Increasing Product Listing Visibility
A new study by Content Analytics is shedding light on the attributes that increase product visibility on major e-commerce sites like Walmart.com and Amazon.
The study, which analyzed more than 17,000 product pages, found that the most visible product listings on e-commerce sites are those that contain the complete search query in both the title and description, such as “moisturizing shampoo” or “cell phone cover.” In fact, the data found that products with the complete query in both the title and description ranked on either the first or second page of the search results. Conversely, those with the search query in just the title or description ranked on pages three – six, while the products that did not include the query or used it sporadically ranked on pages seven – ten.
“E-commerce SEO is one of the most critical tools for brands because it is impossible for people to buy a brand’s products if they can’t find them,” said Content Analytics CEO Dave Feinleib. “Our research shows that optimizing descriptions and titles for search queries can move a product up from page seven to page one in a retailer’s search rankings, and mean the difference between items being passed over or purchased.”
It is important to note that Content Analytics’ study reveals product listings that include images and videos also tend to rank higher than those that do not. For instance, the data shows that product listings that include images are nearly 150 percent more likely to appear on page one results that those without. Moreover, listings with videos are 200 percent more likely to appear on page one.
“Images and videos are vitally important in grabbing and keeping a shopper’s attention,” said Feinleib. “Amazon, Walmart and Unilever are prime examples of companies that have mastered the use of online visual merchandising to increase click-through rates. Meanwhile, thousands of other brands and retailers are failing to optimize their product pages with visuals that pique a shopper’s interest and differentiate their items from the competition.”
Lastly, the study notes that product reviews can influence page rankings, however, it has more to do with the amount of reviews than the type of review. For example, Content Analytics’ research reveals that product listings with 20 or more reviews are more likely to appear in the first five pages of the search results. That said, listings with more than 80 reviews are likely to appear on page one.