Optimizing Product Pages for Sales and Visibility: E-Commerce SEO

by Garrett Nafzinger

Updated on June 12, 2024

Understanding SEO and applying best practices to your product pages is vital for your online store’s success. Google and other search engines prioritize websites that follow SEO best practices. Fine-tuning your product page strategy is essential to boost your visibility and sales.

Keyword Research and Optimization

Keyword Research:
Conduct keyword research tailored to your product offerings. Use tools like Ahrefs, SEMrush, or Ubersuggest to find popular and relevant keywords. Focus on both short-tail and long-tail keywords for optimal results.

Optimizing Pages:

  • Include chosen keywords in the title tag, meta description, and URL.
  • Use keywords naturally in product descriptions and headings (H1, H2, H3).
  • Add keywords to image alt tags and file names.

Page Title and Description Optimization

Page Titles:

  • Keep it concise (50-60 characters) and descriptive.
  • Include target keywords.
  • Example: Organic Dog Food: 100% Human-Grade Ingredients – YourStoreName

Meta Descriptions:

  • Summarize your product in about 155 characters.
  • Include relevant keywords.
  • Example: YourStoreName offers premium organic dog food from 100% human-grade ingredients. Show your furry friend you care with our nutrient-rich formula.

Creating Unique and Engaging Product Descriptions

Unique Content:

  • Avoid using generic manufacturer descriptions.
  • Write unique, on-brand descriptions.

Focus on Benefits:

  • Explain how the product solves problems or improves lives.
  • Use storytelling to make content relatable.


  • Use bullet points for key features.
  • Example:
    • Powerful Motor: Equipped with a 1200W motor for tough ingredients.
    • Variable Speed Control: Adjust blending speed for desired texture.
    • BPA-Free Material: Safe and healthy use.
    • Easy to Clean: Dishwasher safe parts.

Optimizing Product Images

High-Quality Images:

  • Use clear, attractive images with proper resolution.
  • Show multiple angles and close-ups.

File Size Optimization:

  • Compress images to balance quality and loading speed.

Alt Text:

  • Be descriptive and accurate.
  • Include relevant keywords.
  • Example: Red evening dress with ruffled sleeves.

File Names:

  • Use descriptive names like red-evening-dress-ruffled-sleeves.jpg instead of generic names.

Handling Product Variations

Variation-Specific Keywords:

  • Use keywords in product descriptions and titles.
  • Example: Red Leather Shoes, Size 9.


  • Use categories and filters for easy navigation.
  • Example: Size, color, material, and style filters.


  • Provide high-quality images for each variation.
  • Include alt text for all images.

How to Handle Out-of-Stock Products

Inform Customers:

  • Display an “out of stock” label on product pages.


  • Temporarily show as out-of-stock and offer restock notifications.
  • Permanently redirect discontinued products to relevant products or category pages.
  • Suggest alternative products.

FAQ Section:

  • Address common questions about availability, shipping, and restocking.

Reviews and User-Generated Content


  • Encourage customers to leave reviews.
  • Highlight both positive and negative reviews.
  • Ensure reviews are indexable by search engines.

User-Generated Content:

  • Display customer content on product pages.
  • Feature customer stories on your site and social media.
  • Host contests to generate user content.

Markup and Structured Data

Structured Data:

  • Add structured data to help search engines understand your content.
  • Example:{ "@context": "https://schema.org", "@type": "Product", "name": "Running Shoes", "image": "https://example.com/images/shoe.jpg", "description": "Comfortable and stylish running shoes", "sku": "12345", "offers": { "@type": "Offer", "priceCurrency": "USD", "price": "49.99", "availability": "https://schema.org/InStock" } }

Schema Markup:

  • Use schema.org vocabulary.
  • Test with Google Structured Data Testing Tool.

User Experience and Page Layout

Clean Layout:

  • Use a visually appealing, uncluttered design.

High-Quality Images and Videos:

  • Provide clear images and videos from various angles.

Compelling Descriptions:

  • Use informative and concise descriptions.
  • Highlight key features with bullet points, bold, or italic text.

Clear Calls-to-Action (CTAs):

  • Make CTA buttons prominent and easy to find.

Showcase Customer Reviews:

  • Include reviews and ratings to build trust.

Conversion Rate Optimization

Clear CTA:

  • Use clear, visually striking buttons like ‘Add to Cart’ or ‘Buy Now.’

Easy Checkout:

  • Simplify the purchase process with as few steps as possible.
  • Offer multiple payment options and guest checkout.


  • Ensure intuitive layout and navigation.
  • Make your site mobile-friendly.

By following these strategies, you can optimize your product pages for better visibility, higher search rankings, and increased sales.