Search engine optimization for online store product pages

Search engine optimization for online store product pages - read the guide

Read SEO consultant Jussi Viljanen’s tips for optimizing your online store’s product pages. A comprehensive guide to increasing product page visibility!

Search engine optimization for online store product pages - read the guide

Read SEO consultant Jussi Viljanen’s tips for optimizing your online store’s product pages. A comprehensive guide to increasing product page visibility!

Jussi Viljanen

SEO consultant

min read

6.6.2025

Verkkokaupan tuotesivujen hakukoneoptimointi - lue opas

In the success of an online store, product pages play a critical role. These are the pages where purchasing occurs. By optimizing online store product pages for search engines, one can tap into a significant flow of customers, particularly those searching for direct product-related terms. In this article, we will go through the most important methods and actions you can take to ensure the visibility of product pages in search results.

This article is part 2 of a three-part series on search engine optimization for online stores by the AI Commerce platform. The article has been written by SEO consultant Jussi Viljanen.

Part one: Search Engine Optimization for Online Stores
Part three: Search engine optimization for eCommerce category pages

This article is part 2 of a three-part series on search engine optimization for online stores by the AI Commerce platform. The article has been written by SEO consultant Jussi Viljanen.

Part one: Search Engine Optimization for Online Stores
Part three: Search engine optimization for eCommerce category pages

How to optimize product pages for online stores?

Product page optimization is a balancing act between search engine visibility and user experience. At best, these two support each other: a search engine-friendly page is often also user-friendly.

Optimization always starts by identifying the customer's needs. What exactly are they looking for, what are they interested in, and what information do they need to make a purchasing decision?

The product page must be clearly structured, technically sound, load quickly, and inspire trust in the customer. On top of this, a well-optimized product page can be built in various ways, giving it a good chance of performing well in search results and bringing customers to the online store.

Keyword research and the use of keywords

All search engine optimization, including product page optimization, requires the use of the right keywords. Keywords are the terms that customers specifically search for in search engines. Keyword research is a way to find out those exact keywords that can be used to optimize the pages.

In keyword research, suitable keywords for different pages are gathered thematically, from which the most suitable one for your strategy is selected. It is advisable to use dedicated tools for keyword research, such as Semrush, Ahrefs, SE Ranking, or other tools that compile and show a wide range of data about keywords, such as search volume and competition. There are also free tools for this purpose, such as Google Keyword Planner or Google Search Console.

In the case of product pages, customers search for product names, product models and model numbers, brand names, and product features. Keywords can vary significantly, with some having very high search volumes while others have lower ones. In keyword research, it is also essential to distinguish which keywords are most likely to lead to a purchase. In this case, just the search volume, i.e., the number of searches, is not the most important factor.

Keyword research also includes the essential analysis of competitors' pages: what keywords they use and which search terms they rank best for.

Once the keywords have been identified, they should be used strategically in important places: in the URL address, in meta data, and in the H1 heading.

URL

The product page's URL or page address is the first place where Google or other search engines begin to form their understanding of what the page is about. If the URL contains the keyword users are searching for, it has a good foundation to rank in search results for that term and other related ones.

The URL structure of product pages should also be taken into account. URL structure refers to how the actual product page is related to other pages. There are generally two good approaches:

Categorically hierarchical structure:

https://exampleonlinestore.com/category/subcategory/productname-modelnumber/

Products have their own silo:

www.exampleonlinestore.com/product/productname-modelnumber/

If there are many products, it is more beneficial and clearer to create a separate silo for the products. If, on the other hand, the number of products is limited and they clearly belong to a specific category, product pages can be made using a hierarchical category structure.

Meta Title and Meta Description

Meta Title and Meta Description are so-called meta data that are important for both search engines and users. These are the first things that customers see from your pages in search results.

Meta title = The title visible in Google

Meta description = The descriptive text below the title

Especially, the Meta Title is important, as it is one of the key places from which Google forms its understanding of the page. Words in the Meta Title significantly affect which keywords the page will appear for in search results. It also has a very decisive impact on the click-through rate (CTR).

