You’ve started your Shopify store, ready to take on the world of e-commerce, only to realize after a few months that your products are not selling as fast as you would have thought — or at all. The reason for this is likely that the SEO on your Shopify product page is lacking.
Search Engine Optimization, better known as SEO, is one of the most valuable practices done by small business owners and marketers today. SEO tactics can be seen in every corner of the internet as search engine optimization is an essential practice for ensuring that your website will get noticed.
Shopify stores are relatively easy websites to optimize, as the platform goes out of it’s way to make SEO easy for its users and provides a number of useful resources about SEO on the Shopify Help Center.
Unfortunately, not all aspects of Shopify SEO are a walk in the park. While the Shopify Help Center is useful, it leaves much to be desired, focusing mainly on the basics. Shopify will not hold your hand, either — unless, of course, you have opted to dole out the dough for Shopify Plus, their $2,000 a month premium service that includes a Shopify representative at your beck and call.
Figuring out how to use SEO on your Shopify home page or, better yet, your Shopify store’s blog is relatively simple. However, many new business owners struggle to find the right ways to optimize their Shopify product page, which is arguably the most important part of your store.
Fortunately, with a few tricks and a bit of SEO know how, you can optimize your pages and watch your products fly off the shelves (or at least make more sales). Here’s how to do it.
Identify Important Keywords
Just like anything that is worth your time and money, you will need to do a bit of research. Specifically keyword research. Keywords are the simplest SEO tactic to implement, but they are also the backbone of most optimization strategies designed to increase traffic and conversion rates.
The idea behind keyword research is intended to help you find out three vital pieces of information:
- The keywords (single words or phrases, called long tail keywords) that users search when they are looking for your products or related items.
- The number of searches for those keywords and long tail keywords.
- The number of pages on the internet that actively use these keywords, or how hard it will be for your product to be found in search using those keywords based on your competition.
Your keywords need to accurately describe your product, but that does not mean you should go out of your way to use keywords that other websites aren’t. In fact, this could result in customers not finding your products at all. Keep in mind there are no “magic” keywords that guarantee that your product page will show up in search.
If you’d like to learn more about keyword research, this guide from HubSpot is a great place to continue reading.
Optimize Your Shopify Product Page Titles
Shopify product page titles are of the utmost importance because they are the first thing that potential customers and search engines see. These are the qualities of a good Shopify product page title:
- Free of any typos or grammatical errors
- Concise, but still accurately describe the product you are selling — it should not be vague
- Features keywords relevant to your product and Shopify store
- Clear and easily understandable by potential customers
While you are using SEO to be noticed by Google’s crawlers, remember that they are not the ones that will be buying your product. Tactics like keyword stuffing, can commonly be seen on Amazon listings, but choosing the product title “Vintage Levi’s Jeans Denim 1970s Pants Cotton Disco Shorts” will not have much more effect than simply titling the page “Vintage Levi’s Jeans”. Instead, any extra keywords that you feel may be helpful to your Shopify product page should go in the description.
Streamline and Clarify Your Shopify Product Page Photos
Search engine crawlers can’t see photos in the same way that we can, but they still play a big part in how your Shopify product page ranks against your competitors. In addition to being important to the way customers see your shop and its products, crawlers can interpret information from product photos.
- Streamline the title of your product photos to make it easier for crawlers to understand what is depicted. Most photos come with a default photo name, such as “DSLR123.jpg”. This does not tell crawlers anything about the photo. Instead, rename the image to reflect its subject, like “vintage-levis-jeans.jpg”. Now the crawlers understand what the photo is and your photo will be more likely to pop up in searches made by people who have searched those keywords.
- Use alt text on your images. Using alt text to describe your photos is another way for crawlers to “see” your picture. Now is not the time to get fancy or keyword stuff, instead, simply describe the image clearly and move on.
- Reduce the size of your images. Photos with large file sizes take more time to load than ones that have been compressed. In a world where consumers are accustomed to having the entire internet at their fingertips in a matter of moments, time will not be on your size for the few extra seconds that it takes for your photo to load. In fact, nearly 50% of online shoppers will click away if a store’s page takes more than three seconds to load.
Let Your Descriptions Do The Talking
As mentioned earlier, the description on your Shopify product page is where you can really “sell it” to your customers and mention anything that didn’t make the cut for the title.
You should clearly state the features of your products, such as the materials, measurements, and anything else that may be beneficial. You can even throw in a few keywords, but don’t overdo it. Remember, your intended audience is people, not crawlers. Keyword stuffing is a surefire way to let potential customers know that you are more concerned with getting the attention of search engines, not making their specific sale. Seriously — stay away from keyword stuffing, it can hinder rather than help your SEO.
Boosting your Shopify product page using SEO takes a bit of research and work on your part, but the benefits are more than worth it.