A Deep Dive into Website positioning for Ecommerce Product Pages

Are you apprehensive about your merchandise not displaying up in search outcomes? Do your rivals at all times rank increased than your website, even with comparable merchandise? 

Let’s speak about what you are able to do to get extra natural site visitors to your product pages with Website positioning. Comply with these steps to construct a sustainable ecommerce enterprise with constant natural progress.

Get a Record of All of the Product Pages On Your Web site

To get began, gather an entire record of all of the product pages which are stay in your web site. This gives you a transparent overview of the scope of Website positioning work to be accomplished, and, you’ll must conduct key phrase analysis on a page-by-page foundation, so you’ll want to know precisely what pages to focus on.

Web site Audit from Semrush will help right here. The instrument runs a extremely detailed Website positioning evaluation of your web site, and will be configured to crawl 1000’s of pages of an internet site. 

Once you launch your marketing campaign, simply make certain to enter the subfolder of your product pages that you simply need to audit within the crawl scope. 


The instrument shows if pages have any technical Website positioning points, permitting you to prioritize in accordance with web page potential and efficiency (extra on how one can use Web site Audit later on this article).


To export this record of URLs, hit the “Export” button on the prime proper. Now, you’ll have a spreadsheet with all your URLs listed, together with some Website positioning metrics.


For bigger ecommerce manufacturers, it’s possible that you simply’ll have a excessive quantity of product pages (greater than 1000’s). If that’s the case, decide which pages you need to prioritize first (making an attempt to boost Website positioning for all of them directly can be too huge an endeavor). 

You may prioritize in accordance with your corporation objectives and which pages are already changing finest. Use inside information round conversions, plus Google Analytics for information round your site visitors.

The vital factor is that you simply’ve gathered a listing of your most important product pages and now you can transfer on to mapping Website positioning goal key phrases for every web page. 

Discover and Map Applicable Key phrases to Every Web page

Each product web page you select to enhance Website positioning for must have major and secondary key phrases:

  • The first key phrase is the primary search time period that you really want the web page to rank for.
  • Secondary key phrases are variations or subtopics of the first key phrase that the web page may also rank for.

For instance, a major key phrase might be ‘nike pegasus defend’, and secondary key phrases might be ‘nike defend sneakers’, ‘nike mens pegasus 39 trainers’, ‘pegasus 39 defend’, ‘nike defend sneakers males,’ and so forth.


You may select as many key phrases as you need for every product web page. Nonetheless, key phrases ought to at all times be related to your content material. Ensure that your key phrases match with what’s truly proven on the web page.

Discover a Major Key phrase

How do you discover key phrases? First, you should utilize the Key phrase Magic Device within the Semrush platform, and to go additional, you may attempt the Ecommerce Key phrase Analytics app (extra on that beneath). 

Enter a seed key phrase into the search bar. This may be any phrase or query that you simply suppose sums up the product web page you’re specializing in. It may also be a key phrase that you simply’ve found has gross sales potential from the Ecommerce Key phrases Analytics instrument. Holding with the above instance, let’s search ‘nike pegasus defend’. You too can specify the situation you’d like to focus on.


After clicking ‘Search’, you’ll be given an intensive record of search phrases which are related to the seed key phrase you entered. The record is organized in descending order of search quantity – that means how many individuals are trying to find that time period in serps per 30 days.

The record will even show ‘KD%’ which is the key phrase problem of every time period. Key phrase problem refers to how simply you would rank nicely for that time period (mainly, how aggressive the time period is; the extra content material that already exists round that time period, the tougher will probably be in your content material to rank for it).


When making an attempt to pick out a major key phrase from the record, you ideally desire a key phrase that has a excessive search quantity and a low key phrase problem.

Lengthy-tail key phrases are good too. These are key phrases which are longer in size, so have extra particular search intent.

From the record proven above, ‘nike pegasus 38 defend ’ might be an amazing major key phrase as a result of it has a excessive search quantity, low key phrase problem, and is a long-tail key phrase. 