How to create a good Meta Title for a product page:

Include the most important keywords right at the beginning
Keep the length between 50-60 characters so that it displays fully in search results
Include the product name, brand, and the most important feature according to the keyword research
Also utilize attractive elements like "Free shipping" or "24h delivery" or other distinguishing and value-adding factors
Add your store name if it fits

Example of a good Meta Title:

Meta Description:

Meta Description is the descriptive text displayed below the title, aiming to summarize the page's content and the value it offers to the customer. The description is a way to entice customers to click on the site.

How to create a good meta description for a product page:

Length 120-155 characters to ensure it displays fully in search results
Describe the product more specifically and include the most important keyword or its close variation
Include a clear call to action (CTA)
Highlight unique selling points
Utilize special characters if necessary to grab attention

Example of an effective Meta Description:

New Samsung Galaxy S25 Ultra 512GB black. High-end camera, powerful processor, and durable battery. Order now – free shipping and 30-day return policy! | exampleonlinestore.com

H1 Heading

The H1 heading refers to the main heading visible on the page. H1 is a tag that must be defined in HTML code, indicating the highest heading in the heading hierarchy.

H1 is typically the product name and is often the most searched keyword in search engines. It is, therefore, also an optimizing keyword. However, it is important to review the keywords relevant to the product and optimize the heading further if possible.

Effective product page H1 heading:

Includes the full name of the product
Clearly includes the brand name
Includes the essential model number or code, if applicable
Includes 1-2 of the most significant product features or attributes (if relevant)
Remains readable and natural

Examples of good H1 headings:

“Cannondale Topstone 2”
"Samsung Galaxy S25 Ultra 512GB Black 5G Smartphone"
"Nike Air Zoom Pegasus 42 Running Shoes, Blue”

Example from an AI Commerce customer company, Nummen Pyörä's product page, where a good H1 heading is used with the keyword “Cannondale Topstone 2”, which has a nice 300 searches every month.

Keyword research also includes the essential analysis of competitors' pages: what keywords they use and which search terms they rank best for.

Once the keywords have been identified, they should be used strategically in important places: in the URL address, in meta data, and in the H1 heading.

URL

The URL structure of product pages should also be taken into account. URL structure refers to how the actual product page is related to other pages. There are generally two good approaches:

Categorically hierarchical structure:

https://exampleonlinestore.com/category/subcategory/productname-modelnumber/

Products have their own silo:

www.exampleonlinestore.com/product/productname-modelnumber/

Meta Title and Meta Description

Meta Title and Meta Description are so-called meta data that are important for both search engines and users. These are the first things that customers see from your pages in search results.

Meta title = The title visible in Google

Meta description = The descriptive text below the title

How to create a good Meta Title for a product page:

Include the most important keywords right at the beginning
Keep the length between 50-60 characters so that it displays fully in search results
Include the product name, brand, and the most important feature according to the keyword research
Also utilize attractive elements like "Free shipping" or "24h delivery" or other distinguishing and value-adding factors
Add your store name if it fits

Example of a good Meta Title:

Meta Description:

How to create a good meta description for a product page:

Length 120-155 characters to ensure it displays fully in search results
Describe the product more specifically and include the most important keyword or its close variation
Include a clear call to action (CTA)
Highlight unique selling points
Utilize special characters if necessary to grab attention

Example of an effective Meta Description:

New Samsung Galaxy S25 Ultra 512GB black. High-end camera, powerful processor, and durable battery. Order now – free shipping and 30-day return policy! | exampleonlinestore.com

H1 Heading

The H1 heading refers to the main heading visible on the page. H1 is a tag that must be defined in HTML code, indicating the highest heading in the heading hierarchy.

Effective product page H1 heading:

Includes the full name of the product
Clearly includes the brand name
Includes the essential model number or code, if applicable
Includes 1-2 of the most significant product features or attributes (if relevant)
Remains readable and natural

Examples of good H1 headings:

“Cannondale Topstone 2”
"Samsung Galaxy S25 Ultra 512GB Black 5G Smartphone"
"Nike Air Zoom Pegasus 42 Running Shoes, Blue”

Example from an AI Commerce customer company, Nummen Pyörä's product page, where a good H1 heading is used with the keyword “Cannondale Topstone 2”, which has a nice 300 searches every month.

