In e-commerce, traffic arrives at product pages, not the home page. That is where a catalogue full of template descriptions parts ways with a catalogue that makes money.
The title pattern
Brand + model + distinguishing feature + category works for most products. Using the same pattern across the catalogue creates consistency both in search and in the customer’s eyes.
How to write the description
- Answer “who is this product for, and for which problem” in the first paragraph
- Give the specifications as a table; don’t bury them in the text
- Add the two most frequent questions to the page — for customers and for search alike
- Don’t use the supplier’s text as it is; the same text sits on hundreds of sites
Images
Let file names describe the product, fill in the alt text, and load the first image fast. Traffic from image search is above ten per cent in most catalogues.
Structured data
Mark up product, price, availability and rating with schema.org. A product that appears with price and stars in the results has a markedly higher click rate.
Variants and duplicate content
Splitting colour and size variants into separate pages produces hundreds of near-identical pages. One page with variant selection is the right answer for both the user and the search engine.
In a catalogue every product page is a landing page; if it isn’t written that way, it is just a stock list.
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