Optimizing your Product Page for SEO

Today we are talking about my favorite topic: SEO. Specifically how to optimize your product pages for SERPs, and how to understand the word salad I just delivered to you.

Let's dig in!

 

 

sponsors.  

Mesa is an easy way to integrate any Shopify store with any eCommerce app or service. Mesa is the only automation platform designed exclusively for Shopify and Shopify Plus merchants. By creating workflows that carry out repetitive tasks automatically, merchants can focus on their business and create new customer experiences at scale. 

Mesa has a no-code workflow builder for any action your customer takes, such as a new order or product return. Leverage Mesa's built-in features to extend your connected apps. Set up email notifications, receive forms, schedule tasks, delay workflows, or even work with files to sync data with your back-office systems. Developers love Mesa too, since they can lift the hood on any automation to customize them for total control.

Even if you're unsure where to start, Mesa's library of workflow templates helps you get set up quickly with popular tasks common to growing businesses. Or contact their team of automation experts here to support you every step of the way, 24/7.

 

Gorgias

Win back valuable lost time for your support team. Gorgias has machine learning functionality that takes pressure off small support teams and gives them the tools to manage a large number of inquiries at scale. Gorgias combines all your different communication channels (email, SMS, social media, livechat, phone, etc.) into one platform and gives you an organized view of all customer inquiries. 

Their powerful functionality can save your support team hours per day and makes managing customer orders a breeze. They have allowed online merchants to close tickets faster than ever, with the help of pre-written responses integrated with customer data to increase the overall efficiency of customer support.

Their built-in automation also frees up time for support agents to give better answers to complex, product-related questions, providing next level which helps increase sales, brand loyalty, and recognition.

 

 

Every aspect of your website is a variable that could be impacting your businesses revenue. We all want to grow our business. When we make changes we look for that to improve our business. Maybe you add a new graphic here, new social proof on your product page there, maybe change your pricing, bingo. But... do you know if your new thing is helping or hurting you? 
Today, testing is a requirement in understanding what is and isn't working for your business. You don't need to be a rocket scientist to test. In fact we set up our first test in less than 10 minutes using Neat A/B Testing. After our test was live we saw a confidence level on each of our tests to know what is actually best for our business. How? They showed us the additional revenue per view for each variant! Give our friends at Neat A/B Testing a try today and start testing for your business. Head over to try.neatab.com/commerce-tea and start your 14-day free trial.

 

 

show notes.

  • [06:29] SEO is a marathon
  • [07:13] Impact of keywords
  • [17:13] Reviews
  • [21:06] Titles and meta descriptions for products
  • [25:09] If your titles are not good enough Google will make them for you 
  • [26:09] Writing your product descriptions
  • [35:05] Duplicate content
  • [37:41] ALT text
  • [40:33] Book shoutout: Malibu Rising
  • [41:48] Book shoutout: The Year of Magical Thinking

resources. 

transcript. 

Rhian 0:00
Today we are talking about my favorite topic SEO. Specifically how to optimize your product pages for SERPs and how to understand the word salad I just delivered to you. Let's dig in.

Welcome to Commerce Tea, a podcast to help you succeed on Shopify.

Kelly 0:23
I'm Ryan. And I'm Kelly. Grab a mug and join us as we talk about all things commerce.

Rhian 0:35
mesa is the easiest way to integrate any top ecommerce app or service with your online store designed exclusively for Shopify and Shopify plus, mesas. automated workflows can get back your time spent on repetitive tasks while growing your business at the same time. Join other merchants that have embraced the simplicity of mesa is no code approach to building workflows, you can create new ways to improve customer engagement. Encourage repeat purchases without lifting a finger, reduce manual data entry and more through a simple point and click interface. And with bfcm planning around the corner, now is the time to ask the question is my online store prepared? optimizing every step in the shopping experience is the only way to create a lifelong customer. Get Mesa and capitalize on one of the biggest commerce events of the year. Search for Mesa in the Shopify App Store and download the app today.

Kelly 1:37
every aspect of your website is a variable that could be impacting your business's revenue. We all want to grow our business and we make changes with the hopes of seeing our business grow. Maybe you add a new graphic here new social proof on your product page there, maybe change your pricing. But do you know if this new thing is helping or hurting you? Today, testing is a requirement understanding what is and isn't working for your business. You don't need to be a rocket scientist test. In fact, I set up my first test in less than 10 minutes on a client store using neat A B testing. After the test was live we saw a confidence level on each of our tests to know which is actually best for the business how they sort of see additional revenue per view for each variants. Give her friends that need a B testing tried today and start testing for your business head over to try dot neat AB comm slash commerce dash t to start your 14 day free trial. Again, that's TRY dot n e@ab.com slash commerce dash T. Martin Kelly. Good morning. How are you?