Optimization of product images

Product images are perhaps the best way to convey information about a product to the customer. They are a critical element, so the quality of the images must be good and there should preferably be several images from different angles, different product variations, different contexts, etc.

Optimizing product images for search engines is also very important. Through product images, an online store can gain visibility directly in image searches, among other things. Images are also content that Google uses to assess the overall quality of the page.

Example of the number of high-quality product images.

AI Commerce's customer company, Lundberg.fi, has nicely increased the number of high-quality product images.

When optimizing images, the following aspects should be taken into account.

File Size

The larger the file size of the image, the more bandwidth it requires to load the image from the site. This can technically strain the site if there are many images and they are all very large.

Images should be created at exactly the file sizes at which they are displayed on the site, without compromising the quality of the images. If an image is displayed on the site at 350x350, it is unnecessary to upload a 1000x1000 pixel image file. Any excess is a technical burden on the site.

Images in online stores are often large, so their file sizes are often a bit bigger, but images should be compressed using tools like Squoosh or other tools, provided that the quality of the images remains excellent.

File Name

The file name of the image file is a place from which search engines get information about the image. The better Google or another search engine understands the image, its content, and purpose, the better chances it has to perform well.

Avoid file names automatically generated by cameras or phones, which are often of the type:

IMG0012345.jpg
4511202_FR1221244_12412.png

The file name should be clear, descriptive, and fit the context of the page. The file name can also include keywords for the products, such as the product name or name + feature.

Examples of good file names:

samsung-galaxy-s25-ultra-black.webp

adidas-23-ultraboost-blue.png

trek-marlin-5-gen-3-gears.jpg

Alt Text

Alt text, or alternative text, is the internal description of the image. This tells the search engine what is in the image. Together with the file name, alt text is the most important source for search engines to gain information about the image's purpose and content. Based on this, the image can start ranking well in image searches, for example.

Alt text should be descriptive, clear, and whenever possible, should incorporate contextually relevant keywords. On product pages, images should include the product name, model, and feature depicted in the image.

For example, various alt texts for images of the Trek Rail 5 Gen 3 electric bike could be:

Black Trek Rail 5 Gen 3 electric bike
Purple Trek Rail 5 Gen 3 electric bike
Trek Rail 5 Gen 3 gears
Trek Rail 5 Gen 3 battery
Trek Rail 5 Gen 3 electric bike frame

Alt texts also serve other important purposes:

Accessibility: Alt texts make images accessible to visually impaired users and screen readers.
Alternative Content: If the image fails to load for some reason, the alt text is displayed in its place.

AI Commerce's customer company, Lundberg.fi, has nicely increased the number of high-quality product images.

When optimizing images, the following aspects should be taken into account.

File Size

The larger the file size of the image, the more bandwidth it requires to load the image from the site. This can technically strain the site if there are many images and they are all very large.

File Name

Avoid file names automatically generated by cameras or phones, which are often of the type:

IMG0012345.jpg
4511202_FR1221244_12412.png

The file name should be clear, descriptive, and fit the context of the page. The file name can also include keywords for the products, such as the product name or name + feature.

Examples of good file names:

samsung-galaxy-s25-ultra-black.webp

adidas-23-ultraboost-blue.png

trek-marlin-5-gen-3-gears.jpg

Alt Text

For example, various alt texts for images of the Trek Rail 5 Gen 3 electric bike could be:

Black Trek Rail 5 Gen 3 electric bike
Purple Trek Rail 5 Gen 3 electric bike
Trek Rail 5 Gen 3 gears
Trek Rail 5 Gen 3 battery
Trek Rail 5 Gen 3 electric bike frame

Alt texts also serve other important purposes:

Accessibility: Alt texts make images accessible to visually impaired users and screen readers.
Alternative Content: If the image fails to load for some reason, the alt text is displayed in its place.

Product page content and product description

The content of the product page is a critically important element from an SEO perspective, but at the same time, it is an important factor in the customers' purchasing decisions. When creating SEO content, it is essential to remember that it should also be informative, persuasive, and supportive of the purchasing decision from the customer's perspective.

