DeepCrawl Webinar: How to Make Your Product Pages Content Unique

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Kristina Azarenko discusses common issues with eCommerce product pages and provides solutions. The three main issues are: 1) Almost identical products found on different URLs (e.g. different colors), 2) The same product found in different categories with different URLs, and 3) Products with the original manufacturer's description. Solutions include creating a single URL for all product variations, removing category indications from URLs, choosing a canonical product version, and adding unique content like customer reviews, questions and answers to differentiate products.

Marketing

• eCommerce & Technical SEO consultant
• I help businesses thrive online and get traffic and
sales they deserve
• Creator of the SEO Challenge Course
• International speaker
• Quarantine doll houses builder
Kristina Azarenko

Kristina Azarenko @azarchick | @DeepCrawl
10+ years of
digital marketing
experience
achieved 1044%
ROI with paid ads…
and even higher
with SEO

Kristina Azarenko @azarchick | @DeepCrawl
“By 2040, around 95% of all purchases
are expected to be via eCommerce”
(Source: Nasdaq)
Originally shared by me here bit.ly/8-step-eCommerce

Kristina Azarenko @azarchick | @DeepCrawl
It seems we’re already living in
2040, right?!

Kristina Azarenko @azarchick | @DeepCrawl

Kristina Azarenko @azarchick | @DeepCrawl
Types of Pages on
an eCommerce Website

Kristina Azarenko @azarchick | @DeepCrawl
Homepage Categories Products

Kristina Azarenko @azarchick | @DeepCrawl
3 Issues with Product Pages

Kristina Azarenko @azarchick | @DeepCrawl
Almost identical
products found on
different URLS
(e.g. colors)
The same product
is found in different
categories and has
different URLs
Products with
original
manufacturer’s
description
1. 2. 3.

Kristina Azarenko @azarchick | @DeepCrawl
So how do we fix that?

Kristina Azarenko @azarchick | @DeepCrawl
Create high-quality product pages with
unique content
so that you stop burning money

Kristina Azarenko @azarchick | @DeepCrawl
Yay!
Yay!
Yay!

Kristina Azarenko @azarchick | @DeepCrawl
Issue 1:
Almost identical products
found on different URLS

Kristina Azarenko @azarchick | @DeepCrawl
• Colors
• Sizes
• Material
• Other product options
Issue 1:
Almost identical products
found on different URLs

Kristina Azarenko @azarchick | @DeepCrawl
/t-shirt-blue /t-shirt-green /t-shirt-pink /t-shirt-purple
Issue 1:
Almost identical products
found on different URLs

Kristina Azarenko @azarchick | @DeepCrawl
Page
1
Page
2

Kristina Azarenko @azarchick | @DeepCrawl
Solution:
Create separate pages for product options
only if there’s a demand for that.
Otherwise, create only one product URL and list
all options there

Kristina Azarenko @azarchick | @DeepCrawl
Issue 2:
The same product found in different
categories and has different URLs

Kristina Azarenko @azarchick | @DeepCrawl
site.com/women/
t-shirts/v-neck-
slim-fit-top.html
site.com/t-shirts/
women/v-neck-
slim-fit-top.html

Kristina Azarenko @azarchick | @DeepCrawl
Solution 1:
Remove the category indication
from the URL

Kristina Azarenko @azarchick | @DeepCrawl
site.com/products/
v-neck-slim-fit-top.html
site.com/products/
v-neck-slim-fit-top.html

Kristina Azarenko @azarchick | @DeepCrawl
Mind the internal
links:
they should point to
the canonical
version of the URL
Pro Tip:

Kristina Azarenko @azarchick | @DeepCrawl
Solution 2:
Choose a canonical product
version and make other product
variations point to it

Kristina Azarenko @azarchick | @DeepCrawl
site.com/women/t-shirts/v-neck-slim-fit-top.html
site.com/t-shirts/women/v-neck-slim-fit-top.html
Canonical to

Kristina Azarenko @azarchick | @DeepCrawl
Issue 3:
Products with original
manufacturer’s description

Kristina Azarenko @azarchick | @DeepCrawl
Solution:
Find the ways to stand out!