Rhian 2:38
I'm doing well. I'm drinking coffee not tea but don't tell our listeners. You just told her Oh yeah, so it's really it's um, coffee flavored tea.

Kelly 2:52
Um, we actually have some of that the really, it's like literally coffee flavored tea. I don't remember the brand is because Daniel wasn't drinking coffee for a while. Okay, wean themselves off of caffeine. And this was like a caffeine free. Not decaf coffee. But actually tea. He looked he really likes it. It smells just like coffee. But I feel like it's just like, lying to my soul. Yeah, drinking instead of drinking coffee. Anyway, I had coffee this morning, but I unfortunately finished it and did not get a refill. And so I've just been staring at an empty mug in front of me.

Rhian 3:29
That's okay. It's probably better that way. I have learned that after one cup and I'm on my second cup. I get a little shaky, and then I get really hot, which is probably my body's telling me I shouldn't drink coffee anymore.

Kelly 3:42
I remember when you used to be like, should I have a fourth cup of coffee? I'm like, no.

Rhian 3:47
I mean, look, Kelly, I'm in a product sprint. It's not my fault. If I drink. Today, eight cups of coffee. It's like, you know, when you're like, I'm gonna drink a cold brew at eight o'clock at night. That means I'm still sprinting, which is very unhealthy everybody. I do not endorse a hustle culture. But I do understand what it's like to get to the finish line of a project and that some days you will work those 18 hour days. But it is unhealthy to do that consecutively. If you can afford it.

Kelly 4:16
We are so close to the finish line for the super secret super secret project that we've been working on. We are I just demoed a light version of it to run this morning. And so it's pretty cool to see it in action. Right.

Rhian 4:30
I'm really really really, really pumped. I love building product. I love it. Well, I'm not the one who built it. I just watched it.

Unknown Speaker 4:39
have ideas. Thank

Rhian 4:40
you. Thank you, Kelly, for building AI. All

Kelly 4:44
right, let's let's we're officially announcing well, by the time this episode comes out it will have been two days ago we announced Yes. The company Yes. So we can say you know the new company name is drumroll please. Hello, friend, What does cavalo mean? It means light. valo means light in finish

Rhian 5:10
and go means go in English.

Kelly 5:13
And go valo means there is an available domain

Rhian 5:18
means we can trade.

Kelly 5:20
Yep, well, so we're really excited about it. Um, if you want to visit the website developer comm, we have a little landing page set up where you can sign up to be notified when we launch, which is going to happen next month.

Rhian 5:32
It's very exciting. I'm very, very I can finally

Kelly 5:34
I've been saying for like six weeks now that we're two weeks away. Unfortunately, it's still it's still true. We're still two weeks away. So one day, but I'll include a link in the show notes as well. Um, yeah, so that's pretty exciting news. But why don't we talk about SEO?

Rhian 5:54
This is my favorite topics. So we're not going to talk about all components of SEO, because then this would just become an SEO podcast where we tackle a new SEO challenge each week, which might be something people want is an SEO.

Kelly 6:11
But we do have a past episode. That is an introduction to SEO, I will link that in the show notes. So you can check that out.

Rhian 6:18
Yes. And I think we have an SEO master class on our YouTube channel.

Kelly 6:26
We do youtube.com slash Commerce. Yeah, so

Rhian 6:29
that's another place you can check that out. So I've been in the SEO space now for eight years ish. And it's changed a lot. But one thing that has not changed is that SEO is a marathon, not a sprint. And if you go into it expecting instant results, you're going to be very disappointed.

Kelly 6:55
It's so painful to watch from an agency standpoint, sometimes like, I have friends who run SEO agencies, like that's really what they're focusing on. And they lose clients, because the clients are like, I'm not seeing any changes. You're not doing anything. There's just like, you need to be patient.

Rhian 7:13
Yeah, I think sometimes there's when when you're working with clients, so I used to do a lot of SEO consulting, and right now I'm an advisor in a company and I just helped them with their SEO strategy. It's, it's really setting that expectation upfront, and then managing the expectation, because it's like, well remember. And then also like all SEO folks, we have a ton of reporting tools. And so you might see movement, and not necessarily your priority one keywords. But you might see them in other ones. And that's good. Any movement towards the top of a page and for in a SERP. So a SERP by the way is search engine results page IE, Google.

Kelly 8:02
Yeah, and and as we always say, yes, there are other search engines like being out there. But you're talking about

Rhian 8:10
one example, like Bing, or DuckDuckGo. And I have no idea how

Kelly 8:16
or AltaVista or ask jeeves.

