E-commerce product page best practices


I’m trying to automate the process of optimizing an e-commerce product page.

For instance, I have already identified a few “must have” points to check in that kind of page:

  • basic SEO: page title, sitemap present, robots.txt, images wo/ alternate text, …
  • structured data (schema.org): is it present? is it being used correctly?
  • reviews and ratings
  • image size and optimization

Still, I would love to hear the opinion of seasoned e-commerce owners:
What do you think is important/mandatory in your product pages from a marketing point of view ?
And also, would you use a tool to automate that kind of optimization process?

Thanks in advance!

I think much of what you mention there is the bulk of it. As always, you want to also make sure the actual content is well written and organized into a good header hierarchy. Review your keywords and make sure that the page is viewable on mobile. Google prioritizes mobile first pages when considering rank.

Now I will say that you should not spend a ton of time optimizing much beyond this as you will run against the point of diminishing returns. The most important thing you can do with any page for ranking is writing good content, make it easy to view, easy to use and that it gets other websites talking and linking to it.

You can have a well optimized page but if its writing is horrible and no one wants to talk about it, it is not going to convert sales.

Last tip I will give is to make sure you tweak little by little and give your site a chance to collect data on the changes. That way if one change weakens your page, you will know it and can revert back. Otherwise your page will tank and you won’t know what is causing it if you changed 10 things at once. Use A/B testing tools if you are serious about ecommerce conversions.

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Thanks a lot for your feedback!

From what you said I got the idea that I should try automate detection of “good content” (if that is even possible).
Will think about it.

Well that is the thing… Google and search engines encourage the “authenticity” part of content. Aka the human factor. They don’t want stuff written by bots, they want you to write content as a human being with the thought that other humans will search for those. In other words write “criminal law” not “undesirable homosapian conduct”. Sure you can get some key words on homosapian, but how many people looking for criminal law is going to be searching for that word?

The adage goes “content is king” when it comes to search optimization. Write content clear, concise and what your customers expect to be searching for. :wink:

Yes. How you do that would depend upon the site set up, does it use an e-commerce CMS? Server-side language and database?
I would presume any e-commerce site would use server-side and a database, which would allow you to automate most of what you list.

Content creation and quality checking is one thing I would not automate (even if I could). I think that is where you need the human touch, to write for humans and have a human check its quality. I wouldn’t trust bots or even AI for that part.
For structured data, there are tools for checking that:-

Just be aware of Google constantly moving the goalposts with that though.

This one:

has been like writing my own thoughts.

If search engines(“google”) are pushing to detect “human” content, trying to automate that may be not that simple.