Better online visibility with structured product information.

In a Product Information Management system, you can collect standard product information via a data broker. A data broker is a company that gathers product information from various sources and processes it for enrichment or analysis. They then issue licences for specific applications, ensuring organisations in sectors like food production or healthcare have access to (often mandatory) product information. The disadvantage is that this information is not unique, meaning your competitors have access to the exact same data.

The online success of a product is determined by high-quality product information, effective marketing, and market demand. Products do not sell themselves: they need support from a high-performing website, a robust Product Information Management system, and targeted marketing across various channels.

It is wise to start by looking at how you present your assortment to the public. For a small range, this is relatively simple: you manage products manually in Google Shopping, Google Ads, and social media channels. With an extensive range, this quickly becomes time-consuming and error-prone. A More sales channels solution offers the ideal way out.

In the past, organic visibility was often overlooked in favour of heavy advertising spend. Today, more organisations recognise the importance of a solid SEO strategy. Most marketing tools, such as Google Ads and social media advertising, are paid, which ultimately eats into your margins. While ranking organically with product information is a challenging and time-consuming task, it is one that certainly pays off in the long term. It comes down to three things:

• Product information must be unique
• Product information must contain the right keywords
• Product information must be informative

Step 1. Keyword research for core terms

Ensure you have keyword research conducted beforehand to identify the best keywords or keyword combinations for your product information. Users generally no longer search for single words: they use long-tail combinations or ask full questions (especially with the rise of voice search). Using multiple words provides more relevant results. For example, a search for 'Shoes' gives a different result than 'Blue Nike shoes size 40'. The more you as a retailer cater to these keyword combinations with relevant product information, the more relevant you become to your target audience.

Step 2. Determine which keywords to use for your products

Extract keywords from your product information and place them in the correct spots on the page, such as:

• In the page URL
• In the page title
• In the meta description
• In the headers (heading tags)
• In the body text, ensuring the primary keyword appears in the first paragraph

Step 3. Create search engine friendly URLs

A search engine friendly URL is readable, contains the primary keyword, and is not too long. Avoid using codes in the URL and ensure words are separated by hyphens (-). When you use our More sales channels solution, you can build URLs in a smart, automated way. Even this small detail contributes to your SEO value. A well-constructed URL can consist of elements such as brand name, article number, and colour. The data used to build these URLs is pulled directly from your Product Information Management system.

Step 4. Use a unique page title for every page

The page title must be unique for every page and provide a direct description of the content. Ensure the primary keyword is at the start of the title. Page titles should be around 55 characters: any more, and they will be truncated in search results.

Step 5. Ensure a compelling meta description

The meta description indirectly contributes to your visibility. Ensure the description is catchy and provides a brief summary of the page. Use the primary keyword in this description and keep it under 155 characters to prevent Google from cutting it off.

Step 6. Use heading tags with primary keywords

Heading tags are the titles within your pages that make content readable and scannable. These are marked as H1, H2, H3, etc. The H1 tag is used for the main visible title and should only appear once per page, containing the primary keyword. H2 and H3 tags can occur multiple times to structure subtopics. The advantage of a Product Information Management system is that you can feed these headings automatically, saving significant time.

Step 7. Use unique content and descriptions

Never simply copy descriptions provided by suppliers, manufacturers, or data brokers. If you use product descriptions exactly as they are supplied, you create 'duplicate content'. Google prioritises unique content and may hide your copied descriptions. It is therefore vital to supplement standard content with unique, differentiating information. A Product Information Management system allows you to add or automate this unique product information.

Step 8. Use sufficient word counts

A strong product description should consist of at least 350 words, while category or landing pages should have at least 550 words. Incorporate primary keywords naturally. A general rule is a keyword density of 2%: using a keyword twice for every 100 words. Using keywords too often makes the text difficult to read, so use synonyms or related terms to maintain quality.

Step 9. Optimise images on the page

Ensure you improve your product images by paying attention to:

• File size (reduce KBs per photo)
• Descriptive file names: use 'blue-nike-shoe-size-40.jpg' instead of 'img10102.jpg'
• Descriptive Alt tags containing primary keywords

Heavy images cause slow page loading. Google prioritises fast websites in organic search results. It is smart to save images specifically for web use. Descriptive Alt tags also help your products appear in Google Image searches.

Step 10. Provide as much product information as possible

Consumers often look for specific details before making a purchase. If this information is missing, they are likely to move to a competitor who provides it. Providing comprehensive, relevant product information can significantly increase your conversion rates. Be as complete as possible when sharing data.

Step 11. Link building

Link building is a major factor in SEO, divided into internal and external links. Internal links point from one page to another within your own site, creating a strong structure. Connect relevant products and topics to help search engines crawl your site.

External links are links to your site from other websites, such as forums or industry blogs. These build authority: if other sites consider your content important, Google will too. Ensure the referring websites are relevant to your product category.

How can a PIM system directly improve my SEO?

A PIM platform like ConnectingTheDots centralises and optimises product information, leading to more complete and consistent product pages. Search engines reward this with higher rankings and better online visibility.

What role does AI play in the PIM-SEO synergy?

Within a PIM system, Workflows & AI can be used to automatically generate SEO-friendly text, such as product descriptions and meta descriptions. This accelerates content creation and ensures scalable optimisation.

How does product data consistency contribute to SEO?

Consistency in product data across all channels prevents duplicate content issues and strengthens your product authority with search engines. This leads to a more reliable presentation and better indexing.

What are the benefits of structured data with PIM for my visibility?

PIM helps implement structured data (such as schema.org). This allows search engines to better understand your product information, which can lead to rich snippets in search results and an increased click-through rate.

The advantage of a streamlined Product Information Management solution is the ability to add unique product information to standard broker content, often through automation, which significantly reduces manual work. Furthermore, a PIM system allows different departments to collaborate on creating optimal product content. Unique information can take several forms:

• Customer Reviews: By letting customers write reviews, they create unique content for you.
• Rules-based content: A PIM system operates on 'rules' (logic that automates tasks) which can be applied to texts (managing synonym lists), images, videos, manuals, and certificates.
• Internal link building: You can create relationships between products directly in the PIM. This includes product variants (same item, different colours), product bundles (related sets), accessories, and suggested items (cross-selling relevant cables with a laptop).

Would you like to learn more about how product information can contribute to your online visibility through PIM? Contact us for a no-obligation chat or request a demo.

More about Product Information SEO

In practice, Product Information SEO demonstrates how product data becomes available faster and more consistently. By centralising your approach, you reduce the risk of errors and accelerate your time-to-market. A well-thought-out SEO strategy makes your organisation more scalable and future-proof. At ConnectingTheDots, we help you step-by-step with Product Information SEO, from strategy to implementation. Schedule a meeting to learn how this approach serves as a strategic accelerator. Our customers see that Product Information SEO contributes directly to better product data and higher conversions.