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How to Optimise Product Pages for eCommerce Search Engines?
Tracking eCommerce keywords with retail search tools help you analyse and improve product visibility on all sales channels.
Can shoppers find your products online? When customers use keyword searches or category browsing on webshops and marketplaces, they will often buy a product that ranks high in the search results. Since no one can buy your products if they can’t find them, we show you how to use SiteLucents' search dashboard to monitor and improve your products' ranking on all online channels.
Contents of this blog:
- How to define the right eCommerce keywords?
- How to strategically place eCommerce keywords in your product page descriptions?
- How to upload your keywords in SiteLucent?
- How to use the category search module?
- How to improve your search results with SiteLucent?
How to define the right eCommerce keywords?
Step one is to define and understand your target group and how they are searching for your products. Make a list with potential keywords and narrow down each keyword with ingredients, benefits and features.
Then try to find out how many people are searching for a specific keyword (search volume), how hard is it to rank for it (keyword difficulty) and related terms you can use in your content (e.g., longtail keywords).
Some handy tools for this are:
In some cases, eCommerce platforms and marketplaces share keyword suggestions and data about search behaviour on their platform.
How to strategically place eCommerce keywords in your product page descriptions?
We strongly advise you not to keyword-stuff your product pages. Try to use your main keyword once in the page’s URL, once in the product title, once or twice in the product description and once in the alt tag to tell search engines what an image is about.
How to upload your eCommerce keywords in SiteLucent?
To uncover on-site search insights from SiteLucent, you first need to add keywords to a specific retailer (the max. amount depends on your account plan). You can then constantly monitor the search results for those keywords and start optimising your products' search performances.
To add, edit and remove keywords, navigate to the left panel > settings > search ranking.
On the left side, you can see for each retailer if keyword-search and category-search are available (when green) or not (when grey).
Choose the retailer of choice (In our example, we choose bol.com):
Then add your keyword by clicking the “+ create keyword” button on the upper-right side of the screen.
You get related data insight (within the “improve search results” dashboard) typically within an hour when keywords are added.
Do you want to focus on a specific range of (seasonal) products without deleting the keywords? Quickly set keywords to inactive by shifting the button to the left.
Want to see it in action?
How to use the category search module?
Within the "Improve Search Results" dashboard, it is also possible to add search categories. To do this you navigate (as you do when adding search keywords) to settings > search ranking, and then you select a retailer of choice. In our example below, we choose for retailer Amazon UK.
To add categories, click the tab named "category pages".
To create a new category you click " create category".
Here you name the category in which you want to start monitoring your products' search results. Simply surf the retailer's webshop, go to a certain category page en copy-paste the URL.
You can find search results of your products within a certain category in the "improve your search results" dashboard, typically within an hour.
How to improve your search results with SiteLucent?
Dashboard: Improve Search Results
Navigate to the dashboard "Improve Search Results" to enter all search-related widgets.
The widgets within the search dashboard give insights based on the keywords you’ve entered for the selected retailer, in the previous step. If you have not yet added keywords to the selected retailer, you will not see any results here.
In the above example, we have set our filters as follows: Retailer --> bol.com, Brand --> Philips, and Product Portfolio --> NL Portfolio (a portfolio with products that are defined as important for the Dutch market). The first two filters (retailer and brand) are default filters. The Product portfolio filter is a custom filter created by a custom tag in a product list).
In the "Improve Search Results" dashboard, we can find 3 KPI widgets:
- Top-3 share of search results:
The percentage of products that are ranked on position 1, 2 or 3 within the specified keyword. Find out which other brands' products you are competing with for the top 3 positions on page 1 of the eCommerce search results.
- Share of search on page 1:
The percentage of products that are ranked on page one (typically the first 24 results) within the specified keyword. Find out which other brands' products you are competing with a position on page 1 of the eCommerce search results.
- Average search result rank:
Average rank position of the total product portfolio.
In a KPI widget, it is possible to zoom in further on a detail level. For this, you click on the centre of a widget, and a screen with product details will pop up. For instance, when clicking the "Top-3 share of search results" widget, you see a screen, as shown in the image below.
Click on the column title "Search rank" to filter the top 3 positioned products on the related keyword ascending or descending. Click the keyword title to filter the keywords alphabetically, or filter the values in the "result type" column to see if the product reached the top position sponsored or organically.
- Data table: Search result product details
Besides the 3 KPI widgets, you can find a summary table in the search dashboard. Zoom in to product details by clicking the “i” icon in the leftmost column of each product. Use the search bar on the top of the data table to search for specific keywords, retailers, categories or EAN codes.
Find out if the products that you want to rank high with on a keyword are on the top or how you score within a product category. If needed, optimise your product pages with the tips we gave at the beginning of this article and keep monitoring your results. Use other SiteLucent dashboards to, for instance, improve your DCC score, reviews or availability rate, which also affect your products' search ranking.
For your products to be visible online, choosing the right keywords and smartly placing them is not enough. Each marketplace and eCommerce platform has its search algorithm, which ponders many factors such as product availability, reviews, rich content and how well your product content matches search intent.
Getting a position at the top of (eCommerce) search engine results is a game consisting of many factors. Read more about it in our e-book - How do eCommerce search engines work?.