E-commerce SEO: 5 Lessons the USA and Emerging Markets Can Teach Us

If you’re running or working in an e-commerce business, you’re probably all about getting more traffic and increasing sales through organic search. With SEO, you can target a wider range of keywords (since PPC usually focuses on high-intent, commercial terms) and even beat bigger players with equally bigger paid ad budgets  

This guide breaks down some of the basics of e-commerce SEO Product Detail Pages while sprinkling in some fresh, standout tips inspired by examples from the USA and emerging markets. These insights can help you get a solid edge over your competition. 

Well, a little context on Product Detail Pages (PDPs) first 

Google SERPs with an e-commerce intent are increasingly moving away from the traditional “blue links” results. Sponsored Shopping Ads and Organic Product Listings are becoming dominant, particularly in the U.S. (for now).  

Here’s an example of a SERP (search engine result page) in Ireland and the U.S. for the same query: 

The U.S. version looks like a Google Shopping tab, doesn’t it? But it has paid and organic results in there, all very visual and linking directly to product pages rather than category pages (which is what the Irish version does). 

But Google goes a step further — it is essentially creating its own version of a category page right on the SERP (Amazon style!), with filters and refinement tools to make navigation and purchase easier.  

With that in mind, investing in a rich product page – including product-specific structured data – is even more important to get a better chance of ranking among other competitors (that will have the same or very similar products displayed).  

Here are a few examples of what you can do on PDPs that stand you out from the basics: 

1. Capture people’s attention right from the start 

A fun and engaging brief description of what your product is and what it’s good for is the first way to catch users’ attention: 

                                      North American e-commerce REI.com 

2. Be thorough and specific in your product descriptions  

Steer clear of generic texts that can apply to multiple products or copy that comes straight from the suppliers (I bet with you that loads of other e-commerce websites will be using the exact same text). Even a simple dress description can be tailored to be detailed and unique! 

They’ll do more than boost your organic visibility (Google favours fresh, unique content); they’ll also strengthen your product’s appeal, persuading potential customers to make a purchase. The result? Higher conversion rates and increased overall sales. If you have millions of SKU’s, you should look into automating e-commerce content initially and moving to an editorial review before launch.

3. Create videos displaying the product or explaining it 

Videos are engaging and improve your conversion rates (you can read all about videos for e-commerce here).  

For fashion retailers, catwalk videos offer consumers a dynamic view of how a product fits and looks from multiple angles, bringing the clothing to life: 

                                                 Brazilian retailer Lojas Renner

If you’re selling products that need a bit more explanation — whether it’s installing an appliance, selecting a smartphone, or choosing the right camping gear — providing clear, informative content can be invaluable to your audience. It helps them make confident, informed decisions and enhances their overall experience.

As an extra, your video might even be featured in Google’s SERPs, depending on the search intent of the query. 

4. Use images in context

Images in context allow users to imagine themselves using the products. A prospective buyer can see him/herself using a product when they see another person using it too. ​ 

​Chinese retailers like Shein and AliExpress use this all the time. Looking for beachwear? Images of people at the beach or swimming pool: 

Buying a cardigan or a jacket instead? Imagine yourself having a warm cup of coffee on a winter day: 

Images are more real to a visitor on your site when they show the target customer. Studies also reveal that customers prefer isolated product images (like a white background) during the evaluation phase but gravitate toward contextual imagery when deciding to make a purchase. You can read more about images in context for e-commerce companies here and here. 

5. Allow Product Q&As 

Allowing people to ask questions about your products and displaying them on your product page is a great SEO tactic because it’s user-generated content (UGC), something that Google has pushed in its most recent algorithms updates (yes, that includes the huge amount of Reddit threads you’ve been seeing in search results).  

Plus, every new question and answer brings fresh content to your page (which we’ve established that Google likes!) and helps clear up things other potential buyers might be wondering about too. 

If you need any help with your e-commerce SEO, we’d love to hear from you and have a chat! From boosting your site’s visibility to optimising content for conversions, we’re here to guide you every step of the way.