E-commerce search engine optimization (SEO) isn’t limited to generic keywords. You can use it to rank for all types of keywords, including product names. According to Oberlo, over three-fourths of all online shoppers research products online before making a purchase. They may search for the name of a product to learn more about it. By ranking your e-commerce store for product names, you can reach these online shoppers.
Create URLs With Product Names
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Creating product page URLs with the names of their respective products will lead to better rankings. In 2016, Google’s John Mueller said that keyword usage in URLs is a small ranking factor. Pages that feature a particular keyword in their URL have a better chance of ranking on Google for that keyword.
Product names are keywords. Each product page should have a URL that reflects the name of the advertised product. You don’t need to include any other keywords in them. Product names alone should suffice when creating URLs.
Optimize Product Photos With Names
Optimizing product photos with the names of the depicted products can help you rank for them. Product photos are image-based computer files. Regardless of the specific format, you can customize their filenames just like all other computer files. Product photo filenames should feature the names of the depicted products. As search engines scan the filenames, they’ll see the product names
In addition to filenames, you can customize the alt text tags of product photos. Alt text tags are used to create text descriptions for images. Online shoppers who use text-to-speech reading software may hear them. Text-to-speech reading software will analyze alt text tags, after which it will play them aloud via the computer’s or device’s speaker system.
While most online shoppers and other visitors won’t see alt text tags, search engines will see them. They use alt text tags for rankings. For each product photo, create a custom alt text tag that includes the name of the depicted product. You can mention other details about the product, but make sure the alt text tag includes its name.
Include Product Names at the Beginning of Meta Title Tags
When creating meta title tags for product pages, don’t forget to include product names. Meta title tags are used to create titles for web pages. When online shoppers load a product page, they’ll see its meta title tag in their web browser. Search engines may serve meta title tags in organic listings for product pages as well.
Each product page should have a unique meta title tag. To rank for product names, include them at the beginning of these tags. You can create meta title tags using only product names. With that said, organic listings have a maximum length of about 60 characters for the meta title. If a product name exceeds this limit, only part of it will be displayed. Therefore, you may need to use shortened names in meta title tags for some products.
Emphasize Product Names in Descriptions
Don’t forget to emphasize product names in descriptions. Descriptions, of course, are content marketing pieces that describe the products on your e-commerce store. Each product page requires a description. Shoppers will read the description to learn about the product’s benefits and features.
Search engines read product descriptions as well. While they don’t read them to make purchasing decisions, search engines do read product descriptions for rankings. You can emphasize product names in descriptions by including them in H1 and H2 tags and by formatting them in bold or italicized text.
Heading, bold and italic tags signify importance. Keywords wrapped in any of these tags are considered more important than plain-text keywords. They will stand out from plain-text keywords, so search engines consider them to be more important. You can emphasize product names in descriptions by using heading, bold or italic tags.
Build Links With Product Names in Anchor Text
Building links can help you rank for product names. Just include product names in the links’ anchor text. Anchor text is the interactive string of visible characters in a link. Online shoppers can click any part of a link’s text anchor text, which will direct them to a new page.
All types of text links can have anchor text. If you’re building a link to a particular product page, try to include the name of the product in the link’s anchor text. Whether it’s an external link or an internal link, it will encourage search engine rankings for the included product name. Including product names in anchor text is an easy way to rank for them.
Embed Schema Markup
Another tip to rank for product names is to embed schema markup. Schema markup is structured data. It’s used to provide specific information about pages. You can embed schema markup in product pages. As long as you use the right properties, schema markup can help you rank for product names.
There’s a special type of schema markup for products. Available at schema.org/Product, it supports dozens of properties, one of which is the name property. You can use the name property to mention product names. While optimizing product pages, use the schema markup with the name property to convey product names.
With the name property, product pages are eligible for rich results on Google. Rich results are enhanced organic listings. They still feature all of the same information as standard listings, such as a meta title and description, but they are enhanced with additional information in the form of schema markup. Rich results can include other product properties. You must use, however, the name property and either the review or rating property to appear in rich results.
Product names are one of them of the most valuable types of SEO keywords for e-commerce stores. They indicate a desire to either learn more about a product or purchase a product. Creating URLs with product names, optimizing product photos with them, including them at the beginning of meta title tags, emphasizing them in descriptions, adding them in anchor text and embedding schema markup can help you rank for product names.
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Last Updated in April 2022 by Lukasz Zelezny