How To Optimise PDP’s (and why you should)

This talk was held at Re:Commerce in March 2024. This presentation covers the reasons why you should optimise your PDP pages, how to optimise them and when you should optimise them as part of your SEO strategy.

Transcript

1. How To Better Optimise Your PDPs (and why you should) #recommerce2024 BRANNON SOPHIE Director of SEO at RushOrderTees
2. Contents Why Are PDP’s Important? How To Optimize PDP’s When Should You Optimize?
3. Why Are PDP’s Important?
4. AKA why are you here telling me this?
5. Returns USPs Trust Purchase
6. Returns USPs Trust Purchase
7. Anticipate questions or concerns & minimise doubt
8. Show off customer reviews & UGC content
9. Source: CupShe
10. Returns USPs Trust Purchase
11. What features make your product stand out?
12. 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
13. Source: Dyson
14. Returns USPs Trust Purchase
15. 94% of respondents say they will abandon a site or simply give up if they can’t find the information they need. Source: Salsify
16. Source: Target
17. Returns USPs Trust Purchase
18. The avg. eCommerce returns rate is 20% to 30% Source: Shopify
19. For every $1 billion in sales, the average retailer incurs $165 million in merchandise returns. Source: National Retail Federation
21. 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%)
22. 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%)
23. Source: Wayfair
24. Source: Nike
25. This is all good, but does it actually impact your SEO?
26. Help get your products indexed Impact how well your product ranks in SERPs Improve CTR from SERPs
27. Help get your products indexed Impact how well your product ranks in SERPs Improve CTR from SERPs
28. Help get your products indexed Impact how well your product ranks in SERPs Improve CTR from SERPs
29. Google is changing
33. How To Optimise Your PDP’s
34. High Quality Images, 360 Degree Views & Interactive Try-Ons
35. Source: PuraVida
36. Source: Anova
37. Source: Silkfred
38. Useful Product Titles, Descriptions & Supporting Information
39. Source: The Ordinary
40. Source: Target
41. Source: Gymshark
42. Source: Luke Carthy Identify ‘blocker keywords’ and create description content that helps customers to convert and the pages to rank
43. Source: SEMrush Keyword Magic Tool
44. Source: Rei
45. Clear Stock Information, Pricing & Shipping Information
46. Source: Boohoo
47. Leverage UGC & Reviews
48. Source: Rei
49. Source: Target
50. Add Companion & Related Products
51. Source: Amazon
52. Source: Amazon
53. Clean Technical SEO
54. Make sure the PDP is actually indexable
55. 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!
56. 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!
57. 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!
58. 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!
59. 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!
60. 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!
61. Facet pages (i.e. colour parameters) are not causing duplicate content issues
62. 60.66% of eComm traffic in 2022 came from mobile Source: Appletiser
63. When Should You Focus On PDPs?
64. Budget, time & resource availability
65. Strategy & priority dependent
66. Consider testing your top 5-10 most important products
67. This isn’t just an SEO exercise
68. 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.
69. Thank You!