Advice on improving ecommerce product detail pages to rank better in google search results.

[isntworkdull]

Hi all,

I run an ecommerce website, not a great ranked site, however i want to try and improve the product detail pages. To do this, i am first going to focus on 1 page (this one: http://goo.gl/eS62SU)

If i type the product code directly into google.co.uk search i am on the 8th page (see https://www.google.co.uk/#q=hac-hfw2220r-z&start=70) which is a bit poor to say the least.

I see this kind of thing for a lot of my products. Hence, i am going to see if over the next month or two i can get this one page moving up the rankings purely with on page optimisation.

I would like to ask a couple of things:

1. Is there anything that jumps out at you as to why that product detail page could NOT ever rank well, i.e some code / set up of page etc that prevents google ranking it

2. Any advice you could give that might improve that page in rankings for its product code.

FYI - I can not change the dynamic URL, I only have control over such things as product name / summary / features / spec etc

any advice welcome

[EricaMcGillivray]

Took a quick look at the page, and nothing majorly technical jumped out at me as preventing or hindering page rankings. I always suggest making sure your site's set up in Moz Analytics and looking at the crawl diagnostics, which show a lot of common technical problems. (If you haven't already, of course.) I did notice that on your example, the title tag is too long and Google truncates it.

For e-commerce, the big separator between leaders is content. The more you can create unique content about your products -- start with the most important ones -- the better off you will be. Make sure you have unique product descriptions. People love video. And people also love solutions or knowledge about how to use the product and what it will solve for them. You do a great job at listing the specs and features, but what's the value add? A quick look at the competition in the SERPs shows that your competitors, they aren't doing a good at this, and it would set you apart.

Additionally, I also noticed that your site in general has a pretty low domain authority, and the product page in question doesn't have any backlinks. These will definitely affect your rankings. Before jumping on building links, I highly suggest reading our beginner's guide to link building, which will walk you through the pros, cons, and best practices to build links as you don't want to get into trouble with Google over links.