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This article will explain in detail how to optimize online shopping malls and product pages in the computer network. The editor thinks it is very practical, so I share it with you as a reference. I hope you can get something after reading this article.

For the optimization of product pages of e-commerce websites, you should not only create a user-friendly experience for transformation, but also meet the relevant requirements of SEO optimization. To this end, we need to improve the product pages from the following aspects:

How to optimize the product page of the online mall?

1. Optimization of URL

For the URL shape of the product page, the impact on SEO is not very important, but it is recommended to optimize it for the following reasons:

Easily understood by search engines

Easy to be remembered by users

For example: / products/iphone/ obviously we can see that this URL is a link to sell iPhones, so we need to be brief, the directory level should not exceed level 3, try not to have hyphens, it is best to include product shape and features, of course, there are many authoritative e-commerce websites that do not care about these details, most sites still need to pay attention to.

2. Title and H1 contain core keywords

Because of the wide variety of products, we must emphasize the importance of the product page title and the H1 tag, which actually try to use the same keywords or semantically related synonyms.

Of course, in addition to the H1 tag, the product page can also allow H2 and H3 pages. H2 can actually be the title of the product introduction paragraph, which also needs to contain keywords, and H3 can be an adjective for the product page facing the product.

3. How to write the product description label

Why do you need to write the description tag on the product page? if you don't, the search engine will crawl the relevant keywords and words on your page and display them in the search results, which is unprofessional.

So how to write, in addition to including keywords and brand words, we also need to try to write a more attractive sentence to increase the click of users, such as the following women's clothing investment website:

The product page describes how to write the label

Among them, it seems quite dynamic to create three-dimensional services for women's wear enterprises and dealers in all directions.

4. Optimization of breadcrumb menu

At present, search engines can well identify the name of the column structure, it is necessary to emphasize that the optimization of the breadcrumb menu can better improve the click rate of the page, because it can be fully displayed in the search results, as shown in the following figure: when I search for the keyword "next meal", the feedback is as follows:

How to optimize the product page and breadcrumb menu

As you can see, the search results show the name of the breadcrumb menu, not its own URL.

5. Product introduction page optimization

The introduction of the product page can also be understood as the details of the baby, this part we recommend is visual marketing, that is, the effect of highlighting pictures and videos, but in order to search engine optimization, we also need to study the content.

With the appropriate content length, we all know that search engines generally like relatively detailed pages, and we try to express them with appropriate text.

High-quality content, and contains keywords, we need to use popular language to integrate the keywords of the product into the article, so as to improve the relevance of the article content.

Pictures and videos, a product details page often contains multiple high-definition pictures, compressed pictures is inevitable, but be sure to add ALT tags to the pictures, and make sure that the keywords of these tags are relevant and do not repeat.

If you have the ability to create a short video, it couldn't be better. This is the current development trend of e-commerce sites, and even some non-e-commerce sites are starting to adopt this model, such as Lianjia.

6. Product review

Product reviews are almost standard for e-commerce sites, but the reality is that a product page with more positive comments has a higher conversion rate than a page with no comments, so what points should we pay attention to?

Add star ratings and total reviews under your product title, such as Dangdang's book product page:

How to set up the product review page

Make sure the product review is on the same page as the product

Give priority to showing the latest comments

Avoid false comments, ensure the authenticity of comments, it is necessary to access the third-party comment system

7. Generate UGC content

This part is usually about product-related questions and information, at present Taobao and JD.com mobile have adopted this model, but in the PC side of the actual application is relatively few, you can refer to this place.

Good interaction will produce a lot of content, and generate a large number of long-tailed keywords, which can not only increase traffic but also increase the conversion rate.

8. Comparison frame

You can understand it as the comparison between different products, especially the comparison of some related parameters of digital products, through each comparison, a lot of long-tailed pages will be generated.

Again, let me tell you something that needs special attention and attention, whether it is an enterprise station or a pure e-commerce website:

1. Do a good job in keyword analysis

This is the most important part of SEO optimization, keyword analysis includes: keyword attention analysis, competitor analysis, keyword and website correlation analysis, keyword layout, keyword ranking prediction.