The product description should address the questions that concern customers, such as:

How does the product solve the customer's problem?
What are its main features and benefits?
How does it differ from competitors?
Which target audience is it best suited for?

While answering such questions in the text, the following criteria should be considered:

Unique content: Each product page must have a unique description. Copying the description texts provided by the manufacturer verbatim is a common mistake. Google will likely penalize or at least not reward if the content is duplicate content copied from elsewhere. Therefore, modify the text and enhance the descriptions with your own perspectives and expertise.
Sufficient length: The optimal length of a product description varies based on the complexity of the product. However, aim for at least 50-100 words of pure descriptive text, but preferably more if it is relevant. In addition, the content should come from product data, features, etc. Google gets the material it needs from rich and fair content, based on which it forms a perception of the page and its expertise.
Structured content: Search engines love well-structured content. Use HTML elements like tables and lists to present product information. Also, ensure hierarchical HTML headings are used correctly with H2 and H3 level headings.

Again, an example from the Nummi Bicycle Cannondale Topstone 2 page, where they have listed the technical features of the bike in a well-structured format.

Use of keywords in product content

The main keyword for the product page should preferably be used in important places like the URL, meta title, and H1 heading. The product description and other content are excellent places to use secondary keywords and semantic terms that describe the main topic of the page.

Google does not just show pages in search results according to whether it finds the exact term on the page, but based on an overall assessment, influenced by how comprehensively the topic is covered. Therefore, it is crucial to incorporate other keywords revealed in keyword research as well as semantically related terms into the content.

If the keyword research revealed, for example, 10 relevant keywords for the product, try to include at least 3-5 of them naturally in the content. Keywords do not need to be forced, but the more they can be incorporated naturally and relevantly into the content, the more Google will notice them, and the ability to rank better for all search terms related to the topic increases.

Do not stuff keywords everywhere or too much, as Google may interpret this as excessive manipulation, causing rankings to drop. Use keywords, but do so sensibly.

Internal linking from the perspective of conversion and navigation

Internal linking within the website is one of the most important aspects of search engine optimization. This also applies to product pages in an online store.

The effectiveness of internal linking is based on the signals given to search engines regarding the relevance between pages, the importance of the linked pages, and the distribution of power brought by external links.

However, on product pages, internal linking also acts as an excellent converting and sales-increasing element, and it helps customers navigate the site.

Internal links from content and product descriptions

Each product page should have text content that describes the product and its features. Often, this content includes mentions of things like manufacturers, brands, or product categories. These may very well have their own page in the online store, to which it is good to link. This way, you can support the category page in search engines and also give users the opportunity to browse products in that category.

Breadcrumbs - or breadcrumb links

By ensuring good navigation, you help users and search engines move around the site. It should be easy to access the category page, the homepage, or other key store pages from product pages.

Breadcrumbs are a good way to achieve this. The breadcrumb trail indicates the product page's position in the address hierarchy and provides links to the product page's parent pages, for example:

Homepage > Men's Jackets > Men's Leather Jackets > Ranger Faux Leather Jacket Black Jerone

Other popular and related products

Displaying other products on the product page is also an excellent way to obtain internal links to other product pages, but these particularly affect conversion and upselling. By showing customers other relevant and popular products on the product page, it can encourage them to add more items to the cart or help them find that one important product they are looking for.

For example, a bicycle product page may showcase related products such as a cycling helmet, bike lock, water bottle, or other similar items.

Reviews and user-generated content

Among other things, Google increasingly values websites today that have rich, genuine content from various perspectives. A very natural and good way for e-commerce to achieve this is through user product reviews.

Reviews on product pages, especially if they are positive, further increase customer trust, which can be a very positive thing for sales. At the same time, product reviews are self-updating, highly relevant content that Google also appreciates. Product reviews naturally contain good keywords and various semantic terms related to the product.

Customers should be encouraged to leave reviews, as for example, AI Commerce's client company Ledstore does by offering easy participation in a gift card raffle.

