How to Enhance Product Attribute SEO & How Digital Assets Play a Role
- Product attribute SEO is critical to boosting product find-ability and reducing customer churn in today's crowded eCommerce marketplace.
- Optimizing product attributes improves SEO and enables your PDPs to become more findable by consumers on category pages through filters.
- With the help of digital assets like images, videos, and other content, you can improve the chances of your products ranking higher in search results.
In this Article
The e-commerce industry is becoming increasingly crowded, and brands must put in extra effort to get noticed. It’s no wonder that a study on global retail reveals that the world’s retail e-commerce sales in 2021 amounted to about 5.2 trillion US Dollars. The figures are projected to rise even faster by about 56 percent and hit 8.1 trillion US Dollars by 2026.
This is huge growth! Opportunity is clearly becoming bigger and bigger, but the competition is also taking a similar trajectory. At the center of this competition is intelligent marketing, which is mostly SEO-driven. Of course you know very well that SEO is all about rich information and the ability to rank it at the very top of search engines. What this means is that e-Commerce businesses must provide both existing and potential customers with the right product information in a format that is easy to find. Product attribute SEO is key here, and online stores can use this trick to attract massive traffic and convert easily.
So how do you enhance product attribute SEO and how can digital assets play a role in all this? Keep reading!
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What are Product Attributes?
Product attributes are the features that define a product or service and assist a potential customer in deciding whether to buy. The attributes play a very significant role because they help potential customers to understand what the product is and what it can do for them.They also help to differentiate the product from competing products on the market.
Though companies use stock-keeping units (SKUs) to identify products, potential customers use natural language, which includes product attributes, to search for a product. This is important to understand because when customers go online to search for a product, they don’t use the same language that businesses do to inventory their stock. It means that customers include product attributes in their search terms. As a result, companies need to make sure that their products are properly tagged with the right keywords to enable customers to be able to find them. Otherwise, even the most popular product can get lost in the shuffle.
Product attributes can be physical (tangible) or non-physical (intangible). Physical features include color, material, weight, size, and product design, among others. Non-physical characteristics include quality, function, price, and aesthetics.
Customers use a combination of these attributes to decide whether to buy. A product with attributes that meet their needs and wants becomes desirable to the customer. Wants are non-critical but desired attributes, while needs are the must-have attributes. Customers will buy products that best satisfy their needs and wants.
Common Examples of Required Product Attributes
Let’s dig deeper into the most common required product attributes and what they mean for your marketing.
1. Size
Product size is an important factor for many consumers, especially when space is limited. For example, a small apartment dweller might prefer a smaller TV, while someone with a large living room might want a bigger model. Size can also be important for products that need to be portable, like laptops and smartphones.
2. Color
The color of a product can be an important factor in the purchasing decision, especially for products that will be on display, like clothing and home decor. Some colors may be associated with certain emotions or meanings, which can influence the buyer’s decision. For example, purple is often associated with royalty, while black is often seen as sophisticated or stylish.
3. Weight
The weight of a product is significant for both practical and aesthetic reasons. For example, a heavier piece of furniture might be seen as more substantial or higher quality, while a lighter piece might be seen as more portable or easy to move.
4. Price
Obviously, price is a major factor in any purchasing decision. Consumers will often compare prices before making a purchase, and they may be willing to pay more for a product that they perceive as being of higher quality or better value.
5. Design features
The design features of a product can be important for both aesthetic and functional reasons. For example, a piece of furniture with clean lines and minimal decoration might be seen as modern or stylish, while a piece with more detailed carving and ornate finishes might be seen as traditional or classic. Functional design features can also be important, like ergonomic handles on tools or easy-to-use controls on electronic devices.
6. Functionality
The functionality of a product is an important consideration for most consumers. A product that serves its purpose well and is easy to use will usually be favored over one that is difficult to use or doesn’t work as well. Functionality can also relate to how versatile a product is – for example, a tool that can perform multiple tasks will usually be seen as more useful than one that only has one function.
Every product can have an endless list of product attributes, both physical and non-physical. Your most critical role here as a business is to ensure that you display the right attributes that help customers decide and trigger them to buy. Of course it can often be challenging to include all the product attributes in a catalog. But marketers should nonetheless find a way to highlight all those features that customers see as positives.
Statistics that Demonstrate the Importance of Product Attributes
Here are some interesting statistics that demonstrate the importance of product attributes.
- A study revealed that the top three most important attributes for cosmetic and personal care products are cleanliness at 52 percent, natural ingredients at 47 percent, and no harmful chemicals at 34 percent. Customers take these attributes seriously and will use them to find the most desirable product for them via filtered search options.
