Most eCommerce stores are built with Magento, Shopify, WooCommerce or BigCommerce. While we’ll be focusing on those platforms, these product meta-optimisation techniques apply to all eCommerce platforms.
While you’re adding products to your eCommerce store, you’ll be giving each a title and a description. Most eCommerce platforms will automatically use this to create a meta title and description for you.
The meta title and description tags are part of the HTML code on each product page and can (and almost certainly should) be optimised separately for search engines.
The meta title and description SEO explain to the search engine what this page is relevant for and for which terms it should rank. That makes optimisation an important part of your eCommerce SEO strategy.
In 2017, the recommendation for meta title length is around 55 characters.
The title length has decreased in recent years with the growth of mobile search. Where mobile devices have smaller screens and less space, longer product titles will often be truncated.
Your eCommerce platform may well allow you to input more than 55 characters, but it is possible that a searcher will not see anything beyond that in the search results. It’s important to get the main points in the beginning of your product meta-title!
In 2018, the recommended meta description length is up to 300 characters, which is a reasonable amount of space!
As with meta titles, you can exceed this guideline, but your description may be truncated in search engine results, missing valuable words from the end of your text.
Many eCommerce platforms use meta titles and descriptions to output a Google Shopping feed or directly to the Google Merchant Center via the API.
Optimising product meta titles and descriptions for SEO also means that you’re optimising your product feed too. That should help your products show up more often in Google Shopping results – assuming that’s part of your eCommerce strategy, of course.
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