by Ami Okorie

Posted on Jan 21, 2025

SEO For Ecommerce Product Pages: How to Optimize Product Pages for Better Visibility

Did you know 87% of consumers start shopping with a search engine? This means that if your e-commerce product pages don’t appear in these searches, you’re missing out on potential sales.

Did you know 87% of consumers start shopping with a search engine? This means that if your e-commerce product pages don’t appear in these searches, you’re missing out on potential sales. 

With so many competitors vying for attention, your product pages must stand out if you intend to attract visitors and convert them into buyers. The big question becomes - how can you achieve this?

Thankfully, this guide is here to help. As you read, you’ll learn how to make your product pages more visible using SEO, UX/UI, and content optimization. 

Whether you use Shopify or another platform, these tips will help you create product pages that perform better and sell more.

7 Proven Strategies to Optimize Product Pages:


Let’s get right in.

What is E-commerce Product Page SEO?

E-commerce product page SEO (search engine optimization) refers to optimizing individual product pages to rank higher in search engine results. 

It involves improving the content, structure, and technical aspects of your pages. The purpose of this optimization is to make them more attractive to both search engines and potential customers.

For example, including relevant keywords in your product titles, writing unique product descriptions, and ensuring your page loads quickly are all part of SEO. The ultimate goal is to make it easier for shoppers to buy from you and for search engines to find your pages.

Understanding the Importance of Product Page Visibility

Search engines like Google use complex algorithms to rank pages based on factors like:

  • Keyword relevance: Are you using the words shoppers are searching for?
  • Page speed: Does your page load quickly, especially on mobile devices?
  • Mobile-friendliness: Is your page easy to use on smaller screens?

If your product pages aren’t optimized, they may rank low or not appear in search results.

Beyond search engines, your SEO product page design also influences shopper behavior. Pages that are easy to navigate and visually appealing keep users engaged and reduce bounce rates. Most online shoppers won’t scroll past the first page of search results. So, they’ll likely buy from someone else if your product isn't visible.

What Makes a Good Product Listing Page?

A good product listing page includes:

  • A descriptive title with relevant keywords
  • High-quality images showing different angles of the product
  • A detailed, unique description that answers customer questions
  • Clear pricing, stock availability, and shipping information
  • Reviews or ratings to build trust

How to Improve Your E-commerce Product Page

Well-optimized product pages do more than bring traffic. They turn visitors into customers. 

Pages with clear descriptions, high-quality images, and user reviews build trust and make it easier for people to decide to buy.

Here are eight ways you can optimize your product pages.

  1. Keyword Research: The Foundation of Optimization

Keywords are the words or phrases people use to search for products. When you use the right ones, your product pages appear when potential customers search online. Focus on:

  • Primary Keywords: 

These are the phrases/words that directly define the product you’re selling. They are usually short, broad, and have a high search volume.

For instance, if you sell male jeans, “male jeans” is your primary keyword. It represents the most general way people might search for your product. However, because primary keywords are so broad, they are highly competitive.

  • Secondary Keywords: 

These are phrases/words closely related to your primary keyword but offer more context or variation.

For example, if your primary keyword is “male jeans,” secondary keywords could include “good jeans for men” or “best male jeans.” These keywords allow you to target slightly narrower searches while aligning with the main product theme. They help capture users with specific needs or preferences.

  • Long-Tail Keywords:

These are highly specific phrases with lower search volume but higher intent. For example, “affordable good jeans for men” is a long-tail keyword. People searching for these terms are usually closer to purchasing because they know exactly what they want. 

Long-tail keywords are less competitive and yield better conversion rates because they address specific user needs.

Tools for Keyword Research

How to Select Keywords for Product Page Optimization

To improve SEO for Shopify or other e-commerce platforms, we recommend that you choose buyer-intent keywords. For example, “buy [product name]” or “[product name] for sale.” 

If your business serves a specific area, use location-based keywords like “handmade jewelry in Canada.”

  1. On-Page SEO for E-commerce: Best Practices for Product Pages

There are five categories of on-page SEO for e-commerce. These categories will be listed below, along with their best practices.

