How to Improve Product Pages for Conversions & Boost your SEO in 2025
FSE Digital
Experts in integrated search campaigns. Grow your business with a 5-star digital presence that doesn’t cost the earth.
Product pages are the core of your website when you’re running a successful e-commerce business. Research shows that 48% of the top-grossing e-commerce sites have a ‘decent’ or ‘good’ product page user experience, the ones that don’t rate well lack key aspects such as descriptions, high-quality images, and clear information, leading to potential customer abandonment. Because around 85% of shoppers consider detailed product information and pictures crucial when deciding to purchase a product, getting these pages right couldn’t be more important.
Not only do they need to drive conversions, but product pages also need to rank well on search engines like Google. A well-optimised product page can dramatically increase traffic to your site and improve sales. Below, we’ll dive into best SEO practices for product pages and conversion optimisation for e-commerce sites.
1. Use SEO-Friendly Product Titles & Descriptions?
A good product title and meta description are important factors for both SEO and conversions. For SEO purposes, include relevant keywords in your titles and descriptions – but make sure they still read naturally. A good product title should reflect both the product name and key details, such as brand, type of item, and main features. The same applies to the meta description.
For example, a bad product title might read ‘Black Running Shoes’. Whereas a good product title might be ‘Nike Pegasus 38 Men’s Road Running Shoes’.
Clear and detailed product titles and descriptions not only help improve Search Engine Optimisation but are also crucial for increasing conversions with potential customers. Avoid keyword stuffing, however, as it can detract from the user’s experience and harm your rankings.
2. Write Unique, Compelling Product Descriptions?
A product description should never be a rehash of the manufacturer’s copy.?Each product should have unique, engaging, and informative descriptions. They should include keywords naturally, while addressing the needs of your target customers.
Start with a concise summary that highlights the most important aspects of the product. Then follow up with detailed descriptions that outline the product’s benefits, features, and specifications. Focus on how the product solves a customer’s problem or enhances their lifestyle.
3. Optimise Your Product Images and Media?
Images are a critical element for both SEO and conversions. Customers need to see the product clearly; so high-quality, clear images that showcase the product from multiple angles. If possible, include product videos, 360-degree views, or even user-generated content to provide a more immersive experience.
For SEO, it’s always best to optimise your image file names and alt text. Rather than using generic names like ‘image1.jpg,’ use descriptive file names such as ‘nike-air-zoom-pegasus-running-shoes.jpg.’ Alt text should describe the product accurately and, where relevant, include keywords to help improve your SEO.
4. Incorporate User Reviews and Ratings?
User-generated content, such as customer reviews and ratings, is a powerful SEO tool that also boosts conversions. Not only does it provide fresh and relevant info that search engines love, but it also offers social proof which helps increase customer trust, ultimately leading to more purchases.
Encourage customers to leave reviews and respond to them regularly, even the bad ones. Make sure to display these prominently on your product pages. The more detailed and genuine the reviews, the better they’ll be for both SEO and customer confidence.?They can also be added to SERPs via schema mark-up, helping your site stand out even more to potential customers.
5. Clear Calls to Action?
A clear and compelling call to action (CTA) is essential for driving conversions. Your CTA should be easy to find and stand out on the page. Phrases like ‘Add to Cart,’ ‘Buy Now,’ or ‘Shop Now’ work well. But make sure they’re both relevant to the product and aligned with the buyer’s journey.?
Placement is also crucial – the CTA should be prominent, ideally near the top of the page or next to the product image and description. Consider instilling urgency, such as ‘Limited stock available’ or ‘Order by 9pm for next-day delivery’.??
6. Mobile Optimisation?
With mobile shopping rates growing rapidly, it’s essential that your product pages are mobile-friendly. Google uses mobile-first indexing, which means it primarily looks at the mobile version of your site when ranking it. Ensure that your product pages are fully responsive on mobile devices, meaning they adjust seamlessly to different screen sizes. This will not only improve your SEO; but also provide a better shopping experience for mobile users, driving sales.?
7. Internal Linking to Related Products?
Effective internal linking is essential for both SEO rankings and driving conversions. By linking to related products or other categories, you can keep customers on your site for longer, increasing the chances of a sale. For example, if someone is looking at running shoes, you can link to relevant accessories such as socks, water bottles, or running apparel.?
Internal linking also helps search engines understand the structure of your site. This can give your product pages a boost in search rankings and improve overall site visibility.
8. Provide Comprehensive and Relevant Information?
A common mistake many e-commerce stores make is providing only the bare minimum of information on their product pages. Basic elements like the product title, price, and an ‘Add to Cart’ button are important, but they aren’t enough for Google to consider your page comprehensive. To rank well and convert effectively, your product pages need to be rich with relevant and helpful content.?
Here are some key details to consider including:?
Additionally, linking blog posts to your product pages is a fantastic way to boost both SEO and engagement. Blog posts that provide additional content about your products can drive more traffic and help build authority in your niche. For example, a blog post titled ‘10 Ways to Style Black Winter Coats’ could link directly to your coat collection. This offers readers actionable insights, increasing the likelihood of a purchase.
To take this further, consider featuring blog posts directly on your product pages. This creates a dynamic user experience and positions your product as part of a broader lifestyle experience. For instance, under your product descriptions, you could include links to blog posts like ‘How to Choose the Right Coat for Any Weather.’ This strategy not only keeps users engaged but also helps your product pages rank higher by showing Google that they’re part of an interconnected and valuable content ecosystem.
By providing detailed product page information, you not only improve the customer experience but also make your pages more valuable to search engines. Google favours content-rich pages that answer users’ queries comprehensively.
To find out more about optimising your product pages for SEO and conversions, contact [email protected] and speak to one of our e-commerce specialists.
Written by Katy Sansom , SEO Account Manager
"I have experience in SEO, e-commerce, website development, graphic design, and content production, gained from both in-house and agency roles."