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Search Engine Optimized Product Pages: Why They Matter to Customers

  • Ioana Wilkinson
  • 7 min read
Search Engine Optimized Product Pages: Why They Matter to Customers

Intro

Search Engine Optimized (SEO) product pages are a gift to brands and customers alike.

From boosting visibility to enhancing the buying experience, SEO product pages can connect brands with their customers in less than a second. (Thanks, Google.)

But if you’re new or inexperienced with SEO, you may be wondering why it’s such a big deal in the first place.

Luckily for you, we’ve created a quick guide so you can get the answers you’re looking for.

In today’s article, we’re taking a closer look at why SEO product pages are so important to your customers. Psst: Stick around to the end for our product page optimization checklist — a treat from us to you!

Ready to learn more?

Let’s begin.

Why SEO product pages matter to customers

How many times do you head to Google in search of a product name, brand, or price? How quickly do you get a result? We’re willing to bet the Google gods rush to give you the answers you need at record speeds.

And that’s all because:

  1. Google prioritizes giving searches the most accurate, relevant search results, fast.
  2. Brands like you started getting curious about how to put products in front of more customers as easily and quickly as possible. Enter: SEO product pages.

Let’s dig into some of the most common reasons why SEO product pages matter so much to your customers.

1. Help customers feel seen and understood

Can SEO product pages really help customers feel seen and understood?

Absolutely, yes.

And the reason for that is simple.

SEO product pages address search intent. They’re tailored to answer customer questions, alleviate pain points, and provide pertinent product details customers need to know prior to purchase.

When customers have the answers they need at their fingertips, they feel understood, valued, and noticed. They feel like you truly care about them and you prioritize delivering the value they’re looking for.

If you’re ready to strike the same dynamic with your own customers, we recommend creating a solid keyword strategy or hiring an SEO strategist to create one for you.

When developing your strategy, make sure all of the keywords you plan on using are:

  • Relevant to your audience, niche, and brand
  • In line with your customer’s most common questions, concerns, and core needs
  • Easy to embed within your product pages in a natural way — no keyword stuffing, please
  • Easy to group with other keywords so you can form clusters

Next, create a keyword map that organizes your keyword clusters according to search intent.

Here’s an example of what that could look like:

Keyword map that organizes your keyword clusters according to search intent (Image Source)

Once your keyword map is ready, you can start creating targeted content for each cluster.

Take this step up a notch by including a product review on each page. Not sure what that might look like? Take a look at this Revvi credit card product review for inspiration:

Revvi credit card (Image Source)

When including reviews like the one we just shared, hone in on your customer’s concerns. Put yourself in their shoes — what do they need to know to make an informed purchasing decision?

Build trust by creating reviews that are transparent and honest. You can also include a pro/con section so customers are aware of any product limitations that may get in the way of their core needs. In the end, customers will appreciate your authenticity and integrity above all else, so don’t skip this step.

2. Give customers the opportunity to learn about how your products can improve their lives

We’ve all been down the content rabbit hole where we search for one topic only to discover a slew of other related topics.

And while sometimes that leads to random page hopping, other times it leads to a discovery of new, exciting, and helpful information. Sometimes even life-changing information.

The same is true for your customers.

The product pages you create give your customers the opportunity to go down your brand’s content rabbit hole so they can:

  • Discover the benefits of using your products
  • Learn more about your brand, what you do, and how you can add value to their lives
  • See what other exciting products you offer

If you’re interested in taking your customers on a journey and keeping them on your site longer, we have a few tips up our sleeve.

Employ breadcrumb navigation

When you implement breadcrumb navigation, you not only enhance the user experience, but you also make other related pages on your site easier to find.

For instance, head to this free poster templates page by Picsart and take a quick peek at the URL bar.

When you look at the URL bar, you’ll notice it’s organized like this:

picsart.com → templates → posters.

Employ breadcrumb navigation

This setup informs the customer that there are more options under this category they can explore. This is a simple way to open the door for them to discover more products that may be of value to them.

Include FAQ sections

Remove unnecessary pressure off your customer service team and give customers the answers they’re looking for by including an FAQ section on every product page.

Pro-tip: FAQ sections are especially important if you sell complex products. Check out this FAQ page on buying VPS with BTC, to see what we mean:

Include FAQ sections (Image Source)

Include explainer videos and product demos

Take customers on a storytelling trip by using videos to explain and demonstrate how your products work.

Check out this product page example from TradeZella, a trading journal brand, for inspiration:

Include explainer videos and product demos (Image Source)

3. Act as a crucial component in the buyer’s journey

When a customer is ready to buy, they need to be led to a relevant product as quickly as possible. Optimized product pages make sure that the products they need will pop up at the top of the search engine results page so they can get in and buy their products immediately.