Title Tags and Meta Descriptions

Your title tag should include your main keyword, brand name, and unique product features. For example, if you sell running shoes on Shopify, your tag can be: “Men’s Lightweight Running Shoes – Nike Air Zoom Pegasus 39.”

You should also write meta descriptions that encourage users to click. For instance, “Experience ultimate comfort with Nike’s lightweight running shoes. Perfect for long-distance runs and casual wear.”

URL Structure

Use short, descriptive URLs that include keywords. Avoid long strings of numbers or symbols. Example:
✅  www.yourstore.com/blue-running-shoes
❌  www.yourstore.com/product12345xyz

Heading Tags (H1, H2, etc.)

Organize your content with headings to improve readability and SEO. Use:

  • H1 tag for your product title 
  • H2 for sections like features
  • H3 for sections like reviews

Product Descriptions

Write unique and detailed descriptions that highlight the benefits of your product. Avoid copying manufacturer descriptions to prevent duplicate content.

Source: L’Amour Pearls

Image Optimization

  • Use descriptive file names like “blue-running-shoes.jpg.”
  • Add alt text to images for accessibility and SEO
  • Compress images to ensure fast loading times

  1. Enhancing User Experience (UX) for Better Engagement

User experience goes beyond aesthetics. It’s about creating a seamless journey that feels natural and enjoyable. 

A good user experience keeps shoppers on your site, exploring products, and moving closer to purchasing. When visitors land on your product pages, they expect quick loading times, intuitive navigation, and mobile-friendly designs.

Page Speed Optimization

Slow pages tend to drive shoppers away. Use tools like Google PageSpeed Insights to test your speed. Also, follow recommendations like compressing images and enabling lazy loading.

Mobile Optimization

With mobile shopping on the rise, ensure your product pages are mobile-friendly. Use responsive design and mobile-optimized images for seamless browsing.

Intuitive Navigation

Organize your product categories hierarchically and add filters to make finding products easier. Using breadcrumbs can also help users navigate back to previous pages.

Clear Calls to Action (CTAs)

Buttons like “Add to Cart” or “Buy Now” should stand out and be easy to click. Use colors that contrast your background, and place CTAs where they’re easy to see.

  1. Product Reviews and User-Generated Content (UGC)

Search engines love fresh and relevant content, so frequent reviews can help your page rank higher in search results. Every time a customer writes a review, they add unique, user-generated content to your product page. 

Seeing such positive reviews can also reduce hesitation and increase conversions. This is because customers trust the opinions of other shoppers.

Additionally, reviews often include keywords like product features or use cases. This helps search engines better understand your page’s content and improves visibility for those keywords.

How to Encourage UGC

  • Ask for reviews: Send a follow-up email asking customers to leave a review after a purchase. Make it easy by including a direct link to the review section
  • Leverage social media: Encourage your customers to share photos or videos of your products on platforms like Instagram or TikTok. Create a unique hashtag for them to use, making it easier to track and share their content
  • Showcase testimonials: Display user-generated content on your product pages. Highlight customer photos, videos, or detailed testimonials to create a sense of community and trust
  • Gamify reviews: Run contests where customers can win prizes for sharing their experiences. For example, offer a gift card for the best photo featuring your product

  1. Technical SEO for Product Pages

Technical SEO is the foundation that ensures that search engines can crawl, index, and understand your product pages efficiently. Even the best content and keywords can not achieve their full potential without a solid technical SEO framework.

Below are the major components of technical SEO and how to optimize them.

Schema Markup (Structured Data)

Schema markup is a code added to your website to help search engines better understand your product details. It can display rich snippets in search results, like:

  • Product prices
  • Availability (e.g., “In stock” or “Out of stock”)
  • Customer ratings and reviews

These rich snippets capture attention in search results, increasing click-through rates (CTR). For example, a product page showing a 5-star rating is more likely to be clicked than one without it.

You can implement schema markup by:

Canonical Tags

Search engines might penalize duplicate content by splitting ranking power across multiple URLs. Canonical tags prevent this from happening. 