The left-hand facet of Key phrase Magic Device search outcomes reveals a listing of classes to assist filter your attainable key phrase choices. Use this to align your key phrase analysis extra precisely with the content material in your product pages.


To seek out associated secondary key phrases, click on the key phrase you will have chosen to be your major key phrase. On this case, we’ll click on on ‘nike pegasus 38 defend’. 

Semrush then offers a breakdown of knowledge round that key phrase. Scroll all the way down to ‘Key phrase concepts’ the place you may view variations and questions that individuals search for round your major key phrase.


Click on on ‘View all key phrases’ beneath ‘Key phrases variations’ and ‘Questions’ to see the total record of attainable secondary key phrases. 

As together with your major key phrase, you need to choose key phrases which have a excessive search quantity, low key phrase problem, and are long-tailed, however the distinction with secondary key phrases is that they are often extra particular, subtopics or various phrases.


For the above instance, ‘nike pegasus 38 defend males’s’ and ‘nike air zoom pegasus 38 defend’ may all be worthwhile secondary key phrases. 

Keep in mind although, key phrases ought to at all times relate to the content material and merchandise that can be on the web page.

Analyze Key phrases By Potential to Convert

Key phrase information on conversions will help you determine the highest key phrases that might give your product pages a enterprise benefit.

The Ecommerce Key phrase Analytics instrument obtainable with Semrush analyzes key phrase information from the most well-liked on-line retailers in 16 nations. It offers information across the variety of searches, product clicks, and orders for key phrases for main on-line retailers in these areas.

With this information, you may gauge key phrases’ conversion potential and:

  • Uncover the variety of product web page clicks, searches and orders for the most well-liked key phrases
  • Determine seasonal surges of exercise because of historic key phrase traits and metrics
  • Evaluate key phrase efficiency throughout a number of on-line retailers
  • Align your product web page Website positioning with key phrases which are recognized to transform

Say you need key phrase information about Nike sneakers in Canada. Join a free trial of the Ecommerce Key phrase Analytics app through the Semrush App Middle, and go to the dashboard. 

From there, choose the nation and kind the key phrase into the search bar. A listing of advised key phrases will seem beneath should you’re not 100% positive what you’re on the lookout for initially.


You’ll then be proven month-to-month information for the variety of search requests, product clicks, orders, conversions, and clicks per search. You too can view associated key phrases and the highest on-line retailers in your entered key phrase. 

This is named ‘clickstream information’ and it tells you the way typically website searches for ‘nike sneakers’ in Canada results in product clicks and orders.

For instance, within the picture beneath we are able to see that there are 107,500 search requests for “nike sneakers” in Canada throughout the highest retail websites. Out of these searches, there have been 47.3k product clicks and a couple of.6k orders. This interprets to a 5.5% conversion price. 


Subsequent, you may add as much as three extra key phrases to match. 

For instance, let’s enter ‘nike pegasus males,’ ‘nike trainers,’ and ‘nike trainers for males’ compared.

Click on ‘Evaluate’ and the instrument will present you the way the key phrases carry out in opposition to one another by way of clicks, search requests, orders, conversions, and clicks per search. 

Instantly we see that “nike pegasus males” had the bottom complete conversion price in comparison with the opposite choices. And “nike trainers” had the best, at over 15%.


This info will help you establish key phrases which are most definitely to drive gross sales in your product pages.

After getting your major and secondary key phrases found out for every of your product pages, you’ll want to embody them in numerous areas of pages. The locations you must prioritize are:

  • Title tag: The title textual content of your product web page that may seem search engine end result pages
  • Meta description: The transient abstract of the web page that may seem on search engine outcomes pages
  • Heading (H1) tag: The title textual content of your product web page proven on the precise web page (formatted as ‘Header 1’)

These components ought to be optimized together with your key phrases as a result of serps use them to find out what your content material is about, and the way it ought to be categorized and made seen within the search end result pages. 