- Food Industry Executives report that 81 percent of online shoppers value transparency in product attributes. With the rise of the internet, shoppers are now able to research product attributes more easily and are therefore more interested in knowing where their food comes from and how it is made.
- Quality, at 75 percent, was the most important product attribute when buying consumer electronics. Quality is important to consumers because they want value for their money. They don’t want to buy something that is going to break easily or have a short lifespan. With electronics, in particular, quality is important because these items are often expensive and delicate. Consumers need to know that their purchase will last and that it won’t break easily. Equally important, quality can affect how well an electronic works.
What Does it Mean to Enhance Product Attribute SEO?
First, let’s understand what product attribute SEO is all about. Product attribute SEO is the process of optimizing product pages for the purpose of ranking higher in search engine results pages. By including relevant keywords and product information in the product description, product title, and product image tags, and so on, product pages can be optimized to appear higher in SERPs. In addition to improving product page rankings, product attribute SEO can also help to increase click-through rates and conversion rates. You are essentially providing searchers with relevant and accurate product information, encouraging users to click through to the product page and ultimately make a purchase.
Enhancing product attribute SEO involves using product features to rank in search engine results pages (SERPS). Customers search for products with very specific characteristics. Online businesses can match their product classification in product catalogs based on customer behavior and habits. Product attribute SEO, therefore, ensures that product information meets the specific features that a potential customer is searching for.
In product attribute SEO, the marketing team turns each product attribute into a positive selling point. This makes product features vital to brand success by allowing marketers to capture their target audience.
Common Ways to Boost Product Attribute SEO
Enhancing product attribute SEO is quite obvious out here. But let’s just gross over some of the top ways that are used to do this.
- Use keyword-rich titles and descriptions: This will help search engines understand what your product is and match it with relevant searches. Including keywords in your titles and descriptions will also help improve your product’s ranking in search results. However, it is important to steer clear of keyword-stuffing practices. Write copy as if you were talking to real person, while including a keyword or two to help search engines rank your product accordingly.
- Ensure complete & accurate meta tags for every product: Creating meta tags to attach to products is key to ensuring products show up in filtered search tools on eCommerce sites. Without the appropriate keywords, customers won’t see your product when they drill down search results according to their preferences.
- Optimize videos and images: Ensure that the resolution is high enough so that potential customers can see the details of your product clearly. Second, use bright, natural lighting to show off the product in its best light. And finally, be sure to stage the product in an attractive way that will appeal to your target audience.
- Create an engaging product details page (PDP): A PDP is a dedicated page on your website that provides detailed information about a specific product. Product page optimization can help improve your product’s visibility in online search results, as well as encourage users to click through to your product page. In addition, putting more effort into your PDPs provides a higher chance of your product listings showing up on crowded marketplaces, such as Amazon. Be sure to write engaging meta descriptions and include rich snippets for your PDPs to rank higher on a Google Search.
- Implement schema markup: Schema markup is source code that you can add to your website to provide additional information about your products to search engines.
How to Identify Product Attributes
Product attributes are features that describe how well a product works for a specific purpose. They include things like price, usability, reliability, and availability. When developing new products, think about what makes them better than existing alternatives. Also consider what attributes would be important to customers when comparing two similar products. If you don’t know where to start, ask yourself questions such as “What are my competitors doing?” or “How could I differentiate myself from other solutions?”. Once you’ve identified potential product attributes, use customer research methods, such as surveys, interviews, and focus groups, to gain insight into which ones resonate best with customers.
Thinking through the customer journey and identifying which attributes a potential buyer may search for in a product or want to use as a filter option is a great place to start when picking which attributes to use. When plotting out a strategy for organic search results, it’s key to pay attention to long-tail keywords. When considering filtered search results, target keywords are more applicable. In addition, product type and product category will also determine which attributes are essential for finding a specific product.
Identifying product features that matter most to your potential customers is additionally vital in product attribute SEO. The best way of identifying these attributes is by reading product reviews and listening to customer feedback. Don’t read only the positive reviews; negative reviews are also crucial in identifying areas of improvement. Most importantly, ensure the product attributes are accurate and informative. If you are starting just starting out out, check out your established competitors’ reviews and see what their customers say.
The Role of Digital Assets in Enhancing Product Attribute SEO
It’s no secret that eCommerce companies are under pressure to produce more engaging content that will drive traffic and convert sales. One way to ensure consistent production and distribution of more relevant content is by using digital assets to enhance product attribute SEO.
In the context of eCommerce, digital assets are any online resources that can be used to promote or sell products or services. This includes website content, social media posts, images, videos, and even online customer reviews. By leveraging these assets, businesses can reach a wider audience and generate more sales.
