Amazon product details are ranked for about 34 million keywords in Google in the United States. In this post, I will address three tips for optimizing product pages on your own e-commerce site using lessons from Amazon.
1. Product name
The name of the product greatly affects organic search rankings. Product names are usually found in title tags, header tags (H1, H2) and other metadata. Search engines use product names for relevance signals, and buyers use them to scan search results pages.
Product names are important for Amazon's site search. Thus, merchants tend to go overboard there. However, the principle is the same for optimizing the search on Google or Amazon.
Highly descriptive product names – for example, "Deck Plus # 10 x 3-in Ceramic Tire Screws" – leave little doubt for both applicants who scan the results page and search engine algorithms.
But when a product name is more general, such as "Cuisinart Electric Cordless Tea Kettle", neither searchers nor engines know for sure what is on the page. What kind of boiler is it? Stainless steel or plastic? Big or small?
Product information can be displayed in less prominent parts of the page. But the strongest signal is the page name.
Naming products is beyond SEO. But merchants can often reinforce (but not change) names with brief descriptions, such as "Cuisinart Electric Wireless Teapot, Stainless Steel, 1.7 liters."
Adding a few modifiers helps differentiate it for searchers and engines. Use the same modifier for SEO as shoppers when searching. Usually one or two attributes stand out, such as color, size or material. Research keywords research to determine the most common.
2. Product descriptions
Amazon provides two product description sections: top as bullets and lower on the page as longer form. Both inform Google of its relevance.
You can provide the same amount of information whether your e-commerce platform offers a description section or two. Use bullets to get quick features and benefits. Use extended text to describe use cases and other details.
Product descriptions can also list options such as color, size, material, style, gender, age, and all other attributes that improve relevance to contextual search – and help customers.
Remember that searchers have landed directly on your product page from a search engine. They may not be aware of your site and its products. They do not potentially know about a better product alternative if you do not tell them. Otherwise, they can bounce back to the search results.
3. User generated content
An important Amazon strength for customers is its huge amount of user-generated content – reviews and questions and answers. User-generated product information is also an incredible asset for SEO – which increases contextual relevance by using shoppers' language to improve merchant descriptions and thus help the site rank.
Most e-commerce websites implement reviews correctly so that the search engines consider them as part of the product page.
But UGC can also have the opposite effect. Reviews with irrelevant comments or direct spam can drop the page's relevance signals and reduce its ability to rank.
So make sure someone moderates reviews. Amazon audience sources for this time-consuming feature by enabling customers to state which reviews are helpful. The useful reviews are pinned to the top of the list, which contributes to the page's keyword theme and drives less useful reviews from prominence.
Amazon's internal search searches the entire product page – descriptions, reviews, questions and answers – for any word or phrase. In fact, Amazon's search has no SEO (Google) value. But that's another way that Amazon boosts value for customers.