How to optimize a product page in an online store so that the search engine not only understands what it is about, but also makes sure that it deserves a place on the first page of search results? It’s easier than you think. Elena Sinyavskaya from Ahrefs gives practical advice on how to do this.
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First, let’s make sure we fully understand what we’re talking about when we talk about page optimization.
On-page SEO helps pages rank higher in search results. The ultimate goal is to increase organic traffic to the site.
Most internal optimization tips focus on the strategic placement of keywords on the page – in the title, meta description, H1, etc.
SERP overview in Ahrefs’ Keywords Explorer
Of the top 10, only one contains the phrase “car rental” in the title. The rest of the pages use the wording “car/car rental”. Google understands that when you search for “car rentals,” you really want to select a car rental service, not a coffee machine, for example.
On-page optimization for online stores usually focuses Papua New Guinea Email List on two types of pages: product pages; category pages.
Let’s start with optimizing pages for search queries.
This kind of advice is outdated. Modern search engines are smart enough to understand synonyms and semantically related keywords. This means that you no longer have to focus on the exact occurrence of keywords.
If the content doesn’t match the user’s search intent, then the page won’t appear in the results list, let alone top the SERP. Google recommends focusing on four main categories of search intent:
- Informational . Users are looking for information on a specific topic. For example, “nutrition for sports loads.”
- Navigational . Users are looking for a specific URL or web page.
- Commercial. Looking for information about what they want to buy. For example, “the best protein for women.”
- Transactional . Users want to take action. For example, “buy whey protein Kharkov ” .
Product pages are best targeted at requests from the category of commercial or transactional. Google shows the most relevant result in the first place. Use search to check if keywords match what users are actually looking for.