BY Rachel Cagle
If your client wants to boost their product sales, they need to make sure those products are easy to find in searches. You can help them achieve this goal by following these SEO tips.
Best SEO Tips to Rank for Products
Google Updates
According to a recent article by Search Engine Land, Google is making algorithm updates to its search engine results page (SERP) composition. This is good news for product retail brands. Products now account for about 45% of SERP composition in the retail landscape (a 20% increase year-over-year).
However, Google also made an update to its reviews algorithm. “Now SEOs have to grapple with Google relying less on stand third-party reviews on-site and more on in-depth reviews that illustrate visual evidence of a product or service experience – all without knowing exactly how they’d impact organic product result types within the SERP,” says Search Engine Land.
Overall, Search Engine Land’s hypothesis is that Google is making these changes to make it easier for consumers to “window shop” on SERPs. That is, showing consumers products rather than organic web listings, kind of like retail sites themselves. But it’s not just one big results page anymore; results are divided.
Product Snippets
According to Search Engine Land, these are “organic web listings of PDP URLs with a snippet or extension of the product’s URL, title, and description that include additional unique elements, such as reviews, ratings, shipping and return policies, price, and location-based availability.”
Merchant Listings
These are “unpaid and organic displays of Google Shopping product listings, often seen within a carousel as a top result in the SERP, above organic web listings. These results used to have the ‘Popular Products’ label above the feature in the SERP. Merchant listings can also be found in the Shopping tab of Google Search.”
Google Shopping Results
These aren’t just for product listing ads anymore. This tab now houses both paid and organic product listings, says Search Engine Land. “These results are reported via Google Ads for PLAs and in GSC for unpaid product listing result types, such as product snippets and merchant listings.”
Search Engine Land recommends following a few SEO tips in order to adjust to the new future of SERP composition.
Update Product Schemas
According to SEO Clarity, “The product schema allows you to add specific product attributes to your product listings that can appear as rich results on the SERP. These properties include:
- Price
- Reviews
- Ratings
- Offers
- Product Description
- Awards
- And more”
With the changes to Google’s algorithm, Search Engine Land’s SEO tips include expanding the information in product schemas. Your client should now include information such as shipping and return policies and location-based availability to the properties listed above.
Strengthen Product Descriptions
Another of Search Engine Land’s SEO tips is to “ensure robust and unique content with a strong product description page content strategy.” Be sure to add in keywords that your client’s target audience are looking for. Also, add what makes your client’s products unique to the description. Basically, find ways to stand out and differentiate your client’s products from the competitions’.
Create a Total Search Lens
Total search is, “the process of ensuring paid, organic, and shopping activities work more successfully together,” says Search Engine Land. Some SEO tips to keep in mind when crafting a total search lens are:
- Include canonical tags for parameterized PDP URLs to ensure Google attributes organic and paid engagement back to the authoritative URL
- Make sure your client’s SEO team can support keyword enhancements to influence organic product listing types
You can find more information on what your client’s target audience will be searching for within the next year on AudienceSCAN on AdMall by SalesFuel.
With these SEO tips, you’ll be able to get your client’s products in front of more consumers and boost their sales.
Photo by John Schnobrich