In other words, SEO product pages are crucial to the buyer’s journey. What’s more, optimized product pages can serve customers no matter where they are in their journey with you.

Here’s how to make sure your product pages support your customers during various buying stages:

First, start by mapping out the buyer’s journey and your customer personas. Take a close look at your customers and identify key buying patterns, roadblocks they’ve encountered, and their purchasing history with you.

Then, use this information to segment your customers into buyer groups.

For instance, you might have:

  • Group 1: New customers that are interested in learning more about your brand and testing your travel-sized products
  • Group 2: Customers you acquired a year ago that may want to sign up for a recurring monthly product bundle
  • Group 3: Loyal customers that love keeping an eye out to see what you’ll create next

Once you’ve segmented your buyers, create a variety of product pages and landing pages relevant to each segment.

For instance, if we were to create pages for the groups we listed above, we might have:

  • Group 1: Quick summary product pages with checkout links, product overview pages with brand story videos, and customer testimonial product pages with behind-the-scenes videos
  • Group 2: Product bundle info pages with demo videos, a different product page for each bundle option, a plan page that goes over each bundle subscription option in detail
  • Group 3: Product pages dedicated to reviewing new products, pages dedicated to summarizing new product features, and pages created to go over new product advancements with explainer videos

Bonus points if you can include customer testimonials or user-generated content which can nudge customers closer to purchase. In fact, product pages with customer reviews see 52.2% more conversion lifts than review-free pages, so don’t underestimate this tip!

Once you’ve created your segmented product pages and landing pages, keep a close eye on their performance. Do you notice that some are working better than others? Can you survey your customers to see what they think about your content? Use these insights to course-correct as needed and continue tailoring your pages with your customers in mind.

Product page optimization checklist

If you’ve made it this far, we have a special gift for you.

In this section, we’ve put together a handy checklist you can use to create optimized product pages and landing pages.

Here’s the checklist:

  1. Get your hands on a solid suite of SEO tools: Check out are awesome tools at Ranktracker
  2. Create a solid keyword strategy: Lock arms with an experienced SEO strategist to create a powerful keyword strategy
  3. Use descriptive URLs: Assign descriptive URLs to new product pages — make sure the structure is consistent with your other product page URLs
  4. Share testimonials and product reviews: Collect and integrate real product reviews and testimonials from elated customers
  5. Use professional images and videos: Hire an experienced product photographer to shoot stills and info videos
  6. Optimize titles and meta descriptions: Include pertinent details in your titles and meta-descriptions, such as the brand name, product name, and model number
  7. Avoid keyword stuffing: Make sure all keywords are relevant and and sound natural throughout your pages
  8. Write unique product and meta-descriptions: Use branded and non-branded keywords — include information your customers want to know
  9. Audit all pages for speed and tech issues: Make sure your product and landing pages load quickly and have zero performance issues
  10. Include product features lists: Share specific product features and benefits using bulleted lists
  11. Test your landing pages: Conduct A/B testing to see which landing page layouts, images, and and CTAs perform best
  12. Include technical specifications: Don’t forget to include technical details such as the product’s weight, dimensions, material used, color, and other relevant specifications
  13. Consider the customer experience: Make sure all of the elements on your product pages are easy to see, read, digest, and understand — don’t forget to ensure the purchase experience is a breeze, too
  14. Customize product pages: Use colors, images, and language in line with your audience’s preferences — and don’t forget to segment your pages by customer type

Wrap up

SEO product pages are a benefit to both brands and customers.

From sharing important information to building customer loyalty, optimized product pages bridge the information gap between the company and the consumer.

If you’re still new to SEO, we hope this quick guide has given you the insights you need to elevate your product pages like a pro.

Remember, SEO product pages:

  1. Help customers feel seen and understood
  2. Give customers the opportunity to learn about how your products can improve their lives
  3. Act as a crucial component in the buyer’s journey

Whenever you're ready, don’t forget to print out our product page optimization checklist (above) so you can create the kind of SEO product pages your customers need to make informed buying decisions.

And remember, if you need help optimizing your pages, we’re here for you. With our complete suite of SEO tools, you can:

  • Research keywords
  • Keep an eye on the competition
  • Monitor backlinks
  • Track your ranking
  • And more

Sign up for a 7-day free trial to discover how we can help. To claim your trial, head to this link, decide between the Double Data or the Quad Data package, and then click “7-Days Free Trial!” to sign up.

That’s it for now, friends.

Now go forth, and create the kind of product pages your customers dream of.

Try Ranktracker for FREE