Search for line owner keywords, and the site on the first five pages of the search results can basically explain the summary of the industry. For example: SEO this keyword ranking of the top 50 are basically very professional sites, and most of them are the main domain name, the domain name contains SEO in the majority.

2. Analysis of website structure

Website structure in line with the crawler preferences of search engines is conducive to SEO optimization. Website architecture analysis includes: elimination of bad website architecture design, implementation of tree directory structure, website navigation and link optimization, website design language is better to adopt p+CSS style, the code is very hierarchical and concise.

3. Product URL address is specific and exclusive.

This is a place that we do not pay special attention to, especially novice webmasters, when they do websites, they often let multiple URL addresses point to the same page, but this will make the site's own weight difficult to integrate, and the weight decline will certainly affect the optimization of the product page, which is a chain effect.

For example, www.***.cn/product-1.html and www.***.cn/seo/1.html present the same page in my website, and this kind of URL address dispersion is very common in many people's websites. Later, I do not put Session id, statistical code and other unnecessary content that can easily cause repetition into URL, and then use robots.txt files to prohibit spiders from including specific web pages. To solve the problem.

4. Add the anchor text inside the product page reasonably to improve the optimization strength of the target page.

Many people do SEO, pay great attention to the construction of the chain outside the site, the lack of often ignore the site itself inside the chain, the site inside the chain is also very important, the inner chain can make a very scattered page even into a whole, but also note that the inner chain also pays great attention to dead links, if too many dead links, there are no corresponding 404 error pages, will naturally lead to a decline in the weight of the site.

In the SEO3.0 era, we focus too much attention on the user experience, in fact, whether the website optimization is good or not depends to a large extent on the links within the site, so in the daily construction and maintenance process, we should reasonably add the internal anchor text, which will make the relevant products integrate together, maximize the needs of users and promote product transactions.

From the search engine point of view, the addition of internal anchor text will also make the whole site into a whole, increasing the search depth of spiders and the sense of index hierarchy.

5. Avoid interlinking between unrelated pages

Although the construction of the inner chain of the website is very important, it can increase the depth of users' access, but the construction of the inner chain also needs to pay attention to skills. The first thing to bear the brunt is that the pages should have relevance, and the relevant content should be constructed through the inner chain. It can not only increase the visit intensity of spiders, but also greatly improve the friendly experience of the site itself, and maximize the search needs of users. On the contrary, if the irrelevant content is interlinked, it is bound to have a great impact on the user experience.

PS: when you link to related content, you can use the previous article, the next article, related reading to build the structure.

6. Avoid too many keywords appearing on the same page

Webmasters who do website optimization actually have an impulse to add as many keywords as they want to the page, which is of course undesirable. Spiders are not stupid, and excessive optimization is bound to be punished by spiders. So Ma Haixiang suggested that we should add about 3 product keywords to the product page, and more words are not of much use, just like the cake principle, the more words you add, the more words you add. The weight of each product keyword is low, and the effect is not satisfactory.

7. Avoid using a single anchor text on the product page

In general, people will often use the method I mentioned in the second point to optimize the website page by using anchor text to improve the fit of the site content, but there is another problem. Many webmasters like to add anchor text by automatically calling methods or bluntly adding keywords, which is not desirable from the point of view of optimization or user experience. Therefore, the addition of product page anchor text should be rationalized and diversified, which is conducive to the optimization and inclusion of the website.

8. Highlight the characteristics of the product industry

Speaking of my own website, on the front page of the website, I did not highlight the products directly, but introduced some developments in the industry. As a whole, I created an industry-specific feeling for my users. Let users understand what my site is for the first time and keep the most interested customers.

9. Increase product awareness so that each category of products are equipped with detailed instructions and introductions.

Since you are doing a website, you should be as professional as possible, not to mention that you can't simply believe that the smell of wine is not afraid of the depth of the alley, and no matter how good your product is, you need to promote it in the website. In addition, the detailed product description will multiply the professional nature of the product page, and let more users understand our products deeply and strive for potential customers as much as possible.

