On an e-commerce site, the product sheet is the page on which you convince your visitors to buy your products. We could thus summarize the four objectives of a product sheet: enhance, present, promote, and sell.
The product sheet has double importance: it is useful both for your referencing and for your conversion rate. Two objectives must therefore be followed when writing your product sheets: convince the Internet user and show Google that you deserve to be well-positioned!
But then, how to write product sheets that will appeal to both Google and Internet users? Here are OMT tips so you don’t forget anything!
What elements should be indicated on a product sheet?
A title: this must contain all the elements that will allow your product to be clearly identified (type of product, brand, color). For example: “Adidas Stan Smith Original White Trainers”.
A description of the product: This must be unique even if it is the same product for different colors! On such a sheet, count a description of 250 words which will allow you to present all the benefits of your products.
Visuals: a minimum of three photos taken from three different angles so that the visitor has a real overview of the product. The bonus? A scenario of the product that will highlight it or that will make you dream!
A presentation of the means of payment: from the product sheet, the consumer must be informed of the means of payment that you make available to him. You can also indicate the shipping costs or at least a simulation of the amount of the shipping costs. The bonus? Highlight the products you offer free shipping.
Customer opinions: are your customers satisfied with your products and wanted to give their opinion? Put them forward on your product sheet, and your visitors will be more confident and will know exactly what uses other Internet users have made of your product. This is an essential reassurance argument in e-commerce.
A product sheet adapted to mobiles: when the Internet user arrives on your product sheet, he must be able to navigate there easily from a smartphone. For example, plan to clearly indicate key information and important buttons.
Delivery times: this will make a difference in your conversion rate, especially for visitors who wish to offer birthday or Christmas gifts.
Associated products: this is the final touch of your product sheet, it will allow you to increase your average basket and improve your natural referencing SEO.
How to optimize your product page?
It is not enough to write a complete product sheet to attract the graces of Google, it must apply the same SEO principles as the other pages of your site.
Keywords and long tails
Focus on the keywords in your listing first. To reach your file, the Internet user often uses long tails. To define the main keyword linked to your product sheet and add key expressions that will come as close as possible to the search intent of Internet users. Be specific and don’t fall into the trap of a blog or category page keyword.
For example: “How to apply mattifying foundation” lends itself more to a blog post. “Mattifying foundation” will correspond more to a category sheet while “mattifying sand foundation” will point directly to your product sheet.
Optimize your markup
As with any site page, the product sheet must contain unique tags written from your target keyword. A well-structured product sheet will contain a title tag, a meta description, an H1 title, and H2 subtitles.
Optimize your images
The images of a product sheet are essential in SEO: they will allow you to be referenced on Google images so that Internet users can find your image directly from the image of the product. Remember to name your images using relevant keywords and don’t neglect your ALT tags.
Also, remember to add good-resolution images that will allow the user to zoom in without increasing the loading time of your product sheet.
For an even more convincing scenario, you can also opt for video: an even more powerful tool in terms of SEO and conversion.
Add a long description
For the sake of time, many e-merchants simply copy the description of their supplier. This method has a strong negative impact on SEO since it tends to promote duplicate content.
By writing a precise description of your products, you will be able to better orient the Internet user, reassure him, and stand out from competitors who favor a more technical description of their product. The description of the product sheet is an opportunity to make your visitors dream.
Add links to similar products
This method is useful for the Internet user, but also for the good internal linking of your website. By creating links from product to product, you will improve Google’s understanding of your site and therefore your positioning! For example, opt for the semantic cocoon method.
Ariadne’s thread
This is a real bonus for the navigation of your site: once arrived on your product sheet, the Internet user must be able to redo the reverse path. He will be able to discover the category page and see other models and other colors.
