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Answers to the question about ranking product pages were provided by Google’s John Mueller, the person asking the question said he created content that ranked. When you look at the page however we see that it did not affect the search visibility of product pages. Mueller offered his thoughts on what should be done.
In his question, the person explained that he creates blog content that ranks well, but his products page does not. “So I’m doing SEO for an e-commerce website, pretty new, around eight months old. And it’s not a huge website. It’s got 30,40 products in total.
We sell green tea and herbal tea online. I’ve been seeing some movement with the efforts that we put in, regular back-linking process, on-page SEO, structured data. We are working a lot on our blog section because that’s where we see a lot of other competitors are doing.
So I think the efforts we are making there are falling in place. It’s just that the products page, they don’t rank well. They don’t rank at all.”
In general, I think it’s nearly impossible to successfully obtain links to product pages. However, those pages will struggle to achieve top rankings unless they are promoted. Ranking product pages is a challenge, as John acknowledged. Mueller said: “…I think that’s always challenging.
And I don’t think there is a simple trick to make that happen.” Next, Mueller suggested using the Google Shopping Feed since some of the content can appear in organic search results. Mueller:
“The one thing I would watch out for is if these are products of this eCommerce site, make sure that you have all of the merchant center set up correctly because I don’t know if this is in every country yet, but we do have kind of the Google Shopping Feed where you can …submit your products for free and then we can show those in the Shopping Search results.
And sometimes we mix that in with the normal search results. So that’s kind of a way to additionally get your products a little bit more visibility.”
Ranking products pages by optimizing internal links:
Mueller seemed very enthusiastic about internal linking from the blog articles to the product pages. Identifying what types of content people are interested in linking to, creating that content, and then asking for a link is a basic yet effective SEO strategy.
An embedded product page link appears within the content. As a result of the links obtained on the popular page, the important product pages can be linked as well.
Mueller: “With regards to the … products themselves, if you’re saying that some of your content like the blog posts are ranking well but the products aren’t then sometimes you can help that by making sure that there is clear internal linking between those things.
So the pages where you are seeing that they’re working out well, make sure that there’s really a clear linking from those pages to your actual products. My guess is probably you have some of that setup.”