Rhian 8:20
So Google is it dominates the market, especially, especially in North America, Europe, Australia. And and much of the world. So that's, that's why we talk about Google. So okay, so I just want if you're sitting at home, and you're like, but I need to rank before Black Friday, Cyber Monday, I'm like, awesome. You still have time.

Kelly 8:43
It gets started now, but you do still have a start today.

Rhian 8:46
Start today. But if you were to start, let's say November 1. I there's just no, no guarantee that will work unless you have extensive press release and and backlinks coming your way.

Kelly 9:02
There are a lot of good things that you can do on November 1, though,

Rhian 9:07
yes. Like what? Wish me a happy birthday. That is true. Important thing, important things we can wish Kelly, happy birthday. And

Kelly 9:18
double, triple. You can tell me all the things that you've been doing for SEO

Rhian 9:21
oh my gosh, yes, please. And I hope one of those things is that you have researched the heck out of your keywords and developed a strategy. So there's a bunch of algorithms that Google uses, but right now the dominant algorithms are called rankbrain. And Bert, Bert is an acronym for something very, very, very long. And basically, it's two components. One is machine learning, ie, AI. Well, that was too many just letters in a row. For example, artificial intelligence and then Bert is neural matching. So that means matching words to concepts.

Kelly 10:06
Do you know what Bert stands for?

Rhian 10:08
It's like bi is a bi directional something. I, I've said it so many times I always have to have it in front of me. It is a it's law. I

Kelly 10:18
googled it. It is bi directional encoder representations from transform. That's right. Hey, I got this is why we call it Bert.

Rhian 10:24
Yes. This is why Bert, as Bert Snape,

Kelly 10:28
you got you got 25% of the way there you got the beat? Yeah,

Rhian 10:31
I knew that apart from saying it's so much. But after that, I was like, ah, I can't remember the rest. I always have to have that in front of me. Because it's like, no one ever talks about it. And I when I do ever, it's like, what are you talking? What are the words that are coming out of your mouth? What is neuro matching? So anyways, so part of part of all of this means that because Google can relate words to concepts and concepts to words, and also, it is smart enough to understand your search patterns, what you mean. Understand geographically where you are, there's a lot, there's a lot that's going on here. You really need to research what keywords you think so so let me back up for a second. rankbrain is great for this. When you ask rankbrain a question like how do I XYZ? Or what dresses are popular for homecoming 2021? And you're asking a question, Bert are sorry. rankbrain delivers you answers. Okay, but so does Bert. So anyways, it's still important to write around keywords right like there, regardless of the fact that Google can pick up on concepts, you still have to feed it some keywords, because otherwise, it's like, well, you're not going to get to a blue sparkle dress from just writing about homecoming. That's not how it works, you still have to use the words, blue, glittery homecoming dress in your description. I digress. So the best way to do that is I say I digress and keep going. So the best way is to look at your competitors. That's my favorite way of doing things. Look at your competitors. What are they using? Look at what I call your peer competitors. So people you're actually competing with and then people that you want to compete with. So your potential competitors. So for instance, if you are a streetwear brand, and you make t shirts and you're doing $500,000 a year, your direct competition is not Nike. It's just not.

Kelly 12:38
And that's okay. My direct competition is Amazon. Yeah,

Rhian 12:41
that's like saying, Yeah, that's it. Kelly, I say our direct competition is Amazon. It's just we're just not competing with them. And that's okay. And I'm not saying you can't go to Nike and get ideas because you can. But Nike tends to not focus in those big enterprise and legacy brands tend to not focus as much on keywords because they get so much press, and they're so well established. They are very difficult to knock off of those top three positions that you really, really want. Kelly thoughts? I'll be quiet for a second.

Kelly 13:15
No, it doesn't rain. Here you talk.

Unknown Speaker 13:16
Yeah.

Kelly 13:18
You're so passionate about this. I love it. It's

Rhian 13:20
really fun. And it gets super get super nerdy and in the weeds. And so I love doing it. And I love talking about it. And I love the strategic portion of it. So another way to look up keywords is by using Google AdWords, click it into the it's called professional mode or advanced mode. And then there's Keyword Planner, it's a really great way to determine what Google has decided is worth bidding on for keywords. So Google AdWords is what is how you buy the ads on Google right, those top those top three positions. Now, interestingly enough, those positions, make up own less than 3% of all clicks on a SERP because we have now been psychologically conditioned to just ignore them. We know we know they're asked the audience dropout. Yeah, you scroll past you're like no, no, but what's actually the top? Because we all know now we know. And then I will say just as a internet professional. I always feel bad if I accidentally click on someone's ad when I know that they're going to be served like into like an a scroll. I have sorry, I don't know how much that cost.