By having your key phrases in these components, you’re telling serps “that is what we’re focusing on” and the content material can be extra more likely to rank for these key phrases.

Your major key phrase ought to at all times be included within the meta title, meta description, and H1. Secondary key phrases will be added however these are usually not as vital.

Your key phrase(s) ought to be built-in into your web page’s copy in a approach that makes grammatical sense and is pure sounding. 

Don’t drive your key phrase(s) into sentences: For instance, if the first key phrase is ‘snug costume sneakers for girls’, and your secondary key phrase is ‘girls’s costume sneakers snug for strolling’ you would write the next:

  • Title tag: Comfy Gown Footwear For Ladies in Winter 2024
  • Meta description: Browse probably the most snug girls’s costume sneakers for strolling and different actions in winter 2024
  • Heading (H1) tag – Comfy Gown Footwear For Ladies in Winter 2024

The place attainable, attempt to have your key phrase(s) seem early within the copy. In case your key phrase is troublesome to seamlessly embody into the copy, a great trick is to jot down it originally of the sentence and use a semicolon.

For instance, with the key phrase ‘low-cost girls’s sneakers’ you would write a meta title that appears like this: ‘Low cost Ladies’s Footwear: [brand name] Outlet Sale’.

Add Useful Content material

Past your key phrases, you must dedicate time to create distinctive, useful, and Website positioning-ready content material throughout your pages. 

Your product pages are usually not simply listings – they should ship actual worth with the intention to have good Website positioning. 

As a primary construction, combine content material like detailed product descriptions, FAQs, and buyer opinions into your product pages.

Add Detailed Product Descriptions

Product descriptions are written textual content that specify the options and distinctive promoting factors of products and companies. They’re vital for Website positioning as a result of they enhance the client expertise and assist serps differentiate your numerous product pages. 

It’s price noting although, that product descriptions ought to be distinctive for every product web page. 

When crafting your product descriptions, take care to incorporate your key phrases the place vital. Once more, don’t drive the point out of the key phrase, solely add it if it reads nicely. For instance, preserving with the key phrase ‘nike pegasus defend, a part of your product description might be:

Sneakers with a traditional white and black design. Extensive match and soft-padded soles imply these are snug sneakers for operating.

Add FAQs

Regularly Requested Questions (FAQs) are questions that your model usually receives from clients about merchandise or your corporation. FAQs usually seem on the backside of a product web page and are a useful resource to assist clients with out having to contact you.


FAQs are impactful for Website positioning as a result of they make content material related for patrons, and serps prioritize content material that aligns nicely with what individuals seek for. The truth is, serps typically show FAQs as featured snippets for question-based searches. So in case your FAQ is nicely written and genuinely helpful, it may considerably enhance your web page visibility.

To jot down FAQs, analysis what your clients are generally asking about your merchandise – you would have a look at your social media platforms and feedback, converse to customer support groups, and host buyer interviews. When writing responses, use clear, concise language, and supply detailed explanations. 

From an Website positioning perspective, FAQs are a great alternative to incorporate long-tail key phrases that you could be in any other case not be capable of match into smaller copy areas. For instance, ‘snug black costume sneakers for girls’ may match right into a query akin to ‘What sensible sneakers can be found for individuals with again ache?’.

Embrace Buyer Evaluations

Buyer opinions enhance belief and credibility in your product pages as a result of they show actual, optimistic opinions from actual individuals. Evaluations additionally include quite a few Website positioning advantages. 

For one, user-generated content material provides distinctive content material to every product web page and is favorable with serps. Evaluations equally encourage guests to spend extra time in your product pages, which reduces bounce charges and sends optimistic indicators to serps that the web page is partaking. 

To not point out, opinions can be utilized for wealthy snippets in search engine outcomes, which is the place the ranking is proven alongside a web page search end result.

Under is an instance of a evaluate part that includes written opinions and a star ranking for a e-book bought on an ecommerce web site.


