Should I optimise low-performing product pages for SEO or remove them from our retail site?
Optimising low-performing product pages for SEO is generally more beneficial than removing them. By enhancing the content, keywords, and user experience of these pages, you can increase their visibility and potential to convert. Removing pages should be a last resort, as it could negatively impact your site’s overall SEO health.
The Importance of Optimising Product Pages
Product pages are the backbone of any retail site. They’re where the magic happens — where browsers become buyers. Yet, not every product page is a top performer. Some might lag behind, failing to attract traffic or convert visitors into customers.
Imagine you’re running a B2B software company. You’ve got a product page for a niche tool that’s not pulling its weight. It’s tempting to just cut it loose. But hold on. That page, with the right tweaks, could become a hidden gem. Optimising it for SEO could unlock new opportunities, reaching audiences you didn’t even know were interested.
Steps to Revive Low-Performing Pages
Before you decide to axe those underperformers, consider giving them a SEO makeover. Here’s how:
- Audit the Content: Check if the content is outdated or irrelevant. Freshen it up with current information and engaging copy. Make sure it speaks to your target audience’s needs and pain points.
- Keyword Research: Identify new keywords that your potential customers are searching for. Incorporate these naturally into your product descriptions, titles, and meta tags.
- Improve User Experience: Ensure the page loads quickly, is mobile-friendly, and easy to navigate. A seamless experience can significantly boost engagement and conversions.
- Add Social Proof: Include customer reviews, testimonials, or case studies. Social proof can enhance credibility and persuade visitors to make a purchase.
- Monitor and Adjust: Use analytics tools to track performance. Adjust your strategy based on what’s working and what’s not.
After you’ve optimised, give it some time. SEO isn’t instant coffee — it needs a little brewing. If you’re still not seeing results, then consider consulting a search engine optimisation expert to dig deeper.
When to Consider Removal
Sometimes, a page just doesn’t fit anymore. Maybe the product is discontinued, or it’s not aligned with your brand’s direction. In these cases, removing it might be the best option.
But don’t just yank it off the site. Redirect it to a relevant page to maintain the SEO value. It’s like redirecting a conversation to a more relevant topic, keeping the flow going.
Remember, every page has potential. Optimisation can breathe new life into low performers. But if a page is truly past its prime, removal with a strategic redirect is the way to go.