To help our shop owners get ready for the busiest sales weeks of the year, we’re re-sharing this post from our Shop Owner bootcamp series. All insights courtesy our performance marketing pro, Jeanne, who shows us how to make your SEO airtight — and drive shoppers to your store.
5 Easy Ways (Under 5 Minutes) to Get Your Products Picked Up by Google
We’ve already talked about various ways to get customers to your shop, but today we’re going to dive even deeper and talk about the importance of search engine results (SEO). Currently, organic search results are one of the top drivers to Shapeways. The more you can get your products in search engine results, the more likely a potential customer will visit your product page and make a purchase. Below are five tips to get your products search engine optimized in minutes.
#1 Use Specific Keywords in Your Product Titles & Descriptions
Your model titles and descriptions are used not only on your model page on Shapeways, but in search engine search results – a two for one! So, titles and descriptions with specific, relevant keywords will help your products appear in and get people to click (which helps it to surface even more frequently).
Action: You can spend a lot of time on keyword optimization, but here are two easy ways to get started:
If you were to search for your product, what would you type in a search engine? Make sure those keywords are in both your title and description
Be as specific as possible with your description, including all the peripheral search terms that might be relevant (synonyms, the category that your product belongs in, types of customization or personalization, etc.)
For example, if I title my product “Holiday Ornament,” the likelihood that my product will show up on the first few pages of Google is very low (there are a total of 22.8m search results). Sucks, I know. But if I title it “Custom holiday ornament with initial,” I’m competing against 8.7m search results. And in my description, I’ll write “Christmas or holiday ornament can be customized with initials, monograms, names, images, and is a great unique gift for your loved ones.” Sounds wordy, but it works.
#2 Update Titles & Descriptions to a Certain Length
Anything too long or too short is suspected by search engines to be of low quality. There is a min and approximate max, and you are penalized with less opportunity to turn up in search results for it.
Action: Titles should be about 6 to 8 words (55 characters), with the most important words in the beginning. Descriptions should be at least 15 words (160 characters) with keywords described above in it, as that’s the snippet that gets viewed in search results so you want it to be enticing! Use natural language (the way you would normally talk or write) in your descriptions, including facts and statements to help viewers see the value of your product immediately.
#3 Give Your Images Captions with Keywords
A picture is worth a thousand words. Your product photos should be clear, product-focused, well-lit, show materials variety, and be in as high a resolution as possible. More and more people are finding Shapeways products through image searches on search engines (i.e. Google, Bing, etc). Including a clear photo and a description with keywords will increase the likelihood it will get picked up in image searches (known as an “Alt text”).
Action: In the Details tab of your model, fill in the image caption with keywords, starting with the ones most relevant to your product. For example, for this ornament I created with Shapeways ornament creator, my caption is “Custom Christmas holiday ornament with organic design”
#4 Every Product is Unique, so its Title and Description Should Be Too!
Every model should have a unique title and description. Duplications are penalized by search engines because it assumes the viewer won’t have a good experience if there’s a lot of too-similar content. Unique titles and descriptions will help your products get shown by search engines.
Action: Give your product titles and descriptions. Your products are unique and their titles and descriptions should be too. little bit different is better than no difference at all.
#5 Your Shop Description is Prime for SEO Opportunity
Your shop page is full of opportunities for search engines to pick up, with your product and their titles, image alt text, and the robust area to write in a shop description.
Action: Update your Shop Description in your Shapeways Shop Settings with examples of your products types, your background and your expertise designing them. Feel free to elaborate on your designs and products, as the more relevant keywords on the page compared to non-relevant keywords, the better.
Bonus: Also add an extended description for your shop page.
Search engine optimization is a time-intensive and ever-evolving process, but the key tenets are consistent: quality content, natural descriptions, and following basic guidelines will go a long way.
What keyword search do you wish you were the #1 result for?
This post has been updated by Angela Linneman.