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How To Better Optimise Your PDPs (and why you should) #recommerce2024 BRANNON SOPHIE Director of SEO at RushOrderTees

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Contents Why Are PDP’s Important? How To Optimize PDP’s When Should You Optimize?

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Why Are PDP’s Important?

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AKA why are you here telling me this?

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Returns USPs Trust Purchase

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Returns USPs Trust Purchase

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Anticipate questions or concerns & minimise doubt

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Show off customer reviews & UGC content

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Source: CupShe

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Returns USPs Trust Purchase

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What features make your product stand out?

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Exclusive Access Shipping Options All Natural Lifetime Warranty Versatile Usage Limited Edition Celebrity Endorsement Customisable Options Patented Technology Eco-Friendly Locally Made One-Of-A-Kind Design Award-Winning Money-Back Guarantee

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Source: Dyson

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Returns USPs Trust Purchase

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94% of respondents say they will abandon a site or simply give up if they can’t find the information they need. Source: Salsify

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Source: Target

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Returns USPs Trust Purchase

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The avg. eCommerce returns rate is 20% to 30% Source: Shopify

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For every $1 billion in sales, the average retailer incurs $165 million in merchandise returns. Source: National Retail Federation

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Item was damaged or defective (81%) Item doesn’t fit (75%) Item doesn’t match description (56%) Don’t like the item(s) (33%) Ordered multiple items/sizes (14%) Item arrived late (11%)

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Item was damaged or defective (81%) Item doesn’t fit (75%) Item doesn’t match description (56%) Don’t like the item(s) (33%) Ordered multiple items/sizes (14%) Item arrived late (11%)

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Source: Wayfair

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Source: Nike

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This is all good, but does it actually impact your SEO?

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Help get your products indexed Impact how well your product ranks in SERPs Improve CTR from SERPs

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Help get your products indexed Impact how well your product ranks in SERPs Improve CTR from SERPs

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Help get your products indexed Impact how well your product ranks in SERPs Improve CTR from SERPs

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Google is changing

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How To Optimise Your PDP’s

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High Quality Images, 360 Degree Views & Interactive Try-Ons

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Source: PuraVida

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Source: Anova

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Source: Silkfred

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Useful Product Titles, Descriptions & Supporting Information

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Source: The Ordinary

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Source: Target

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Source: Gymshark

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Source: Luke Carthy Identify ‘blocker keywords’ and create description content that helps customers to convert and the pages to rank

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Source: SEMrush Keyword Magic Tool

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Source: Rei

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Clear Stock Information, Pricing & Shipping Information

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Source: Boohoo

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Leverage UGC & Reviews

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Source: Rei

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Source: Target

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Add Companion & Related Products

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Source: Amazon

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Source: Amazon

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Clean Technical SEO

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Make sure the PDP is actually indexable

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Fast loading speeds despite quality media Breadcrumbs that make sense (and work) No CLS issues causing a jarring UX Leverage internal linking from PDPs URL structure isn’t nonsense Things actually work on the page!

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Fast loading speeds despite quality media Breadcrumbs that make sense (and work) No CLS issues causing a jarring UX Leverage internal linking from PDPs URL structure isn’t nonsense Things actually work on the page!

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Fast loading speeds despite quality media Breadcrumbs that make sense (and work) No CLS issues causing a jarring UX Leverage internal linking from PDPs URL structure isn’t nonsense Things actually work on the page!

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Fast loading speeds despite quality media Breadcrumbs that make sense (and work) No CLS issues causing a jarring UX Leverage internal linking from PDPs URL structure isn’t nonsense Things actually work on the page!

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Fast loading speeds despite quality media Breadcrumbs that make sense (and work) No CLS issues causing a jarring UX Leverage internal linking from PDPs URL structure isn’t nonsense Things actually work on the page!

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Fast loading speeds despite quality media Breadcrumbs that make sense (and work) No CLS issues causing a jarring UX Leverage internal linking from PDPs URL structure isn’t nonsense Things actually work on the page!

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Facet pages (i.e. colour parameters) are not causing duplicate content issues

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60.66% of eComm traffic in 2022 came from mobile Source: Appletiser

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When Should You Focus On PDPs?

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Budget, time & resource availability

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Strategy & priority dependent

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Consider testing your top 5-10 most important products

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This isn’t just an SEO exercise

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Resources Brodie Clark - Google Organic Product Grids: How Ranking Works Luke Carthy - Should You Bother Investing In Your Product Descriptions Aleyda Solis - eCommerce Product Page Optimisation Checklist Look around and see what well-known eComm brands are doing and take learnings from it.

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Thank You!