The dmi guide to ecommerce

SEO Considerations for Ecommerce

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In this example, you can see that both the title and the description have 

been truncated and cut off by Google. If there is an ellipsis at the end 

of either of these sections, it means that it’s too long. Always rewrite 

and optimize meta titles and descriptions where possible. Don’t forget 

to include how it affects or solves the searcher’s problem. Any other 

descriptors, such as sizing, how or when to use it, are all helpful too.

Schema

Schema markup

 is structured data that tells search engines specific 

information about your site, business, and products. This includes your 

contact information, reviews, and 

product specifications, such as sizes 

and colors

. Search engines like Google use this data to not only help 

them understand site content but to display rich snippets in search 

results:

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A website isn’t required to have schema markup in order to get a rich 

snippet inclusion, but it can help in some cases. Follow best practices  

for schema for ecommerce and be sure to include as much relevant 

markup as you can in your product and category pages. Generally, 

you can mark up your products, your pricing, ratings & reviews, and 

availability, and if there’s a demo video for ecommerce. Sometimes  

these schemas are built into ecommerce platforms like Shopify and 

others you will need to get your web developer to code onto your 

website. You can use a free schema generator like Hall Analysis’ free 

JSON-LD schema generator to make this process simpler. You can 

review other types of schema that are available but may not be listed  

in a generator on Schema.org. A full list of all schema can be found

 here.

 

Keywords in Descriptions and Titles

If they will flow naturally in the text, add descriptive keywords to your 

product page titles and descriptions. This line of thinking is similar  

to what was mentioned in the meta titles and descriptions section, 

except you should focus on being more detailed for users that are 

looking for further information about a product. Try to use as many 

descriptors as possible. 

Bulleted lists are useful to have in descriptions on product pages, 

especially if it makes it easier to share information that users can  

digest more quickly. Some of the keywords to include in a bulleted list 

would be identifiers about color, pattern, sizing, pricing, target audience, 

purpose, and experience with using the product.

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Adding keywords to titles and descriptions on product pages is a  

crucial element to good ecommerce copywriting. This is because  

search engines will match user search queries to your keywords in the 

title tag so you appear for what people are searching for. Furthermore, 

these keywords will be bolded in both the title and description when 

someone searches. When people see bold text on the search results 

page they tend to see it as more relevant and are more likely to click. 

The more bold keywords you have in your title and description, the 

better, so it’s important to make your wording relevant to the searches 

you want to appear for.

 

When they click through and land on your page, content on a site should 

be enticing and focus on how a customer’s life is going to be improved 

if they acquire the product. Focus on the action or what the product 

achieves, not what it is specifically. 

For instance, if you were selling a set of silverware, you wouldn’t focus 

only on the fact that it’s stainless steel and has a 10-year warranty.  

While this information is important to include, the focus should be  

on the quality and how nice silverware makes the buyer’s life easier 

because it’s faster to clean and saves money because it lasts so long.