Should I use individual product pages for different formats of the same product?

[HarborOneBank]

Hi All --

I'm working with a publishing client who is launching a new site. They have a large product catalogue offered in a number of format types (print, ebook, online learning, packages) with each one possessing a unique ISBN code. From past experience, I know that ISBN codes can be a really important ranking factor.

We are currently trying to sort out product page guidelines. The proposed methods are:

1. A single product page for all formats. The user then has the option to select which format they wish to purchase. The page would contain all key descriptors for each format, including: individual ISBN, format, title, price, author, etc. We would then use schema mark-up just to assist search engines with understanding and crawling. BUT we worry that the single page won't rank as well as say an invidual product page with a unique ISBN in the URL (for example: http://www.wiley.com/WileyCDA/WileyTitle/productCd-0470573325.html)

Which leads to the next option...

2. Individual URLs for each format. We understand that most e-commerce guidelines state you shouldn't dilute link equity amongst multiple pages with very similar products and descriptions. BUT we want searchers to be able to search by individual ISBN and still find that specific format within the SERPs. This seems to rule out canonicalizing, because we don't prefer one format over the other and still want say the ebook to show up as much as the print version.

If anyone has any other options or considerations that we haven't thought about, it would be greatly appreciated.

Thanks,

U

[arjen.koedam]

There are a few things I would take into consideration before deciding to implement individual product pages for different formats of the same product.

Next to the arguments you mention for not using individual product pages for different formats of the same product, I see a few more:

1. To prevent duplicate content issues, you will need to invest more in content creation (only 2 options per product will already double the costs)
2. It is not easy to create truly unique pages for different formats of one product
3. Link juice and social signals will be spread over more pages and for that reason diluted
4. People expect to see all different formats of the same product on one page. You have to find an intelligent way not to loose 'ebook customers' who enter the site via the 'hard cover page'.

There is however one strong argument for using multiple URLs for different formats of one product:

1. Every extra page you create is a SEO opportunity. The more pages you have the more keywords you can target.

One last remark on ISBN numbers: Is the search volume on ISBN numbers high enough to target your SEO efforts on these?

[LesleyPaone]

I agree with the other poster, just use one url for each product, don't create pages for each variation. The content will be a nightmare to try to write, especially from the time > gain aspect of things. One option you have is using a shebang to determine which product is selected in the page. Something like

Link to hardover book

site.com/book-name.html

Link to paperback

site.com/book-name.html#!paperback

Link to ebook

site.com/book-name.html#!ebook

ect.

That would be what I would recommend to a client and have them use. Then you can canonicalize at the url without the shebang, but still offer the variations and have links to the variations.

[Laurean]

No, I would not.  In fact, I just signed two new online product companies for SEO, and I'm taking them away from different product pages for each variation of the product.  Here's why:

(1) Confusing Google not good.
You will confuse Google all to death if you have 4 different product pages for your BOOK.  One for online, one for ebook, hardback, paperback, etc....    You need to be clear on which page you want Google to land when I search for "the best book ever"

(2) Risk Duplicate Content
By putting the same book/product/service description on each variation page, you risk being tagged for duplicate content.  Again, this upsets Google.  Don't do that.

(3) Lack of Content Depth
You will get tired and burned out on writing details on all those products, you will cut corners, and your content will end up being short or non-descriptive.  Better to write one very long product/book/service page and have buttons that allow customers to add the variations into their cart from that page.  In this way, this particular page will have deep content, images and everything else Google loves, and it won't be confused one bit on what you are trying to rank for.

I've got my work cut out for me on fixing these two product pages, so at some point I'll have to follow up and share the results on my little scientific experiment.  My money is on my theory.  Bet yours is too!