Class pages and browse grids are essential to optimize as a result of they aim the key phrases that buyers seek for. However the optimization course of could be troublesome because the pages are likely to have the least content material.
By including options that improve engagement and conversion, optimizing the accompanying textual content, and, sure, including some nicely-positioned physique copy, your class pages will higher talk their relevance to search engines to draw extra buyers.
On this publish, I’ll describe six methods to optimize ecommerce class pages. I’ll use, for instance, the excessive-rating ladies’s boots class web page of DSW, the shoe retailer.
Make Headings Related
Beginning on the prime, optimize the heading tags. Make it possible for the default headings out of your ecommerce platform are as optimum as attainable. It will doubtless require working with builders for modifications. Alternatively, you could possibly change them your self, to override these defaults in your platform or content material administration system with optimum variations.
Embrace Textual Content material
That is the one which designers and model advocates just like the least — the dreaded physique copy. Discover how DSW has labored in two sections of physique copy: a shorter one on the prime and an extended one which caters extra to search engine marketing on the backside. That is sensible. It avoids the looks of the textual content being spam copy only for search engines by putting a small quantity on the prime in plain sight. However it additionally leaves open the potential of having longer textual content on the backside the place it doesn’t push down the commerce part of the web page.
Physique content material doesn’t should be paragraphs lengthy. In reality, longer blocks of copy that don’t add worth detract from a web page’s capacity to rank.
For instance, observe the size and low high quality of the copy on Footwear.com’s ladies’s boots web page, under. This block is discovered on the underside of the web page, simply above the footer. The size and placement aren’t the issues. The issue is the shortage of significant content material aside from key phrases.
Use Featured Content material
Options inside your class pages all the time include textual content. They promote gross sales gadgets or loyalty packages or different messaging that you really want buyers to soak up. Use each function to your web optimization benefit by optimizing that textual content.
First, make it possible for it’s plain textual content, floated over a background picture, somewhat than embedded within the picture itself. Whereas visible search has come a great distance, it’s not but included net search algorithms.
As soon as your content material is crawlable textual content, use descriptive language. For instance, the outline on DSW’s web page reads, ”Sperry Syren Gulf, I really like this boot! So snug and nice in moist, muddy, or chilly climate.” Inside that textual content seem the product identify and the phrase “boot” — each are key phrases. Additionally, there are contextually useful phrases describing the circumstances through which the boots may be worn.
Make Hyperlink Textual content Related
“Click on right here.” “Extra info.” These are poor anchor texts — meaningless to search engines. DSW makes use of “Store This Type” because the anchor textual content for the hyperlink. Utilizing obscure language as hyperlink textual content misses a implausible alternative to extend the relevance on this web page, in addition to on the web page that the hyperlink factors to.
Hyperlinks to different associated merchandise — “boot socks” in DSW’s case — are one other good alternative to strengthen the key phrase theme. On this case, the product sort (“boot socks’) on the ladies’s boots web page additionally incorporates the phrase “boots,” which earns relevance factors for holding the key phrase for the web page in addition to for “socks” being contextually related to boots. Search for golden key phrase alternatives like this. In the event that they’re not out there, contextual relevance alone will assist.
Put Navigation to Work
Navigation and filters play an fascinating position in content material optimization. On the one hand, their main function is to assist consumers find and buying merchandise. However additionally they play a essential position within the indexation, authority, and relevance of every web page. Together with particularly related phrases within the navigation and filters will profit your pure search.
DSW hasn’t used phrases for particular key phrase relevance in its filters, sticking with “rain” as an alternative of the extra particular “rain boots.” In lots of instances, there isn’t room within the design for a further phrase, corresponding to “boots,” making its inclusion impractical. However in instances the place the phrase is shorter, reminiscent of “rain” or “duck” or “mule,” DSW might have included “boots” as properly. Even with out “boots,” nevertheless, the filters add contextual relevance, which is necessary in immediately’s algorithms.
Optimizing navigation is considerably of an mental argument. Few consumer expertise professionals would agree to incorporate the phrase “boots” in just some instances relatively than all — consistency being key in UX. However for these hungry to do something they will for search engine optimization, it’s value a attempt.