Until two or three years ago, optimizing the product sheets of its e-commerce site was simply a matter of applying a few natural referencing rules. The googlebots However, there is a growing interest in the user - or UX - experience offered by the web pages of a merchant site. The positioning of a website or one of its product pages in search engine results therefore depends as much on natural referencing as on the user experience.
To distinguish itself from the competition and convert more leadsIt therefore becomes essential to integrate SXO optimization of product pages into its strategy. This approach consists of combining SEO (Search Engine Optimization) and UX (User eXperience). There are many rules to follow in this area. Staenk has selected 7 key principles to improve the SXO potential of its product pages.
1/ Working the Title tag in its smallest details
The
tag is the title of the product sheet. It is the text that appears in blue in search engine results, i.e. the first element that Internet users see. So that it attracts clicks, <strong>the Title follows specific SEO rules: </strong></p>
<ul><li>be limited to 65 characters ;</li><li>indicate the theme of the product sheet ;</li><li>integrate the keyword. </li></ul>
<p>Is it necessary to include several keywords in the <Title> tag ? The answer to this question depends on two factors. If you are not used to editing product sheets, the simplest thing is to make sure that you are not using the <Title> tag. <strong>focus on your main keyword in the first instance</strong>. This allows to improve the positioning on a strategic product. You can then focus on secondary keywords, whose return is more uncertain. </p>
<p>If, on the other hand, you are a seasoned e-merchant, the <Title> tag can <strong>include a main query and a secondary query</strong>. It should be remembered here, however, that product sheets positioned on popular keywords benefit from highlighting a single keyword. Niche markets, on the other hand, may need to associate secondary keywords with the main keyword.</p>
<figure class="wp-block-image size-large"><img width="1024" height="683" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201024%20683'%3E%3C/svg%3E" alt="example of Title tag for a product sheet" class="wp-image-21604" data-lazy-srcset="https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/fiche-produit-optimisee-balise-title-metadescription-1-1024x683.png 1024w, https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/fiche-produit-optimisee-balise-title-metadescription-1-300x200.png 300w, https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/fiche-produit-optimisee-balise-title-metadescription-1-768x512.png 768w, https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/fiche-produit-optimisee-balise-title-metadescription-1.png 1200w" data-lazy-sizes="(max-width: 1024px) 100vw, 1024px" data-lazy-src="https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/fiche-produit-optimisee-balise-title-metadescription-1-1024x683.png"><noscript><img width="1024" height="683" src="https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/fiche-produit-optimisee-balise-title-metadescription-1-1024x683.png" alt="example of Title tag for a product sheet" class="wp-image-21604" srcset="https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/fiche-produit-optimisee-balise-title-metadescription-1-1024x683.png 1024w, https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/fiche-produit-optimisee-balise-title-metadescription-1-300x200.png 300w, https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/fiche-produit-optimisee-balise-title-metadescription-1-768x512.png 768w, https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/fiche-produit-optimisee-balise-title-metadescription-1.png 1200w" sizes="(max-width: 1024px) 100vw, 1024px"></noscript><figcaption>The best referenced product pages have short <Title> tags rich in keywords. Meta descriptions of 155 characters or less appear in full in search engine results. This makes it easier for the user to understand and encourages clicks. </figcaption></figure>
<p>Read also : <a href="https://staenk.com/en/referencement-seo/booster-referencement-natural-practice-simple/">5 simple practices to boost your natural SEO</a> </p>
<h2 id="h-2-chouchouter-la-m-ta-description-de-la-fiche-produit"><span id="2_Chouchouter_la_meta-description_de_la_fiche_produit">2/ Pamper the meta description of the product sheet </span></h2>
<p>Google has again recently reaffirmed that meta-description influences the natural referencing of web pages. It is also, if not above all, an effective way to attract clicks. To promote the natural referencing of the product sheet and <strong>boost the traffic on the site, the meta description should : </strong></p>
<ul><li>contain the main keyword ;</li><li>be unique and adapted to each product sheet ;</li><li>attract the Internet user, by addressing him for example;</li><li>avoid copying the <Title> tag too much.</li></ul>
<h2 id="h-3-optimiser-la-description-du-produit"><span id="3_Optimiser_la_description_du_produit">3/ Optimize the product description </span></h2>
<p>A product sheet that attracts the attention of search engines contains around 400 words. Its description is thus organized in paragraphs, separated by Hn tags: H2 and H3. The <em>googlebots</em> s use its tags to identify what each paragraph is about. For a product record of this size, it is further estimated that <strong>the main keyword must appear 3 or 4 times</strong> to optimize SEO.</p>
<figure class="wp-block-image size-large"><img width="1024" height="683" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201024%20683'%3E%3C/svg%3E" alt="Example of H3 tags on a product sheet" class="wp-image-21602" data-lazy-srcset="https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/exemple-fiche-produit-balise-h3-1024x683.png 1024w, https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/exemple-fiche-produit-balise-h3-300x200.png 300w, https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/exemple-fiche-produit-balise-h3-768x512.png 768w, https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/exemple-fiche-produit-balise-h3.png 1200w" data-lazy-sizes="(max-width: 1024px) 100vw, 1024px" data-lazy-src="https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/exemple-fiche-produit-balise-h3-1024x683.png"><noscript><img width="1024" height="683" src="https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/exemple-fiche-produit-balise-h3-1024x683.png" alt="Example of H3 tags on a product sheet" class="wp-image-21602" srcset="https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/exemple-fiche-produit-balise-h3-1024x683.png 1024w, https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/exemple-fiche-produit-balise-h3-300x200.png 300w, https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/exemple-fiche-produit-balise-h3-768x512.png 768w, https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/exemple-fiche-produit-balise-h3.png 1200w" sizes="(max-width: 1024px) 100vw, 1024px"></noscript><figcaption>The H3 tags that organize the description of Whirpool product sheets include keywords. They thus facilitate the work of scanning the <em>bots</em> search engines.</figcaption></figure>