Digital assets can play a significant role in enhancing product attributes and increasing search engine optimization (SEO). When used effectively, digital assets can help businesses to reach a wider audience, boost brand awareness, and improve customer engagement.
Digital assets will enable you to highlight the most important features in the most engaging way.
For instance, you can use a photograph to highlight a product’s color. This might be more engaging than just stating the color. Likewise, a video may describe a product’s design features better than a written document.
Important Strategies for Optimizing Digital Assets
Here are some of the key roles that digital assets play in enhancing product attribute SEO:
1. Meta-tagging
Meta tags are a set of words or phrases that describe an asset on a website. They help search engines understand what content you want to show when people search online. For example, if you sell books, you might write “book” in the description field of your Amazon listing. That way, when someone searches for books, they’ll be able to find your product easily.
Tags help search engines find your content more quickly and effectively, but manually tagging pages takes time and is only sometimes accurate. Digital assets like images, videos, audio files, etc. can be tagged to help search engines find them. They can also make your eCommerce site easier to navigate. But tagging digital content requires some knowledge about HTML5 and CSS3, unless you’re using a digital asset management (DAM) solution, which will cover in-depth next.
Once properly tagged and published, your product images will become searchable within Google Search, Facebook, Twitter, Pinterest, Tumblr, Flickr, Instagram, Blogger, Vimeo, YouTube, and more.
2. Organizing product attributes
A single product may have many attributes, making identifying the most relevant to a customer a challenge. Moreover, what one customer considers an important attribute may be insignificant to another. Digital assets allow you to highlight different attributes in different formats that will impact a prospective buyer the most.
Furthermore, digital assets help store, safeguard, and duplicate different files that highlight attributes. For instance, you can create a presentation that highlights specific product features. It becomes easier to store and share the file so that all your marketing team members can quickly access it.
3. Enriching online product catalogs
Product attributes are essential elements for enriching product catalogs. The product catalog should include accurate, relevant, and updated product information to help a potential buyer make an educated purchase decision. However, the way you include product attributes in a catalog matters.
Digital assets help you incorporate product attributes into an online catalog using a format that the target audience is most comfortable with. By doing so, your customers can easily engage with your content and find the information they are searching for in the format they prefer.
4. Maintaining consistency and brand integrity
Businesses can use different digital assets to enhance their product attribute SEO while maintaining consistency and brand integrity. According to PR Newswire, customers that trust your brand are 52 percent more valuable than ordinary customers. Furthermore, emotionally connected customers have a 306 percent higher lifetime value.
Templates highlighting essential items such as your brand color and style are ideal for showcasing your product attributes using different digital assets. Your marketing team should ensure that all the digital assets market your brand. A study revealed that 95 percent of the top 100 brands use one or two colors. Therefore, your brand must maintain the same colors across the different digital assets it uses to highlight product attributes.
Maintaining brand integrity when it comes to product images can be as simple as utilizing a signature background color on all product photos. Even if the background is plain and white, your brand can make it its own by using a specific shadow on all product images. When it comes to branding, consistency is key. So whatever style you choose, be certain your team is consistently using it across the board.
5. Digital assets enhance the efficiency of product attribute SEO
Digital assets allow you to display your product attributes using different techniques, formats, and channels. You can reach a wider target audience by doing so, which may lead to more traffic and leads.
For instance, videos and photos can be great digital assets for highlighting your product attributes on social media platforms. They will be more engaging to your social media fans, unlike presentations. On the other hand, presentations would be more appropriate for highlighting product attributes to an expert or business audience.
Understanding your different audiences will allow you to use the most appropriate digital asset when conducting product attribute SEO. Such an approach will be more effective than using a single digital asset across your target audience.
6. Digital assets enable businesses to scale product attribute SEO
There are several ways to scale the production of digital assets, which means you will be scaling product attribute SEO.
One of the best ways of scaling digital asset production is outsourcing its creation. Businesses may find it challenging to consistently create original and high-quality content, especially if they don’t have a digital marketing team. However, this doesn’t mean that the business cannot scale its product attribute SEO.
Some content creation tasks that a business can outsource include blog post writing, graphic design, video creation, product descriptions, and reviews. By outsourcing these services, businesses can easily take advantage of digital assets to scale their product attribute SEO.
Cross-sharing digital assets across platforms also enable businesses to scale product attribute SEO. For instance, you can easily share a video on TikTok, Youtube, and other social media platforms. Likewise, you can share a photo highlighting specific product attributes on Instagram and Pinterest.
