How Product Information Management (PIM) Helps

There are a lot of questions regarding Product Detail Page (PDP) customization across the growing regional/national to major international brands.

How much can be automated?

Does it matter if some of them have repeats?

What do we do with variable products on a URL?

Can I use the product description provided by the manufacturer?

Problems with product descriptions then escalate with larger product catalogs and more complex technology stacks.

However, with an enterprise ecommerce stack, you can also find opportunities to automate many product detail issues and act quickly.

This is where PIM (Product Information Management System) can be both an SEO and user experience dream.

In addition to product description, PIM can help stakeholders influence the user experience and bridge the gap between a user discovering and researching products to complete their purchase.

For many people, PIM is just another part of the tech stack.

But it can improve user experiences and enrich the PDP (Product Detail Page) with important information from an SEO perspective.

For this article, I’ll rely on a combination of both, as businesses in the e-commerce industry such as Bain & Co. claim that companies that improve customer experience with tools can increase revenue. 25%,

Given that Google is working hard to improve user experiences on the web through core web vitals, speed, mobile friendly, EAT and more, Using PIM to Improve User Experience Keywords on Pages Might be more than just adding.

Often, the PIM is also responsible for the product imagery.

sometimes it can be digital asset management Systems work, but for the sake of this article, I’m going to assume that PIM handles them.

Automated product title tags and meta descriptions

Typically, a PIM will include a number of product-related fields, including, but not limited to:

  • Product Name.
  • Product technical specifications (color, size, material).
  • Product Description.
  • Product identifier (SKU, ISBN).

This information can be used edit title tag And Meta Description,

While Google is actively overwriting both elements, they are still processed and stored by Google.

Although only the title tag is included in the “ranking”, the meta description is still important from a CTR perspective.

Using PIM can help reduce duplication issues with title tags and provide a better document information architecture for Google.

You can do this by having the front-end platform (storefront) dynamically use the same information from PIM to populate the product detail page template.

This information can also help Google provide content for highly-specific queries and return URLs from your site that are not otherwise in the Immediate Services index.

Including more information in the title tag and meta description helps Google make a more accurate rewrite of your title tag and meta description.

This helps you avoid accidentally giving the user misleading information and a negative search experience.

Automatic Product PDP Description

Many product pages contain generic product descriptions that are likely to be provided by the manufacturer.

Duplicate product descriptions are usually not a problem because the content of a PDP is more than just the written words. This is the value proposition of the page as a whole.

Its purpose is to make the duplicate description a supporting element of the page and not the focal point.

Google’s John Mueller Has been confirmed That this doesn’t create a penalty scenario, and it’s only a problem when they don’t want to show multiple results by just listing a single item.

The way around this is to use PIM to add value.

For most queries related to “general” products, Google expands search results to include a mix of local and online results.

This means that Google will have to decide whether to rank local or “best” sources with duplicate value propositions.

Most PIMs contain stock data, and most businesses operating online and offline will have integrations that allow you to include the following information and elements on the PDP:

  • Availability in local stores (You can personalize this further if you’re logged in to show availability in stores near your set location preferences).
  • delivery lead time For home delivery.
  • lead times pick up shop,

This gives the page another beneficial purpose and a reason for Google to choose to rank your PDP over others.

Classification and Defining Relationships

In most PIMs, you can define taxonomies and relationships with other products within the database.

This information can be used, along with personalization elements, to create additional content blocks (and additional value propositions) on the PDP page, giving it additional user value.

You can also use these elements to encourage both cross-sell and up-sell, improve user average order value (AOV), and help you choose the right complementary products.

For example, purchasing a lamp from a page that lists the correct bulb as a related product saves the user time and effort in determining (and finding) the correct bulb.

Taxonomies and tags can also be integrated with most internal site searches, so ensuring that key products and variations are correctly tagged and have accurate taxonomies can help users search for products on your website. Huh.

key takeaways

PIM is an underused asset in the ecommerce SEO arsenal and can be overlooked or viewed as “not part” of a marketing toolkit.

Involving PIM stakeholders in marketing meetings with those responsible for extracting PIM information in an ecommerce storefront can help you find opportunities to further increase the SEO value of your product detail page.

It can also provide additional opportunities to improve user experience, conversion rates, and AOV.

The more specific and descriptive your product pages are, the more likely Google and other search engines can determine their relevance to queries by highly motivated searchers looking for products like yours.

Use the tips above to maximize the value of your organization’s PIM to make it work for your SEO goals as well.

And if you’re just getting started in ecommerce SEO or are looking for a best practice checklist to make sure you’re making the most of all opportunities, you might want to check out Ecommerce Product Page SEO: 20 Dos and Don’ts,

more resources:

Featured Image: 13_funcode/Shutterstock

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