These tags tell search engines which version of the page is the original, thereby preserving SEO value. 

You can canonical tags by:

  • Adding the tag to the HTML of your product pages
  • For variations, ensure all URLs point to the primary product page

Some platforms, like Shopify, have built-in tools or plugins to manage canonical tags. In Shopify, these tags are often automatically added for product pages, but you can customize them if needed.

Internal Linking

Internal links connect your product pages to other parts of your website, like related products or blog posts. These links help search engines crawl your site more effectively. They also encourage users to explore your website more, increasing the time spent.

When using internal links, here are some things to note:

  • Link to related products using direct CTAs (e.g., “You might also like…”)
  • Avoid overloading pages with too many links, which can confuse users
  • Use descriptive anchor text like “Shop our blue running shoes” instead of generic phrases like “Click here”

  1. Conversion Rate Optimization (CRO) Techniques

Conversion Rate Optimization (CRO) involves analyzing user behavior, testing different strategies, and making adjustments to improve website performance.

With CRO, you can increase the effectiveness of your existing traffic, ensuring that more visitors follow through on their intent to buy. 

Below are some of the ways to optimize your CRO.

A/B Testing

A/B testing compares two versions of a product page to see which performs better. Here are essential things you must test on a product page:

  • CTA Buttons: Try different colors, sizes, or wording (e.g., “Add to Cart” vs. “Buy Now”)
  • Images: Test different product angles or lifestyle images
  • Descriptions: Compare short descriptions versus detailed ones to see what resonates with customers

Social Proof and Urgency

Social proof and urgency are psychological triggers that influence buying decisions. To tap into these triggers, consider:

  • Highlighting how many people purchased the product recently (“50+ sold today!”)
  • Displaying real-time activity, like “10 people are viewing this item now”
  • Showing low stock alerts (“Only 3 left in stock!”)
  • Using countdown timers for promotions (“Sale ends in 2 hours!”)

Exit-Intent Popups and Cart Abandonment Solutions

Detect when users are about to leave your site and show a popup offering a discount or incentive to stay. An example of an exit-intent popup would be: “Wait! Get 10% off if you complete your purchase now.”

Also, send follow-up emails reminding customers of items left in their cart. Include incentives like free shipping or a small discount to encourage them to complete the purchase.

Wrapping Up on SEO For Ecommerce Product Pages

SEO for Shopify and other e-commerce platforms is an ongoing process. If you are overwhelmed with the process, then start small. 

Pick one or two strategies and build from there. Alternatively, you can consult an eCommerce digital marketing agency to optimize your Shopify product page. 

Not sure what agency to use? Consider using Pro Marketer. We are magicians of eCommerce who can help you 10x your sales in just 3 months. There is no fluff, just proven strategies.

Simply book a discovery call with us to get started.

FAQs on SEO For Ecommerce Product Pages

1. How to add product pages to Spotify 

Adding product pages to Shopify is simple and can be done through the admin dashboard. Here’s how:

  • Log in to your Shopify admin dashboard.
  • Click on the "Products" section.
  • Click the "Add Product" button.
  • Enter a product title, description, price, and other relevant details. Include high-quality images and optimize the product title and description with appropriate keywords.
  • Once all information is added, click "Save," and your product page will be live on your Shopify store.

2. What are product pages on Amazon? 

Product pages on Amazon are individual pages dedicated to showcasing a specific product. These pages contain all the essential information a shopper needs to purchase. 

A typical Amazon product page includes a product title, a description, and high-quality images and videos. It also features customer reviews, star ratings, pricing, shipping details, and availability.

3. What are custom product pages?  

Custom product pages are specialized pages tailored to specific campaigns, audiences, or platforms. 

Unlike generic product pages, custom product pages are designed with a targeted approach. They allow businesses to create a more personalized shopping experience by focusing on particular product features, customer needs, or marketing objectives.

For instance, a custom product page could highlight specific benefits for a seasonal sale or showcase a product's unique features for a social media audience. 

These pages often use unique URLs, promotional banners, and exclusive messaging to align with the goals of a campaign.

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