Kelly 14:40
So I or or is the exact opposite. And you're like I really don't like you clicking your ad.

Rhian 14:48
So there's, there is something to be said about Google AdWords. I do think it's a useful strategy depending on what market you're in. We could talk about advertising all day ads. tising is a another form of SEO. It's just not on page SEO, which is people don't a lot of advertisers won't be like we do SEO? Yes, they do. Because all SEO is is getting is search engine optimization, it's getting to the front page of Google, that is the goal, you have one goal is to get to the front page. Now if you're in like a T shirt market, maybe page two is fine. Because people will scroll more than one page. But we always say in our industry, and people who've heard me talk before, like ran this joke is so dead. Where do you bury a dead body, and it's on the second page of Google. So remember that. And it's good. Also for keyword stuff, niche

Kelly 15:45
niche, be nice. Yeah, this is good.

Rhian 15:48
People want to buy from small businesses, people are tired of buying from Amazon, people will go use Amazon search and then look up your brand. And then Google your brand. So you better make sure that when your brand is googled, that your name is cut, that's the easiest thing to rank for. First of all, is a branded keyword. That's what's called a branded keyword. Like, if it was like Kelly Vaughn's books, like Kelly Vaughn's books better be the number one thing I get served

Kelly 16:17
on the other side of that my book is titled start freelancing today. Which is not going to rank as high.

Rhian 16:26
It's not going to rank as high. But it's a search by Kelly Vaughn. That should show up first.

Kelly 16:34
Right? I weirdly see it listed when I see it first when I searched start freelancing today.

Rhian 16:39
Have you searched it before?

Kelly 16:42
I just searched in incognito.

Rhian 16:44
Okay. incognito isn't going to tell where you're at.

Kelly 16:48
It's interesting. I see my site which is to start freelancing dot today. And then I see Amazon. Okay. And then I see something else. And then I see the Goodreads listing for my book.

Rhian 17:01
You have a Goodreads listing? Oh, I reviewed it. Yeah,

Kelly 17:03
I review it. I'm a Goodreads author. You go I have a 4.4 for my book on good. I love that good. reads reviews are fuckin I have five stars on Amazon, but 4.4 on on good.

Rhian 17:16
So I don't leave reviews on things really. Because I know what it's like to be on the receiving end of the fuse. Definitely. However, I wrote a review for a book that I got from from, what's that thing I have Book of the Month. And I literally This is the worst book. I've read, I went back and I changed person. But truly everyone was hyping this book. And I was like, I do not understand why everyone is stoked. This book was so dry. It was so boring. It's mostly fiction. I'm bored. I just got through it out of sheer will. And wanted to make it I just wanted to make it through because it's hard for me to stop once I start except for nonfiction books, I'm great at stopping and starting those. I'm like, Oh, this is boring. I'm done. But with fiction, you're like, well, who did who did it? I want to know who's the killer. Who's the this the killer. So I'm very invested. But anyways, reviews are really important as well, on your product description page for SEO. Why? Because JSON, they show up with JSON. Kelly, we explained JSON.

Kelly 18:29
If you remove all the visuals of your website, you've removed most of the copy of your website and you're left with just like this very specifically formatted document that lists like, this is your products name and its description and how much it costs and how many reviews you have your average rating for the product. And that's what Google's picking up. That's what is being used for SEO as well. It also is used for a what's it called the Knowledge Graph

Rhian 18:58
or knowledge panel, depending on what they're the same thing. So yeah, every every time y'all look on your search, again, when you query queries, ask Google a question or just put in keywords Do you press you know, the button that makes everything happen? And anytime you see kind of like panels or aggregated questions or any of that, that's actually rankbrain. In works. And that is those are called knowledge graphs or knowledge panels.

Kelly 19:28
I'm fascinating. used to have one. You'll get one again, just mine disappeared. Yeah, it's okay. It's all about click. It was it just listed me as an author and had a link to my book and my social profiles was kind of cool. Actually,

Rhian 19:40
I just kind of cool. It'll come back, it'll come back. It's one of those things. Like if you look event off, there's one. You know it.

Kelly 19:50
It depends sirian What can I do to help my support team be more efficient.

Rhian 19:54
I recommend gorgeous, gorgeous combines all your communications channels, including email at SMS social media live chat and phone into one platform and gives you an organized view of all help requests. This takes your support team hours per day it makes managing customer orders a breeze.

Kelly 20:14
Sounds great. What else can I do

Rhian 20:16
with gorgeous you can pre write and save responses to your most frequently asked questions. You even have access to the customer's order information so you can personalize the responses with things like an order or tracking number. This will allow your support team to focus on complex questions. brands like lollipop, deathwish coffee and Steve Madden have reduced their response times and increased efficiencies.

