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What do SEO specialists keep silent about and what do many beginning online store owners “forget”?
That SEO optimization of product cards is no less important than working on sections, categories and articles. After all, in essence, it is the card that is the final stage of decision-making, when a potential buyer either closes the page or adds the product to the cart. It should warm up desire, answer questions and remove objections, i.e. SELL.
In this article, we will tell you how to increase the conversion of this page and optimize it from the SEO point of view. We will go through all the main elements and reveal the secrets of successful sellers.
Mandatory elements
There are 8 main elements in a good product card .
Photo/video.
H1 level heading (product name).
Price.
Characteristics.
Description.
Social proof (reviews).
Additional sales block.
Call to action.
For a visual example, we will use a product page from Amazon, the most popular marketplace in the world.
Now let's look at the points on how to create the correct design of a product card for any niche.
1. Photos and videos
Naturally, in maximum quality and without watermarks. This block should be as attractive and noticeable as possible, ideally 25-35% of the page width should be given to it (or the entire width for the mobile version of the site).
To ensure that images are ranked in search engines, don't forget to add the Alt attribute to them (alternative text describing the image).
2. H1 level heading (product name)
A good title should contain a relevant keyword, i.e. a query by which a potential buyer searches for the desired product. For example: "facial razor" , as well as clarifying details: "men's", "electric", "brand XXX, model YYY".
At the same time, it is undesirable to use commercial keywords in the title: the words “buy”, “price”, etc., that is, those that DO NOT DESCRIBE the product.
Search engines and sites often change their requirements for title size, but Google's optimal length remains 60 characters.
3. Price
Every experienced online store owner knows that you can't just name the price. You also need to sell it (i.e. justify it). A potential client always doubts: from "Why is it so expensive?" to "It's somehow suspiciously cheap!"
In your arsenal: discounts, promotions and special offers, as well as various bonuses and gifts (to justify why it costs exactly that much).
Important! Specify the price only in local currency. If a preliminary on page seo service calculation is needed to voice it, then write a "range": from and to.
4. Characteristics
These are all technical parameters that can be presented in numbers (size, weight), as well as the country of manufacture, configuration (quantity in the package), age of the consumer, material, color, article number.
The characteristics should be brief but capacious. Without "lyrical" digressions and loud adjectives. Ideally, they should be formatted as a table or list. For the block name, use a heading of level H2.
5. Description
The description block is the second most important and informative after the graphic content (photo/video). In it, you can already praise the product to the fullest. But do not forget that for SEO it is important that the text is unique and filled with keywords. Therefore, it makes sense to entrust the filling of product cards to an experienced copywriter who understands such nuances.
Lifehack! Use the phrase "In stock" to get additional traffic.
The description should perform the function of a sales manager, i.e. point out the advantages of the product and present it in a favorable light. To do this, you should answer the following questions:
what problems of the target audience will my product solve;
how to use it (directly and indirectly);
how easy is it to operate, do you need to buy anything extra;
how to choose the right option, etc.
Write about what is important to the client. For example, you offer thermal underwear. And you tell in detail about the brand-manufacturer, composition, size selection. Will such a description sell? No! Because it is much more important for the buyer to know: WILL THIS SET KEEP HIM WARM AT -30° AT A SKI RESORT?
6. Social proof (reviews)
On the one hand, it seems clear that reviews are a great sales tool. But on the other hand, the question arises: what to do if none of your clients have left their opinion yet? There are several options:
Encourage them to receive them (give something valuable for feedback and simplify the authorization procedure).
Order reviews from a copywriter or write them yourself.
It is also useful to introduce a graphical rating: stars or points. However, do not refuse the text, because it is unique content that search engines love so much. And, therefore, it also has a positive effect on SEO promotion .
7. Additional sales block
Recommended/components/related products with links to their cards are also placed under the main elements (from an SEO perspective, this is called interlinking).
Alternatively, you can also advertise the TOP 5 best-selling items in your online store or alternative products from the same category. The idea is to give the visitor the opportunity to compare or buy more without leaving the page.
8. Call to Action
In our case, the "Buy in one click" and/or "Add to cart" button. The buttons should be noticeable and accented. You can also offer to add to favorites/wish list.
However, do not give the client too many options - the presence of choice can confuse and repel him. The path to the final goal (purchase) should be as simple and clear as possible.
Design of product cards for an online store
Another interesting and sometimes controversial point: how should a page look from the point of view of design, not SEO or marketing? Is it worth being creative or is it better to adhere to certain standards?
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發表於 2024-11-10 11:26:02