Let’s get things started: Why you need to put effort in SEO for product pages and landing pages
If you have an e-commerce website or a business looking to drive conversions, product pages and landing pages are the heart and soul of your digital marketing efforts.
With a whopping 87% of online customers feeling that product content is the most important factor to help them decide whether they should make a purchase, you really need to make sure your product pages are in the best possible shape.
Also, product pages and landing are often the first interaction potential customers have with your brand, and if they’re not optimised for SEO, you could be losing out on valuable traffic.
As digital marketers, we know that simply having good content on your website isn’t enough to drive conversions through the door. Great content is non-negotiable of course, but it needs to be optimised to drive results.
SEO is the key to ensuring your pages reach the right audience, at the right time. Read ahead to discover how landing pages and product pages should be optimised for top-notch SEO and get actionable insights that you can apply to your website. These guidelines are here to shed some light on the process and give you practical tips to increase organic traffic, drive conversions and ultimately grow your business.
Product pages and landing Pages: find out their unique roles in SEO
Before diving into the SEO tactics, there is something we really need to look at: the core differences between the two types of pages we’re covering. It’s important to distinguish between product pages and landing pages, as they serve very different purposes.
- Product Pages: these pages showcase your products in detail, providing all the essential information your customers need to make a purchase decision. Product pages are optimised for transactional search intent, which is to say, they are aiming to capture the attention of users who are looking to buy a product.
- Landing Pages: these pages are often the result of marketing campaigns or form part of your website, in which case they are designed for a specific conversion goal, such as lead generation, signing up for an offer, or promoting a discount; in some cases, they can be used to showcase services and tell stories. SEO for landing pages focuses more on targeting specific keywords related to the service offered or content of the page, rather than the product itself.
Bear in mind, different types of pages call for different SEO strategies.
Where it all begins: keyword research for product pages and landing pages
Effective SEO starts with thorough keyword research. Understanding what your audience is searching for is essential, but how you approach keyword research will differ depending on whether you’re optimising a product page or a landing page.
- Product Pages: for product pages, focus on transactional long-tail keywords that reflect what the user is looking to buy. Think specific terms like “buy wireless headphones online” or “best waterproof jacket for hiking.”
- Landing Pages: on the other hand, landing pages typically target keywords related to the offer, service or call to action. Examples might include “free marketing eBook,” “sign up for exclusive discounts,” or “download free trial.”
There are some very good tools you can use to help with keyword research: Google Keyword Planner, Ahrefs, SEMrush, and Ubersuggest can all help identify the right keywords for both product and landing pages.
Be sure to match your keywords to the user’s intent: commercial intent fits well with product pages and navigational or informational intent tends to work well for landing pages.
On-page optimisation for product pages
Overall, on-page SEO is all about making sure your page is as visible and user-friendly as possible. If you need to get up to speed with the basics of SEO, we have a useful search engine optimisation guide ready for you. This is especially the case when it comes to optimising product pages on your website.
Here are some key areas to focus on:
- Title Tags: ensure your title tags are unique, concise, and include primary keywords for each product. For example, “Buy Noise-Cancelling Headphones – Free UK Delivery.”
- Meta Descriptions: Although meta descriptions are not a direct ranking factor, a compelling meta description can increase your click-through rate (CTR). Write a clear, enticing summary of the product that incorporates relevant keywords.
- Product Descriptions: Avoid generic, manufacturer-provided text. Craft unique, engaging product descriptions that speak to the benefits and features of your product. Be detailed but succinct, and include your primary keyword in a natural way. Length of product descriptions can vary by niche and business or industry, but as a rule of thumb you should try to aim to a minimum of 300-400 words, always with important keywords in mind.
- Headers (H1, H2, etc.): Use the H1 tag for the product name and H2 tags for subheadings, making sure these also include related keywords. Proper header structure helps both users and search engines understand the page’s content.
- Image Optimisation: Optimise images by compressing them for speed and using descriptive alt text. For futureproofing, choose Webp or other next generation image formats, if your website supports them. Don’t forget to include keywords in the alt text to improve image search ranking.
- Internal Linking: Link to related products or category pages to improve site structure and encourage further browsing, all while distributing link equity to important pages.
On-page optimisation for landing pages
As mentioned, if you have an e-commerce website, your landing pages are typically part of specific campaigns and their optimisation needs to drive action. If your website is not strictly an e-commerce one, the following tips are still useful – just make sure to tweak them according to your industry or business niche.
Here’s how you can optimise landing pages for cracking SEO:
- Focused Keyword Strategy: Use one primary keyword for the landing page, ensuring it appears in the headline, body, and throughout the page copy. For example, “Sign Up for Our Exclusive 20% Discount.”
- Compelling Headlines and Copy: Your headline should grab attention and include the keyword. Use persuasive, benefits-driven copy throughout the page, always keeping the user’s intent in mind.
- Page Content: aim for keyword-rich (but never stuffed!) page content that covers in depth what your page has to offer. Length of content on landing pages can vary greatly from one business to the next, but try to aim for at least 500-600 words.
- Clear CTA Placement: Your call to action (CTA) should be placed above the fold (so users don’t have to scroll) and repeated as necessary throughout the page. Use actionable language like “Get Started Today” or “Download Now.”
