uk/garnki/garnek-zeliwny-5l is both easy to read and contains key information about the location and subject matter of the product,
• keyword content – including a product-related keyword in the URL is a practice that can significantly impact search engine visibility,
• formatting rules – to make addresses as effective as possible, avoid using Polish diacritics, special symbols like #, %, , |, ^. Replace spaces with hyphens, avoid conjunctions and use only lowercase letters.

Optimize images and add ALT attributes

Graphics can take many forms – from photos that are the product’s business card to those placed in descriptions. All of these elements are indispensable to effectively display an offer on a page. Here’s how to effectively optimize these elements to serve both SEO and your customers:

• alternative description – every graphic should have an ALT tag that not only describes the content of the image, but also includes a relevant keyword. This improves the accessibility and visibility of the page, making the alternative description an important element that helps display graphics in the context of searches,
• name your files – make sure your image file names are thoughtful. Use keywords, avoid Polish characters and replace spaces with hyphens, e.g. “boots-trekking-gorskie” which is crucial for optimization and effective display on websites,
• compress images – large graphics can significantly slow down page loading. Try to keep files under 300 MB, and ideally even smaller, but without sacrificing quality. Tools such as TinyPNG or JPEGmini can help here, affecting page loading and display speed,
• Quality and attractiveness – choose images that best showcase the product. Show it from different angles, in detail (macro), in use, and provide a close-up so that the customer can look closely at the details, which makes graphics an important part of website appeal,
• select format – choose the right format for your graphics depending on their nature. For images with backgrounds, JPG format will be ideal, for images without backgrounds – PNG, while SVG is great for icons and logos, allowing you to display high-quality graphics while keeping the file size low.

Optimizing graphics from this angle will allow you to display images from your store in Google Graphics. This is a source of potential customers who are looking for similar articles right there.

They will be able to see the images from your store.

Add customer reviews

Encouraging your customers to leave reviews and ratings is a powerful tool that not only builds trust among potential buyers, but also significantly enhances your site in the eyes of search engines. When users share their experiences, they automatically create valuable, unique content, known as User Generated Content (UGC), which helps with SEO and increases the visibility of your products. Here’s how you can effectively leverage the power of reviews on your site:

• implement feedback sharing – integrate a feature on your product cards that allows customers to express their opinions. Such direct feedbacks not only enrich the content of your site, but also engage your customers, creating a community around your brand.
• moderation of comments – to keep the quality of discussion high and avoid unwanted spam, implement the ability to moderate reviews on your website. This can be implemented by manually approving each comment, installing tools to filter unwanted content, or setting specific rules for commenting.
• Rating section – adding a dedicated space for product ratings on the site will make it easier for customers to form an overall opinion and contribute to new users’ understanding of product value. In addition, highly visible ratings can be highlighted in search results, which is an added advantage.
• Actively solicit reviews – develop a strategy that encourages users to share their experiences. You can do this by sending automated emails asking users to rate a product they’ve purchased or encouraging them to comment directly after purchase.

Incentivize conversions – add a CTA

An effective CTA (call to action) is key to increasing sales on a product page. It’s a simple instruction to the customer, like “Buy Now” or “Add to Cart,” that motivates them to take action. It’s important that the CTA is clearly visible and stands out in design – use vibrant colors and an easy-to-read font to attract attention and encourage purchase.

Add canonical links

When you offer products that differ only in minor features, such as size or color, and create separate pages for them, you may encounter the problem of duplicate content. To remedy this:

• Use the rel=”canonical” tag in the HTML header. This will indicate to search engines which version of the page is the main one for a group of similar products, minimizing the risk of negative rating due to duplicate content. This tag is crucial for SEO optimization for multiple similar product pages.

Make sure your product page is optimized for mobile devices

Because more than 50% of all Internet users access the Internet via mobile devices, it is crucial to optimize your site for mobile. Problems with page loading speed on smartphones and tablets can negatively impact your customers’ experience, often resulting in shopping cart abandonment.

To reduce the number of uncompleted transactions, you need to test and adjust your product pages for mobile devices. In realizing this, you can implement a responsive version of your site or a special mobile version. It is also recommended that you conduct usage tests on a smartphone, including completing a test order, to assess the ease of navigation and the purchase process. Use Google’s Mobile Friendly Test tool to verify that your site is responsive to mobile users, which is extremely important in light of Google’s new algorithms favoring mobile-friendly sites.