Kelly 20:39
This sounds like a great way to also increase sales and brand loyalty. Where can I learn more?

Rhian 20:44
Check out gorgeous by visiting Commerce tea.com Ford slash gorgeous and try gorgeous for free for two months. Again, that's Commerce tea.com Ford slash g o rG IAS Next up, we're already like 20 minutes in and we have

Kelly 21:01
Yeah, well, we have like we'll blow through the roof.

Rhian 21:06
Next up titles and meta descriptions for products. Okay, if you asked me a year ago, if you need to keywords in these, I would say no, because Google officially says you don't however, I've done extensive testing on this. And I would say guess what you do? You have to have keywords in this super, super crucial. So titles and meta descriptions, make sure that you have keywords in also, a title is the blue link that you see on a SERP. So remember that Think of it like a headline for a newspaper underneath it or as meta description is a meta description or what's called a meta description. And that's like a byline to your title. Sell your title. Otherwise, no one's clicking on the blue link. All of that being said, Google's official, meta description length right now is 160 characters. Is that right? Or 100? Yeah, this

Kelly 22:07
one this one? This 160 degrees because they doubled it before?

Rhian 22:10
Yeah. Okay. So the reason for my confusion, you're like reading Shouldn't you know this? I mean, yes. However, Google did a thing a while Oh, like three years ago. One day, they're like, guess what, everybody? meta descriptions can be 320 characters, which is why that's what you see in your Shopify back end. Then they were like, just kidding. Two months later, we're back down to 160.

Kelly 22:35
Yeah, but and all these websites such as Shopify adjusted their back end, yeah, to reflect the new amount. And now, if you try to drop it back down to 160, it's a little bit of a technical thing here. You could have issues with saving the page because the character limit is now exceeding the 160. limit.

Rhian 22:58
You know, if if you want a solution for this, there's a really great app. It's called SEO. I camp, I'm so bad at plugging my own stuff. So I have done extensive testing. I am watching truncation at about 130 characters pretty consistently across mobile and desktop right now. I've tested it using VPN. I've tested it on mobile, I have a mobile array at home. I've tested it across like I have tested this. And

Kelly 23:32
I would say doesn't it also have to do with the length of the letters like the letter I takes up less space than the letter W

Rhian 23:39
actually, well, this is this is the rub, right? And this is like where you get into developer weeds. It's it's actually not character driven. It's pixel driven.

Kelly 23:50
It's Yeah, exactly

Rhian 23:52
have a bunch of W's you have less characters. But right now, I don't how, how wide is the W compared to an eye and a pixel? I don't know the answer to that.

Kelly 24:04
You could probably fit like seven or eight. I know that this is not this is my total making these numbers up. But just visually, I would guess like six to eight.

Rhian 24:15
Yes. So 130 characters is what I would advocate for as you move forward. And you're writing meta descriptions 130 because what you do not want to do is to have to go back through your entire stores back end and fix this later, because it will truncate. And Google actually doesn't like it when it tries to truncate things, Google prefers to not truncate. Also, it's much harder for Google to get there. They stop reading your meta description at like 130 they're done. So get to the point. Get to the point.

Kelly 24:52
It's a good practice to just be sussing for your reading anyway,

Rhian 24:55
absolutely is if you need help with that. I recommend Hemingway and you want to write At about the sixth grade level or below, and succinctly,

Kelly 25:05
speaking of writing succinctly, yes. Do you want to talk about product descriptions?

Rhian 25:09
I do. I want to say one thing about titles and meta descriptions. And let's talk about product descriptions. Because you are great at writing product descriptions. This is the last thing I have to say about titles and meta descriptions. If your titles are not good enough, Google will just make them up for you. And say, with meta description, there'll be like, that's cute. This sucks. And then they'll just make make it up. They specifically pull from product descriptions or H ones. It depends.

Kelly 25:38
there Yeah, especially like Ryan and I were talking about this before we started recording. There, it's clear that there's there's some AV testing going on, there's depth, because we're seeing some really weird results for titles that you would not expect to actually be the title for the search result.

Rhian 25:55
Yes. Very weird ones.

Kelly 25:57
And this is what happens when Google owns the show

Rhian 26:00
Google does on the show. Are we ever really zero party? Anyways? Kelly, Kelly already for writing your product descriptions.

