SEO (Search Engine Optimization) for product pages differs from SEO for other types of pages.
With standard, content-filled web pages, we focus on one page. We ensure that the keyword terms we are branding on that page are unique throughout the website, and then we apply SEO techniques to the page.
With product pages, since there is a lot of repeated content (think T-shirts), the SEO strategy is different. We consider all the pages in the product group, choose one page to represent the group, and then apply SEO techniques to the chosen page.
In addition to applying SEO with a different strategy, there are SEO tools that have been created specifically for products. Consequently, we have more tools to help the search engines distinguish one product from another. The tools also help the search engines formulate the product snippet commonly displayed in the search results.
SEO for Product Pages is more Technical
SEO for product pages requires more careful examination and planning than SEO for other types of pages. While SEO for general pages typically focuses on optimizing a single page, product page SEO demands a broader perspective; we need to consider the relationships between numerous related product pages (referred to throughout as a “product group”).
For example, think about the variety of options available when purchasing T-shirts, pizzas, and, centerpiece candles. Some vendors create individual product pages for many of the available options. They believe they will earn better SEO value because they have more pages. The opposite is true!
Turns out, that from an SEO standpoint, the majority of those pages are redundant, and therefore, ignored because they are duplicates. Before choosing which product pages to ignore, the search bot chooses one in the product group as the representative for the group.
Maybe it’s my Type-A personality, but it bothers me to leave the choice of the page representing the product group up to the search bot. I prefer to tell the search engines which page I think best represents the group because there’s no guarantee the bot will choose the best option when deciding on its own.
Once I choose the page I want the search engines to use as the group representative, I need to let the search engines know which page that is. After that, I need to tell the search engines to NOT index any of the other pages in the product group. That means I need to add a reference inside those pages to point to the designated representative page.
Canonical Tags speak to search engine bots
To indicate which page is the product group rep and which pages are not, we use canonical tags. Canonical tags are statements expressed in name-value pairs format like THIS = THAT. The name-value pairs are added behind the scenes in the page’s code, and the search bots know to look for them.
Yuck! You see now that SEO for product pages requires both technical knowledge and skills. It’s important to understand what a canonical tag is, how to select the appropriate canonical URL for a product group, where to place the canonical tag on the designated product page, and how to update the canonical tags on all other pages in the product group.
If you are curious and want to learn more about canonicals, ahrefs has a great post about canonical best practices in its glossary.
In addition to canonical tags, SEO for product pages requires schema statements.
Product Schema Markup
Schema statements are name-value pairs added behind the scenes in a page’s code. Schema can be added to many types of pages. Each type has its own set of name-value pairs and those are defined on the schema.org website.
When used on product pages, schema not only provides the search bot with more detailed information about the product, but also gives the search bot important details like price, availability, and reviews.
Product schema attempts to capture the product’s specifications. The schema data helps the search engines format the product snippet, the information that displays in those boxes of information about a product in the search results. The more complete the product schema, the more robust the product snippet is in the search results.
Sitemap updates for Products
Now that we’ve indicated which product will represent the group, added code to that page to indicate that it is the rep, added code to the non-representative products pages, and added schema to the product pages, it’s time to update the sitemaps.
Sitemaps are files that are housed in our website directories. They typically list all pages and images on our website.
Now that we have added canonical statements to all the product pages, we need to update the sitemaps by removing the product pages that we indicated were not the representatives of a product group. We do this to avoid sending mixed signals to the search bots.
Canonical statements are used to say, ‘Hey, don’t index this page. Here’s a link to the group rep. Use that page instead.” And, sitemaps are used to say, “Hey, include these pages in the index.”
The canonical says exclude the page and the sitemap says include it. So, you see the search bot would easily get confused reading the opposing messages.
Keyword Phrases for products are more specific
Okay, you must think it is funny that I haven’t mentioned words once, keyword phrases, that is.
Yes, like any other page, we define keyword phrases for the product representative page.
The keyword phrases are much more specific (men’s short-sleeve classic fit soft cotton t-shirt) on product pages and often include branding (ralph lauren men’s short-sleeve classic fit soft cotton t-shirt) and transactional intent (save, buy, on sale) as opposed to the informational intent of our standard, content-filled web pages.
The keyword phrase is more specific because the product page is for people ready to buy. These people have done their research, and are completing the buying cycle by searching for the exact product (model, make, size, speed, color, etc.) they are ready to purchase. This is in contrast to when they start researching and searching for the product’s “generic” description (blender, laptop, t-shirts, massages, etc.)
Can non-techs add SEO to Product Pages?
Well, sure they can. I’m a believer that we all can do what we put our minds to.
For me, the question becomes, “Whether applying SEO to product pages is the best use of a non-tech’s time?”
If you have questions about how to proceed, call me 508-480-8833, and let’s talk about which portions are at your fingertips and easier for you to do, and which would be better handled by an SEO professional.
Also, if you need guidance applying SEO to your web pages, take a look at the private SEO Coaching I offer. It might be just the right thing for you. I designed it for busy professionals and built in Flex Time – because our time gets gobbled up.