<h2 id="h-4-favoriser-le-maillage-interne-de-la-fiche-produit"><span id="4_Favoriser_le_maillage_interne_de_la_fiche_produit">4/ Promote the internal meshing of the product data sheet </span></h2>
<p>The referencing of a product sheet depends in part on the number of links pointing to it. To promote its referencing, it is therefore necessary to develop its internal network. The product page must link to other pages of the e-commerce site, and vice versa. One of the simplest ways to do this is to <strong>set up a cross-selling system.</strong>. A product sheet thus suggests other products, similar or complementary to the one the visitor is interested in. </p>
<p>See also : <a href="https://staenk.com/en/referencement-seo/netlinking-practices-seo-for-site/">Netlinking, best practices to improve the SEO of your site</a></p>
<h2 id="h-5-ne-n-gliger-aucun-l-ment-de-r-f-rencement"><span id="5_Ne_negliger_aucun_element_de_referencement">5/ Do not neglect any referencing element</span></h2>
<p>In addition to these indispensable rules, <strong>other tips to optimize the <em>ranking</em> of its product sheets:</strong> </p>
<ul><li>improve the URL by including the keyword, the product name, or even secondary keywords ;</li><li>write a personalized and descriptive title on each product page ;</li><li>give titles to its images, by filling in the <alt> tags with a keyword ;</li><li>Avoid duplicate content;</li><li>make quality external links: recent, to reliable and popular websites.</li></ul>
<h2 id="h-6-bannir-les-freins-la-lecture-pour-favoriser-l-ux"><span id="6Bannir_les_freins_a_la_lecture_pour_favoriser_lUX">6/ Banning reading brakes to favour UX</span></h2>
<p>The algorithm of <em>ranking</em> search engines favour product sheets that facilitate UX, i.e. the user experience. The e-merchant thus gains by <strong>fight against the elements that make navigation unpleasant: </strong></p>
<ul><li>misspellings;</li><li>typos, double spaces and other typos; </li><li>a window overload <em>pop-in</em> ;</li><li>too slow a loading speed. </li></ul>
<p>Read also : <a href="https://staenk.com/en/referencement-seo/sxo-seo-experience-user-profit-referencing/">SXO, the user experience for the benefit of SEO</a> </p>
<h2 id="h-7-utiliser-la-fiche-produit-pour-donner-des-conseils"><span id="7_Utiliser_la_fiche_produit_pour_donner_des_conseils">7/ Use the product sheet to give advice</span></h2>
<p>With the development of voice searches, Google is increasingly valuing e-commerce sites that answer users' questions. <strong>A "Tips" section added to each product sheet</strong> therefore has real assets. It effectively provides visitors with reassuring information that encourages conversion. The tips also help to position the product sheet on the questions most frequently asked to Google. </p>
<figure class="wp-block-image size-large"><img width="1024" height="683" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201024%20683'%3E%3C/svg%3E" alt="Improving the UX of product pages with tips " class="wp-image-21605" data-lazy-srcset="https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/cdiscount-page-produit-climatiseur-questions-1024x683.png 1024w, https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/cdiscount-page-produit-climatiseur-questions-300x200.png 300w, https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/cdiscount-page-produit-climatiseur-questions-768x512.png 768w, https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/cdiscount-page-produit-climatiseur-questions.png 1200w" data-lazy-sizes="(max-width: 1024px) 100vw, 1024px" data-lazy-src="https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/cdiscount-page-produit-climatiseur-questions-1024x683.png"><noscript><img width="1024" height="683" src="https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/cdiscount-page-produit-climatiseur-questions-1024x683.png" alt="Improving the UX of product pages with tips " class="wp-image-21605" srcset="https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/cdiscount-page-produit-climatiseur-questions-1024x683.png 1024w, https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/cdiscount-page-produit-climatiseur-questions-300x200.png 300w, https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/cdiscount-page-produit-climatiseur-questions-768x512.png 768w, https://14h9zobgf5e113fca2pv9gln-wpengine.netdna-ssl.com/wp-content/uploads/2020/05/cdiscount-page-produit-climatiseur-questions.png 1200w" sizes="(max-width: 1024px) 100vw, 1024px"></noscript><figcaption>By answering visitors' questions, the product pages naturally integrate content that will improve their positioning in the SERP ("Search Engine Result Page").</figcaption></figure>
<p>In the same way, e-commerce pages that <strong>detail the composition of the product</strong> improve their SEO. Customers are indeed increasingly interested in the ingredients of what they buy, whether in the food or cosmetic sectors. The designer of the product sheet therefore benefits from including in his product sheet the expressions used to search for the ingredients of his items.</p>
<p>See also : <a href="https://staenk.com/en/referencement-seo/e-commerce-4-examples-of-site-who-use-the-lux-for-boosting-conversions/">4 examples of sites that use UX to boost their conversion</a></p>
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<p class="author-title"><span>à propos de : <span itemprop="name">Julie MICHEL</span></span></p>
<p>Immersed in the world of communication for 8 years, I am a freelance writer with a passion for writing. I am fascinated and absorbed every day by the challenges of web writing and SEO.</p>
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