Kelly 26:09
Okay, so this is both SEO driven and user experience driven. So I love talking about product descriptions. For this reason, I see two major mistakes that merchants often make. The first one is that your product description is too short. Yeah, it's like one or two sentences, or it's just like three bullet points. And that's it. We're

Rhian 26:31
sorry,

Kelly 26:32
I'm your there's not enough information there to entice a new customer to purchase from you. You're I always say like, when you visit a website, I should be able to answer three questions. Who are you? What do you sell? And why should I buy from you, your product pages are individual landing pages for your business, you're usually not sending traffic like paid traffic to your homepage, you're usually promoting specific products, or you're promoting collections. And so if I've never visited your website before, I would need to learn, I wouldn't need to know who you are as well. And I would need to know that this is actually a good product to purchase. Part of that, of course, is social proof. So that's why product reviews are important and strong photography and all that kind of stuff. But on the product description side, you need more substance. Now, on the flip side of this, the other thing I've seen merchants do is put too long of a description in there. Nobody's going to sit there and read an essay about your product. So there's a balance to this. With that a lot of Shopify themes give you the option to put a product description above your Add To Cart form or below your Add To Cart form. There is a time when having a product description above your Add To Cart form works when it is two sentences a super like introductory like just introduction to your your product. And that's it and then you go right into the the actual purchasing process. Below that you have all the space in the world to add more content. So what I love to see, for example, is like two sentences of introductory text at the top right below the product title and the reviews and the price. And then the add to cart form. And then perhaps some bullet points to drive the point home about something about the product, especially when you're dealing with like food, or anything that's come symbol, I need to know what allergies are in there. I need to know what's what ingredients are in there. That kind of thing. If if you're selling apparel, I need to know what size the models you're using are wearing in the dimensions of your models as well. Yeah, because people are buying this stuff online, they can't try it on, they need to know how it's going to look on their body. So I like using the space below the add to cart forum for a few more bullet points just to kind of add a little bit more oomph, especially also building trust around shipping returns and the costs of shipping. Being able to include that information right below the add to cart form is always a good idea. Below that is where you can get really detailed. And I pulled up two example sites that I really like one I always talk about, which is primal kitchen. They're one of my favorite examples of a salad site cart was really good cross sell and upsell functions built into the sidecar which is why I always use it. But their their product pages are actually really good for descriptions as well. So they've got a few sentences at the top that introduce the product and then your Add To Cart form. And then below that I'm looking at this Alfredo sauce product for example. Below that I see a section called what's inside with the image on the left side and then there are three tabs description, ingredients in nutrition facts, and you can you can get more detailed here to talk a little bit more about the product itself and how you might want to use it or you know how this is paleo and keto certified things like that. If it doesn't, if you're viewing the whole reason why we want to keep the the product descriptions distinct on especially for mobile Because remember, most your most your traffic for most merchants is at least 60% coming from mobile. If you look at your website, if I have to scroll a while just to get to the add to cart form, I can guarantee people are leaving, they're churning, and they're not actually Exactly. So that's why I like to keep it succinct at the top, and then you can expand as much as you want, as long as it's in a readable format. Below the add to cart form. The other website that I absolutely love, their whole setup is Barbie. So looking at their cotton napper, they have one sentence introducing the product, the add to cart form. Below the add to cart form, they have free shipping and hassle free returns, as they have a few more trust building things. And then below that is when you start getting into the content. So if you scroll down a little bit, you can see everything you need to know. And then it breaks it down into four sections, product information, materials, care instructions, and specs. And here you can of course, get specific. Obviously, being synced with your writing is good practice no matter what you're doing. But this gives you more opportunities to expand on various features of the product where somebody can learn more. You can also expand in this in this area to be more focused on like visual content or videos or things like that, to allow people to learn about the product, however they want to consume that information. The final thing about this, which I'm going to throw back to you is the actual contents of your product description. It's starting to pull in those keywords, both short and long tail keywords. Yes.

Rhian 31:33
So and let me define First, the short and the long tail keywords. For those listening at home. A short keyword is like a word. Maybe tail long tail can be like a whole sentence. And you will identify those through your keyword research. It's crucial that you have keywords inside of your product description. Now, in theory, if you're writing about this product, the keyword should come pretty naturally. But if not, it's okay. And I would do something called keyword Tetris. Which is when you make keywords fit into what you have to say, still sounding or good, it has to still sound organic, it can't be stuffed, it can't feel, you know, on eBay. This is the best description. Oh, eBay. It's like, oh, the title and titles are jet lagged. While there's bonkers. They're super long. They're just like keyword after keyword after you cannot do that do not do that. Google does not like that. It's so funny. It's so funny. It's awful of a random category to see what people say. So it doesn't it will never serve you. So on that specific landing page. And I'm going to call it a landing page as Kelly referenced how product pages are where you direct your traffic to she's totally right. And if your advertising strategy is to push to a homepage, we should talk later. And you want to have content with keywords in it. It's not hard. And then especially when you have like unbearably slow, which is like such a great example of the way the way it can be done is really fleshing out the content later. And keep in mind we're talking about a product that has two sentences above it and it's $300 this is not an inexpensive product. And it still works it still converts. So I think that's all I have to say about product descriptions really besides oh and make them just not boring.

