35% of product searches start on Google and 75% of people never go as far as the ominous second page. Essentially, this means you could be losing ¼ of your customers if you’re not prioritizing your eCommerce SEO strategy. The quality of the data and digital assets on your product pages will largely determine how well you rank on SERPs, which is why PIM and SEO are so closely linked.
In brief, the role of search engines is to help consumers find exactly what they’re looking for as easily as possible. A strong eCommerce SEO strategy will mean you figure higher in search results. Therefore, your customers will find you quicker than they find your competitors, and you can generate higher revenues.
Why PIM and SEO are best friends
SEO isn’t just about keywords – there’s so much more to it, especially in an eCommerce SEO strategy! Detailed product data and high-quality digital assets are central to how well product pages on your site perform.
This is where PIM comes in. Product Information Management (PIM) systems are designed to streamline all eCommerce operations. Gather, store, enrich and distribute fully optimized product data and digital assets across multiple sales channels from one central hub.
Because PIM gives you total control over the quality of your product data, you can increase your chances of converting browsers to buyers. You can also create structured data and multiple product categories, making your eCommerce store easy to navigate. Search engines love structured data, and so do customers, so this is definitely something that’ll put you in good stead.
Your product titles and descriptions
Basically, you need to let your customers know that they’ve found exactly what they’re looking for. With that in mind, think of the keywords and language they’ll be using to search for your products.
Ensure your target keywords feature in the title and description. Your long-tail keywords need to be included in the product description, along with key features and benefits. Inject your brand tone of voice and give your product’s personality to entice your customers to hit “BUY NOW”. It’s a gift that keeps on giving once you’ve got it right!
Your digital assets
What’s a product page without any image or video?! They’re key players in the buyer journey, but they’re also essential in forming your eCommerce SEO strategy. They bring your products to life and should give your customers a totally clear view of what they’re about to buy. The keywords in your alt tags will play an important role in making sure this is the case.
Alt tags are essentially the bits of text that display when you hover over digital assets. In having the right alt tags in place, you can ensure your products get found and displayed in image search results. Video also encourages your customers to spend more time on your product page, which is an important ranking factor.
Search engines also often consider videos ‘premium content.’ For that reason, search results with video will place higher than those without. So, overall – video is a must, and high-quality images are key!
Your meta titles and descriptions
Your meta title and descriptions are going to be the initial bits of information your customer sees in their search results. Overall, they’ll be key in giving your customers a clear view of what to expect when they land on your product page. You only have 160 characters to effectively convey your product details and brand tone of voice.
That’s why striking a good balance between being concise and detailed will be vital in helping you stand out from the crowd. These are key in giving your customers a clear view of what to expect when they land your product page. Be sure to include your keywords in the meta title, and your long-tail keywords in the description for the best SEO results.
Your product reviews & user-generated content:
Giving your product reviews a good amount of attention has a multitude of benefits. Firstly, it’ll give you some great keyword ideas as you can look at the language your customers use when talking about your products.
Secondly, you can foster trust and loyalty with your customers by giving them real-life insight into what your products are actually like. As customers build a stronger rapport with your brand, you’ll likely see an increase in your conversion rates. Thirdly, user-generated content is an important ranking factor, so make the most of it!
PIM & SEO Squad goals
Think about your SEO as a customer-focused activity and the higher search rankings as a happy side effect! By using the right keywords across your product range, you’ll create a sense of familiarity, and you’ll help Google understand your offering.
A solid PIM system manages your workflow efficiently, so you can produce product pages that are easy for your customers to find and navigate, plus search engines will love it!
As a cloud-based PIM solution, Pimberly can help you improve SEO. With infinite power, our platform provides virtually unlimited product capacity on demand. Optimize all your products and build your visibility across every search engine. Whether it’s organizing product information or tagging keywords, PIM and SEO have all the squad goals!
Keen to learn more? Here’s a handy little video overview with more tips and tricks