The Key to Unlocking More Sales

Optimising your product page so it ranks prominently can be a tricky thing to figure out, but once you have the basics down, it quickly becomes second nature. The internet has a very specific way of deciding what gets the most attention, and not following their rules can mean banishment to the forgotten land.

Commandment 1:
Thou Shalt Use Great Images

The most immediate way you can grab a buyer’s attention is by showcasing your product clearly and visibly. Shoot your product from a variety of angles, show it in context via size and proportion, and display how it’s supposed to be used. And if possible, add 360-degree viewing or click-and-drag zoom.

Commandment 2:
Thou Shalt Not Skimp On Product Descriptions

So you’ve got a great selection of images, but without enough words to describe it, how will your buyers know what you’re selling? Take the time to craft an excellent product description that informs, engages and persuades.

Commandment 3:
Thou Shalt Honour the Importance of Metadata

Metadata is the data that describes other data, and includes good title tags, ALT tags, image file names, URLs, sitemap.xml and robots.txt files, and meta descriptions. Essentially, it’s an internet map that guides users to your page.

Commandment 4:
Thou Shalt Understand HTML Markups

HTML is no great mystery, but time and time again, users ignore the basic rules. When designing your site, keep this in mind:

H1 Page (product) title

H2 Heading 2

H3 Smaller text heading/description

H4 Description

H5 Description

H6 Smallest description

Commandment 5:
Thou Shalt Not Plagiarise

One of the fastest ways you can get booted to the bottom is to steal other people’s words, especially manufacturers’. The internet does not take kindly to recycled material posing as original words, and it’s a lot less of a headache to come up with unique content.

Commandment 6:
Thou Shalt Scrounge up Product Reviews

Buyers are much likelier to buy something on impulse in a brick-and-mortar store because they can use body language—and an easier return policy—to their advantage. Online, though, that’s removed and customers need another way to judge your character: product reviews.

Commandment 7:
Thou Shalt Give Searchers the Terms They Use

One of the classic mistakes of poor SEO is using the search terms and keywords you think are important instead of what’s actually being used. The consequence of this is a brilliantly-written product that absolutely nobody’s looking for.

Commandment 8:
Thou Shalt Make Uniqueness a Priority

One of the dangers in SEO is duplication, which makes things bleed together into one amorphous product. Some products will just naturally have the same words in them, but you can avoid this by making unique phrases with this formula: Brand—Model—Item Type—Year—(Colour).

Commandment 9:
Thou Shalt Utilise the KISS Method

The last thing buyers want to do when they visit your site is unearth what they’re looking for; they want the product right in front of them with the least amount of trouble possible. Keep your homepage simply designed, yet filled with enough pointers and markers to be informative. If you’re selling on marketplaces like Amazon and Rakuten’s Play, a repricing solution will ensure your products find themselves closer to the buyers’ search results, particularly if you’ve taken on board these ten commandments and avoided common Amazon repricing mistakes.

Commandment 10:
Thou Shalt Include Calls-to-Action

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Optimising the SEO on your product page isn’t impossible or mysterious, but there are certain rules that need to be followed.

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