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Search Engine Optimisation for Products

Whether you’re launching a new product or building a web presence for yourself, when you’re trying to sell online you have an important problem to solve. How do you get customers to find you?

People who find your products or store online through search engines are most likely looking for your products so they’re more likely to buy something.

You can use search engine optimisation (SEO) to improve your ranking on search engines to help more customers find you and your products online.

If someone is going to search for a plant pot, they’re not going to type “pot” or not necessarily “plant pot” into a search engine. They’ll most likely search for something like “ceramic plant pot”, “sgraffito plant pot” or “white and black plant pot”.

Quick Tip
Do your best to insert various keywords into your product listing in a readable, natural way. Search engines like to serve relevant, readable content to its users.

So with the above logic in mind, for your products to have the best chance of appearing in results, your pages should be built around buyer-focused keywords. 

Diversify your product titles

If every product on Crafter’s Market UK has the same title or description, “Fruit bowl”, then search engines, and your customers, have no way to identify the differences. Give each page a specific title with its own set of keywords/focus.

In our fruit bowl example, diversity your product by inserting descriptive information into the title, “Large Handmade Speckled White Fruit Bowl”.

Be descriptive with the right balance of keywords

It’s easy to get carried away and fill your product page with every single possible keyword thinking it’ll help. “Fruit bowl for sale, speckled white bowl custom made with speckled white clay” for example. The problem there though is, it’s not very readable and doesn’t help the customer out.

A lot of product pages are far too short and lack keywords entirely. Describe your product using terms your customers will search for whilst providing useful information like sizes, material, ingredients etc. Put yourself in your customers shoes and think what you would want to know before purchasing your product.

“Treat your home décor to something special with this handmade speckled white fruit bowl made in Chipping Sodbury using locally sourced stoneware clay.

This handmade ceramic bowl is wheel thrown by myself. The interior is glossy white and exterior left unglazed. This bowl is high-fired stoneware fired to 1280 degrees, making it hardwearing, robust and durable. All items of this range are oven proof, frost proof, microwave proof and dishwasher proof.

This fruit bowl measures 20cm wide by 10cm high and would happily hold fruit or any other snacks or bits and bobs.

Please note: You will not necessarily receive the bowl in the picture but it will be very similar with the same glaze, each item is hand thrown so they may vary slightly from one item to the next.”

As a lasting piece of advice we typically would recommend at least 250 words on your product page dedicated to selling your item. Remember, quality over quantity!

Updated on 17 July 2021

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