Savvy retailers know that selecting the best, most relevant keywords can help them reach customers whenever and wherever they’re searching online. That’s why AdWords and PPC are such big business, with brands in a constant race to the top of Google.

Numerous studies have shown that the majority of us don’t move beyond the first page when we’re looking to buy. Being on that first page of search results – and being at the top of it – is the Holy Grail, and something retailers will pay handsomely to pursue.

What’s often overlooked though is how, by simply having more accurate product information, retailers can automatically optimise their SEO – ensuring they can be found more easily and can rank more highly. There are even tech tools available that can automate the process. Here are three quick and easy tips for tweaking your product information and giving your SEO a boost.

1) Accuracy and consistency

Having accurate product information is essential for SEO, and making sure that data descriptions are unique to each product means they won’t confuse the search engine and will immediately display the correct product in search results.

Product Information Management (PIM) solutions automatically pull out keywords for each product, ensuring that individual searches are more detailed and relevant and that customers can quickly find the items they’re looking for.

2) Show it and say it

Rich media can make your product listings even more eye-catching for the consumer. Images and video improve the overall customer experience and will help customers to engage with your products. From an SEO perspective, search engines look favourably on video – classing it as ‘premium content’ – and it is more likely to place results with video more highly than those without.

By simply making sure that you have tagged your media assets and applied consistent keywords you could make significant improvements to your SEO rankings. Again, PIM solutions can help you to create and manage tags easily, ensuring that all of your media content is automatically SEO-friendly.

3) Enrich your language

The same rules apply to rich text, which could simply mean putting certain keywords in bold or italics for emphasis. Rich text can help your content stand out from your competitors and any good PIM system should allow you to store rich text on a product database.

If you include rich text within the HTML, search engines will automatically apply more weight to your listings than those without it. A tiny change like this to your product data can make a significant difference to your performance on Google.

 

By Nikki Ratcliffe, vice president of marketing at Pimberly


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