Learn how to optimize all the key elements of your DTC (direct-to-consumer) product pages - from basic content and enhanced content to reviews.

1. @TonyVerre
DOMINATING DTC
PRODUCT PAGE SEO

2. @TonyVerre
Tony Verre
VP, eCommerce @ Integer
12+ years of search, SEO & eCommerce experience
Husband, father & soccer taxi
Improviser, sketch writer & nerd

3. @TonyVerre
RTBs FOR DTC

4. @TonyVerre
eCommerce generated
40% of the sales growth in
CPG for 2019
Total US eCommerce
sales projected to grow
15% in 2020
In early 2019, 33% of the
largest CPG companies didn’t
reference “eCommerce”
PEAK ECOMMERCE GROWING USE WHITESPACE

5. @TonyVerre
THIS IS THE WAY

6. @TonyVerre
MARKETPLACES
vs. DTC

7. @TonyVerre
TALE OF THE SEO TAPE
DTCMarketplaces
Optimize website architecture and categories?
Optimize URL taxonomy and naming conventions?
Rework and optimize product detail page layout?
Optimize basic and enhanced content?
Personalize the consumer experience?
Innate ability to rank well in search engines?

8. @TonyVerre

9. @TonyVerre
PRE-WORK:
UNDERSTANDINGYOUR CONSUMERS

10. @TonyVerre
DISCOVER SEARCH BEHAVIORS & INTENTS
Need States
Research &
Discovery
Awareness
Purchase
Reviews What need(s) is the consumer trying
to solve with the product or service?
The primary search terms and
phrases consumers start their
service or product discovery
Start narrowing brands like, “[brand] review” or
“[brand] + product,” consumers use long-tail terms
“[product/service] near me”
“[product/service] + price”
“[brand] + coupon”
product-specific criteria
90% of consumers say that
buying decisions are
influenced by online reviews

11. @TonyVerre
KEY PRODUCT PAGE
SEO ELEMENTS

12. @TonyVerre
DETAIL PAGE
LAYOUT

13. @TonyVerre
DEFINE:
Structuring information on a
webpage for clear wayfinding and
calling out important information.

14. @TonyVerre
STEAL THIS DETAIL PAGE
Amazon has permanently
impacted how we want to see
and navigate product detail
pages over the last 15 years.
Don’t reinvent the wheel –
tailor it to your business needs.
Images
Add to Cart
Price
Variations
Shipping
Product Name
Product Features
& Benefits
Additional Product Content & Rich Media
Customer Reviews
Product Rating
Alternatives / Personalization / Also Liked
Product Q&A
Product Description

15. @TonyVerre
STRUCTURED DATA FOR DETAIL PAGE ELEMENTS
- Tells search engines how your site is structured
- Provides users with a quick way to move up and
down the architecture
- Likely to be used in SERPs as markup
BREADCRUMBS CONTENT HEADINGS
- Provides structure and context of page content to
readers and search engines
- Product title should be the only H1; Section headers
should be H2 or H3 and consistent across pages
- Content should do the heavy lifting for SEO

16. @TonyVerre
PRODUCT
CONTENT

17. @TonyVerre
2 TYPES OF PRODUCT CONTENT
Basic Content Enhanced Content

18. @TonyVerre
KEY SEO AREAS FOR BASIC PRODUCT CONTENT
Images
Add to Cart
Price
Variations
Shipping
ProductTitle
Product Features & Benefits
Product Description
Product Schema

19. @TonyVerre
BASIC PRODUCT CONTENT SEO – PRODUCT TITLE
Images
Add to Cart
Price
Variations
Shipping
ProductTitle
Product Features & Benefits
Product Description
ProductTitle
• Use primary product keyword
• Don’t “Title Stuff”
• Formulaic - [Brand] + [ProductType]
+ [Key Descriptor] + [Size]

20. @TonyVerre
BASIC PRODUCT CONTENT SEO –
FEATURES & BENEFITS
Images
Add to Cart
Price
Variations
Shipping
ProductTitle
Product Features & Benefits
Product Description
Features & Benefits
• Quick, scannable bites of the
most impactful or important
features
• Repeat primary keyword
• Use semantic keyword variations
• Use product specifications as
causality to benefits

21. @TonyVerre
BASIC PRODUCT CONTENT SEO –
PRODUCT DESCRIPTION
Product Description
• Use Features & Benefits as
an outline for description
• Elaborate on key product
specifications and benefits
• Incorporate semantic variations,
mid-tail, and long-tail keywords
Images
Add to Cart
Price
Variations
Shipping
ProductTitle
Product Features & Benefits
Product Description

22. @TonyVerre
BASIC PRODUCT CONTENT SEO – PRODUCT IMAGES
Product Images
• Use targeted image naming
conventions: [Brand] + [Product
Name]+ [Key Descriptor] + [Model #]
• Use targeted, descriptive alt-text
• Use lossless compression for page
load times
Images
Add to Cart
Price
Variations
Shipping
ProductTitle
Product Features & Benefits
Product Description

23. @TonyVerre
ADDITIONAL/ENHANCED CONTENT SEO
Key SEOTips
• Use targeted keyword headings
• Apply basic content image fundamentals
• Blow out select product features based on
search behaviors and intents
• Create Q&A about the product to drive
long-tail keywords; Answer Box potential
• Comparison chart to help drive internal linking
to relevant product pages; Answer Box potential
H2 H2 H2
H2

24. @TonyVerre
BASIC CONTENT PRODUCT SCHEMAS
TO BOOST SEO
Markups for Search:
• Name
• Offer
• Price
• Availability
• GTIN
• Description
https://schema.org/Product

25. @TonyVerre
Such a large bounty
for such a small package

26. @TonyVerre
Reviews

27. @TonyVerre
• 82% of consumers read a product review
before purchasing an item online^
• A product with five reviews has a
270% likelihood of purchase^^
• Over 40% of consumers use reviews to
judge a product’s quality instead of brand name^^^
Sources: https://www.qualtrics.com/blog/online-review-stats/^, https://spiegel.medill.northwestern.edu/online-reviews/^^, Salsify 2019 “5 New Rules to Tackle Shoppers’ Rising Expectations on Your Brand”^^^

28. @TonyVerre
DRIVE CONVERSIONS, TRUST, AND RICH RESULTS
Review Markups for Search:
• Aggregate Rating – for the product
• ReviewValue
• Review Count
• Review Rating – for individual reviews
http://schema.org/Review

29. @TonyVerre
SEE YOU AT THE NEXT SMX!
THANK YOU!