Big regional/national brands to big international brands have a lot of questions about product description page (PDP) optimization.
How much can be automated?
Does it matter if some of them have duplicates?
What to do with variable products that exist on a single URL?
Can I use the product descriptions provided by the manufacturer?
Problems with product descriptions are then exacerbated with larger product catalogs and more complex technology stacks.
However, with enterprise e-commerce stacks, you can also find opportunities to automate and quickly resolve many product description issues.
This is where the PIM (Product Information Management system) can be both a dream for SEO and user experience.
In addition to product descriptions, PIM can help stakeholders influence the user experience and bridge the gap between a user searching and searching for products to complete purchases.
For many, PIM is just another piece of the tech stack.
But it can also improve user experiences and enrich the PDP (product detail page) with important information from an SEO perspective.
For this article, I’ll rely on a combination of the two, as e-commerce companies such as Bain & Company have claimed that companies that improve the customer experience with tools can increase their revenue by up to 25%. .
As Google works harder to improve user experience on the web through Core Web Vitals, Speed, Mobile Friendliness, EAT and more, using PIM to improve user experience may be more than just an add-on. of keywords on the page.
Often, the PIM is also responsible for product imaging.
Sometimes this can be the job of the digital asset management system, but for this article I’m assuming that the PIM handles them.
Automation of product title tags and meta descriptions
Typically, the PIM will contain several product-related fields, including but not limited to:
- Product Name.
- Technical specifications of the product (colors, size, material).
- Product Description.
- Product identifiers (SKU, ISBN).
This information can be used to improve title tags and meta descriptions.
Although Google actively overwrites both elements, they are still processed and cached by Google.
Although only the title tag is taken into account in the “ranking”, the meta description is still important from a CTR point of view.
Using PIM can also help mitigate duplication issues with title tags and provide better document information architecture for Google.
To do this, the front-end platform (the storefront) dynamically uses the same information from the PIM as to populate the product description page template.
This information can also help Google serve content for hyper-specific queries and return URLs from your site that would otherwise not appear in the immediate serving index.
Including more information in the title tag and meta description also helps Google rewrite your title tag and meta description more accurately.
This helps you avoid accidentally giving the user misleading information and a negative search experience.
Automation of product PDP descriptions
Many product pages consist of generic product descriptions that the manufacturer likely provided.
Duplicate product descriptions are usually not a problem because the content of a PDP is more than just written words. This is the value proposition of the page in its entirety.
The goal is to make the duplicated description a support element of the page and not the focal point.
John Mueller from Google confirmed that this doesn’t cause a penalty scenario and is only a problem when they don’t want to show multiple results by just listing the same content.
The solution is to use PIM to add value.
For most “generic” product queries, Google augments search results to include a mix of local and online results.
This means that Google must decide whether to rank local sources or “best” sources with duplicate value propositions.
Most PIMs contain stock market data, and most companies that operate both online and offline will have integrations that allow you to include the following information and items on PDPs:
- Availability at local stores (which you can further customize if logged in to view availability at stores near their set location preferences).
- Delivery delay for home delivery.
- Deadlines for Pick up in store.
This gives the page another beneficial purpose and a reason for Google to choose to rank your PDP over others.
Define taxonomies and relationships
In most PIMs, you can define taxonomies and relationships with other products within the database.
This information can then be used, along with personalization elements, to create additional content blocks (and additional value propositions) on the PDP page, giving it additional user value.
You can also use these elements to encourage both cross-selling and up-selling, improve users’ average order value (AOV), and help select the right complementary products.
For example, purchasing a lamp from the page showing the correct bulb as a related product saves the user the time and effort of determining (and researching) the correct bulbs.
Taxonomies and tags can also be integrated into most internal site searches. Therefore, ensuring that major products and variants are properly tagged and have accurate taxonomies can help users discover products on your website.
Key points to remember
PIM is an underutilized asset in the eCommerce SEO arsenal and can be overlooked or considered “not part” of the marketing toolkit.
Including PIM stakeholders in marketing meetings with those responsible for extracting PIM information from the eCommerce storefront can help you find opportunities to further improve the SEO value of your product description page.
It can also provide additional opportunities to improve user experience, conversion rates, and AOV.
The more specific and descriptive your product pages are, the better Google and other search engines can determine their relevance to the queries of highly motivated people looking for products like yours.
Use the tips above to maximize the value of your organization’s PIM by also putting it to work for your SEO goals.
And if you’re new to eCommerce SEO or looking for a checklist of best practices to ensure you make the most of every opportunity, you’ll want to check out the eCommerce SEO: 20 Things to Do product page. and what not to do.
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