How To Use Your Product Pages To Your eCommerce SEO Advantage
eCommerce SEO, for those that need a refresher, refers to search engine optimization. It is the process that is used by websites to send information and signals to search engines to determine how well your website should rank in any given web search.
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eCommerce SEO and Product Pages
When it comes to product pages, they can either be a huge help or a huge hindrance to your eCommerce SEO, depending on if you use them properly. So, here are several solutions to keep in mind with product pages to make sure you are utilizing them correctly for your eCommerce SEO.
First problem: out-of-stock or expired items. Since product pages are such a great source foreCommerce SEO, you want to still be able to take advantage of them even when products are out-of-stock or expired. For out-of-stock items that will be back in stock later, just leave your product pages where they are. You can also choose to offer similar and relevant items available on your site. In terms of good customer service, it’s helpful to inform customers when the product will be back in stock. With expired items, many eCommerce 
business owners will simply delete the product page, but this will lose value with eCommerce SEO. You can choose a similar course of action to out-of-stock items, where you can redirect customers to a similar item or back to the overarching category. There are also a lot of eCommerce mistakes to avoid. eCommerce SEO mistakes are easy to make but generally easy to fix or avoid. Several possible mistakes that are easy to avoid with eCommerce SEO have to do with product descriptions.
One example of an easy fix is to go through your eCommerce website and make sure you don’t have any duplicate content. Recently, Google has penalized the search rankings and results of websites that have duplicate content, whether on their home pages or product descriptions. The best way to avoid this is by creating unique content for each of your pages and product descriptions. This is particularly important to keep in mind when dealing with variations in products, whether it be size, color, etc. If you aren’t careful with how you present or write the product description, Google could view it as duplicate content.
Some eCommerce stores will neglect creating product descriptions for some of their products, but this is a gold mine for keywords and content that will aid your eCommerce SEO. With that said, when you are provided a product by a manufacturer, you will often be given a product description for your website to list as a convenience. While it can be exceedingly convenient to just copy and paste this description onto your eCommerce website, this can hurt your eCommerce SEO. Your marketing and SEO campaigns will be tailored to specific content and keywords, and your product descriptions should reflect that. You should also make sure that you set up customer reviews for all of your products. First of all, a customer is much more likely to make a purchase when they can evaluate and read about other customer’s experiences. But, this can also help your search engine rankings because products reviews are more likely to reach the top of the search engine page.
Tips For Everyday eCommerce SEO
eCommerce SEO is not something that you can do once and leave it alone, the landscape of the internet and search engine rankings are always changing and your eCommerce SEO has to change right along with it. Periodically, you should reevaluate your SEO structure as your site develops. You can do this by using Google Webmaster Tools, which can help you find and fix any SEO problems that are occurring on your website. There are plenty of other online software SEO tools that can help you keep an eye on how your eCommerce SEO is doing for your website. If you can use a software that points you in the direction of a problem, this is only going to help you.
You should also utilize the vast amounts of data analysis software there is out there, as well as data analysis abilities built into various eCommerce platforms. The best way to implement a thoughtful and successful eCommerce SEO campaign is by being informed about how your customers are acting on your site. And keep you customer’s mobile devices in mind; a responsive design for a mobile site is a slightly more complicated (but very worth it) way of increasing your search engine rankings.
A lot of business owners either underestimate the power of eCommerce SEO, or they aren’t using it to it’s fullest potential (or even using it well at all). Fortunately for you, with this article and your eCommerce determination, you’re well on your way to beating out your competitors in the race for search engine rankings. Have any questions about eCommerce SEO? Leave a question in the comments and a professional digital agency will give you answers!
