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Tailoring Your Product Pages for SEO and Shopping Feeds

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Check out this presentation from Volusion's online marketing experts as they demonstrate how to optimize product pages and prepare your site for maximum search engine exposure.

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Tailoring Your Product Pages for SEO and Shopping Feeds

  1. 1. Confidential and Proprietary Information Tailoring Product Pages for SEO & Shopping Feeds Success
  2. 2. Confidential and Proprietary Information Welcome! Meet the Webinar Team Adam Kirsch Shopping Feeds Specialist Kavi Kardos SEO Specialist
  3. 3. Confidential and Proprietary Information The Agenda for this Webinar ● Why product pages matter ● Overview of SEO and Shopping Feeds ● How keywords work in search ● Product page optimization breakdown ● Useful resources
  4. 4. Confidential and Proprietary Information Why Product Pages Matter
  5. 5. Confidential and Proprietary Information Why Product Pages Matter ● Best place to inform customers about your products ● Closest page to completing a purchase o Traffic is more qualified ● Feeds send traffic directly to these landing pages
  6. 6. Confidential and Proprietary Information SEO & Shopping Feeds Overview
  7. 7. Confidential and Proprietary Information What is SEO? ● Strategies designed to place a website in organic search results ● Caters to search engines’ algorithms ● Signals that a page is relevant to search phrases ● Mix of technical and creative skills ● Not about “gaming” the search engines
  8. 8. Confidential and Proprietary Information What are Shopping Feeds? ● Paid search campaign (Cost-Per-Click) ● Google and other custom engines o Amazon o Bing o Shopping.com o Shopzilla ● Displays ads of individual products, highlighting image and price ● Used for comparison shopping ● Quick way to bring high-quality traffic to your site
  9. 9. Confidential and Proprietary Information How SEO & Shopping Feeds Work Together Search engines are encouraged to look at the front and back of your site at the same time
  10. 10. Confidential and Proprietary Information Keywords & Search
  11. 11. Confidential and Proprietary Information What are Your Customers Searching For? ● What are they typing into Google? ● Consider your audience ● Your industry/product expertise is key
  12. 12. Confidential and Proprietary Information What are Your Customers Searching For?
  13. 13. Confidential and Proprietary Information What are Your Customers Searching For?
  14. 14. Confidential and Proprietary Information What are Your Customers Searching For? ● Informational vs. descriptive keywords ● Consider site taxonomy/product variations ● Front-loading information
  15. 15. Confidential and Proprietary Information Product Optimization
  16. 16. Confidential and Proprietary Information ✔ Title Tag ✔ Product Name ✔ Photo ✔ Meta Tag Description Where to focus your efforts and how Product Optimization Breakdown ✔ Product Description ✔ Photo Alt Text ✔ Product URL Text
  17. 17. Confidential and Proprietary Information Title Tag Or “Meta Tag Title” in Volusion ● Tells search engines what page is about ● Should contain most important keywords for that page ● Keep to around 70 characters ● For Shopping Feeds, not as important
  18. 18. Confidential and Proprietary Information Meta Description Or “Meta Tag Description” in Volusion ● Doesn’t influence search ranking, but does influence human clickthrough ● Should contain compelling marketing messages ● Keep to around 156 characters (can vary) - www.serpsimulator.com ● Keyword placement doesn’t matter, but keep clickthrough in mind
  19. 19. Confidential and Proprietary Information Product Description ● Signals keyword relevancy to search engines ● Should be unique, not duplicate content ● Any info necessary to make a purchase should be here ● Include a call to action
  20. 20. Confidential and Proprietary Information Product Description ● Activate customer reviews ● Do not mention free shipping in the product title or description ● For Shopping Feeds, avoid using special characters if possible. ● Use <h1> tags
  21. 21. Confidential and Proprietary Information ● Feeds won’t accept a product without an image ● Your product’s first impression ● Multiple images/images with context can help conversion ● No watermarks ● White background Product Photo GOOD BAD
  22. 22. Confidential and Proprietary Information ● Optimizes/describes the product image ● Can be the same as the product name or Title Tag Photo Alt Text GOOD BAD red hat with bow and lace for dogs Hat 1
  23. 23. Confidential and Proprietary Information Product URL Text ● Should be descriptive, but not too long ● Don’t capitalize words ● Don’t add underscores or dashes - Volusion software does this for you ● Can add tracking to the end of the url to track performance Volusion KB article: http://support.volusion.com/article/roi-tracking Google Help: https://support.google.com/analytics/answer/1033867?hl=en
  24. 24. Confidential and Proprietary Information GOOD Product Name ● Use natural keywords when possible ● Include appropriate nouns, not just product names ● If relevant, include part or model numbers
  25. 25. Confidential and Proprietary Information Product Name - Rules to Follow ● Highly specific rules for shopping feeds ● Avoid special characters if possible, but if you have to, use html codes ● Do not use ALL CAPITAL LETTERS or excessive punctuation!!!!! ● Use proper spelling and grammar ● Do not advertise special promotions like BOGO, % discount or free shipping - this is not the place for it BAD
  26. 26. Confidential and Proprietary Information Meta Keywords Or “Meta Tag Keywords” in Volusion ● Used to be Google’s thing ● Not important for SEO or Feeds ● Don’t waste time inputting these! o Could give hints to competitors
  27. 27. Confidential and Proprietary Information What Matters Most? SEO: ● Title Tag ● Product description ● Meta Description Shopping Feeds: ● Product name and description ● Product image ● Product price, shipping and tax information ● Promotional text in correct places
  28. 28. Confidential and Proprietary Information Resources
  29. 29. Confidential and Proprietary Information Useful Resources ● AdWords Keyword tools ● Google Trends / Google’s suggested search terms ● Google Analytics ● Google / Bing Webmaster Tools ● Volusion blogs and webinars o Creating Marketing-Friendly Product Names o Volusion Webinars
  30. 30. Confidential and Proprietary Information Q & A Questions about Product Optimization Interested in working with our Feeds or SEO Teams? Call 1-888-750-3996

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