When you run an ecommerce site and add a new product to it, there are different factors to get right, from product titling, to SEO, to conversion. This helps ensure your potential customers can find your product, are drawn to it, want to buy it, and can make a quick purchase.
In the first article of our three-part series about adding a new product to your ecommerce site, we look at what to think about when it comes to page titling.
Doing research around your product
The first thing you should do when thinking about titling your product is to see if there’s any traction for the product itself. This is the popularity of the product online, in terms of the volume of people searching for it, and whether or not other companies (like your competitors) are selling that product too.
If your product is branded, for example if you’re an ecommerce site selling products from big brands, you should look at the popularity of that brand. What’s the average volume of monthly searches for it, for instance?
You should also look into the conversion trends for your new product to see how many Google search queries follow the intent of buying it, compared with those which are just researching. You will want to target those users who have intent to buy, rather than those who just want to find out more about the product. So doing this can help you know what search terms to use in your titles to attract the right people.
Writing a H1 for your product page
A H1 is the title or heading that appears at the top of a web page. It is the highest form of a heading tag in HTML. For a product page, your template should use the name of the product as the H1 tag. You should have only one H1 on each page, and it is important you keep it unique to the page it is on, so you don’t push for the same keywords on multiple pages.
Getting this right is key because Google sees the H1 as one of the more important influencing factors in determining what your page is all about. So a well targeted one could be an effective and influencing ranking factor.
When thinking about a H1, you should consider whether or not your product is sold with variations or options. For instance, different:
This is important because, depending on how your site is built you may want to offer products as a singular item for each variation – in other words, each item has its own product page. Or you may wish to offer one product with different variations or options available to choose on one product page. For example:
Specific – one page for a red dress, and another for the same dress in green.
Configurable – a drop-down list shows the different colours, sizes and styles that dress comes in.
It’s worth keeping in mind that you should aim to make searching for a product as easy as possible for the user. So if you sell a lot of products, the configurable option might be better to reduce the number of products they might have to browse through on your website.
Doing this can also ensure your H1 is weighted towards your search terms that are directly linked with your product, rather than weaker words like colours and sizes. You should also make sure you don’t duplicate your product page titles, content or meta tags. The configurable option can help avoid this too.
Writing a meta title for your product page
A meta title of a webpage gives search engines like Google a brief description of the contents on that page, so they are able to rank it. It also gives searchers an insight of that page on the SERPS (Search Engine Results Page). So getting them right and making them stand out is essential, including when adding a product to your ecommerce site. You should:
- Think about how people search for the product, considering your research such as the trends of the item
- Consider the number of characters you use – it’s advisable not to use more than 70
- Include your brand by adding it at the end of the meta title. This helps entice people who are either previous customers who trust your brand, or have heard of it before
It’s also important to use the right keywords. When thinking about the keywords you want to use for your meta titles, they can be:
- Brand specific – such as a George Foreman Grill – this is a specific product with a unique and iconic name.
- Generic – a stainless steel pan set – this is something that could be offered by a variety of brands, even with their own USPs.
You should also consider transactional keywords. These are search terms targeted at people who have the intention to buy a product, such as cheap, quality, or luxury. For instance:
- Cheap stainless steel pan set
- High-quality stainless steel pan set
You should look at the transactional rate and search volume of these keywords, in terms of how good they are at attracting and converting users to make a purchase.
When selecting transactional keywords, it’s important to make sure they match your brand. For instance, your brand image might be about luxury and quality, so it might be best to avoid words like cheap and low-price.
Creating visual appeal
You should also think about the visual appeal of your meta titles to make sure they stand out on the SERPS. Things to consider include:
- Using title case, so the first letter of each word is capped – but not stop words. These are common words like “the, a, on” that search engines take no notice of
- Using pipes (vertical lines) to split out key words from the rest of the title to draw the user’s attention to specific words
- Putting your brand at the end of the meta, ideally after a dash e.g. – every1
- Using an ampersand (&) instead of “and” to reduce characters and the width of your title
The right wording for H1s and meta titles
When deciding on the type of wording you should use for H1s and meta titles for your new product page, it’s wise to think about them together, rather than as two separate things. Things to consider include:
- Being as descriptive as possible, while keeping character counts in mind
- Avoiding repeating words or keyword stuffing
- Putting important phrases, such as your main keyword, towards the front. Google treats words towards the front of titles with more importance than it will those towards the end.
- Using language as it would be spoken or typed – think about words people say and how they speak
- Aiming to entice, not sell. You should avoid using words like “buy now.” You can use the meta description for selling and, instead, let the product sell itself.
Product titling to help your ecommerce site grow
Getting your page titling right is essential when adding new products to your ecommerce site. From doing your research to thinking about your H1s, your meta title content and keywords, there are ways you can use titling to ensure your audience buy your latest offering. In turn, this can help you to grow and develop your site and your business.