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SEO | 3 min read

E-Commerce: How Keywords Improve On Page SEO

Rhys Wood
05 November 2015 Written by Rhys Wood

E-Commerce: How Keywords Improve On Page SEO

Optimising your blog is great, but it's not the only type of page that can benefit from the bonus of good SEO. Notice that Shopping tab on Google? Yep, companies can also use SEO to push their products up the rankings.

If you run, or are part of a business that specialises in eCommerce, it's important to be aware of how you can better optimise your product listings. After all, the more people you're attracting to your page, the more you can potentially convert into a sale!

The first thing to be aware of is your product page's URL. Much like the URL of a blog post, it's not going to be the first thing the user will see (if the user glances it at all), but it is crucial to attracting visitors to your site. While eCommerce giants like Amazon can get away with large, number-filled URLs, this is not recommended for something more specialised.

Take, for example, River Island, a clothing company that has a broad, but very organised eCommerce system. River Island first sorts its URLs by category (eg. Men/Jeans) and secondly by the product itself. Here's an example:

http://www.riverisland.com/men/jeans/skinny-jeans/Mid-wash-Sid-skinny-stretch-jeans-277087

This URL highlights a great example of a technique known as "breadcrumbing," ie. making sure each page links back to the previous one, all the way back to your homepage. This makes navigation of your site much easier and can encourage visitors to browse for longer than they'd initially planned.

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Let's say someone is looking for these jeans in particular; because the keyword is already a part of the URL as a whole, its SEO score is already higher as a result. It helps that the URL contains a descriptive long tail keyword; anyone searching for "men's skinny jeans" or similar may be led to this page.

But what about the part of the search that people are going to be looking at? Namely, the SEO title. Similarly to the URL, it must contain the keyword that the user is searching for. It's much like titling a blog in this regard; although your page title will now be rooted to one particular object as opposed to a topic or opinion. Let's look at an Amazon search result as an example:
Not only do Amazon have the top two search results for the entered keyword, the keyword is liberally scattered across both the titles and meta descriptions. Of course, it's no surprise that Amazon holds the most looked at spots for this particular search given the popular cultural nature of the item in question; one could go from search to buy in less than 30 seconds if they wanted to.

Taking this into account we can reach the conclusion of the importance of keywords for product pages. As the user is searching for something very specific (and often niche), SEO must be handled accordingly. As is the case with Amazon, placing your keyword in as many places as is sensible will drastically increase the chances of converting viewers into customers. Having a simple URL that will guide users to your page is just as, if not more crucial in this regard, too.
With all that said, try optimising your pages with our advice in mind, ensure your SEO points several fingers at your products, set up your pages in a way that increases visiting time, and lastly, watch your conversions increase!

Click here to download our eBook for FREE, highlighting the SEO mistakes to avoid when redesigning your website.

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