Kelly 33:34
Have fun. Your brand voice should come through in this Yes.

Rhian 33:36
Oh and another thing you can do. Do you want to like really judge up your product descriptions and you really want to do something for your SEO. You can do internal linking here. Like let's say I don't know if Barbie is the right example for this but let's say Barbie also sold weighted I masks for sleep or comfy slippers. You can say enjoy this width. And then you link to another thing. This is especially great for apparel,

Kelly 34:05
right? Like pairs well with your hair as well

Rhian 34:08
with looks great with like if you want to dress it up, pair it with this jacket if you want to if you want this to be like an office dress let's okay now we're back to dresses. Let's say it's a dress you can say you know if you want to use it up, go for a night out wear this dress and the shoes. But if you want to keep it like laid back, wear this cardigan and these flats or something I don't know I'm just making it up. But either way you're still linking inside. And that actually is a is a trust building mechanism. Yeah, that Google

Kelly 34:40
is especially good for like think like Swim, swim apparel, selling tops and bottoms separately, which is a very common practice. You want to make it really easy to get the matching top or bottom, whichever one you're looking at.

Rhian 34:54
Yes, you want to make it easy to either get the matching one or as the youths do now. Specifically not get the matching one. Yeah.

Kelly 35:05
I'm not a youth anymore. I'm going to stick with my matching set that I bought a long time ago. One last thing I want to touch on for product description, yes, this is especially true for print on demand stores. Yes. And for dropshippers. If you're selling a lot of the same product, and you're using, you're sourcing your products from elsewhere, they tend to have a product description ready for you to go. But you could be like, Oh, my job My work here is done is No, I'm good. It is not done. One. Don't do though. You can you can include some information from it again, like the the care instructions is always an easy thing to copy over. However, I know they're only there are only so many ways you can write about a shirt. But you gotta find a way to make a difference. You want to avoid that duplicate content going from page to page to page to page. Also, if you don't change your product description from whatever is auto generated from, let's say, printful. For example, if you were to search that product description just for fun, on Google, you can see every single store also selling the same product who never bothered to change that product description

Rhian 36:18
is a real big issue. Don't make sure to change it. There's a lot of ways to talk about a T shirt. I know there might feel you're like how many ways could there really be to talk about a T shirt. They're just they're just is and it depends, right? If it's sustainable, if it's this, if it's organic, if you can, like lean into that if it's something you can like judge up or not, it's your job you can do you know perfect for zoom or for laying around watching Netflix like you there's so much there. And another way to say that is look at this you could say perfect for zoom and lounging around watching Netflix. You could also say something like perfect for video calls. And laying on the couch watching TV relaxing. Same thing, same thing, same reading a book. I don't know there's so many different ways you can say the exact same thing.

Kelly 37:12
And if you need help with this, copywriters exist for a reason you can hire somebody to help you write your prescription,

Rhian 37:18
which I recommend if you're not a writer, yes. Okay. There's so many writers on the market right now who need work, hire one of them.

Kelly 37:24
Yeah. And we all know that, as a business owner, you have 900 million things you're doing, start delegating some of them, especially if you don't enjoy doing them, or you're not good at them. Facts. One final hot topic that I want to talk about for this particular episode. And that is all tax. Yes.

Rhian 37:41
You understand what that is? All text is the text. Okay. So when you put a picture on your store, so when you upload a photo for your product, if Google if you don't put any text with it, Google automatically, all they see is that there's an image there, they scroll your code, and they see that there's an image there, they don't know what the image is of, if you've ever watched catfish, the TV show, you'll notice when they do a reverse image search, it is not smart enough. It's like oh, selfie. You know, it's man. Yeah, it's not smart enough to really pick up anything of value. And the reason I say this is twofold. One, that also means that folks who use screen readers cannot read or see your content. all they see is image. They have no idea what they're looking at. And and in this case, if someone is uncited, or or needs screen readers for any other reason, you're not serving all of your customers. You're just not. And you should be. And it's an eight and this is Yeah,

Kelly 38:55
like all text is great for SEO. But it's first and foremost, necessary. absolutely necessary for accessible. Yes,

Rhian 39:04
it's accessibility friendly. First, bonus points. It is also the thing that Google reads to decide what is in your picture. And then we'll show it. So this is where Google Images more and more people are using Google image search as their launch pad. Especially for like when I used earlier that blue glittery dress for homecoming, right, that example, people are not just googling it, like at Google core. They're going Google Images, searching the images. Yep, that's how they're doing.