The use of schema markup and rich search results

Schema markup, or structured data, is a way to mark up the content of a web page so that search engines better understand what the page is about. Schema is a common 'code language' for search engines that helps them understand what a page and its various parts are about. The same Schema language is understood by search engines such as Google, Bing, Yahoo, and Yandex.

The use of schema markup on product pages of online stores is particularly important, as it enables the display of rich snippets in search results. These rich results stand out from basic listings and attract more clicks and customers.

Schema markup can be implemented in several different ways, but the JSON-LD format is Google's recommended and easiest way to use schema.

Key Schema Types for Online Store Product Pages

There are many different Schema types for various purposes. Here are the most important ones to use on product pages:

Product Schema

Product Schema is the basic schema for a product page, which can convey the most essential information about the product to search engines, such as the product name, image, product description, price, availability, etc.

Thanks to Product Schema, different product details can appear in search results, enriching the search result. This provides direct information to the customer and often improves the click-through rate from search results to the product page.

Product Schema basic details may look like this:

Review Schema and AggregateRating Schema

Review Schema enables the marking of individual product reviews and their display in search results. This is especially useful if the product has expert reviews or credible external ratings.

In addition, marking with AggregateRating Schema allows the average and quantity of product ratings to be displayed as stars in search results.

Review Schema and AggregateRating Schema

Review Schema may look like this:

AggregateRating Schema may look like this:

Offer Schema

Offer Schema provides more detailed information about a product's offer, such as price, currency, availability, and the duration of the price validity. This is particularly good during various promotional campaigns, when you can get information about special pricing directly visible in search results.

Offer Schema may look like this:

Implementing Schema in Practice

The main Schemas for product pages are simple in the sense that they can all be included within the same Product Schema. You can check the functionality and content of the schema markup in two different ways:

By using either of these, you can immediately see what your Schemas contain. By utilizing these, you can also look at any other online store's product page Schemas, analyze them, and take inspiration and tips.

Creating the Schema itself works well, for example, with the help of a Schema Generator or by utilizing applications that leverage artificial intelligence.

Here is the English translation of your text, written in a clear and professional tone suitable for SEO and e-commerce documentation:

Avoid Cannibalization in Product Filtering with the Canonical Tag

Product pages in online stores often include various filtering options and selectable product attributes, such as color, size, or similar features. While these enhance user experience, they can create SEO challenges, as filters typically add parameters to the page URL.

Example:

https://examplewebstore.com/product/bicycle?color=red
https://examplewebstore.com/product/bicycle?size=M
https://examplewebstore.com/product/bicycle?color=red&size=M

Each of these URLs technically points to a different page, even though the content remains nearly identical. Search engines treat them as separate pages, which creates a problem.

This is known as a cannibalization issue, where your own content competes against itself in search results. For example, Google might interpret these filtered pages as duplicate content — something it generally tries to avoid — which can negatively impact your visibility.

Solution: Use the Canonical Tag

A canonical tag is an HTML element that tells search engines which version of a page is the “canonical” (i.e., preferred or original) version. This helps search engines index and display the correct URL in search results.

By adding a canonical tag to each filtered page that points to the main product URL, you signal to search engines not to index the filtered variations — unless you explicitly want them indexed.

You should add the canonical tag to the <head> section of each product page variation as follows:

<link rel="canonical" href="https://examplewebstore.com/product/bicycle" />

This ensures that search engines understand which version of the page to prioritize, helping avoid SEO issues caused by URL parameter duplication.

Schema markup can be implemented in several different ways, but the JSON-LD format is Google's recommended and easiest way to use schema.

Key Schema Types for Online Store Product Pages

There are many different Schema types for various purposes. Here are the most important ones to use on product pages:

Product Schema

Product Schema basic details may look like this:

Review Schema and AggregateRating Schema

Review Schema enables the marking of individual product reviews and their display in search results. This is especially useful if the product has expert reviews or credible external ratings.

In addition, marking with AggregateRating Schema allows the average and quantity of product ratings to be displayed as stars in search results.

Review Schema may look like this:

AggregateRating Schema may look like this:

Offer Schema

Offer Schema may look like this:

Implementing Schema in Practice

Creating the Schema itself works well, for example, with the help of a Schema Generator or by utilizing applications that leverage artificial intelligence.

