On-Site SEO: The Best Tips and Tricks from the Experts

on-site SEO

E-commerce websites are constantly striving to achieve a level of SEO friendliness that will help their business grow through the power of search engines. In the process of planning to get that done, on-site SEO must be an essential area of focus.

Your on-site SEO reveals to search engines what your website is all about. If you’re leveraging it correctly for success, you can win big with search engines determining the content on your website outscores the competitors. Thus, your product pages will be the more prominent option when consumers are searching those keywords related to your business.

We asked several SEO experts for their best tips regarding on-site product page optimization. These were some of the top responses we received:

Cassidy Barney, Epic Marketing SEO Manager

Cassidy Barney manages $250K in annual billing as the SEO manager at Epic Marketing. Her SEO background consists of helping local businesses increase their online visibility and reputation. Here’s what she had to say about on-site SEO hacks for product pages:

Your product page is the most important because, if built correctly, you’ll see traffic and conversions continually increasing. Be sure to keep each product page consistent with your brand while devising ways of boosting the loyalty of customers.

Here are my top e-commerce SEO tips to optimize your product page:

1. Have a featured image
2. Have multiple product photos from different angles
3. Optimize product overview, description title, price, features & benefits
4. Include unique CTA
5. Include reviews and ratings

Dylan Howell, In-house SEO at Stocksy

Stocksy is a site with roughly 3.5 million pages and 1 million different product pages. So Dylan Howell, who does in-house SEO for the site, obviously has his hands full trying to leverage product pages for success. Here’s what he had to say about on-site SEO hacks for product pages:

We’ve been diligently A/B testing our product pages in the past few months with positive results.

Increasing the image size helped dramatically. As did cleaning up the pricing information and making the “add to cart” button more prominent. We found that simplifying the view above the fold increased conversion. Allowing the viewer to scroll down for more information if they choose.

Since we have so many pages, internal linking is key to improving indexation and distribution of internal link authority. We just added a “more like this” section at the bottom of the product page, it has an image feed of ~45 related products. This list is generated by a machine learning script based on aesthetic similarity.

Syed Irfan, Growth Marketing at Ridester

The growth marketing manager at Ridester, Syed Irfan has used SEO to build the ridesharing blog to 650,000 monthly visitors. He has also worked with several e-commerce stores to help them improve SEO and increase revenue. Here’s what he had to say about on-site SEO hacks for product pages:

1. Apart from including keywords in the SEO title and meta description of the page, try using power words such as 100% organic, FREE returns, exclusive, etc.
2. Delight the visitor by doing things such as including customer reviews (especially video reviews) on the product page.
3. Include links to relevant product pages. Example: If you are selling a mic, mention links of products like a pop filter, noise canceling headphones and a stand on the same page. This is not only great for SEO but also provides a better experience to the user.

All the above hacks will reduce your bounce rate which will convince Google that your page is the right one for users, and hence Google will improve your product page’s ranking.

Tom LaVecchia, X Factor Media Founder

Tom LaVecchia began X Factor Digital Marketing to give business owners access to the best sales and digital marketing talent available. X Factor has been featured on CBS News, Forbes.com, and Fox Business. Here’s what Tom had to say about on-site SEO hacks for product pages:

1. Make sure the product description is unique and not copied anywhere, including Amazon.
2. Use multiple high res photos for each SKU.
3. Add a review section to increase confidence for your site.
4. Title tags must match the title and keywords should appear in the copy.

Note: The email marketing views expressed in this article are strictly those of the contributors and independent of Engine.

Written by
Trent Shadid is a senior copywriter and editor at Engine.