A Deep Dive into Search engine marketing for Ecommerce Product Pages

Are you fearful about your merchandise not exhibiting up in search outcomes? Do your opponents at all times rank larger than your website, even with related merchandise? 

Let’s discuss what you are able to do to get extra natural site visitors to your product pages with Search engine marketing. Comply with these steps to construct a sustainable ecommerce enterprise with constant natural development.

Get a Record of All of the Product Pages On Your Website

To get began, acquire an entire listing of all of the product pages which might be stay in your web site. This gives you a transparent overview of the scope of Search engine marketing work to be accomplished, and, you’ll must conduct key phrase analysis on a page-by-page foundation, so you have to know precisely what pages to focus on.

Website Audit from Semrush can assist right here. The device runs a extremely detailed Search engine marketing evaluation of your web site, and could be configured to crawl hundreds of pages of a web site. 

If you launch your marketing campaign, simply make sure that to enter the subfolder of your product pages that you just wish to audit within the crawl scope. 


The device shows if pages have any technical Search engine marketing points, permitting you to prioritize in keeping with web page potential and efficiency (extra on how one can use Website Audit later on this article).


To export this listing of URLs, hit the “Export” button on the high proper. Now, you’ll have a spreadsheet with your entire URLs listed, together with some Search engine marketing metrics.


For bigger ecommerce manufacturers, it’s possible that you just’ll have a excessive quantity of product pages (greater than hundreds). If that’s the case, decide which pages you wish to prioritize first (making an attempt to boost Search engine marketing for all of them directly shall be too huge an enterprise). 

You possibly can prioritize in keeping with your corporation targets and which pages are already changing greatest. Use inside information round conversions, plus Google Analytics for information round your site visitors.

The vital factor is that you just’ve gathered a listing of your most important product pages and now you can transfer on to mapping Search engine marketing goal key phrases for every web page. 

Discover and Map Applicable Key phrases to Every Web page

Each product web page you select to enhance Search engine marketing for must have main and secondary key phrases:

  • The first key phrase is the primary search time period that you really want the web page to rank for.
  • Secondary key phrases are variations or subtopics of the first key phrase that the web page also can rank for.

For instance, a main key phrase may very well be ‘nike pegasus defend’, and secondary key phrases may very well be ‘nike defend footwear’, ‘nike mens pegasus 39 trainers’, ‘pegasus 39 defend’, ‘nike defend footwear males,’ and so on.


You possibly can select as many key phrases as you need for every product web page. Nevertheless, key phrases ought to at all times be related to your content material. Be sure that your key phrases match with what’s really proven on the web page.

Discover a Main Key phrase

How do you discover key phrases? First, you need to use the Key phrase Magic Device within the Semrush platform, and to go additional, you possibly can attempt the Ecommerce Key phrase Analytics app (extra on that beneath). 

Enter a seed key phrase into the search bar. This may be any phrase or query that you just suppose sums up the product web page you’re specializing in. It can be a key phrase that you just’ve found has gross sales potential from the Ecommerce Key phrases Analytics device. Holding with the above instance, let’s search ‘nike pegasus defend’. It’s also possible to specify the placement you’d like to focus on.


After clicking ‘Search’, you’ll be given an in depth listing of search phrases which might be related to the seed key phrase you entered. The listing is organized in descending order of search quantity – which means how many individuals are trying to find that time period in search engines like google monthly.

The listing may even show ‘KD%’ which is the key phrase problem of every time period. Key phrase problem refers to how simply you possibly can rank effectively for that time period (mainly, how aggressive the time period is; the extra content material that already exists round that time period, the more durable will probably be to your content material to rank for it).


When making an attempt to pick a main key phrase from the listing, you ideally desire a key phrase that has a excessive search quantity and a low key phrase problem.

Lengthy-tail key phrases are good too. These are key phrases which might be longer in size, so have extra particular search intent.

From the listing proven above, ‘nike pegasus 38 defend ’ may very well be an amazing main key phrase as a result of it has a excessive search quantity, low key phrase problem, and is a long-tail key phrase. 

