DeepCrawl Webinar: How to Make Your Product Pages Content Unique

2. • eCommerce & Technical SEO consultant
• I help businesses thrive online and get traffic and
sales they deserve
• Creator of the SEO Challenge Course
• International speaker
• Quarantine doll houses builder
Kristina Azarenko

3. Kristina Azarenko @azarchick | @DeepCrawl
10+ years of
digital marketing
experience
achieved 1044%
ROI with paid ads…
and even higher
with SEO

4. Kristina Azarenko @azarchick | @DeepCrawl
“By 2040, around 95% of all purchases
are expected to be via eCommerce”
(Source: Nasdaq)
Originally shared by me here bit.ly/8-step-eCommerce

5. Kristina Azarenko @azarchick | @DeepCrawl
It seems we’re already living in
2040, right?!

6. Kristina Azarenko @azarchick | @DeepCrawl

7. Kristina Azarenko @azarchick | @DeepCrawl
Types of Pages on
an eCommerce Website

8. Kristina Azarenko @azarchick | @DeepCrawl
Homepage Categories Products

9. Kristina Azarenko @azarchick | @DeepCrawl
Homepage Categories Products

10. Kristina Azarenko @azarchick | @DeepCrawl
3 Issues with Product Pages

11. Kristina Azarenko @azarchick | @DeepCrawl
Almost identical
products found on
different URLS
(e.g. colors)
The same product
is found in different
categories and has
different URLs
Products with
original
manufacturer’s
description
1. 2. 3.

12. Kristina Azarenko @azarchick | @DeepCrawl

13. Kristina Azarenko @azarchick | @DeepCrawl

14. Kristina Azarenko @azarchick | @DeepCrawl
So how do we fix that?

15. Kristina Azarenko @azarchick | @DeepCrawl
Create high-quality product pages with
unique content
so that you stop burning money

16. Kristina Azarenko @azarchick | @DeepCrawl
Yay!
Yay!
Yay!

17. Kristina Azarenko @azarchick | @DeepCrawl
Issue 1:
Almost identical products
found on different URLS

18. Kristina Azarenko @azarchick | @DeepCrawl
• Colors
• Sizes
• Material
• Other product options
Issue 1:
Almost identical products
found on different URLs

19. Kristina Azarenko @azarchick | @DeepCrawl
/t-shirt-blue /t-shirt-green /t-shirt-pink /t-shirt-purple
Issue 1:
Almost identical products
found on different URLs

20. Kristina Azarenko @azarchick | @DeepCrawl

21. Kristina Azarenko @azarchick | @DeepCrawl
Page
1
Page
2

22. Kristina Azarenko @azarchick | @DeepCrawl
Solution:
Create separate pages for product options
only if there’s a demand for that.
Otherwise, create only one product URL and list
all options there

23. Kristina Azarenko @azarchick | @DeepCrawl

24. Kristina Azarenko @azarchick | @DeepCrawl

25. Kristina Azarenko @azarchick | @DeepCrawl
Issue 2:
The same product found in different
categories and has different URLs

26. Kristina Azarenko @azarchick | @DeepCrawl
site.com/women/
t-shirts/v-neck-
slim-fit-top.html
site.com/t-shirts/
women/v-neck-
slim-fit-top.html

27. Kristina Azarenko @azarchick | @DeepCrawl
Page 1
Page 2

28. Kristina Azarenko @azarchick | @DeepCrawl
Solution 1:
Remove the category indication
from the URL

29. Kristina Azarenko @azarchick | @DeepCrawl
site.com/products/
v-neck-slim-fit-top.html
site.com/products/
v-neck-slim-fit-top.html

30. Kristina Azarenko @azarchick | @DeepCrawl
Mind the internal
links:
they should point to
the canonical
version of the URL
Pro Tip:

31. Kristina Azarenko @azarchick | @DeepCrawl
Solution 2:
Choose a canonical product
version and make other product
variations point to it

32. Kristina Azarenko @azarchick | @DeepCrawl
site.com/women/t-shirts/v-neck-slim-fit-top.html
site.com/t-shirts/women/v-neck-slim-fit-top.html
Canonical to

33. Kristina Azarenko @azarchick | @DeepCrawl
Issue 3:
Products with original
manufacturer’s description

34. Kristina Azarenko @azarchick | @DeepCrawl

35. Kristina Azarenko @azarchick | @DeepCrawl
Solution:
Find the ways to stand out!

36. Kristina Azarenko @azarchick | @DeepCrawl
1.
Customer
Reviews

37. Kristina Azarenko @azarchick | @DeepCrawl
2.
Customer
Photos

38. Kristina Azarenko @azarchick | @DeepCrawl
3.
Customer
Questions
& Answers

39. Kristina Azarenko @azarchick | @DeepCrawl
Where do you get questions
ideas?

40. Kristina Azarenko @azarchick | @DeepCrawl
Google Questions

41. Kristina Azarenko @azarchick | @DeepCrawl

42. Kristina Azarenko @azarchick | @DeepCrawl
These updates might be minor but they are important.
Customer Chats

43. Kristina Azarenko @azarchick | @DeepCrawl
Customers Chats
These updates might be minor but they are important.

44. Kristina Azarenko @azarchick | @DeepCrawl
These updates might be minor but they are important.
Forums, QA Websites

45. Kristina Azarenko @azarchick | @DeepCrawl
These updates might be minor but they are important.

46. Kristina Azarenko @azarchick | @DeepCrawl
These updates might be minor but they are important.
Tools like
allsoasked.com
answerthepublic.com

47. Kristina Azarenko @azarchick | @DeepCrawl
These updates might be minor but they are important.

48. Kristina Azarenko @azarchick | @DeepCrawl
Let’s Summarize

49. Kristina Azarenko @azarchick | @DeepCrawl
1. 2. 3.
Almost identical
products found on
different URLS
(e.g. colors)
All product
variations are
found on a single
URL
The same product
found in different
categories and has
different URLs
Products with
original
manufacturer’s
description
Remove the
category
indication
from the URL
Choose a
canonical
product
version
Find the
ways to stand
out (reviews,
QAs, etc.)

50. Kristina Azarenko @azarchick | @DeepCrawl
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51. Questions

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