In the highly competitive world of e-commerce, every word and pixel counts. Many online retailers focus on broader, top-level SEO strategies, optimizing their URL and site structures, link-building campaigns, and content generation.
While these are no doubt important to maximize online organic visibility and generate conversions, two fundamental principles often prove exceptionally effective: high-quality product images and compelling product descriptions.
These two components, when optimized correctly, have a positive effect on conversion rates while playing a vital role in search engine rankings, page speed, and user experience (UX).
Let’s explore how crucial these two SEO optimization techniques are and how e-commerce site owners and marketers can optimize them for maximum search visibility and conversions for their products.
Mastering high-quality product photography
The saying “a picture is worth a thousand words” rings particularly true in the world of e-commerce. Top-tier product photography can make the difference between a sale and a bounce, as statistically, design elements (including images) are one of the first site elements that users notice when landing on a page through organic search.
Even for beginners starting their e-commerce journey, investing in a decent DSLR camera and basic lighting equipment is essential. Creating a bespoke setup where taking consistent, streamlined shots of your product range is an easy way to begin establishing a memorable, noteworthy e-commerce store. The more consistent you can make your product listings and imagery, the better chance you have at securing online conversions.
While entry-level cameras for beginners can suffice for basic product shots, the real magic lies in how these images are optimized for organic search.
Image optimization best practices
File naming
While filenames may not be considered standard optimization criteria, when uploaded to a site, their file location will be embedded within the HTML. As such, including filenames that offer context for each image helps search engines decipher what has been uploaded.
- Use descriptive, keyword-rich filenames
- Replace spaces with hyphens (e.g., “black-heel-shoe-side-view.jpg”)
- Avoid generic names like “IMG_001.jpg”
Alt text
Alt text (short for alternative text) is there to provide search engines with a natural description of what the image contains. Search engines cannot read images based on their content alone, and alt text also acts as a vital accessibility aid, helping users with visual impairments, for example, digest content using screen readers.
- Include relevant keywords naturally
- Describe the image accurately
- Keep it concise but descriptive
- Avoid using alt text like “product-image-1”
- Good example: “close-up of a genuine brown leather wallet held open”
Image compression
Site speed is tremendously important in modern SEO, with Google’s introduction of Core Web Vitals proving exceptionally valid. It’s estimated that users spend a few seconds on each page where, if it doesn’t load properly due to server overload, they will simply bounce and find an alternative page. Images are usually quite large files, so to reduce page load times, it’s important to compress them as much as feasibly possible.
- Compress images without sacrificing quality
- Aim for file sizes under 100KB ideally
- Use appropriate image formats (JPEG for photos, PNG for graphics)
- Implement responsive images for different screen sizes
- Use tools like TinyPNG or ILoveImg to reduce file sizes
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Technical specifications
Other technical image SEO suggestions include the following:
- Maintain consistent image dimensions across similar products, ideal for your product pages on both desktop and mobile
- Consider using one of either portrait or landscape images for the optimal page layout
- Use appropriate resolution (72 DPI for the web is ideal)
- Add lazy loading to deliver images below the fold when users scroll that far down
- Enable browser caching for images and heavy resources to reduce wait times and dispense cached pages more quickly to users from a local server
Creating compelling product descriptions
While quality e-commerce product images command attention, product descriptions help to close the eventual sale.
Product descriptions serve a dual purpose:
- Informing and educating potential customers about all the relevant product details.
- Providing search engines with relevant, indexable content that improves the page’s ranking potential.
How to write good product descriptions
Structure and format
As with any piece of content, product descriptions should have a logical hierarchy and flow to them. They need not overwhelm the page with swathes of text, but rather, explain relevant details that customers would need to know about the product, to which the image can then act as a good point of reference.
