Website owners may find themselves in a fix when an informational page of your website outranks a product page on the same website. Here is some candid advice from the best ecommerce SEO agency experts.
Consider a hypothetical situation when your website has two pages, i.e., a product page and a glossary article, ranking for the same keyword. But, the glossary article ranks higher than the product page, which is more important. Naturally, you want the product page to rank higher.
You need to focus on making the product page rank better than the glossary article. Also, this climb in the ranking of the product page affect the performance of the glossary article?"
Undoubtedly, most SEO professionals working on E-commerce websites face this awkward situation. Another similar situation is where you are driving lesser traffic to targeted landing pages than the informational articles.
In both situations, a similar process governs when it comes to ranking the product pages higher than informational articles. You need to carry out a few things in this situation.
What are your Top Ranking Pages
Maybe you have already determined this. If you haven't done it yet, find out the pages that rank in the top 5 to 10 positions. There are many SEO tools you can utilize to carry out this task, including:
- SpyFu
- SERanking
- Semrush
- Ahrefs
As you keep using such tools, you can carry out many things as you accomplish this task. Determine the pages which are ranking for the target keyword. Here are certain things you need to take care of in this.
Intent
While looking at the top-ranking pages, understand the intent page intent? Check if the pages have a "buy" intent or a "know" intent. Typically, most top-ranked pages are focused on information and include content such as articles or blog posts. This means that "learn" or "know" is the page's intent. Making the product page more creative and full of information can help you work wonders in increasing the ranking. This work requires some diligent planning and work.
Tip: It is best to bring up the intent of the page or user pain points it addresses as clearly as possible in most of your articles. Search engines are required to accomplish their best to address a searcher's intent. And this is exactly what you also need to do. This ensures that the page satisfies the searcher's query in every way.
Word Count
There is no standard or specific word count when it c comes to word count for SEO. The fact is that there is no generalised or one-size-fits-all approach or recommendation for word count in SEO. Also, John Mueller has addressed the issue that the number of words present in an article is not a direct factor in determining the quality of an article.
However, based on the amount of information and the style of giving, it will determine the article's word count. Word count plays a key role while looking at the top-ranking pages. In general, you need to look at the natural behaviour of the users coming to the top-ranking pages.
The glossary articles perform better due as they are content-rich. Most top pages are content-heavy, which makes them outperform your product pages. A glossary article has more word count than the corresponding product page most of the time. But, when we modify the product page content with relevant information creatively, this will help you accomplish the task of ranking it better.
How Should You Adjust Your Content?
You've gathered all the information you need to work fruit to improve content quality. The idea is to get creative on your product page to give the correct information for the content. This is because "know" intent on the informational page brings the informational page to the top. Get creative with the product page content, as this is the one you want to rank for your target keyword.
SO, one of the best things to do on such a page on e-commerce sites is add frequently asked questions to product and category pages. By doing this, you can add a higher amount of content in a better way to improve your conversions.
Ensure that you mark up your page using the structured data.
Link-building is the Next Step
Building backlinks and internal links are the next steps in enhancing the page's ranking. You need to link your internal pages while optimising your anchor text or keywords. When it comes to your product page and glossary article, check again that you do not use the same keyword for your anchor text while linking to these pages. Use the optimised anchor text on your product page from a glossary article. Utilising the keyword map assigns the right keywords to your pages. This will truly prove handy.
Also, look at the backlinks of the glossary article and product page. Backlinks are important ranking factors you need to consider. If your glossary article has more backlinks, this can be an area that you need to work on. Talking to expert E-commerce SEO experts of a top-class E-commerce SEO agency, you can get the right results.
Create a Bigger Keyword List
It's not enough to take the steps mentioned above to improve your product page ranking. Instead, you also need to consider and find new keywords to target. This means you need to update your keyword mapping. However, you need to use these primary keywords and their intent modifications in the best way in your product page content. Another aspect is identifying and taking care of keyword cannibalization.
Conclusion
Making a clear-cut strategy to improve your product page ranking can help you achieve it sooner than expected. Achieving top-ranking product pages will help you get higher sales and revenues in the long run. Reach out to Visibility Gurus, A trustworthy and top E-commerce Agency that can help you with the right strategies to improve your product page ranking to get more excellent sales and revenues.