The left-hand aspect of Key phrase Magic Device search outcomes exhibits a listing of classes to assist filter your potential key phrase choices. Use this to align your key phrase analysis extra precisely with the content material in your product pages.


To search out associated secondary key phrases, click on the key phrase you will have chosen to be your main key phrase. On this case, we’ll click on on ‘nike pegasus 38 defend’. 

Semrush then gives a breakdown of knowledge round that key phrase. Scroll all the way down to ‘Key phrase concepts’ the place you possibly can view variations and questions that individuals search for round your main key phrase.


Click on on ‘View all key phrases’ beneath ‘Key phrases variations’ and ‘Questions’ to see the complete listing of potential secondary key phrases. 

As together with your main key phrase, you wish to choose key phrases which have a excessive search quantity, low key phrase problem, and are long-tailed, however the distinction with secondary key phrases is that they are often extra particular, subtopics or different phrases.


For the above instance, ‘nike pegasus 38 defend males’s’ and ‘nike air zoom pegasus 38 defend’ might all be worthwhile secondary key phrases. 

Keep in mind although, key phrases ought to at all times relate to the content material and merchandise that shall be on the web page.

Analyze Key phrases By Potential to Convert

Key phrase information on conversions can assist you determine the highest key phrases that would give your product pages a enterprise benefit.

The Ecommerce Key phrase Analytics device accessible with Semrush analyzes key phrase information from the preferred on-line retailers in 16 nations. It gives information across the variety of searches, product clicks, and orders for key phrases for main on-line retailers in these areas.

With this information, you possibly can gauge key phrases’ conversion potential and:

  • Uncover the variety of product web page clicks, searches and orders for the preferred key phrases
  • Establish seasonal surges of exercise because of historic key phrase developments and metrics
  • Examine key phrase efficiency throughout a number of on-line retailers
  • Align your product web page Search engine marketing with key phrases which might be identified to transform

Say you need key phrase information about Nike footwear in Canada. Join a free trial of the Ecommerce Key phrase Analytics app by way of the Semrush App Heart, and go to the dashboard. 

From there, choose the nation and kind the key phrase into the search bar. A listing of advised key phrases will seem beneath when you’re not 100% positive what you’re in search of initially.


You’ll then be proven month-to-month information for the variety of search requests, product clicks, orders, conversions, and clicks per search. It’s also possible to view associated key phrases and the highest on-line retailers to your entered key phrase. 

This is called ‘clickstream information’ and it tells you ways usually website searches for ‘nike footwear’ in Canada results in product clicks and orders.

For instance, within the picture beneath we are able to see that there are 107,500 search requests for “nike footwear” in Canada throughout the highest retail websites. Out of these searches, there have been 47.3k product clicks and a couple of.6k orders. This interprets to a 5.5% conversion charge. 


Subsequent, you possibly can add as much as three extra key phrases to check. 

For instance, let’s enter ‘nike pegasus males,’ ‘nike trainers,’ and ‘nike trainers for males’ as compared.

Click on ‘Examine’ and the device will present you ways the key phrases carry out in opposition to one another by way of clicks, search requests, orders, conversions, and clicks per search. 

Instantly we see that “nike pegasus males” had the bottom complete conversion charge in comparison with the opposite choices. And “nike trainers” had the best, at over 15%.


This data can assist you identify key phrases which might be more than likely to drive gross sales to your product pages.

After getting your main and secondary key phrases found out for every of your product pages, you have to embody them in numerous areas of pages. The locations it is best to prioritize are:

  • Title tag: The title textual content of your product web page that may seem search engine end result pages
  • Meta description: The transient abstract of the web page that may seem on search engine outcomes pages
  • Heading (H1) tag: The title textual content of your product web page proven on the precise web page (formatted as ‘Header 1’)

These components must be optimized together with your key phrases as a result of search engines like google use them to find out what your content material is about, and the way it must be categorized and made seen within the search end result pages. 

By having your key phrases in these components, you’re telling search engines like google “that is what we’re concentrating on” and the content material shall be extra prone to rank for these key phrases.

