You’re getting your shop ready for increased holiday traffic and joyful holiday shoppers. But there’s one (very important!) element you’re likely overlooking: product pages. The individual pages for each product play a role in how easily your customers are able to find your products via search. You’re already aware of how you can drive more traffic to your shop with different search engine optimization tactics. But holiday shopping takes looking for the right online apparel to the next level. Customers looking for specific holiday-themed designs or holiday-decorated products will be searching with those holiday keywords. Give a little extra love to your product pages this holiday season. Then shoppers can find—and buy—your seasonal art.
Serious Holiday Shopping
In order to optimize your product pages for shoppers, it helps if you understand holiday online shopping behavior (a different beast than any other time in the retail cycle). The holiday shopping season doesn’t start on Black Friday (the day after Thanksgiving). It’s earlier. Big brands start promoting holiday deals in the beginning of November or just after Halloween.
And while shoppers are looking to find gifts for a long list of people (not just friends and family but coworkers, neighbors, teachers, and others), they’re also likely to include a few easy add-on purchases for themselves. So make sure your shop offers a wide range of products. (You want to have something for everyone.)
Most people agree, in fact, 75% of United States shoppers in a survey from October 2017, whether or not they’ll eventually buy in traditional brick-and-mortar stores, product research begins online. People use product pages to make comparisons and ultimately, purchasing decisions.
What’s in a Name?
It’s somewhat intuitive that your product name actually plays a huge part in how easily your products are found online. While it’s fun to name designs quirky, niche titles, it’s better for search if your title relates to the content. Make it easy for customers visiting your shop to find the exact holiday design or product they want.
Including key descriptor words in your title is a great way to get your product found. Don’t stuff your product titles full of a nonsensical string of keywords, but do include relevant ones. Take a look at our guide to using keywords in your online store for a quick refresh. You can use the product descriptions to get more creative and playful with your brand voice. But if your design depicts Santa riding a sleigh in the classic ugly holiday sweater style, consider including those main ideas in the title.
Make sure not to load your product titles with a string of keywords like “Cat Gift Awesome T-shirt Christmas Birthday.” Google—and Artist Shops—frowns upon keyword stuffing. Always reword your keywords to make the product name relevant to the design not the category, color, or purchase season.
Focus on Product Descriptions
Once you’ve uploaded your design and added it to products, it’s easy to feel like you’re done. But you’re not. Each product page can be updated to include a description with relevant details a consumer might want to know about it (i.e. material, fit, size, special features) and important language for searchers. Your product description serves as a place for customers to learn, your brand voice to shine, and keywords to help your product’s SEO.
If your brand’s a little edgy, punny, or goofy, make each product description reflect that tone. Then include relevant keywords in each description. And of course, highlight all holiday-specific designs so they can be easily found. Get as detailed as you can. Describe the design, how it works exceptionally well on each product, and why.
The product description is also what’s seen in the link preview when people share links on social. You can use HTML for bolding text or adding relevant links in your product descriptions.
Your product descriptions also serve as your meta descriptions on search engine result pages (like the text under the search links on the pages that pop up after you search for something on Google). So it’s worth putting in a little extra effort to make sure each product page has a description that reads well, is error-free, and includes holiday search terms when relevant.
Spread the Joy and Sell More
Get your shop ready for holiday shoppers with a few extra steps for each product page. Thinking through your product titles, keywords, and descriptions will make it easier than ever for customers to find their holiday gifts in your shop. Add some fresh holiday designs, diversify your product lineup, and put some care into product pages for a happy holiday season of earnings.