- Use clear headings and subheadings
- Implement bullet points for key features
- Maintain consistent formatting across products
- Retain a ‘quality over quantity’ approach
Content quality
Everyone has a different writing style and every site has a unique tone of voice. However, in a product description, it’s safe to assume that all users won’t read an entire description, even if it’s short and snappy.
It’s a case of including enough relevant technical information in a way that makes logical and contextual sense for the product.
- Bad example: “Nice blue shirt. Good quality. Fast shipping.“
- Good example: “This Oxford cotton dress shirt features a modern slim fit and wrinkle-resistant fabric. The azure blue shade complements both formal and business casual attire. Reinforced stitching at stress points ensures durability through regular wear and washing.“
Keyword integration
While your primary goal should always be to write descriptions that help your customers, including keywords strategically is invariably going to help your product page. Again, it’s a case of being methodical and mindful about their natural inclusion to what you’re writing about, and not simply including them for the sake of satisfying search engines.
- Include primary and secondary keywords naturally to complement the description flow and structure
- Avoid keyword stuffing as this is considered a spammy, black-hat tactic
- Use relevant long-tail keywords and LSI (latent semantic indexing) variations where applicable
- Include common customer questions in FAQs
Technical considerations
- Implement proper schema markup (such as product schema which can help the page earn valuable snippets)
- Use appropriate heading hierarchy (e.g. start with an H1, then use H2s which can act as a ‘parent’ to H3s and H4s, etc.) on product pages.
- Include product specifications in table format to help customers digest numbers or measurements easily
- Ensure mobile responsiveness to content, infographics (if appropriate) and so on
How images and descriptions complement each other
It’s not a case of prioritizing one e-commerce site element over the other. Successful sites recognize the symbiotic relationship between both images and descriptions for e-commerce SEO, and how both elements, when optimized, create a strong page.
Images:
- Provide immediate visual understanding
- Build trust through product representation
- Reduce return rates through accurate representation
- Improve social sharing potential
- Enable visual search opportunities
Descriptions:
- Offer detailed specifications
- Address potential customer concerns
- Provide searchable content for engines
- Support voice search queries
- Enable featured snippet opportunities
With both elements working in perfect synergy together, and with e-commerce site owners maintaining regular oversight of their pages and their performance, the SEO benefits can be tremendous. In turn, site owners can expect to see their rankings, organic traffic and conversions improve.
Optimizing e-commerce images and descriptions
Audit your current content
Start by reviewing your existing product images and descriptions to get a sense of how well they are performing. Use this time to identify any gaps in visuals or content, and how these can be technically optimized. Consider using a technical SEO crawler like Oncrawl to get a sense of any technical limitations which may be affecting your page ranking potential or indexing status.
Identify how to optimize image delivery
Whether it’s through upgrading your browser caching solution, upgrading images to WebP files, compressing your images further or deploying a CDN (content delivery network) for faster, server-side caching, pinpoint the most pivotal ways your e-commerce images can load quickly.
Strategize how to structure your content.
Consider adding product schema markup, rethinking your mobile site design (as this is where most web traffic comes from now), reindexing your pages and getting your content written or re-written professionally with a focus on specific keywords, your content strategy should complement your overall e-commerce goals.
Prioritize the most important updates
Focus on the products that drive the most traffic first and work your way further down the chain. Address any key product pages that are performing poorly and re-optimize them as a priority, while being cognizant of seasonal products ahead of peak shopping periods like Christmas.
Make sure to stay consistent with your content strategy and follow the right technical SEO guidance for implementing new pages or re-optimizing existing ones.
Monitor your performance
Your data and metrics will give you an indication of how effective your strategy is proving to be. Constantly track your image load times using open-source web development tools, while looking at Google Search Console to assess clicks and impressions.
Use Google Analytics 4 to track conversion rates, along with other tools to check organic search visibility over time. Make adjustments based on what the data is telling you.
Conclusion
Remember that optimization is an ongoing process. With constant attention given to both visual and textual content, your e-commerce site can achieve better search visibility and higher conversion rates.
