?? Product page SEO: How to get easy online sales
Unleashed Software
Transformative inventory management software – for total control over everything you buy, store, make & sell
September (formerly known as Haervest-monath) was once the time of year farmers would cut and collect crops before the weather cooled. ?? Though we've since invented technologies to keep crops alive through the winter, it's still a great time to prepare your business for peak season sales. In this week's edition of The Backorder:
So harvest your wheat, throw a cauldron over the fire, and let’s dive in…
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In supply chain headlines
Product Page SEO: 8 best practices
Search Engine Optimisation (SEO) helps customers discover your brand and products through Google search results – without the profit-shrinking fees that come with paid advertising. If you’re selling goods online, get your product pages ranking high in Google searches with these pro tips:
?1. Perform keyword research. Use freemium tools like Semrush and UberSuggest to find keywords related to your product. Look for long-tail keywords with a low difficulty score and high search volume that accurately describe your product. While a popular keyword like ‘toothpaste’ will likely be too competitive to win, a more specific phrase like ‘bamboo charcoal toothpaste’ could be perfect.
?2. Optimise product titles and descriptions. Include your target keyword in the product/page title, the URL (separate each word with a hyphen), and naturally throughout detailed product descriptions.
3. Keep your content unique. Avoid copy-and-pasting manufacturers’ descriptions, as duplicate content that exists elsewhere online can harm your SEO. Use compelling copy that’s friendly to both search engines and users.
4. Optimise images. Use high-quality images – compressed using a free tool like ShortPixel to improve page load speed. Ensure every image has a descriptive file name and alt text, ideally optimised for a relevant keyword, to help with accessibility and to appear in image searches.
5. Encourage social proof. Make it easy for customers to leave reviews and ratings on your product pages; user-generated content can help improve SEO and build trust with page visitors.
6. Optimise meta tags. The meta title and description for each product page should be compelling and contain your primary keyword. Make sure your SEO title is 50-60 characters and the meta description is 150-160 characters.
?7. Make it mobile-friendly. Google prioritises mobile-first indexing, which means your product pages need to be optimised for mobile to have the best shot at ranking well. Ensure there is a mobile-friendly version of each product page on your site.
?8. Use internal linking. Link to related products and categories within your website from your product pages. This improves UX by making it easier to navigate your site, and increases the authority of each linked page.
Establishing a sustainable supply chain – meet Samantha Jones
We recently spoke to Samantha Jones, CEO and Founder of Little Yellow Bird – an NZ-based branded uniform company – about the challenges of building a sustainable fashion brand during an era of unstable supply chains and global disruptions. Here's what she had to say.
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In your own words, what is Little Yellow Bird? “We’re a branded uniform company, unique in that we manufacture all our own products. We don't just buy stock items and get them branded locally; we have full traceability back to the cotton farms we use. It’s been quite a journey – nine years now. "
?How did you approach the challenge of creating a sustainable brand?
?“We took a zero-waste approach to running the business. We exclusively use organic cotton [and] fair-trade certified factories. We’re the first in New Zealand to do textile recycling – we take back all our products for free at the end of life. We like to do a bit of advocacy as well. My main goal has been to prove that you can create a business that is good for people and the planet.”
What inspired you to launch LYB?
“It started off as a university project. I come from a supply chain background; I was a military officer in logistics for seven years before I started the business. I’d seen the social working conditions in which many of our clothes were made, and I wanted to do something about it. I considered the labour side of things to be a major issue. But the more I learned about it, the more I understood that the environmental side was interlinked.”
What challenges have you faced since launching Little Yellow Bird?
“We've struggled to achieve any growth in the last few years, so we've really been focussed on optimising. We’ve homed in on the best ways to do each task. I think we've [now] got enough inbuilt capacity that we could be two or three times the size without growing our infrastructure or team too much, so that's quite exciting.”
New Zealand’s response to the pandemic was quite severe. How did you survive the challenges of lockdowns and supply chain disruptions?
“To survive COVID, we flipped from a predominantly B2B brand to being more B2C-focussed. That was pivotal; it saved our business. All those big businesses weren't buying [from us anymore]. At the time, none of our systems really made any sense to do that. We were used to sending out individual packages, a few a day. Now that we've been through that process of sending out bulk amounts daily we have efficiencies in shipping and other areas.”
Do you have any sources for business advice you can recommend for our readers?
“I recently read Shoe Dog by Phil Knight, the Founder of Nike. It’s his whole story and it’s super interesting. But my advice is to ask someone who inspires you for a coffee – and then ask them for an intro to somebody else to have a coffee with.”
Before we go, is there any advice you’d give your younger self?
“I think back to those early days having unhealthy habits, working until midnight most nights or responding to factory messages at 2am. I really prioritise wellbeing these days and I wish I'd found that balance earlier on."
On the lighter side...
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