Kristina Azarenko @azarchick | @DeepCrawl
1.
Customer
Reviews

Kristina Azarenko @azarchick | @DeepCrawl
2.
Customer
Photos

Kristina Azarenko @azarchick | @DeepCrawl
3.
Customer
Questions
& Answers

Kristina Azarenko @azarchick | @DeepCrawl
Where do you get questions
ideas?

Kristina Azarenko @azarchick | @DeepCrawl
Google Questions

Kristina Azarenko @azarchick | @DeepCrawl
These updates might be minor but they are important.
Customer Chats

Kristina Azarenko @azarchick | @DeepCrawl
Customers Chats
These updates might be minor but they are important.

Kristina Azarenko @azarchick | @DeepCrawl
These updates might be minor but they are important.
Forums, QA Websites

Kristina Azarenko @azarchick | @DeepCrawl
These updates might be minor but they are important.

Kristina Azarenko @azarchick | @DeepCrawl
These updates might be minor but they are important.
Tools like
allsoasked.com
answerthepublic.com

Kristina Azarenko @azarchick | @DeepCrawl
Let’s Summarize

Kristina Azarenko @azarchick | @DeepCrawl
1. 2. 3.
Almost identical
products found on
different URLS
(e.g. colors)
All product
variations are
found on a single
URL
The same product
found in different
categories and has
different URLs
Products with
original
manufacturer’s
description
Remove the
category
indication
from the URL
Choose a
canonical
product
version
Find the
ways to stand
out (reviews,
QAs, etc.)

Kristina Azarenko @azarchick | @DeepCrawl
Subscribe for SEO Shop Up:
eCommerce SEO Newsletter:
bit.ly/SEO-Shop-Up

▪ Request a free consultation and demo
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▪ Next webinars:
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▪ Survey
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Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success. Key Takeaways: • Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot. • Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers. • Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions. • Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.

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Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented. So how do you effectively navigate distributing and tailoring your content across these various touchpoints? Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges. You’ll learn: - How today’s users engage with content across various channels and devices. - The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant. - What digital shelf space is and how your content strategy needs to pivot. With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.

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DeepCrawl Webinar: How to Make Your Product Pages Content Unique

2. • eCommerce & Technical SEO consultant • I help businesses thrive online and get traffic and sales they deserve • Creator of the SEO Challenge Course • International speaker • Quarantine doll houses builder Kristina Azarenko

3. Kristina Azarenko @azarchick | @DeepCrawl 10+ years of digital marketing experience achieved 1044% ROI with paid ads… and even higher with SEO

4. Kristina Azarenko @azarchick | @DeepCrawl “By 2040, around 95% of all purchases are expected to be via eCommerce” (Source: Nasdaq) Originally shared by me here bit.ly/8-step-eCommerce

5. Kristina Azarenko @azarchick | @DeepCrawl It seems we’re already living in 2040, right?!

6. Kristina Azarenko @azarchick | @DeepCrawl

7. Kristina Azarenko @azarchick | @DeepCrawl Types of Pages on an eCommerce Website

8. Kristina Azarenko @azarchick | @DeepCrawl Homepage Categories Products

9. Kristina Azarenko @azarchick | @DeepCrawl Homepage Categories Products

10. Kristina Azarenko @azarchick | @DeepCrawl 3 Issues with Product Pages

11. Kristina Azarenko @azarchick | @DeepCrawl Almost identical products found on different URLS (e.g. colors) The same product is found in different categories and has different URLs Products with original manufacturer’s description 1. 2. 3.

12. Kristina Azarenko @azarchick | @DeepCrawl

13. Kristina Azarenko @azarchick | @DeepCrawl

14. Kristina Azarenko @azarchick | @DeepCrawl So how do we fix that?

15. Kristina Azarenko @azarchick | @DeepCrawl Create high-quality product pages with unique content so that you stop burning money

16. Kristina Azarenko @azarchick | @DeepCrawl Yay! Yay! Yay!

17. Kristina Azarenko @azarchick | @DeepCrawl Issue 1: Almost identical products found on different URLS

18. Kristina Azarenko @azarchick | @DeepCrawl • Colors • Sizes • Material • Other product options Issue 1: Almost identical products found on different URLs