7. Digital assets enhance creative collaboration
Creative collaborations enable the marketing team to use digital assets, platforms, and channels to generate and execute ideas. A single person may be better-versed with only some digital assets, for instance, editing videos, creating presentations, or writing engaging content.
How a DAM Solution Propels Product Attribute Enhancement
A Digital Asset Management (DAM) tool makes it easy to work with digital assets, saving businesses enormous amounts of time while making distribution much faster.
1. Improving quality
When it comes to marketing, using high-quality images is essential. After all, subpar visuals can reflect poorly on a brand and turn away potential customers. One way to ensure that only the best assets are used in campaigns and communications is to store them in a central location with a DAM solution. DAM solutions like Catsy offer a single repository for all digital assets, making it easy for employees to find the files they need.
Tracking
DAM solutions make it easy to track which assets are being used and where allowing businesses to see which ones are most popular and effective.
2. Cost reduction
DAM can help to reduce the cost of producing digital assets. By streamlining the asset management process, DAM solutions reduce the need for manual labor and other costly resources. In addition, assets are never lost or manipulated within the security and version history landscape of a DAM solution. This means the cost of producing and retaining digital assets is significantly reduced, enabling marketers to produce even more assets and reach a bigger audience. DAM can automate many of the tasks involved in asset management, such as tagging and categorization.
4. Accuracy & Consistency
With a DAM built specifically for eCommerce, you can effectively improve the accuracy of digital asset production. By guaranteeing that only approved assets are used in marketing campaigns and other communications, DAM can help ensure that message consistency is maintained across all channels. It can also help eliminate the risk of using outdated or unapproved assets.
5. Better digital asset security
DAM solutions can help to improve the security of digital assets. By providing a secure environment for storing and managing assets, DAM solutions can help to protect against unauthorized access and use. You can imagine what would happen if your originally produced images or videos are stolen and published before you publish them yourself. Or worse, your data base is hacked and held for ransom, then immediately wiped.
This can waste all the hard work you did to produce your assets and water down your SEO. Even worse, imagine a scenario where a competitor or fake label posing as your brand publishes your already published assets. This can happen when you are not tracking your digital assets and when your digital assets are not watermarked. Fortunately, DAM helps you secure and track your assets so that you can always have visibility of where they are being used.
Key Takeaways
So we’ve discovered how critical product attributes are to SEO. But one thing that we all admit is that managing product attributes can be tedious or boring. You may have thousands of products, and you have to distinguish mundane things such as the size in inches or cm depending on your market.
This can get tiring when done manually or can even prove impossible, and yet it’s what the successful brands of yesteryears had to do. Luckily we now live in a digital era where all this work can be automated and be done in seconds. Not only that, but it can be done in a fun way. Using DAM is the quickest way to enhance your product attributes SEO. Withing a DAM, you and your colleagues can treat asset building like a team sport. Using workflow tools, you can contribute to your specific area of a product and notify others to do the same. You can take advantage of the in-built workflow features to quickly get to the top of your niche.
Finally, remember that product attribute SEO is more than just stating the product features to potential customers. The marketing team must transform the features into strong positive selling points and display them in a way that helps the customer make a decision. Furthermore, the product attributes must be true and should match the search queries that prospective buyers use.
Product attributes include features or characteristics that differentiate one product from another. If you want to increase customer satisfaction, focus on improving these attributes. For example, you could add new features such as cloud storage for photos, or better battery life.
Before you can add a new product attribute to PIM, you need to be able to identify which attributes already exist for each product. To find out what attributes currently exist for each product, go into Product Management, then click on Attributes. Then, select All Attributes from the dropdown menu at the top right corner of the screen. This will display all existing attributes for all products in the system. Once you’ve identified which attributes are available, you’ll be ready to start adding new ones.
Product attribute strategy is a way to create a single unified message for all customers about your company and its offerings. This means that each customer should be able to understand what makes your business different from others. The goal is to increase conversion rates and reduce churn.
Product attributes describe what makes one product different from another. They help consumers decide which item they want to purchase, and also assist retailers in deciding how much inventory should be allocated to each product. There are two types of product attributes: physical and functional. Physical attributes refer to things like size, weight, color, texture, etc., while functional attributes focus on features such as safety, durability, ease of use, etc.
Product attributes are features that describe how well a product works for a specific purpose. They include things like price, usability, reliability, and availability. When developing new products, think about what makes them better than existing alternatives. Also consider what attributes would be important to customers when comparing two similar products. If you don’t know where to start, ask yourself questions such as “What are my competitors doing?” or “How could I differentiate myself from other solutions?”. Once you’ve identified potential product attributes, use customer research methods, such as surveys, interviews, and focus groups, to gain insight into which ones resonate best with customers.
