Product SEO Guidelines – Page Titles, Descriptions, Reviews

13 October 2020

When designing a new project, all authors take special care of its look and functionality to make sure it will be useful. Sure that if you invest a lot of time in a new digital item, you want to attract as many potential customers as possible. That’s why it is highly important to plan its topic and promotional strategy before you start the creation process. To help you get the maximum profit from every digital item you make, we have prepared this post with product SEO guidelines. You will learn how to choose the product topic and name, properly write descriptions, create SEO-friendly URLs, and more. 

Product Traffic Sources

Before we start, let’s name the main traffic sources of your product pages. Those are as follows.

  1. On-site search, listings, direct
  2. Organic
  3. Referral
  4. Paid Ads

Let’s say you have added your product to one of the popular categories on TemplateMonster. You work on the reputation and sales, add tags and features, become trending, work with the reviews, and get more clicks from the marketplace’s listings. It is direct traffic. It depends on internal ranking factors and constantly changes with the competition, recently uploaded products, etc.

Paid ads are another way to promote your products. However, they require constant investing and monitoring. You need to have some advertising skills or hire someone to run the ads. Otherwise, it is hard to avoid mistakes with targeting, right keywords choice, etc.

Organic or SEO traffic is a free alternative to paid ads. Organic or SEO traffic is a free alternative to paid ads. The coolest thing is that you can get it with minimal investment. Just take the right keyword, write a unique project description, and share it on social media and other websites. It’s cheaper than the PPC, you can do that yourself, and the text will stay with your product forever, giving it constant traffic and sales. 

Now we want to show you how to handle the SEO process, starting from the keyword choice. 

How to Pick the Best Keywords for Product SEO

As far as you’ve come up with your future design category and topic, start keyword research to see how many users you can get. 

Rule 1: choose the categories with low competition (a small number of items) and high traffic potential. 

Rule 2: do not repeat the same keyword as the category name or other products. Thus, Google displays the category instead of your product, and you lose potential clicks. 

For example, you are planning to make a real estate landing page. You see that the category https://www.templatemonster.com/category/real-estate-agency-landing-page-templates/  is not very competitive

low competition category page

You see that the category name is Realtor Landing Page Templates / Real Estate Agency Templates. Following Rule 2, there is no use to name your product like that. Look for alternative keywords and synonyms using keyword research tools. 

Tools for Keyword Research 

  1. Ubersuggest – free tool for keyword research.
  2. Google keyword planner – will be in-handy if you have a Google Ads account.

Following the same category, we tried to check several keywords related to the real estate topic.

We see a ‘single property landing page’ keyword, which is not yet presented on TemplateMonster. It has volume 20, which means that at least 20 people per month look for it and need this exact thing.

Another good option would be to create a ‘property search landing page’ with 40 monthly average searches. Those can be two different products in the same category, and both of them will rank well due to the unique topics. We can double-check it in search results using the following formula:

site:https://www.templatemonster.com/ “put your keyword here”

search products a marketplace doesn`t have

As a result, we have several nice ideas for a new product which are unique and demanded on the market.

After creating a design that matches your query, the next big thing is to create a proper product name and description. 

SEO Product Titles and Names

Now you have a great design that fits the keyword. What next? How to upload it correctly? Let’s figure it out.

We will show the proceeding steps based on a real example, Lintense Real Estate – Single Property Landing Page Template.

Let’s start with the name. If you create a product to fit a specific keyword, remember to use it in the name, preferably at the beginning. In this case, the author worked with the ‘single property landing page’ keyword. 

Possible names to use this keyword with an exact match:

  • Lintense – Single Property Landing Page for Realtors and Owners
  • Single Property Landing Page for Real Estate Business 
  • Single Property Landing Page Template for Realtors and Brokers
  • Single Property Landing Page for Rent and Sale Website

Once you`ve created a descriptive name, insert it in a special field during the product upload, as shown below. 

Please, mind that a perfect product name should be 50-60 characters with spaces. Do not repeat the same words within the titles. ‘Single Property Landing Page for a Property Website’ would be a bad idea. Use the space to add synonyms, niche specifications, or brand name. For more, we recommend you to read product naming guidelines

lintense product name

In the screenshot, you can also see additional fields, Meta Title and Meta Description. If you are not an SEO expert, leave them empty. We generate those SEO elements automatically based on the Name you’ve inserted. 

When it’s online, we show the product name on the top part of the page as it`s H1 heading.

lintense title

Google also displays the product title you`ve mentioned or an auto-generated one in search results. As you see, both H1 and title contain an exact-match ‘single property landing page’ keyword. It helps search engines to understand what the page is about and send more users there. 

product meta description in search results

Below the title, you can see a meta description text

product meta description

Google displays the custom lines you add to the Meta Description field, a part of the text on your product page, or an auto-generated version we provide. You cannot control what Google shows in the meta description; therefore, you can leave that field empty during the upload. 

Topics and Tags

Now you know how to create and insert the best product name. It’s time to proceed with other elements, which can help it rank both in Google and on-site search.

lintense topics

Returning to the topic, choose up to 7 themes to which your product belongs. As you see below, Lintense appears in the Real Estate and Business and Services category.

More than that, the author picked Low Topics, such as Home Inspector, Home Staging, Land Broker, Mortgage, and Property Management. Those are additional listings where your item appears. The more relevant you choose, the more internal traffic your item gets. Please, mind that you should not select more than 7 topics for one product. Otherwise, the item can get a soft reject from our review team. Be precise and selective.

Besides, when relevant, those words appear on your product page and create a content cloud of synonyms which help it to better rank in Google. 

