Should I Have Different Keywords for Every Product?
Posted: Jul 01 2016 / Richard Bairstow / We are Underground
Product Titles and Keywords. The Repetition That Google Ignores
If you write and produce content for a blog, you know that the title of your next post is crucial for SEO for at least two reasons.
The first is that it needs to be specific to the content of your post and contain keywords optimised for natural search. You can get super critical about this by using keyword relevance tools, and some people do that. Try to be realistic, though. Using too many keywords make your title read like the worst poem ever written.
The second reason is more to do with the unique nature of your title and recognising that it in itself is an <H1> tag.
<H1>means Header 1 and, like the page title and meta description, search engines take it as a strong indicator as to what a page is about. Each page should cover one main topic/keyword and so should have only one <H1> tag. Any sub-topics should come under lesser header tags, such as <H2> or <H3>, so as to give each page a logical structure and to make the main topic/keyword obvious to search engines.
Google scans your H1 tags, and that is the problem that online stores have when optimising for search.
For a long time, Blogs have been a major part of any online initiative. It took a long time to understand why, but it's really about creating fresh content with regularity - feeding Google's hungry mouth.
But What About Products and Repetition?
Without getting too specific, try to be agnostic when it comes to your product type. Leave that to your collection titles. If you think about it as a pyramid, you have your Product Type 'T-Shirts' at the top, your Collection Title 'Summer T-Shirts 2016' in the middle and your product titles forming the base foundation.
By doing this, you have a much better chance of avoiding repetition in your product titles. The customer (and Google) knows that your product is inside Product Type / Collection so you can free yourself up to be creative without using the product type Keyword over and over again.
Whilst you do need to include the keywords that you want a page to rank for, you don’t need to keep repeating them. Using a keyword a couple of times in the written content of a page is sufficient. Search engines recognise and give credit for words and phrases closely related to the keyword, and they also have the page title, meta description, header tags and image alt tags to determine what keywords to rank the page for.
When you are naming your products, put yourself in your customer's position and pretend that you are searching for the product.
Take clues from the look and feel the colour and features of your product. Do a few test runs and see where your competition places for certain keywords.
Most people don't do this, and it's a little odd considering that they are about to go up against potentially thousands of other products across multiple established and popular stores.
The aim is to offer unique titles to search engines. As soon as they see repetition, they begin to downgrade your site. Also, be aware that Google will usually display Google Shopping products first (we will cover this in a future post. Shopify offers a handy Google Shopping App, bu the setup is a bit convoluted) followed by a paid advert, followed by stores like Amazon because they are extremely popular. After that, you begin to see the independants. Your job is to place higher than Amazon et al. if you can, but definitely at the top of the independent stores.
Try using the method above and tell us what happens in the comments below.
Richard Bairstow is the founder and CEO of We are Underground and is recognised as a leading authority in the Shopify Theme marketplace with 5 of the best selling published themes within the Shopify theme store and over 20,000 active Shopify customers.