Your main key phrase ought to at all times be included within the meta title, meta description, and H1. Secondary key phrases could be added however these will not be as vital.

Your key phrase(s) must be built-in into your web page’s copy in a means that makes grammatical sense and is pure sounding. 

Don’t drive your key phrase(s) into sentences: For instance, if the first key phrase is ‘snug gown footwear for girls’, and your secondary key phrase is ‘girls’s gown footwear snug for strolling’ you possibly can write the next:

  • Title tag: Comfy Gown Sneakers For Ladies in Winter 2024
  • Meta description: Browse essentially the most snug girls’s gown footwear for strolling and different actions in winter 2024
  • Heading (H1) tag – Comfy Gown Sneakers For Ladies in Winter 2024

The place potential, attempt to have your key phrase(s) seem early within the copy. In case your key phrase is troublesome to seamlessly embody into the copy, an excellent trick is to put in writing it at first of the sentence and use a semicolon.

For instance, with the key phrase ‘low cost girls’s footwear’ you possibly can write a meta title that appears like this: ‘Low-cost Ladies’s Sneakers: [brand name] Outlet Sale’.

Add Useful Content material

Past your key phrases, it is best to dedicate time to create distinctive, invaluable, and Search engine marketing-ready content material throughout your pages. 

Your product pages will not be simply listings – they should ship actual worth as a way to have good Search engine marketing. 

As a primary construction, combine content material like detailed product descriptions, FAQs, and buyer opinions into your product pages.

Add Detailed Product Descriptions

Product descriptions are written textual content that designate the options and distinctive promoting factors of products and providers. They’re mandatory for Search engine marketing as a result of they enhance the shopper expertise and assist search engines like google differentiate your numerous product pages. 

It’s price noting although, that product descriptions must be distinctive for every product web page. 

When crafting your product descriptions, take care to incorporate your key phrases the place mandatory. Once more, don’t drive the point out of the key phrase, solely add it if it reads effectively. For instance, maintaining with the key phrase ‘nike pegasus defend, a part of your product description may very well be:

Sneakers with a basic white and black design. Huge match and soft-padded soles imply these are snug footwear for operating.

Add FAQs

Ceaselessly Requested Questions (FAQs) are questions that your model usually receives from clients about merchandise or your corporation. FAQs usually seem on the backside of a product web page and are a useful resource to assist clients with out having to contact you.


FAQs are impactful for Search engine marketing as a result of they make content material related for patrons, and search engines like google prioritize content material that aligns effectively with what individuals seek for. Actually, search engines like google usually show FAQs as featured snippets for question-based searches. So in case your FAQ is effectively written and genuinely helpful, it might considerably enhance your web page visibility.

To jot down FAQs, analysis what your clients are generally asking about your merchandise – you possibly can have a look at your social media platforms and feedback, converse to customer support groups, and host buyer interviews. When writing responses, use clear, concise language, and supply detailed explanations. 

From an Search engine marketing perspective, FAQs are an excellent alternative to incorporate long-tail key phrases that you could be in any other case not be capable to match into smaller copy areas. For instance, ‘snug black gown footwear for girls’ might match right into a query similar to ‘What good footwear can be found for individuals with again ache?’.

Embody Buyer Critiques

Buyer opinions enhance belief and credibility to your product pages as a result of they show actual, constructive opinions from actual individuals. Critiques additionally include various Search engine marketing advantages. 

For one, user-generated content material provides distinctive content material to every product web page and is favorable with search engines like google. Critiques equally encourage guests to spend extra time in your product pages, which reduces bounce charges and sends constructive indicators to search engines like google that the web page is partaking. 

To not point out, opinions can be utilized for wealthy snippets in search engine outcomes, which is the place the ranking is proven alongside a web page search end result.

Under is an instance of a assessment part that includes written opinions and a star ranking for a ebook bought on an ecommerce web site.