Inner hyperlinks are hyperlinks to different pages that you’ve got in your web site. For ecommerce product pages, inside hyperlinks can seem in sections like ‘Different associated merchandise’, ‘We expect you may like’ or ‘Clients additionally purchased’. These hyperlinks ought to be to different product pages which are related to the one you’re linking from.

Inner hyperlinks are good for Website positioning as a result of they permit serps to attach and perceive your content material extra simply. 

If there’s a clear map of associated merchandise linking to at least one one other from totally different pages, serps can categorize your model and pages with larger accuracy. A transparent community of hyperlinks additionally ensures that every one your content material is crawled and categorized by serps (not simply unbiased pages).

Plus, inside hyperlinks improve the person expertise as a result of individuals can discover complementary merchandise with out friction. They’re due to this fact extra more likely to spend longer in your pages and decrease your bounce price, which may positively have an effect on Website positioning. For the product web page displaying ‘snug costume sneakers for girls’, for instance, you would embody hyperlinks to black flat sneakers and insoles.

Under is an instance of inside linking for advisable merchandise, taken from an ecommerce product web page promoting sensible watch equipment.


Use Excessive-High quality Photographs

It’s not solely copy and hyperlinks that comprise your Website positioning efforts. The photographs you employ in your product web page can rank to seem in Google Photographs and the ‘Purchasing’ tab on serps. 


It’s best to subsequently use solely high-quality product pictures, ideally in PNG or WebP format, with a 1×1 sq. ratio, 75% and 90% of the picture body, white or clear background, and distinctive images (not inventory pictures).

You must also optimize the file names of your pictures, together with related key phrases and descriptions. Every picture ought to have extra detailed alt textual content, so serps and assistive applied sciences can perceive the content material of the picture. 

Photographs ought to be positioned in logical contexts on the web page (e.g. subsequent to the manufacturing description), and the place attainable, have a number of pictures of a product, ideally in a crawlable and indexable carousel.

Add Product Structured Information Markup

Product Structured Data Markup is a kind of product Schema Markup which you could add to your product pages to offer further details about your merchandise to serps. 

Once you mark up product pages with structured information, it helps serps to interpret the content material and context of your product pages. In flip, this results in higher visibility on search.

Wealthy outcomes (previously often known as ‘wealthy snippets’) are components that seem subsequent to product pages in search engine outcomes pages. They embody star rankings, evaluate, value, availability, and extra, and improve person engagement. Product Structured Information Markup boosts the possibilities of your web page having a wealthy snippet on search outcomes.

Product Structured Information Markup will be added as JSON-LD to anyplace within the HTML supply. In accordance with Google, markups should be within the HTML returned from the online server, and can’t be generated after a web page has loaded through Javascript. 

Google explains in this document the steps to finish to optimize your product Structured Information Markup.


Set Up Your Product Variants Accurately

Product variants are the totally different product choices you will have obtainable for buy. Product variants embody totally different colours, types, sizes or add-ons that distinguish one model of a product from one other. 

Product variants influence Website positioning as a result of every product variant tends to have its personal web page and due to this fact distinctive URL. If pages for product variants are too comparable, serps might view them as duplicate content material and cut back their visibility on search outcomes. 

Product variant structured data can present serps with variant-specific attributes that distinguish variant pages and improve their particular person visibility.

Canonical tags can moreover assist. These are HTML attributes that inform serps what Website positioning worth to assign to the URL. You may implement canonical tags to prioritize your fundamental product pages, and let serps know which pages are product variants to keep away from points with duplicate content material. 

For instance, a girls’s shoe model may arrange product variants like this:

Foremost product web page with canonical tag


Variant pages




Discover and Repair Technical Website positioning Points

Website positioning points can come up with out you even understanding. For product pages, these can have an effect on the web page rating, in addition to the person expertise. Website positioning points that you’ve got to concentrate on embody:

  • Damaged hyperlinks
  • Duplicate content material
  • Sluggish web page load occasions
  • Canonical points
  • Indexation points
  • Non mobile-friendly design

Slightly than manually examine all of your product pages for technical issues, instruments like Web site Audit from Semrush robotically crawl your web site and analyze its well being.


