Most product pages fall short in predictable, fixable ways. Here's what a genuinely optimised page actually needs.
Content
- Genuine product description, not manufacturer copy repeated verbatim
- Answers real buyer questions, not just a restated spec sheet
- Unique across variants, where each variant genuinely deserves its own content
Technical elements
- Unique, descriptive title tag under 60 characters
- Meta description that would genuinely make someone want to click
- Clean, logical URL structure
- Correct canonical tag, especially important for products with multiple variant URLs
Structured data
- Product schema with accurate price and availability
- Review schema, where genuine reviews exist
- Breadcrumb schema reflecting the real category structure
Images
- Descriptive alt text, not just the file name
- Multiple angles where relevant to the product
- Reasonable file size, since large unoptimised images are a common, avoidable speed problem
Trust and conversion signals
- Reviews genuinely displayed on the page, not hidden behind an extra click
- Clear delivery and returns information
- Stock status handled honestly, including what happens when an item sells out