Product SEO is optimizing a page that is dedicated to a specific product. When a searcher searches for a product, your page lands within the top placements, so visitors can land. It is incredibly valuable to rank high for a product’s title because the searcher is seeking out information on that product, and if you have it, you have a very good chance of selling the product or referring them to where they can buy it to gain a nice commission.
The website that is dominating Product SEO is currently Amazon with it’s tremendous database of products, it’s loyal users, and its great trust with Google. I will explore the ways that Amazon got to the top, to give you a better idea on how to beat out Amazon, or at least come a close second.
Amazon Affiliate Program
The Amazon Affiliate Program gives web publishers a change to gain a commission every time the publisher sends traffic to amazon. A publisher can write a review about a book, and then give a link to that book, and if a visitors visits the Amazon Affiliate link and purchases a product, the web publisher will get a 4% commission on ALL items purchased, not just the product referred. For Amazon, they generate traffic to their site, and convert that traffic into purchases. But what it also does is generates a backlinks to the Amazon product page. The page with the backlink usually has descriptive text about the book, and the anchor text of the link is generally the title of the book. This ranks has heavy link juice for Amazon. Since Amazon has millions of targeted links pointing to a specific product page, that page usually shows up very high in search results, good for amazon, bad for you.
The best way to rank higher in search results is to do SEO. It might be hard to beat out Amazon for the number 1 spot on Google, but coming in a close second doesn’t hurt. Considering the run down, taken from Worth To Rank in Google
Ranking Number 1 receives 42.1 percent of click through.
Ranking Number 2 receives 11.9 percent of click through.
Ranking Number 3 receives 8.5 percent of click through.
The next step is getting high quality backlinks to your site. There are many ways to create link-bait, but the best possibly way is to create solid content that other bloggers or web publishers think is worthy enough to link to. This can come in the form of product reviews, descriptions, photos, taking videos of the product and showing it in use. Amazon offers the option for it’s users to review products on their site.
Google Product Base
One way to beat out Amazon is to embrace the Google Product Base. When a specific product is searched for in Google, and the product is found in it’s base, supplementary results usually show up in Google’s Search Results at the number one spot. Example, [Nord Electro 2]. The product is also displayed with the price, and what site the product is hosted on. Of course, you will need to be selling the product to take advantage of this, but it is a simple way to get ahead of Amazon.
Amazon allows users to write product reviews and give their opinions. This helps amazon immensely. It creates unique user generated content for them that is always getting refreshed my users adding in new reviews, Google loves this. It also increases the relevancy of the page, many times people love reading reviews on a product and getting opinions before they dive into buying a product. This is where you come in, let users write reviews on your site to begin with to start generating comments, but also create your own reviews on Amazon with a link pointing back to your site’s product page. This will give your site some link juice, and show people looking at the product page that you know what your talking about, in case they visit your site in the future.
Amazon URL’s and Title
Take a look at Amazon Titles and their url for a specific product page. It has the name of the product in both the title, and the url, as well as the product’s name embedded within the content of the page numerous times. This helps google trigger what the page is about and meant to rank for. It is a basic SEO tip that Amazon uses to it’s advantage, and so should you.