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Suggestions for ranking product pages

Suggestions for ranking product pages

Google’s John Mueller answered the question of how to rank product pages. The person who asked the question built content that ranked, but these pages had no bearing on the sought visibility of the product pages.

Mueller gave his thoughts on what he should do.

Blog posts rank well, but product pages do not

The person who asked the question shared how he created blog content that ranks well but does not help the product page ranking well.

He asked what can be done to rank product pages:

“So I’m doing SEO for an e-commerce site, pretty new, about eight months old.

And it’s not a huge website. It has a total of 30.40 products.

We sell green tea and herbal tea online.

I have seen some movement with the effort we have put in, regular back-linking process, on-page SEO, structured data.

We work a lot on our blog section because this is where we see that many other competitors do.

So I think the effort we are making there is falling into place.

It’s just that the product side is, they do not rank well.

They do not rank at all. ”


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Google’s John Mueller: Ranking product pages is challenging

In general, it feels almost impossible to get links to a product page. However, unless these pages are promoted, they will have a hard time achieving top rankings.

John acknowledged that it was difficult to rank product pages.

Google’s Mueller said:

“… I think it’s always challenging.

And I do not think there is a simple trick to make that happen. ”

Related: Ecommerce Product Page SEO: 20 Dos & Don’ts

Try Google Shopping Feed

Mueller then suggested using the Google shopping feed, as some of the content may appear in the organic search results.


“The only thing I would take care of is that if these are products from this e-commerce site, make sure all the shopping center is set up correctly because I do not know if this is in all countries yet, but we has kind of Google Shopping Feed where you can … submit your products for free and then we can show them in the Shopping search results.

And sometimes we mix it with the normal search results.

So it’s kind of a way to get your products a little more visibility. ”


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Optimize internal link to rank products pages

Mueller seemed very enthusiastic about internal connection from the blog articles to the product pages.

It is a basic but useful SEO strategy to identify what kind of content people are excited to link to, create that content and then ask for a link.

Embedded in the content is a link to a product page.

The links to the popular page can then seep down to the important product pages.


“As for … the products themselves, if you say that some of your content as a blog post is ranked well, but the products are not, you can sometimes help it by ensuring that there is a clear internal connection between these thing .

So the pages where you see that they work well, make sure that there really is a clear connection from those pages to your actual products.

My guess is probably that you have some of it set up. ”

Best practice for optimized internal connection

Mueller then advised against linking to all product pages:

“If you have really long kinds of blog posts that are placed, the challenge can be that it is very tempting to link to many different products from there.

And by linking to many different products, you kind of say well, everything is a little relevant, but nothing is really relevant.

Whereas if you link to a few products from these pages, you can… really say… these are really important products. ”

Set priorities for which products are most important to promote

Mueller then suggested linking to strategically important products instead of to all the products.

Mueller suggested the following:

“And it’s something where you do not necessarily have to focus on things that are bad at the moment, but things that you care about instead.

So if you say these are products where you make the most money, or which are the most popular or perhaps the easiest to sell, something like that, then these are the kind of things where you with internal connection can … promote them a little.

And with really strong internal interconnection, the placement of these product pages can also change over time. ”


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What if internal linking to product pages is already optimized?

The person who asked the question commented that he already uses Google Shopping feed and also links to only one product from each blog post dedicated to the topic of the type of product the online store is selling.

Google’s John Mueller noted that it sounds like they’re doing the right thing.

Mueller encouraged the person to take another look at internal linking:

“It sounds like you’re doing a lot of things right.

And if you rank … competitively with some of these really great sites with your blog posts, then it’s really hard work.

… It’s a sign that there are at least different aspects involved and that the one angle you have covered really well.

So that’s something where I would say I would tend to continue in that direction.

I would still consider internally linking a lot with regard to these pages, especially perhaps from your blog post but also from the rest of the site itself. ”


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Link to Select products from the home page

Mueller confirmed the benefits of linking to some (not all) product pages from the home page.

What he seemed to be trying to convey is the importance of naming the best or most popular products for stronger advertising.


“If you say you have a few products at the moment, it’s sometimes tempting to link to all of these products from your store’s website.

And if you can find a way to pull it a little better, then it can make it a little easier for individual pages to rank better. ”

Low ranking may be due to competition being high ranking

In some niches, there may be a competitor doing things that are difficult to reproduce, giving them an advantage.

When that is the case, the lower rankings are really about tough competitors who rank better and less about something wrong with a page holding it back from ranking.


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Trying to find what is wrong is not always the best way to optimize pages for ranking.

Sometimes it can be helpful to identify what is missing on the page (things like product comparisons or better descriptions that make product pages more useful).

Mueller acknowledged that sometimes it’s just strong competition.

“Sometimes it’s just … the competition is pretty strong, and it takes a while to … grow.”


Google explains how to rank product pages

Watch John Mueller answer the question at the 48:06 minute mark:

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