Quite unlike before, people don’t depend on ads, the marketing landscape has changed tremendously and any successful digital strategy focuses on your products or services. The simple truth is that people who want to buy your products or engage in your services, do so online.
Covid-19, the lockdowns, and the drastic changes we have to live with now have made this the norm. Customers now search for the products they’re looking for and will churn your product at any slightest sign of a poor customer experience.
This ultimately means that you must build your product pages around buyer-optimized keywords that relate to what you offer if you want your product to feature prominently on the SERPs.
The following are some product SEO strategies you have to implement to ensure your product ranks in the SERPs.
1. Listening to the voice of the customer (VoC)
Your customers’ views about your product are real and authentic. They are their genuine concerns, feelings, and sentiments.
The better or worse your product is, the more they talk or comment on it. The voice of the customer is a very powerful weapon and SERPs often take note.
Interestingly, the Internet enables your customers to share their frustrations in real-time, this means they have a 24/7 opportunity of getting the world to listen to their complaints. Those who will get to know about your product are not only your customers, even your detractors will get to know how you are doing or not doing well.
Appearing on the first page of any search engine depends on how well your product is doing and this is more or less dependent on what your customers have to say about your product.
According to research from Gartner, for a brand to build loyalty among customers, it needs to offer a good product and excellent customer service. The research also reveals that 89% of companies expect to compete mostly based on customer experience.
Just as people are listening, SERPs are monitoring how your product is performing, the better your performance, the better chance you have to rank high. It would be absurd to expect your product to rank on the first page if it does not sit well or has a poor rating from customers.
2. Making use of sentiment analysis using product review data
The SERPs are more or less your means of displaying your products. Most often, customers restrict themselves to the first two pages while searching for products to purchase.
Even if your product is of high quality but does not find its way to the first pages of search engines, nobody will notice it. These days, where the world revolves around data, your best bet to get your product to rank in the SERPs is sentiment analysis using product review data.
Recent research has discovered that if your product’s star rating increases from 3 to 5, there will be an increase of 12% in conversion rate. What this implies is that you will have more customers who buy your product, since your product SEO strategies are ensuring you rank high in the SERPs.
3. Boosting local SEO
Even though the new normal is shifting focus from brick and mortar, you still need to understand the importance of local SEO. You are operating from a particular geographical location and that is the launchpad of your products.
Apart from your customers, your supply chain is also important, and if you can get them from your locality, it will save a lot of costs. It affords you the opportunity of offering a special delivery option to your immediate community.
A strong local SEO ensures that your product shows up in search results especially to the potential customers in your local community.
4. Prompt your customers to give unbiased product reviews
Google makes use of product reviews to determine which product to display for specific queries. If your product appears on Google’s first page, customers believe it’s of high quality, and they are more likely to purchase from you.
You can prompt customers to send reviews through emails, coupons, gifts, discounts, flyers, or cards. The marketing team must always specify where customers can leave their reviews for effectiveness.
They can leave their reviews on Google My Business and the product pages on your website. Ensure that product reviews on your site include schema markup to enhance better search engine rankings and more conversion rates.
The effort from your marketing team will determine the number and quality of product reviews you get. It’s better if they can express their feelings and not just clicking on the like button.
The most important thing is that their reviews are not biased.
5. Optimize keywords
When search engines crawl with the intent of indexing and ranking your site, they go for keywords. To optimize keywords, you must ensure there is diversification, whereby each product page focuses on a different keyword.
While you should make effective use of the right keywords, it becomes absurd if you embark on keyword stuffing. Google will penalize you for that.
Ensure your keywords are strategically placed and do a good description of your product with the right words that customers will search for. Your ultimate goal should be for customers to easily locate your product while searching and this can be enhanced by ensuring that Google ranks your product high.
Guest author: Alon Ghelber is the Tel Aviv-based Chief Marketing Officer of Revuze.it, who supports B2B tech startups in capturing customers’ (and VCs’) attention through marketing based on data-driven storytelling.