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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 asking the question built content that ranked, but these pages had no effect on the search visibility of the product pages.

Mueller set out his thoughts on what to 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 rank well.

He asked what can be done to rank product pages:

“So I do SEO for an e-commerce site, fairly new, about eight months old.

And it’s not a big site. There are a total of 30.40 products.

We sell green tea and herbal tea online.

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

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

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

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

They do not rank at all. ”

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Google’s John Mueller: Product page placement is challenging

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

John acknowledged the difficulty of ranking product pages.

Google’s Mueller said:

“… I think it’s always challenging.

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

Try the Google Shopping feed

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

Mueller:

“The one thing I would take care of is if these are products from this e-commerce website, make sure all the shopping center is set up correctly because I do not know if this is in all countries yet but we have 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 up with the normal search results.

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

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Optimize internal linking to rank product pages

Mueller seemed very enthusiastic about internal linking 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.

Links obtained to the popular page can then seep down to the important product pages.

Mueller:

“As for the products themselves, if you say that some of your content, such as Blog posts, rank well, but the products are not, you can sometimes help it by making sure there is a clear internal connection between these things.

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 created. ”

Best practice for optimized internal linking

Mueller advised against the following link to all product pages:

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

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

While linking 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 products.

Mueller suggested the following:

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

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

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

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What if internal linking to product pages 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 kind 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 pages with your blog posts, then it’s really hard work.

… It’s a bit of 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 will still think about internal linking a lot with regard to these pages, especially perhaps from your blog post but also from the rest of the website itself. ”

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Link to selected products from the start page

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

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

Mueller:

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

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

Low ranking may be because competition is 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 ranking really is about tough competitors ranking 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 placement.

Sometimes it can be helpful to identify what is missing on this page (things like product comparison 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.”

Citation

Google explains how to rank product pages

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

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