Inside hyperlinks are hyperlinks to different pages that you’ve in your web site. For ecommerce product pages, inside hyperlinks can seem in sections like ‘Different associated merchandise’, ‘We expect you may like’ or ‘Clients additionally purchased’. These hyperlinks must be to different product pages which might be related to the one you’re linking from.

Inside hyperlinks are good for Search engine marketing as a result of they permit search engines like google to attach and perceive your content material extra simply. 

If there’s a clear map of associated merchandise linking to 1 one other from totally different pages, search engines like google can categorize your model and pages with better accuracy. A transparent community of hyperlinks additionally ensures that each one your content material is crawled and categorized by search engines like google (not simply unbiased pages).

Plus, inside hyperlinks improve the person expertise as a result of individuals can discover complementary merchandise with out friction. They’re due to this fact extra prone to spend longer in your pages and decrease your bounce charge, which might positively have an effect on Search engine marketing. For the product web page displaying ‘snug gown footwear for girls’, for instance, you possibly can embody hyperlinks to black flat footwear and insoles.

Under is an instance of inside linking for really useful merchandise, taken from an ecommerce product web page promoting good watch equipment.


Use Excessive-High quality Photos

It’s not solely copy and hyperlinks that comprise your Search engine marketing efforts. The photographs you employ in your product web page can rank to look in Google Photos and the ‘Procuring’ tab on search engines like google. 


You must subsequently use solely high-quality product pictures, ideally in PNG or WebP format, with a 1×1 sq. ratio, 75% and 90% of the picture body, white or clear background, and distinctive pictures (not inventory pictures).

You also needs to optimize the file names of your pictures, together with related key phrases and descriptions. Every picture ought to have extra detailed alt textual content, so search engines like google and assistive applied sciences can perceive the content material of the picture. 

Photos must be positioned in logical contexts on the web page (e.g. subsequent to the manufacturing description), and the place potential, have a number of pictures of a product, ideally in a crawlable and indexable carousel.

Add Product Structured Knowledge Markup

Product Structured Data Markup is a kind of product Schema Markup which you can add to your product pages to supply further details about your merchandise to search engines like google. 

If you mark up product pages with structured information, it helps search engines like google to interpret the content material and context of your product pages. In flip, this results in higher visibility on search.

Wealthy outcomes (previously referred to as ‘wealthy snippets’) are components that seem subsequent to product pages in search engine outcomes pages. They embody star rankings, assessment, worth, availability, and extra, and improve person engagement. Product Structured Knowledge Markup boosts the probabilities of your web page having a wealthy snippet on search outcomes.

Product Structured Knowledge Markup could be added as JSON-LD to wherever within the HTML supply. In keeping with Google, markups have to be within the HTML returned from the net server, and can’t be generated after a web page has loaded by way of Javascript. 

Google explains in this document the steps to finish to optimize your product Structured Knowledge Markup.


Set Up Your Product Variants Accurately

Product variants are the totally different product choices you will have accessible for buy. Product variants embody totally different colours, types, sizes or add-ons that distinguish one model of a product from one other. 

Product variants influence Search engine marketing as a result of every product variant tends to have its personal web page and due to this fact distinctive URL. If pages for product variants are too related, search engines like google might view them as duplicate content material and cut back their visibility on search outcomes. 

Product variant structured data can present search engines like google with variant-specific attributes that distinguish variant pages and improve their particular person visibility.

Canonical tags can moreover assist. These are HTML attributes that inform search engines like google what Search engine marketing worth to assign to the URL. You possibly can implement canonical tags to prioritize your major product pages, and let search engines like google know which pages are product variants to keep away from points with duplicate content material. 

For instance, a girls’s shoe model might arrange product variants like this:

Essential product web page with canonical tag


Variant pages




Discover and Repair Technical Search engine marketing Points

Search engine marketing points can come up with out you even understanding. For product pages, these can have an effect on the web page rating, in addition to the person expertise. Search engine marketing points that you’ve to concentrate on embody:

  • Damaged hyperlinks
  • Duplicate content material
  • Sluggish web page load instances
  • Canonical points
  • Indexation points
  • Non mobile-friendly design

Slightly than manually test all of your product pages for technical issues, instruments like Website Audit from Semrush robotically crawl your web site and analyze its well being.