19. Kristina Azarenko @azarchick | @DeepCrawl /t-shirt-blue /t-shirt-green /t-shirt-pink /t-shirt-purple Issue 1: Almost identical products found on different URLs

20. Kristina Azarenko @azarchick | @DeepCrawl

21. Kristina Azarenko @azarchick | @DeepCrawl Page 1 Page 2

22. Kristina Azarenko @azarchick | @DeepCrawl Solution: Create separate pages for product options only if there’s a demand for that. Otherwise, create only one product URL and list all options there

23. Kristina Azarenko @azarchick | @DeepCrawl

24. Kristina Azarenko @azarchick | @DeepCrawl

25. Kristina Azarenko @azarchick | @DeepCrawl Issue 2: The same product found in different categories and has different URLs

26. Kristina Azarenko @azarchick | @DeepCrawl site.com/women/ t-shirts/v-neck- slim-fit-top.html site.com/t-shirts/ women/v-neck- slim-fit-top.html

27. Kristina Azarenko @azarchick | @DeepCrawl Page 1 Page 2

28. Kristina Azarenko @azarchick | @DeepCrawl Solution 1: Remove the category indication from the URL

29. Kristina Azarenko @azarchick | @DeepCrawl site.com/products/ v-neck-slim-fit-top.html site.com/products/ v-neck-slim-fit-top.html

30. Kristina Azarenko @azarchick | @DeepCrawl Mind the internal links: they should point to the canonical version of the URL Pro Tip:

31. Kristina Azarenko @azarchick | @DeepCrawl Solution 2: Choose a canonical product version and make other product variations point to it

32. Kristina Azarenko @azarchick | @DeepCrawl site.com/women/t-shirts/v-neck-slim-fit-top.html site.com/t-shirts/women/v-neck-slim-fit-top.html Canonical to

33. Kristina Azarenko @azarchick | @DeepCrawl Issue 3: Products with original manufacturer’s description

34. Kristina Azarenko @azarchick | @DeepCrawl

35. Kristina Azarenko @azarchick | @DeepCrawl Solution: Find the ways to stand out!

36. Kristina Azarenko @azarchick | @DeepCrawl 1. Customer Reviews

37. Kristina Azarenko @azarchick | @DeepCrawl 2. Customer Photos

38. Kristina Azarenko @azarchick | @DeepCrawl 3. Customer Questions & Answers

39. Kristina Azarenko @azarchick | @DeepCrawl Where do you get questions ideas?

40. Kristina Azarenko @azarchick | @DeepCrawl Google Questions

41. Kristina Azarenko @azarchick | @DeepCrawl

42. Kristina Azarenko @azarchick | @DeepCrawl These updates might be minor but they are important. Customer Chats

43. Kristina Azarenko @azarchick | @DeepCrawl Customers Chats These updates might be minor but they are important.

44. Kristina Azarenko @azarchick | @DeepCrawl These updates might be minor but they are important. Forums, QA Websites

45. Kristina Azarenko @azarchick | @DeepCrawl These updates might be minor but they are important.

46. Kristina Azarenko @azarchick | @DeepCrawl These updates might be minor but they are important. Tools like allsoasked.com answerthepublic.com

47. Kristina Azarenko @azarchick | @DeepCrawl These updates might be minor but they are important.

48. Kristina Azarenko @azarchick | @DeepCrawl Let’s Summarize

49. Kristina Azarenko @azarchick | @DeepCrawl 1. 2. 3. Almost identical products found on different URLS (e.g. colors) All product variations are found on a single URL The same product found in different categories and has different URLs Products with original manufacturer’s description Remove the category indication from the URL Choose a canonical product version Find the ways to stand out (reviews, QAs, etc.)

50. Kristina Azarenko @azarchick | @DeepCrawl Subscribe for SEO Shop Up: eCommerce SEO Newsletter: bit.ly/SEO-Shop-Up

51. Questions

52. ▪ Request a free consultation and demo ▪ White Papers: - How SEO and UX will help you drive growth in eCommerce ▪ Next webinars: - 10th February: DeepCrawl Deep Dive #1 - Product Update ▪ Survey Next Steps

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