Most eCommerce stores are built with Magento, Shopify, WooCommerce or BigCommerce. Whilst we’ll be focusing on those platforms, these product meta-optimisation techniques apply to all eCommerce platforms.
What Are Product Meta-Titles and Descriptions?
Whilst 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 meta-description for you.
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The product meta-title and meta-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 meta-description SEO are to explain to the search engine what this page is relevant for and for which terms it should rank. That makes meta-title and meta-description optimisation an important part of your eCommerce SEO strategy.
Product Meta-Title Length
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!
Tips For Optimising Product Meta-Titles
* Keep product meta-titles below 55 characters.
* Make each product meta-title unique. Even if there is a very similar product, include the size or colour or pack size to differentiate it from other products.
* Include the most likely search term at the beginning; “black cocktail dress with scoop neck size 10 – my brand” is likely to be better than, “my brand – size 10 black cocktail dress.”
* If you’ve room, try to include a benefit in your product meta-title. Remember, this meta-title is likely to show in the search engine results: if it’s a more compelling title, it’s more likely to get clicked! “Dresses from £7” or “free delivery” might work well.
* Your eCommerce platform may be configured to automatically append your brand to each meta-title, taking up some of the 55 characters. You’ll need to check configuration to see if this is the case.
Product Meta-Description Length:
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 product meta-description may be truncated in search engine results, missing valuable words from the end of your text.
Tips for Optimising Product Meta-Descriptions:
* Avoid duplicating product meta-descriptions where possible. Whilst it’s possible that you’ll have many similar products and meta-description products, include elements such as colour, size and weight in each product meta-description to help make the meta-description unique.
* Include meta-description keywords and the most important terms at the beginning of the product meta-description. These are most likely to be the search term you’d like the product to rank for.
* If you have space, include a call-to-action such as: “buy today, delivered tomorrow” or “find your perfect product”.
Remember Google Shopping:
Optimising product meta-titles and meta-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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