- User Experience (UX): Avoid clutter. A clean, minimalistic design helps focus users’ attention on the offer. Limit distractions and make navigation intuitive.
- Forms: If your landing page includes a form, only ask for essential information. The fewer fields you have, the higher the chance users will complete the form.
- Trust Signals: Include testimonials, reviews, or security badges on your landing page to build trust and credibility, especially if the page requires users to enter personal information.
Key differences to keep in mind when you optimise SEO for product pages vs landing pages
While the core principles of SEO apply to both product pages and landing pages, the tactics and strategies can vary. Here are the key differences:
- Purpose and Intent: product pages tend to target transactional intent, focusing on products that customers are ready to purchase. Landing pages are more focused on conversion or lead generation, often targeting an offer, download, or sign-up.
- Keyword Focus: Product pages should aim for long-tail keywords that describe the product or its features, while landing pages should focus on keywords related to the offer or goal of the page (e.g., free resources or exclusive discounts).
- Content Length and Structure: Product pages require detailed content about the product—features, specs, reviews, etc. Landing pages, on the other hand, are typically more concise, with content that quickly drives the user to take action (e.g., a sign-up form or CTA).
- CTAs: On product pages, the CTA is typically related to purchasing (“Add to Cart”), whereas on landing pages, CTAs may involve signing up for a free resource or offer (“Download Now,” “Get Your Free Trial”).
- Page Experience: Landing pages often require minimal distractions—fewer links, fewer images—while product pages should offer related products, reviews, and information that encourages users to continue browsing.
Mobile optimisation: a non-negotiable SEO factor for both landing pages and product pages
As mobile traffic continues to increase, ensuring your product and landing pages are mobile-friendly is simply something that cannot be left outside of your radar when you are optimising landing pages or product pages.
- Mobile-Friendly Design: With Google’s mobile-first indexing, optimising your pages for mobile devices is crucial for SEO. Test responsiveness and ensure buttons, forms, and images display correctly on smaller screens.
- Page Speed: Mobile users expect fast-loading pages. Google’s PageSpeed Insights tool is your friend here—use it to identify any issues and optimise your images, scripts, and resources for speed.
Technical SEO pro-tips for product and landing pages
Whilst technical SEO is a whole separate world to explore (and we could be here a while having a conversation about it – as it can do wonders: hello, better UX!) here are a couple of technical aspects to bear in mind when it comes to optimising product pages and landing pages:
- URL Structure: Use descriptive, keyword-rich URLs for both product and landing pages. Keep them short and relevant—e.g., “example.com/product/blue-widget” or “example.com/offer/20-off-signup.”
- Schema Markup: For product pages, use Product Schema Markup to help search engines better understand your product’s details (like price, reviews, and availability). This can also lead to rich snippets in the search results.
- SSL Certificates: Ensure your pages are secure with HTTPS. Not only is this essential for building trust, but Google also uses it as a ranking factor.
Link building and content strategy for product and landing pages
These guidelines are mostly focusing on on-page SEO optimisations for product pages and landing pages, but off-page SEO and backlinking is something you should consider for a well-rounded SEO optimisation strategy.
Here are a few ideas to explore to craft a successful link building strategy for product pages and landing pages:
- Product Pages: Gain backlinks through product reviews, influencer mentions, or relevant blog posts. Encourage natural linking by creating shareable content around your products.
- Landing Pages: Promote landing pages via content marketing, email newsletters, and social media campaigns. Include landing page links in blog posts or as part of your overall marketing funnel.
Tracking Success: how to measure SEO for product pages and landing pages
Now, you might be wondering how you can see if all your hard work is paying off. Remember, SEO is a long-term strategy and you will need some time to see results. If you are after quick conversions, you should consider supplementing your SEO strategy with Paid Ads (and we can help you with that too!).
By all means, here are two important data analytics tools you should set up to measure your SEO performance
- Google Analytics: Track key metrics like traffic, conversion rates, and bounce rates for both product and landing pages.
- Google Search Console: Monitor search performance, keyword rankings, and CTR for each page.
If you’ve been bitten by the data bug, we have two interesting reads for you: check out the 7 essential metrics to measure your SEO performance and our data analytics guide for digital marketers.
That’s (almost) all, folks! Let’s wrap it up: the power of SEO for product pages and landing pages
To wrap up, SEO for product pages and landing pages requires a tailored approach to suit each page’s unique purpose. By focusing on the right keywords, crafting compelling content, and ensuring a great user experience, you can maximise both traffic and conversions.
Keep testing, optimising, and adapting your SEO strategies, and you’ll see your product pages and landing pages rise in search rankings and, more importantly, boost your business results.
Does this all sound great, but you don’t have the time or technical skills to put a solid SEO strategy in place for your landing pages and product pages?
The great news is that you don’t have to figure everything out alone. At Logic Digital we’re passionate about all things SEO, and we’ve helped many businesses reach their full potential and achieve their goals over the years.
If you want expert guidance on SEO services tailored to your business needs, contact us today and discover how we can help you attract the right customers, boost conversions, and smash your targets.