In addition to the description, the product category can also make a small expansion to the function and efficacy of our products, and attach some production methods or other uses of the products, which can let users know more about our products.

10. Structural layout enriches the content

After the above keywords and other information has been established, it is time for the website layout organs and specific content, on the website, according to the search engine spider crawling rules, reasonable layout of content and keywords, can make the site achieve an exquisite search engine friendliness.

In addition, it should be noted that on the page of the website, try not to present flash and JS special effects, use as few pictures as possible, and add alt attribute tags to pictures to facilitate search engines to identify the meaning of pictures.

Anyone who has done a website knows that if a website uses a lot of FLASH animation and picture elements, can the site be fully displayed in less than 3 seconds? If not, how many people will wait for another three seconds? For Internet users, what they can no longer bear is waiting, which can't be shown in 3 to 7 seconds? OK, turn off the reader, for another company, this product is not the only one to do this product, at this stage, the site to choose text elements for the search engine is the best, we should try to use less FLASH animation, together pay attention to participate in alt features in the picture.

11. The content of the website should be diversified as much as possible to reflect the characteristics of being close to users.

On the enterprise website, many friends take spoon-feeding sharing. For example, every day, webmasters only update articles according to their own preferences, and many webmasters do not consider users' preferences at all. The most obvious performance is some mall sites. In addition to publishing a large number of product information, Ma Haixiang found that there are still a lot of key issues that users pay attention to, such as consumption of a certain amount of free gifts. Are there any discounts in the near future? If it is a holiday, is there any special preferential policy? What I see myself are only some simple and stiff rules and regulations, such as logistics information at the bottom, contact information, after-sales service and so on.

What Ma Haixiang means here is not to deny what everyone has done, but to reflect these details in the process of updating the content of the website in a special column, so that users can understand the products. When it is clear that they can get real discounts in the process of consumption, these articles had better stick to it for a long time, because it is indeed a good way to increase user viscosity and attract users to pay attention to the website.

12. Multifaceted page design enhances the professionalism and reliability of the product.

In fact, the webmaster has another function of attaching product descriptions under each category of products, that is, to increase the professionalism of our website products as much as possible, of course, only product descriptions are not enough to support the professional nature of the products. In the process of website management, we should also make proper use of the website channel page to expand product knowledge and effectiveness. It will not only maximize the superficial role and potential value of the product, but also improve the professionalism of the site.

Of course, the site also needs to ensure the security of the transaction in the business process, which is the most critical issue, so we have to add our own contact information and account name in the design and layout of the site, so as to make users believe in our credibility.

In fact, user comments can also improve the credibility of our site, more importantly, reviews can also be cited by search engines as rich text (Rich Snippets) information of products on search engines. Regular updates can reduce the repetition of website content and further improve the originality of the site. After all, user reviews are unique.

13. Increase the channels for product promotion and make rational use of social media for sharing

In fact, many sites have adopted this method, the use of the share button can allow our website products to be promoted as much as possible. after all, there are many Weibo users now, if our products are good enough, then they will inevitably post our products online and advertise for us for free. If they encounter Weibo users with many fans, then the publicity effect is no less than advertising on local stations.

14. Make rational use of the home page for publicity

It seems to me a good way to link to the main product page with text links on the home page, product blogs and news content to the product page, or to set up navigation links for popular products (top 10) on the home page.

Although my website is still a small scale up to now, but in the actual operation of the website, I did not relax a little bit, because I know that the competition on the Internet is fierce, even if you are a grassroots webmaster, you should be full of confidence. Do not seriously do the site will eventually be swallowed by competitors.

15. Set up a website map

At present, many enterprise websites do not have a sitemap, in fact, this is very wrong. As the size of the website becomes larger and larger, the structure of the website becomes more and more complex. At this time, the search engine will visit your website through the sitemap to find and update it. Therefore, sitemap is very necessary.

This is the end of the article on "how to optimize online malls and product pages in the computer network". I hope the above content can be helpful to you, so that you can learn more knowledge. If you think the article is good, please share it for more people to see.

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