How to Optimise Product Pages for SEO: A Guide for Ecommerce Retailers

They say the devil’s in the details. And when it comes to SEO for ecommerce product pages, they’re not wrong. You’ve probably poured hours into listing your products, uploading beautiful photos, and setting up an online storefront you’re proud of… yet traffic isn’t exactly flying through the roof. Sound familiar?

Don’t worry, you’re not alone. I’ve worked with dozens of ecommerce retailers over the years, from scrappy Shopify startups to well-oiled Magento machines, and one thing is consistent: product pages are notoriously under-optimized for search. That’s a shame. Because they’re often your highest-converting pages.

Let’s dig into what actually works when it comes to SEO for product pages in 2025.

Smart Keyword Research = Solid Foundation

Let’s start here, because if you get this bit wrong, everything else falls flat.

Customers aren’t always searching for your exact product name. They’re using phrases like “best vegan running shoes for women” or “wireless earbuds with long battery life”. Your job is to figure out what they are typing. Not what you call your product.

Here’s what I usually do:

• Use real-time keyword tools like Ahrefs, Semrush, or Google Keyword Planner. Check volume and intent
• Spy on competitors’ pages. If they’re ranking, peek under the hood and see what keywords they’re using
• Check PAA (People Also Ask) and autocomplete suggestions. Gold mines for long-tail gems
• Include transactional intent keywords. Like “buy,” “sale,” “free shipping,” especially in meta titles

One client I worked with selling custom pet ID tags tripled their organic traffic in under 6 months after swapping “cute dog tag” for “engraved personalized pet tag”. Something their customers were actually looking for.

Crafting Meta Titles and Descriptions That Work

Let’s be real: if your meta title is just the product name, you’re leaving clicks on the table.

Good meta titles speak searcher language. They’re not just labels. They’re your first impression.

Try this:

• Keep titles under 60 characters
• Front-load main keywords early
• Add a benefit or unique selling point

Example?

Instead of:

“Nike FlexRun 2025 Model”

Try:

“Nike FlexRun 2025 – Lightweight Men’s Running Shoes with Arch Support”

See the difference?

For descriptions:

• Aim for 150-160 characters
• Mention what makes the product stand out
• Include a CTA like “Free delivery” or “Ships in 24h”

Meta descriptions aren’t a direct ranking factor (confirmed by Google), but click-through rate is, so don’t sleep on it.

Image and Media Optimization. Don’t Just Upload and Hope

I’ll never forget auditing a product site that had over 2,000 images named things like “IMG_392020.jpg”. No joke.

Here’s what should be happening:

• Rename image files to include descriptive keywords (“blue-wool-scarf-womens.jpg”)
• Use alt text not just for accessibility, but to help search engines understand the image
• Alt text should describe the image in plain language — “woman wearing red midi dress in autumn park”

Also, compress your images. Use tools like TinyPNG or WebP formats to avoid bloated load times — site speed matters for SEO, and Google’s Core Web Vitals are no joke in 2025.

Structured Data: Product Schema FTW

If you haven’t touched schema markup before, now’s the time.

Product schema tells Google exactly what your product is, its price, availability, reviews, and more. When done right, it can earn you rich results. Meaning your listings stand out with stars, prices, and thumbnail images.

You can generate this with tools like Google’s Structured Data Markup Helper or JSON-LD formatted code. Just make sure the info matches what’s on the page.

Handling product variants? Color, size, version? Don’t just treat them as filters. Use proper structured data for each variant or canonicalize responsibly. One size doesn’t fit all here. Improper handling can create duplicate content, or worse, get pages ignored.

Product Descriptions: Skip the Manufacturer Copy

This one’s personal.

When I first helped optimize a niche camera accessory site back in 2021, they kept using the manufacturer descriptions. Because it was “easy.” But Google hates duplicate content. I mean, despises it.

Needless to say, they weren’t ranking. Once we rewrote over 500 product descriptions in-house. Unique, customer-focused, and keyword-conscious. Their organic rankings started to climb.

Here’s what I’ve learned works:

• Write like you’re selling to a real person (because you are)
• Include primary and secondary keywords naturally. No keyword stuffing
• Highlight real benefits, not features — “noise-cancellation that blocks subway screeches” is better than “12dB mic isolation”
• Use FAQs or bulleted lists to break up the text
• Keep different descriptions for variants. Even slight tweaks improve uniqueness

If your store sells 10 red t-shirts from 3 brands, each of those pages still needs to earn its keep with search engines. There’s no shortcut here. But the ROI is worth the effort.

The Technical Bits Often Overlooked

Beyond the content, there’s a whole other layer. And it’s invisible to most shoppers.

But Google? Google sees everything. Here’s what to look at:

• URL structure: Keep it clean, no unnecessary parameters. Ex: yoursite.com/mens-leather-boots
• Canonical tags: Prevent duplicate content if a product is listed under multiple categories
• Mobile-first indexing: Make sure it looks and works flawlessly on mobile (most ecommerce traffic now comes from phones)
• Internal linking: Link product pages from blogs or category pages. Don’t leave them orphaned
• Out-of-stock handling: Keep pages live with “Out of Stock” tags instead of deleting — 404s can hurt rankings if not handled right

Real Talk: SEO Is an Ongoing Game

I’ve lost count of how many store owners said, “Yeah, we did SEO last year.”

But SEO for ecommerce isn’t a one-time task. It’s more like baking. You need to keep checking the oven, testing new ingredients, and adapting to changing tastes.

Search trends shift. Seasonality matters. Google’s algorithm updates aren’t going anywhere. Optimizing your product pages is one of the best places to start. Because it brings in high-intent visitors ready to buy.

So, if you’ve got product pages live and indexed, but they’re not ranking or converting, maybe it’s time for a second look. Tweak those meta titles. Rework vague descriptions. Add structured data. These small changes stack up.

And hey. If you found this helpful, share it with a fellow store owner or shoot me a message. Nothing I love more than helping good products get the attention they deserve.

Frequently Asked Questions

What’s the best way to find keywords for niche products?

Start by using keyword tools like Ahrefs or Ubersuggest to check search volume for variations. Then, explore forums, Reddit threads, and customer reviews within your niche. These often surface highly specific phrases that haven’t been overused. Google Trends can also help validate seasonal or emerging search patterns.

Should I have separate pages for product variants?

If they differ significantly (think: different descriptions, use cases, or features), yes. Give them their own page and optimize separately. If they’re very similar (like size or minor color changes), opt for one page with variant selectors and use structured data to inform search engines.

Can I use AI to write product descriptions?

You can, but proceed with caution. AI-generated content often lacks nuance and can be repetitive. Use it to generate drafts or ideas, then humanize and customize the content. Check for uniqueness, clarity, and alignment with your brand voice. Google’s guidance (as of March 2024) cautions against fully automated content without oversight.

How do I avoid duplicate content if products are in multiple categories?

Use canonical tags to point to the primary version of a page. Most platforms like Shopify and WooCommerce automate this, but double-check. Also, avoid copy-pasting descriptions. Even slight rewrites for each instance help.

Is product schema really necessary?

Absolutely, especially in 2025. Schema enhances your appearance in search and helps Google understand your content. Most ecommerce CMS platforms have plugins or built-in options to add it correctly. It’s not just “nice to have”. It can directly impact visibility and click-through rates.

Ready to give your store the SEO glow-up it deserves? Start with one product page, apply these changes, and track the impact. Once you see results, scaling becomes second nature.

And if you’re stuck or just want another set of eyes on your pages? I’m here. You’re not in this alone.