Web site Audit runs greater than 140 technical Website positioning assessments and inside minutes, offers a listing of actions to take and enhance Website positioning efficiency. You may select particular pages to focus on, or run the evaluation site-wide. 

The instrument states the variety of pages crawled, provides the general website well being as a proportion, and highlights errors, warnings, notices, and prime points to deal with. Subsequent to every subject, you choose ‘Why and how one can repair it’ and obtain in-depth details about what’s occurring and the answer.


With Web site Audit, you’ll find and repair Website positioning points on demand or schedule crawls on a each day or weekly foundation.

A backlink is a hyperlink from an exterior web site towards your web site – on this case, to one in all your product pages. Backlinks function a sign of belief and authority to serps, it reveals that individuals and types suggest you. Your product pages want backlinks to rank nicely.

There are numerous methods you may undertake to spice up your backlinks. Among the hottest and efficient are defined beneath.

A great start line for a backlink technique is to take a look at who’s linking to your rivals. With this info, you may goal the identical or comparable web sites to construct out your backlinks.

Use the Backlink Analytics instrument on the Semrush platform to get correct, intricate information about your rivals’ backlinks. Merely click on ‘Backlinks Analytics’ and enter your competitor’s URL. 

You’ll then be offered with the entire variety of backlinks to the location, together with the kind of backlink (‘observe’, ‘no observe’, ‘sponsored’ or ‘UGC’), plus a listing of every backlink’s website origin and anchor textual content. On prime of that, you may determine if backlinks are in a textual content, picture, type, or body format.


You may choose backlinks which are most acceptable in your model and product pages, and create a listing of potential web sites that you simply need to contact for backlinking functions. You too can detect any alternatives for missed backlinks. For instance, if there’s a web site you suppose might be a great backlink match, however that your competitor hasn’t secured a backlink from.

Declare Unlinked Model Mentions in Evaluations

A model point out is any time somebody positively refers to your model on-line. In opinions for third-party ecommerce sellers or on social media, it’s widespread that clients will particularly state the model of the product that they’ve purchased. 

Not solely do model mentions assist you to measure your model consciousness, however these are prime link-building alternatives. 

Your model mentions are thought of distinctive, user-generated content material, and so are considered reliable by serps, and can present exterior Website positioning worth to your product pages.

Attain out to web site house owners or directors and ask them so as to add hyperlinks to the related pages when individuals have talked about your model. The end result is a rise in your web site authority and credibility from serps’ perspective.

Tip: Discover out the place your model’s being talked about on-line and attain out to construct new hyperlinks with the Model Monitoring app.

Use Connectively (previously HARO)

Connectively, beforehand often known as HARO (Helped A Reporter Out), is a platform that connects journalists with professional sources to offer insights and quotes for content material. Through the platform, journalists submit requests for sure matters, and consultants can reply with related info, interviews or information.

Connectively is efficacious for backlinking as a result of you may reply to requests that relate to your business or area of interest, and if the journalist speaks with you, they typically embody a hyperlink to your web site. You too can talk about the place the content material can be positioned forward of time, so you may decide how useful the backlink is. Connectively usually options top-tier publications, and because of this, your backlink can come from an authoritative supply.


To finest make the most of Connectively, create an account and choose the matters that finest align together with your model and information. Then repeatedly monitor requests from journalists, and when one matches together with your model, present a well timed, useful response showcasing why and how one can assist. Be sure that to follow-up with journalists and publications to make sure that your required backlink is included within the closing piece.

Making certain Your Merchandise Shine in Search Outcomes

Website positioning for ecommerce pages is simply as important because the merchandise themselves. Dedicate time to craft high quality, distinctive content material, analysis goal key phrases, construct out backlinks, and set up pages’ again finish to tell serps about your product web page construction.