Do mark up product pages with structured data; having the correct structured data type can help your brand appear in rich snippets.
Don’t use automated optimisation; include important information in the titles you cannot automate. This can help your site rank for targeted keywords. All tags and meta descriptions should be unique.
Do add clear and helpful FAQs, high-quality content that meets the users’ needs is key to ranking high in SERPs. If users do not find your valuable content, your bounce rates will be high, and customers may decide not to buy from you.
Don’t pull out-of-stock images; if the product is temporarily unavailable, you should keep the URL live, especially if the page has rankings and traffic.
Do always write unique product and meta descriptions; each item should have a particular explanation to rank for branded and non-branded keywords. Give consumers helpful information to boost traffic and sales.
Don’t use the wrong type of structured data or none at all. Structured data can help your site rank with rich results and drive more traffic and sales. Having product data can help your site rank for rich snippets.
Do share real testimonials and customer reviews; reviews build trust, especially if they're from a celebrity or influencer. They give Google unique, fresh content. Just add the review schema.
Don’t use weak calls to action or omit them entirely. Clean and easy CTAs are a must-have for any site. Make it easy and convincing for them to buy from you.
Do test landing pages to find the best; tools like Optimizely and Google Optimize provide an intuitive way to test even the slightest variations within product pages, which you should do to figure out the ideal configuration.
Don’t kill your seasonal pages once the peak is passed; it will leave you with the same uphill battle every year, once again, trying to regain the authority your site needs to rank for seasonal terms.
Do use high-quality video and imagery, as high-quality images and videos can provide end users with the information they need to feel confident in their purchases.
Don’t miss opportunities for internal linking and backlinks; product pages can rank, especially for long-tail keywords that have high purchase intent and can dramatically increase revenue and sales.
Do minimise page load times; your product pages must be optimised for mobile. More and more consumers are conducting their online searches this way.
Don’t charge the wrong price. Not having the right pricing strategy can cause consumers not to buy your products and possibly not to trust your brand.
Do Audit your product pages for technical issues; product pages can often be duplicated because of faceted URLs. Audit your pages to see which technical and content elements need to be optimised if any.
Don’t forget mobile optimisation; not having a mobile-friendly product page can cause users not even to consider buying products from your site.