5. Use Schema Markup for Descriptions
As every eCommerce website owner knows, displaying accurate product descriptions is essential. As well as providing customers with key product information, detailed descriptions help to tell Google and other search engines what the page is about.
However, you should use a recognizable format – like schema markup – when preparing your online product descriptions. This is a form of structured data that ensures product descriptions are consistent when indexed, crawled, and displayed via search engines and enables important product info to be displayed alongside results on SERPs. It typically contains information that is useful to users who are considering making a purchase, such as:
- Review rating
While schema markup may sound complicated at first, it’s not as complex as you might think. By integrating it into your website via a snippet of HTML code, you can ensure that detailed product information is used to help boost your product name rankings and entices users to click on the link to your site when it appears on SERPs.
6. Publish Visual Content
The human brain processes images 60,000 times faster than it processes text, which is one of the reasons why visual content is so important online. When you’re selling products online, it’s even more important to include high-quality visuals on your web pages so users can see exactly what they’re purchasing before they add an item to their basket.
As part of your digital marketing strategy, be sure to publish eye-catching visual content on your product landing pages. If you’re targeting a specific keyword, such as, ‘Adidas Originals Superstar’, use it in the image name, image description, and alt text.
You should assign descriptive file names and alt tags to your images, including relevant keywords that accurately describe the image content. This helps search engines understand the context of your images and improves their discoverability in image searches.
Pro Tip: Balancing Image Quality with Website Performance
High-quality product images are the centrepiece of any product page. So, it’s extremely important to maintain high-quality images without sacrificing page speed and performance for big file sizes. Finding the right balance ensures that your website offers a great user experience (UX) while also being search engine friendly.
To strike the sweet spot between image quality and search engine ooptimization, consider the following best practices:
- Choose the right image format: Use appropriate image formats such as JPEG, PNG, or WebP based on the image content and level of detail required. JPEG is suitable for photographs, while PNG is ideal for graphics and transparent images. WebP, a newer format, offers both high-quality and smaller file sizes.
- Compress images: Utilize image compression techniques to reduce file sizes without noticeable loss in quality. There are various online tools and plugins available that can automatically compress images during upload or as a bulk process.
- Leverage lazy loading: Implement lazy loading, which loads images only when they come into view, reducing the initial page load time. This technique improves page speed while still delivering high-quality images when users scroll to the relevant sections.