Reach Marketing Pro

Tag: Retail

  • Product Page SEO: How E-Commerce Brands Can Maximize ROI From Search to Sale

    Product Page SEO: How E-Commerce Brands Can Maximize ROI From Search to Sale

    As an e-commerce brand, investing in product page SEO is non-negotiable. Selling products is the core mission of your business. If your product pages aren’t properly optimized for search engines and users alike, they likely won’t perform successfully. 

    SEO for e-commerce product pages is essential to promote online visibly, clicks, and conversions from organic traffic. If shoppers and search engines can’t discover them or push them away from poor SEO, they won’t support your bottom line as they should. 

    Learn e-commerce product page best practices and how you can generate a greater ROI with SEO content optimization. 

    SEO for E-Commerce Product Pages: A Step-by-Step Guide


    Below is a step-by-step guide on product page SEO with common mistakes to avoid.

    Write Unique Product Page Titles & Descriptions

    A graphic people writing content on a page with a pencil

    SEO for product descriptions and titles requires unique copy for better search visibility, especially for e-commerce brands with large catalogs. Duplicate copy in your product pages can cause crawling delays from search bots because they don’t know which version to save in their database for indexing. 

    It also wastes your crawl budget, causing you to wait until you can request again, leaving your product pages undiscovered online. 

    More ways to improve your SEO product descriptions include:

    • Internal links to relevant product pages in the same collection to promote upselling and cross-selling opportunities
    • Backlinks from reputable sites that recommend your product to demonstrate trustworthiness and credibility
    • Not using the same product descriptions as the manufacturer’s website, as they’re not created for SEO or shoppers and keep your brand separate

    In addition to unique titles and descriptions, they should also provide an added value proposition. Instead of only explaining what your product does, showcase what customers will gain from it.

    If you’re selling winter coats describing them as, “engineered to keep you warm” is obvious, as it’s what they should do. Saying something like, “engineered to keep you warm at -10° F” is a stronger selling point.

    Displaying your product’s specific benefits, along with its features, better addresses your buyer persona’s challenges and concerns.

    Optimize Your Copy with the Correct Search Intent

    All shopping starts with a search. While you may be familiar with keyword optimization, businesses often make the mistake of choosing the wrong ones. 

    Your keyword research is more than finding queries with the highest search volume and lowest difficulty from your competitors. It should also include selecting keywords with the right search intent to attract the appropriate audience. 

    For example, if you’re an athletic footwear brand and optimize a product page description with a keyword, like “best running shoes” this wouldn’t provide the best SEO opportunity. This keyword generates blogs in the search engine results page (SERP), not product pages.

    Screenshot of Google search results for best running shoes with a yellow arrow pointing at the search bar

    While “best running shoes” has a commercial search intent, the SERP shows users comparing options by reading blog recommendations before buying. Optimizing your product pages with this keyword can cause fewer people to click on them or quickly leave because that’s not what they’re looking for with that search query.

    A transactional keyword, like “running shoes” generates product pages in the SERP, showcasing the intent of people ready to buy. Adding this to your product’s description and page URL attracts relevant traffic, promoting a higher chance of converting them.

    A screenshot of the Google search results for the keyword running shoes with a yellow arrow pointing at the search bar

    A slight keyword change in your product page SEO can significantly impact its performance. Luckily, SEO platforms like SEMRush tell you the search intent behind every keyword, so you don’t have to guess. 

    However, it’s easy to check yourself. Simply enter the keyword into a search and review the SERP for what they show. If it generates product pages, you have the correct search intent.

    Use Clear, Captivating, & Optimized Product Visuals

    A graphic of three people adding photos to a website page

    While you may have high-quality product page images, are they captivating enough to customers? In addition to displaying your product, fully showcasing how they apply to the real world resonates further with shoppers. Instead of only using product images on a white background, include lifestyle visuals, too. 

    For example, if your brand sells hiking boots, include photos of people in a mountainous landscape wearing them to provide a better visual context. If you sell office chairs, use a short-form video to show their different sitting configurations, demonstrating the product’s diverse usability and comfort further.

    Once the product page visuals are finalized, ensure they’re optimized next. Writing image alt tags with descriptive language ensures it’s ADA-accessible for all online shoppers. Also, aim to use target keywords in your image alt tags naturally to improve your page’s search visibility via metadata.

    Implement Structured Data Markup to Generate Rich Results on Google

    Screenshot comparing the rich and search results on Google for running shoes

    Structured data markup is one of the most critical components of product page SEO. In a saturated online market, e-commerce brands must stand out in the SERP more than ever. As a form of on-page SEO, structured data markup helps your product pages generate rich results. 

    Rich snippets visually showcase your product differently than the SERPs and are placed above traditional search results. They’re designed by Google to enhance the shopping experience without having to click on your online store. When users click on rich results 58% of the time versus 41% for non-rich results, it’s worth optimizing your product pages for.

    Examples of structured data types for e-commerce product pages are:

    • Review Snippets: Average rating, number of reviews, reviewer information, etc.
    • Product Schema Markup: Carousel image, pricing, product availability, etc. 
    • Sitelinks Search Box: Sitewide product search in the SERP, without having to click on your website
    • FAQs Schema Markup: List of common product questions, assembly directions, etc. 

    Structured data markup gives customers a streamlined shopping experience while providing Google with the standardized language it requires to generate rich results for your product pages.

    Create Valuable Call-to-Action (CTA) Buttons

    As an online store, you must encourage users to take action via CTAs to increase click-through rate (CTR) and conversions. These CTAs should be more than buttons below your product description stating, “Buy Now.” They should also be convincing of the value your products bring. 