One more opportunity is to add your page to the tag listings. Here you can place up to 20 words and phrases related to your item.

lintense tags

Tags have two major functions. They help with the on-site search and create extra SEO listings with your item. Try to choose the most popular ones and write other niche-specific phrases that describe your product. 

E.g., you can choose 10 popular tags from the category listings.

tags on templatemonster

Write another 10 tags on your own based on the item’s niche and unique goals, e.g.,’ home selling,’ ‘house for sale,’ ‘real estate auction,’ ‘rental property,’ etc.

As a result, after indexing, the page has all chances to be on the top listing within all tags and categories you mention. Each of them gives you additional traffic and sales. 

Real estate landing page templates.

real estate landing page templates

Realtor landing page templates.

Mortgage one-page website templates.

SEO Product Descriptions Writing

Wow, now your product has an SEO-perfect name and niche-specific topics. Let’s proceed to the most important and rewarding part – description. 

According to statistics, 90% of new site visitors look for descriptions and specifications on the page, even if there are high-quality images. And this is no accident, the more detailed the description, the fewer questions a potential buyer has. Another important function of this information is potential organic traffic from the search engines.

Why should I write unique product SEO descriptions?

Content writing is time-consuming. Well, why not use the same text on different websites? 

Imagine selling a nice WordPress theme and trying to upload it to as many places as possible with the same description. Google knows that text. It displays only one, the first discovered page, in search results. Therefore, you lose potential traffic on all other marketplaces.

Search engines reward uniqueness. Combined with our domain value, unique content can bring your product to first positions in Search Engine Results Pages (SERP). And vice versa, if the text is not original, the page does not have the opportunity to get into the top search results and get organic traffic.

It relates not only to the marketplaces but also to your website. Remember to write great content for each of your pages to help them outrank the competition. 

How to create a perfect SEO product description

Now we know that Google loves unique content. The search engines cannot see how great your product is unless they read it within the text. Therefore, if you want people to find your digital items easily, you should write about it. 

lintense product description

When creating a description, you should remember several basic rules. 

Rule 1: never copy the text from other pages.  Your product description on TemplateMonster or other sites; it will not work if you use the same text. Google gives traffic only to pages with original content.

Rule 2: structure your text. Add H2 and H3 subheadings, bullet and numbered lists. Search engines and users highly appreciate structured texts. 

Rule 3: use your main keywords and its synonyms, but don`t overspam. The keyword should be no more than 0.5-1% of your text. It means that if you write a 300-word summary, you should use an exact-match keyword 2-4 times for good product page SEO. We recommend you to create 500-word descriptions and use your main keyword 4-6 times in the text

Here is how it looks. The author repeats the main SEO keyword in:

  1. H2 heading;
  2. The first paragraph of the text;
  3. At least one H3 heading;
  4. Several times through the content.

When the authors wrote about the item`s features, functionality, spheres of use, and advantages, they organically repeated the main keyword several times. It looks quite natural, unobtrusive, and helps users understand the product while working for SEO. 

product description with keyword
product features with keyword

As you see, the author used the main keyword 5 times to make the 500-word product description SEO-friendly, and it works!

keyword quantity use

When we Google ‘single property landing page’, it is a number one result, which ranks much better than other websites due to an exceptional product description. 

We hope that this example inspired you to write compelling SEO product descriptions. If you need more ideas on what to write about, read these guides:

SEO Product Reviews

One more additional way to attract users from Google search is taking care of reviews and ratings. Ask your clients to add reviews after they use your products. Thus, the page gets a nice star rating in search. 

product rating in Google search

More than that, customer reviews will help you rank better in sort by trending and top-rated on-site searches. 

Additional Ways to Improve Product SEO

As far as you have an SEO-perfect product page, you can give it a boost with external ranking signals. Push the rank via external backlinks.   

Google considers each link to the page from external websites like a vote. The more backlinks you have, the higher ranking it receives. 

Here are several ways you can use to better your organic ranking: 

  1. Add links from your website or public profiles.
  2. Share your products on social media
  3. Ask your customers and friends to share your product links on Facebook, Pinterest, Linkedin, Twitter, Quora, and other social media.
  4. Add links to your products on forums, site comments, and other online sources. 
  5. Write guest posts on popular blogs and include links to your products and author page. 

All these means can be a part of your marketing strategy and help with product SEO at the same time. 

Summing It Up

Now you know how to build a complete product page SEO via choosing keywords, writing SEO titles, descriptions, and sharing your items on external websites. Use these tips on TemplateMonster, your website, and other marketplaces, and you will never have issues with traffic and sales. 

If you want to hear more about SEO and additional ways to sell more – don`t hesitate to check other posts on Authors Help or write to us and tell which tutorial we should add. 

Product Page SEO FAQ

Are 300 words enough for product SEO description?

It can be enough if you write for a long-tail keyword with low competition. To find a perfect word count, we advise you to Google the keyword and check the first several pages. If you write more and better than your organic competitors, it has more chances to rank.

Is product SEO possible without text and keywords?

If there are no keywords and texts on the page, search engine crawlers and people do not understand what you offer. Thus, we highly recommend you to add relevant names and descriptions to every item you make.

Do images matter for product page SEO?

Yes. Google has a search by images. Therefore, if you create great illustrations and previews for your product, it will receive additional traffic from image search. Show the item from all angles, a homepage preview for website templates, or full previews of your design if it is a font, logo, or other graphics.

How do ratings help with product SEO and trust?

Text reviews and ratings can increase trust. Potential buyers always check them in advance and consider them before buying. Moreover, the star rating in search can increase the CTR, giving it a better ranking.

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