This week’s Ask an SEO asked :
“We’re getting penalized by Google for thin content, but many of our products naturally have similar descriptions. What creative solutions have you seen work for ecommerce sites with large, similar product catalogs?”
This is a question that comes up a lot, and the answer is easy. Don’t optimize or worry about your product pages (PDPs). Product pages do not need to rank on their own unless it is a signature product. When someone looks for a specific product, that product page will show. If you try optimizing all of your product pages individually, they’ll compete against each other, and none of them will win.
Instead, try this:
- Add variant schema to your product pages vs. unique descriptions and content for each.
- Optimize your category/collection pages instead of your product pages.
- Build strong internal links.
- Create relevant content on your blog and supplemental pages to establish authority.
- Work on building external signals.
Variant Schema
Variant schema lets you take the same product with different sizes and colors and not have to struggle with optimizing for each one. It groups them together and works directly alongside your canonical links. Instead of writing 15 unique pages about the same product, you only need to do one and let variants handle the rest.
The canonical links will guide search engines to the main version and let them know which colors, sizes, and styles are in stock and what you sell. If your site is trustworthy enough, your product pages should be able to compete in the search results and get the traffic for specific product-based queries.
Optimize Collection Pages
Collection pages are the better solution to optimize when a lot of the products are the same. When FAQs, solutions, and consumers’ questions apply to multiple products, group them together and build the copy around this collection. You can answer the users’ questions and let them know your products or services solve their needs, and the search engines are smart enough to know you have the products.
Internal links can point to the specific products, and the filtering lets people match compatibility, whether it’s clothing sizes, versions of software or tools, or colors of products. This makes less work for you and the search engines, and you’re not building pages that will naturally cannibalize themselves.
Use Internal Links
Your internal links are going to be your best friend here. They help define what each product, brand, size, etc. are and the purpose. The wording you use matters, as this helps define what the person and the search engine will find on the page.
If you say baggy T-shirts for lounging, which could be terrycloth or bamboo, vs. baggy festival T-shirts, which may be cotton, since it is easier to clean. These are both the same style of T-shirt, but use “modifiers,” which are modified versions to define the purpose and use, so they don’t compete. The collection that houses both styles of…
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