    If you’re a skincare brand selling facewash, instead of creating a “Shop Now” CTA button, write something like “Start Your Self-Care” to showcase to customers that it’s a worthy investment in themselves. 

    Additional ways to create valuable CTAs for e-commerce product pages include:

    • Using Multiple CTAs to Meet Customers Where They Are in Their Buyer’s Journey: add to wishlists, you might also like, one-click checkouts, save payment methods, address autocomplete, email signup discounts, etc. 
    • A/B Testing Button Designs to See What Resonates Best with Your Target Audience: button locations, shapes, colors, fonts, sizes, etc.
    • Placing CTA Buttons Strategically to Streamline Users From Product Page to Purchase: minimal pop-ups, responsive button designs on mobile and desktop, etc. 

    Conduct a Site Audit to Correct Page Performance Issues

    Graphic of three people conducting a website audit on a desktop

    You can do all the optimization in the world and still not have success if your product pages have performance issues. If they have slow loading times or poor mobile design, they can push potential customers away. Also known as user experience, it’s about making your site easier to use for a seamless shopping experience.

    Look for the following issues in your site audit to improve your product page SEO:

    • No breadcrumbs for easy site navigation from product page to checkout
    • Low-quality compressed product visuals on mobile  
    • More than four seconds in page load speed on desktop and mobile
    • No SSL certificate to secure your website and shoppers’ saved sensitive payment information

    User-friendly e-commerce websites help people discover, browse, and purchase from your product pages more. 

    Stop Losing Shoppers from Poor Product Page SEO: Get Found Faster & Sell More Today

    Drive more transitions to your product pages with digital marketing professionals. At Reach Marketing Pro, we’re a full-service agency with extensive experience in site-wide optimization, including Shopify, WordPress, and custom e-commerce websites. 

    We have graphic designers to create customized, compelling product visuals per your unique brand. Our SEO copywriters write effective product page copy that adheres to Google guidelines and customer needs. Additionally, our web designers/developers ensure your site’s shopping experience is seamless and engaging. 

    Together, our in-house team provides you with the full suite your e-commerce website needs for a stronger product page performance.

    Ready to generate more organic traffic and transactions?

    Learn more about our digital marketing services or contact us to reach more customers today!

  • How Retail Coupon Marketing Increases Your Sales and Leads

    How Retail Coupon Marketing Increases Your Sales and Leads

    What is Retail Coupon Marketing?

    In Retail Coupon Marketing, retailers offer digital coupons for their target or prospective customers. This marketing strategy is aimed at persuading the customer to make a purchase on the retailer’s website by offering a certain percentage off their purchase, free shipping, or a special type of promotion.

    How Can Retail Coupon Marketing Help My Business?

    Incorporating Retail Coupon Marketing into your business’s strategy allows you to take advantage of your customers’ interests. In the end, we all want to save money, and presenting your products to consumers for less than the retail price will attract more buyers and boost your sales.

    One disadvantage that could happen for your business is that coupons can cost additional expenses for creating them and may reduce the overall profitability your business would bring in for that specific product. Sometimes the risk of cart abandonment is higher. A key takeaway for this is to analyze the difference between new customers and existing customers returning to the store to use the coupons. 

    However, there is always light at the end of every dark tunnel! Even if profit margins might be lower due to utilizing coupons, you run the chances and opportunities to increase your lead generation rates and bring more long-term customers into your store. When this happens, your businesses’ sales will be higher than before due to your larger clientele. The famous saying, “You have to spend money to make money” has never been truer until now.

    Physical Paper Coupons vs. Digital QR Code Coupons

    Illustration of people walking out of a store after they purchased items

    I think we have all been there when a few coupons are printed out at the grocery store, and the next day you cannot remember if you put them in your purse or threw them away with the grocery bag.

    A Printable Coupon is recognized as a physical gift card (Amazon, for example) that can be sent to your family and/or friends during special occasions. A Digital Coupon is any discount, offer, or promotion that is offered by an online retailer to current or prospective customers. They come in different forms, including downloadable coupons, mobile coupons, coupon codes, and automatic discounts. Growing by popular demand, digital coupons have become one of the leading methods for using coupons in the online retail world.

    Sometimes, maintaining a track record of print coupons can be a hassle, making it less accessible to customers. In 2020, about 90% of customers used coupons, with more than half of them preferring digital coupons on their phones and 68% of customers believing digital coupons create more loyalty.

    The Benefits of Digital QR Code Coupons for Retail Marketing

    Illustration of a variety of people surrounded by retail objects such as a phone, grocery basket, and credit card

    Remember seeing those interactive white and black code boxes we use our phones to scan? Of course, you do! QR codes are used to link to a website’s landing page so you can either see a restaurant’s menu, certain products, or promotional coupons. Retailers benefit from this marketing strategy because they allow their customers to have information in the palm of their hands, and all they have to do is scan a simple barcode. As an added convenience, QR codes are easily accessible, environmentally friendly, minimize waste, and can simply be stored in your phone whenever you need them.

    Our Customized Product Q-Pon Revolutionizes Retail Coupon Marketing

    To get the process started for your Coupon Marketing needs, we offer an exclusive customized product, “Q-Pon” which transforms your digital retail program by overhauling your coupons and specials page to make it accessible for customers to grab and go in just a click of a button. After seeing how much retailers are struggling with finding a unique design and approach to their marketing strategy, it’s time to do something different.

    By combining advanced, data-driven SEO, SEM, and social content for marketing campaigns, it targets surrounding local target areas and users in smart intervals. Just think of it as a one-third web design service, one-third Search Engine Optimization (SEO) service, and a one-third digital e-wallet functionality. No matter how small or large the job is, Q-Pon provides a one-way, easy access for your sales to get the boost it needs.

    For a free demonstration of “Q-Pon”, click here to learn more!