Here is my free SEO eCommerce website page checklist. Below are these 29 steps from technical issues, page content, and page experience, which will help you build pages that will be properly optimized for Google search and other search engines.
| Available Product Page SEO Validation | Area | Importance Level |
|---|---|---|
| The page should be crawlable, featuring a 200 OK HTTP status and not blocked through the robots.txt | Technical | Must Have |
| The page should be loaded through a secured HTTPs URL, and load only resources and images using HTTPs | Technical | Must Have |
| The page should be indexable to search engines and don't feature a "noindex" meta robots tab or X-Robots-Tag HTTP response header. Additionally, primary content upon user interaction shouldn't be lazy-loaded. | Technical | Must Have |
| The page should be featured through a single, descriptive, concise and easy to read URL | Technical | Important to Have |
| The product page should be mobile friendly, whether through a responsive web design, dynamic serving or separate URLs, optimized for Google's Mobile First Index following Google's specifications in https://developers.google.com/search/docs/crawling-indexing/mobile/mobile-sites-mobile-first-indexing | Technical | Must Have |
| The product page should feature breadcrumbs linking to its parent categories and site home page, facilitating the site crawlability, using the breadcrumb structured data following Google's recommendations here: https://developers.google.com/search/docs/appearance/structured-data/breadcrumb | Technical | Important to Have |
| The page should include the relevant product structured data as specified by Google here: https://developers.google.com/search/docs/appearance/structured-data/product, including the review, aggregateRating and offers properties if this type of content is available on the page, and accurantely reflecting its pricing, availability and conditions. | Technical | Important to Have |
| The page should be included in your Google's merchant center product feed as specified by Google in: https://support.google.com/merchants/topic/7294771?hl=en | Technical | Ideal to Have |
| The page should feature an easy to use and crawlable navigation that links to the home page, main categories, parent category or facet of the product. These links should be crawlable links, featuring descriptive anchor texts of the linked pages, and shouldn't rely on client side JavaScript to be rendered, but found in the raw HTML. | Technical | Must Have |
| The page should link to other similar products within the same, similar or complementary site categories. These links should be crawlable links, featuring descriptive anchor texts of the linked product page, and shouldn't rely on client side JavaScript to be rendered, but found in the raw HTML. | Technical | Must Have |
| None of the key pages configuration, navigation or content areas (such as title, meta description, meta robots, canonical tags, main description, reviews, etc.) should rely on client side JavaScript to be rendered, but should be found directly in the raw HTML to facilitate its indexability at scale. | Technical | Important to Have |
| Whenever indexable and with available products to sell, the page should be included in the relevant product XML sitemap, following Google's specifications in: https://developers.google.com/search/docs/crawling-indexing/sitemaps/build-sitemap | Technical | Important to Have |
| The page should include a unique, descriptive, concise, relevant title tag of a maximum of 55 characters of total length, that is grammatically correct, in the same language, attractive, accurate of the featured page product, including its name and main characteristic. | Content | Must Have |
| The page should include a unique, descriptive, concise, relevant meta description tag that summarizes the product, of a maximum of 150 characters of total length, that is grammatically correct, in the same language, attractive, accurate of the featured page product, including its name and main characteristic, that is complementary of the title, and adds a call to action that invites the user to see more or buy. | Content | Must Have |
| The main product heading should be text based, well visible on the page, including the product name and featured with an H1 HTML tag. | Content | Must Have |
| The product page should feature original, high quality, optimized for speed product photos or images, included with an | Content | Important to Have |
| The product page should feature a high quality and descriptive expert product video, going through its characteristics, following the video optimization best practices specified by Google in: https://developers.google.com/search/docs/appearance/video adding also the videoObject structured data too: https://developers.google.com/search/docs/appearance/structured-data/video | Content | Ideal to Have |
| The page should feature an original, comprehensive, grammatically correct, accurate, expertly written, text based description and specification of the product, highlighting the product model, SKU, and different variants, including also the site unique selling proposition towards the user when selling the product, in a visible format, describing its main characteristics helping users to understand if it's relevant and what they're looking to buy. | Content | Must Have |
| The page should clearly feature and allow selection of the different available variants (sizes, colors, etc.) in a visible and easy to browse option. | Content | Must Have |
| The page should feature as many real product reviews and ratings from former customers as possible, shown in a format that is indexable for search engines, easy to read, browse and helpful for users decision making, to show trustworthiness for potential buyers. | Content | Important to Have |
| The page should feature FAQs featuring answers by experts to the most common customers questions, shown in a format that is indexable for search engines, easy to read, browse and helpful for users decision making. | Content | Ideal to Have |
| The page should feature product questions and answers from former customers as possible, shown in a format that is indexable for search engines, easy to read, browse and helpful for users decision making. | Content | Ideal to Have |
| The page should feature a product comparison with similar ones, shown in a format that is indexable for search engines, easy to read, browse and helpful for users decision making. | Content | Ideal to Have |
| All the product page content should take into account E-E-A-T, and be helpful, high quality, expert driven and people first, following the best practices and specifications shared by Google in https://developers.google.com/search/docs/fundamentals/creating-helpful-content | Content | Must Have |
| The product should clearly showcase a buy button, with a visible call to action and specify its conditions and policies accurately: price, discounts, availability, exchange, returns, refunds, and delivery options, timings and fees, providing easy to understand information to its target audience to facilitate decision making and conversion. | Experience | Must Have |
| The product page should showcase visible customer service details featuring contact information through different channels -email, chat, phone number, contact form, etc.- to get in touch with support to clarify any doubts regarding the purchase. | Experience | Must Have |
| The product page should provide commercially relevant trust signals for potential buyers, highlighting the different secure payment processing and delivery options and conditions, company address and registration details, contact details such as address and telephone number, and feature any warranties, as well as relevant certifications, awards, mentions in press, etc. highlighting expertise in the relevant sector as well as to operate safely as an online business. | Experience | Must Have |
| The product page should give a great user experience and have a "Good" Core Web Vitals, with a Largest Contentful Paint lower than 2.5 seconds, a First Input Delay of less than 100 milliseconds and a Cumulative Layout Shift score of less than 0.1., following the specifications in https://web.dev/articles/vitals?hl=en | Experience | Important to Have |