Website Audit runs greater than 140 technical Search engine marketing assessments and inside minutes, gives a listing of actions to take and enhance Search engine marketing efficiency. You possibly can select particular pages to focus on, or run the evaluation site-wide. 

The device states the variety of pages crawled, offers the general website well being as a proportion, and highlights errors, warnings, notices, and high points to handle. Subsequent to every subject, you choose ‘Why and how one can repair it’ and obtain in-depth details about what’s taking place and the answer.


With Website Audit, you’ll find and repair Search engine marketing points on demand or schedule crawls on a day by day or weekly foundation.

A backlink is a hyperlink from an exterior web site towards your web site – on this case, to one among your product pages. Backlinks function a sign of belief and authority to search engines like google, it exhibits that individuals and types suggest you. Your product pages want backlinks to rank effectively.

There are numerous methods you possibly can undertake to spice up your backlinks. Among the hottest and efficient are defined beneath.

A superb start line for a backlink technique is to have a look at who’s linking to your opponents. With this data, you possibly can goal the identical or related web sites to construct out your backlinks.

Use the Backlink Analytics device on the Semrush platform to get correct, intricate information about your opponents’ backlinks. Merely click on ‘Backlinks Analytics’ and enter your competitor’s URL. 

You’ll then be offered with the whole variety of backlinks to the location, together with the kind of backlink (‘comply with’, ‘no comply with’, ‘sponsored’ or ‘UGC’), plus a listing of every backlink’s website origin and anchor textual content. On high of that, you possibly can determine if backlinks are in a textual content, picture, kind, or body format.


You possibly can choose backlinks which might be most applicable to your model and product pages, and create a listing of potential web sites that you just wish to contact for backlinking functions. It’s also possible to detect any alternatives for missed backlinks. For instance, if there’s a web site you suppose may very well be an excellent backlink match, however that your competitor hasn’t secured a backlink from.

Declare Unlinked Model Mentions in Critiques

A model point out is any time somebody positively refers to your model on-line. In opinions for third-party ecommerce sellers or on social media, it’s widespread that clients will particularly state the model of the product that they’ve purchased. 

Not solely do model mentions enable you to measure your model consciousness, however these are prime link-building alternatives. 

Your model mentions are thought-about distinctive, user-generated content material, and so are considered reliable by search engines like google, and can present exterior Search engine marketing worth to your product pages.

Attain out to web site homeowners or directors and ask them so as to add hyperlinks to the related pages when individuals have talked about your model. The end result is a rise in your web site authority and credibility from search engines like google’ perspective.

Tip: Discover out the place your model’s being talked about on-line and attain out to construct new hyperlinks with the Model Monitoring app.

Use Connectively (previously HARO)

Connectively, beforehand referred to as HARO (Helped A Reporter Out), is a platform that connects journalists with knowledgeable sources to supply insights and quotes for content material. By way of the platform, journalists submit requests for sure matters, and consultants can reply with related data, interviews or information.

Connectively is effective for backlinking as a result of you possibly can reply to requests that relate to your business or area of interest, and if the journalist speaks with you, they usually embody a hyperlink to your web site. It’s also possible to talk about the place the content material shall be positioned forward of time, so you possibly can decide how invaluable the backlink is. Connectively usually options top-tier publications, and because of this, your backlink can come from an authoritative supply.


To greatest make the most of Connectively, create an account and choose the matters that greatest align together with your model and information. Then commonly monitor requests from journalists, and when one matches together with your model, present a well timed, invaluable response showcasing why and how one can assist. Ensure to follow-up with journalists and publications to make sure that your required backlink is included within the remaining piece.

Guaranteeing Your Merchandise Shine in Search Outcomes

Search engine marketing for ecommerce pages is simply as important because the merchandise themselves. Dedicate time to craft high quality, distinctive content material, analysis goal key phrases, construct out backlinks, and set up pages’ again finish to tell search engines like google about your product web page construction.