Here is the English translation of your text, written in a clear and professional tone suitable for SEO and e-commerce documentation:

Avoid Cannibalization in Product Filtering with the Canonical Tag

Example:

https://examplewebstore.com/product/bicycle?color=red
https://examplewebstore.com/product/bicycle?size=M
https://examplewebstore.com/product/bicycle?color=red&size=M

Each of these URLs technically points to a different page, even though the content remains nearly identical. Search engines treat them as separate pages, which creates a problem.

Solution: Use the Canonical Tag

By adding a canonical tag to each filtered page that points to the main product URL, you signal to search engines not to index the filtered variations — unless you explicitly want them indexed.

You should add the canonical tag to the <head> section of each product page variation as follows:

<link rel="canonical" href="https://examplewebstore.com/product/bicycle" />

This ensures that search engines understand which version of the page to prioritize, helping avoid SEO issues caused by URL parameter duplication.

Schema markup can be implemented in several different ways, but the JSON-LD format is Google's recommended and easiest way to use schema.

Key Schema Types for Online Store Product Pages

There are many different Schema types for various purposes. Here are the most important ones to use on product pages:

Product Schema

Product Schema basic details may look like this:

Review Schema and AggregateRating Schema

Review Schema enables the marking of individual product reviews and their display in search results. This is especially useful if the product has expert reviews or credible external ratings.

In addition, marking with AggregateRating Schema allows the average and quantity of product ratings to be displayed as stars in search results.

Review Schema may look like this:

AggregateRating Schema may look like this:

Offer Schema

Offer Schema may look like this:

Implementing Schema in Practice

Creating the Schema itself works well, for example, with the help of a Schema Generator or by utilizing applications that leverage artificial intelligence.

Here is the English translation of your text, written in a clear and professional tone suitable for SEO and e-commerce documentation:

Avoid Cannibalization in Product Filtering with the Canonical Tag

Example:

https://examplewebstore.com/product/bicycle?color=red
https://examplewebstore.com/product/bicycle?size=M
https://examplewebstore.com/product/bicycle?color=red&size=M

Each of these URLs technically points to a different page, even though the content remains nearly identical. Search engines treat them as separate pages, which creates a problem.

Solution: Use the Canonical Tag

By adding a canonical tag to each filtered page that points to the main product URL, you signal to search engines not to index the filtered variations — unless you explicitly want them indexed.

You should add the canonical tag to the <head> section of each product page variation as follows:

<link rel="canonical" href="https://examplewebstore.com/product/bicycle" />

This ensures that search engines understand which version of the page to prioritize, helping avoid SEO issues caused by URL parameter duplication.

Summary

Search engine optimization of product pages is a great way to increase visibility in search engines and attract customers without paid advertising. Product pages optimized for search engines often convert well and are pleasant for the user experience.

Through search engine optimization, product pages can attract the very potential customers who are already ready to buy and who are actively searching for the product. Key elements of SEO for product pages include careful keyword research, a clear URL structure, optimized metadata, an H1 heading, high-quality and comprehensive product descriptions, and correctly implemented Schema markup.

However, the performance of product pages should be measured and monitored. Search engine optimization is a long game, and the page needs to be developed regularly based on the results observed. By avoiding common mistakes such as using directly copied content, completely lacking internal links, or using poor quality product images, it can be ensured that product pages have a good chance to succeed and generate results.

Frequently Asked Questions

What is product page SEO in E-Commerce?

What are the most important keywords for product page SEO?

How long should a product description be for SEO?

How should product images be optimized for search engines?

Which schema markups are most important for e-commerce product pages?

Why is the canonical tag important for e-commerce product pages?

How can I improve product page conversion rates?

Search engine optimization for online store product pages - read the guide

How to optimize product pages for online stores?

Keyword research and the use of keywords

Optimization of product images

Product page content and product description

Internal linking from the perspective of conversion and navigation

Reviews and user-generated content

The use of schema markup and rich search results

Summary

Frequently Asked Questions

Jussi Viljanen

SEO consultant

Comprehensive SEO strategies for increasing online revenue and sales.

info@jussiviljanen.com

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