Add products to sitemap

When you add a new product to your online store or make key changes to existing products, it’s important that these changes are quickly noticed by Google. Using a sitemap.xml file, you can easily let Google’s robots know which pages need to be analyzed. To create such a map, you can use a free tool like Siteliner, which will handle your site while analyzing duplicate content and erroneous links.

After creating a map, add its link to Google Search Console (GSC), which will make it easier to manage the indexation of new products. GSC will also allow you to quickly check whether the added products have already been indexed by Google, and you can request re-indexing if necessary. Here’s how to do it:

1. Go to the Google Search Console panel that is connected to your store.
2. In the “Check any URL in…” field, enter the link to the new product page.
3. Check if the page is already indexed. If not, use the “Request indexing” option to speed up the process.

Correct internal linking

Implementing crumb navigation on product pages makes it easier for both customers and Google robots to understand the structure of your online store. By doing so, you improve internal linking and site navigation, which is crucial for better indexing and product positioning. For crumb navigation to be effective, it must accurately depict the path from the homepage to the selected product.

An example of a well-constructed path for electronics: Electronics Store (homepage) > Computers & Tablets > Laptops > Gaming Laptops > Asus ROG Strix Gaming Laptop.

The path to the product is well-designed.

Such designed crumb navigation not only makes it easier for users to navigate and understand how to get to the product they are looking for, but also informs Google about the hierarchy and structure of your site, supporting SEO.

How not to position products in an online store?

Avoid Black-Hat SEO techniques when optimizing your product pages. The pursuit of quick marketing results can be tempting to use practices designed to cheat Google’s algorithms, known as Black-Hat SEO. However, Google has become very effective at detecting such activities over the years, and their use can lead to algorithmic sanctions and a drop in search positions. Here’s how to avoid the most common mistakes:

• Don’t overuse keywords (keyword stuffing) – avoid filling your product descriptions with key phrases in a way that feels artificial or excessive.
• Don’t use text cloaking (cloaking) – don’t create hidden versions of content on your site that are only visible to Google’s robots but not to your customers.
• Don’t copy content (duplicate content)—Avoid copying and pasting content from other websites as a description of your products. Google views duplicate content negatively.
• Don’t rely on link farms. Investing in low-quality links, such as through link buying or mass link exchanges, can do more harm than good to your position.

Positioning your store – why is it worth doing?

These are the benefits of product positioning:

• building brand recognition – regular appearance of your products in Google search results builds awareness of your brand among potential buyers,
• the ability to measure the effectiveness of your marketing communications – by analyzing website traffic and conversions, it is possible to optimize your activities and better adapt your strategy to the needs of the market,
• obtaining customers directly from the search engine – high ranking in Google search results ensures more organic hits to the product page,
• good experience for users searching for your offerings – SEO optimization makes it easier for users to find what they are looking for, resulting in a positive store rating,
• increase the conversion rate – selecting keywords and tailoring your offer to the needs of your target audience significantly increases the chances of a purchase,
• stable, long-term promotion of products in the store – positioning is an investment in the continuous and long-term visibility of the offer.

Positioning-process-a-monitoring-results

To track results and analyze your progress, you can use a number of tools that will provide you with valuable data. Here are some of them, along with the added Senuto tool:

1. Google Analytics allows you to track site traffic, source of visits, user behaviour, and conversions, which is essential to understanding where your customers are coming from and which products are most popular.
2. Google Search Console allows you to monitor your site’s performance in Google search results, providing information about queries leading to your site, its visibility in the results, and any technical errors.
3. SEMrush – is an advanced competitive and keyword analysis tool that allows you to identify industry trends, analyze keyword positions and monitor your SEO efforts against your competitors.
4. Ahrefs – offers features for backlink analysis, keyword monitoring and competitive analysis, as well as site audit tools that help identify and resolve technical issues.
5. Moz Pro – a comprehensive SEO tool, providing functions for keyword position tracking, backlink analysis and on-page optimization, with available tips for improving SEO strategies.
6. Senuto – a tool specializing in online visibility analysis and SEO. It allows you to analyze keyword positions in detail, monitor your site’s visibility in search results, and plan your content strategy based on industry traffic and competition data.

Effective website positioning with agency Up&More!

Gaining online visibility for your website and online store products can be a challenge. That’s why working with Up&More agency is your key to success. We offer a free quote and a professional SEO approach that focuses on improving your site’s position in search results.

We understand the importance of optimizing any site for SEO – especially the product pages that are the heart of your online store. With our help, positioning will become simpler and more effective.