Kelly 39:37
I do that all the time. Yes.

Rhian 39:38
It's a very common search behavior.

Kelly 39:41
If you're more if you're interested in learning more about accessibility, which I definitely recommend you do if you're not very well versed in this area. We actually did an episode with Ilana Davis. Some time ago, I don't remember when I added the link to the episode in the show notes. So I highly highly recommend listening to that one because was great. And there's so many good nuggets of information that

Rhian 40:03
so many good nuggets of knowledge in that episode. So we could talk about this all day. And if

Kelly 40:10
you can literally turn this into an SEO podcast, yeah.

Rhian 40:13
So if you have questions, let us know. And feel free to send it to us on our stores, on our stores on our websites contact page. And we're going to be doing another ama Chi like type episode soon. So if you have questions in general, about SEO, or just things you want us to talk about, let us know. And we're, we're happy to address those.

Kelly 40:33
You can also send us an email directly to Hello at Commerce tea.com. Yes, you can. So instead of doing store shout outs this week, because I can't think of a store to shout out. We're going to shout out books instead. Because I spent a long time reading Well, I was on sabbatical from the tap room. And now I have a lot of books to call out that are really great. And the first one I want to know, I'm just going to do one. I'm going to call. I'm going to call out a Malibu rising by Taylor Jenkins read. She is also the author of what's it called?

Rhian 41:12
The girls. No, she

Kelly 41:14
wasn't shooting to the girls. A Daisy Jones in this ad, right?

Rhian 41:19
That's right. Yeah. Got those two books are on the graphic. I got girls in Daisy Johnson the six like within a month before?

Kelly 41:27
Yeah, both phenomenal books. But Malibu rising was her most recent release that came out this year. I absolutely loved the book. I highly, highly, highly recommend getting it.

Rhian 41:37
That's Yeah, I have it at home. Which is where I'm at right now. And I might read that today.

Kelly 41:45
Do it. I might. Yeah. What about you? What's yours?

Rhian 41:48
Mine is the Year of Magical Thinking by Joan Didion. And I read it a while ago. I read it recently again. And there's also a one act play. Oh and woman's one act play that. Oh my gosh, is the Vanessa Redgrave. Does that sound like? That sounds like a Yeah. Redgrave's did a production on either on or off Broadway of this specific piece. Joan Didion is a very famous author. And it's about when her husband dies. And her daughter dies in the year she spent afterwards, kind of denying to herself what was really going on. So it's a book about grief and loss and processing. And it's just very real. It's just you know, the days you have that are good the days you have that are bad. And I think it's really beautifully written. And I think it's something that a lot of people can relate to, is, is wanting to trick yourself when the reality of the situation is different. So I it's beautifully written, like, absolutely took very different approaches for a bow. Sorry, me.

Kelly 43:04
I'm all De Beers is like super heavy. And I'm like, fiction.

Rhian 43:09
I mean, yeah.

Kelly 43:11
It's a good Yeah, you need balance,

Rhian 43:12
you need balance. You need that balance. It's fantastic book though, I highly recommend it. I recommend everything that Brendan's ever written, which sounds very like MFA of me, like MFA, creative writing of me, but that's cute. I know. I don't even have an MFA. But I recommend it. The end of more book recommendations. Let us know if you'd like our book recommendations. And if you want more fiction or nonfiction recommendations as well,

Kelly 43:38
I've got a lot of Yeah, if you need any managerial or FinTech or financial crisis books, I'm a girl.

Rhian 43:44
Yeah, I'm really good at political science in history.

Kelly 43:50
The End gender studies also good at Yes. All right. So that wraps up this episode. Thank you so much for tuning in. And thanks again to our sponsors for supporting this episode. We have a YouTube channel, you can visit it@youtube.com slash Commerce Tea. Once again, we do have a growth lab webinar that we did that's up there all on SEO. If you want to do a deeper dive into SEO and see your beautiful faces. If you like our podcast, please leave us a review on Apple podcasts reviews make us very happy.

Rhian 44:21
Yay. Give us give them

Kelly 44:25
give them to us. You can subscribe to Commerce Tea on your favorite podcasting service. We post new episodes every Wednesday. So grab your mug and join us then we'll see you next week.

Unknown Speaker 44:35
Bye bye.

Rhian 44:40
clocked in at the time clock for Shopify. With clocked in your team members can easily clock in and out of their shifts from anywhere. You can manage your team's hours as they work remotely with an intuitive interface that can be used from desktop, tablet or mobile. Check it out at clocked in.io or in the Shopify App Store.


Leave a comment

Please note, comments must be approved before they are published