Bear in mind how the visitor is likely to search for a product – if it’s a printer consumable they want the part number, if it’s a product like a shredder they’re going to search on more descriptive terms. The main difference to consider is that when someone searches on descriptive terms they tend to search on the plural whereas if they are searching for a specific thing they will search on the singular.
Try to think of ways in which two keywords/phrases can be added together to make many. The order the words appear does matter (although words in the wrong order can still rank).
Home and Office Shredder Supplies – could be – Office Shredders | Accessories & Shredder Supplies | Home Shredding Machines
Before there is any out of context matching we’ve already gone from having the keywords Office Shredders and Shredder Supplies to having Office Shredders, Office Shredders Accessories, Shredder Supplies, Home Shredding, Home Shredding Machines and Shredding Machines. I’m sure you’ll get the point – it’s not a great example.
On page elements to consider:
Title tag – this is the most important on page optimisation area – it should feature the primary keyword of the page at the front – include a plural if possible. I use pipes as separators ie | As Google doesn’t see these as words we can still get a match with words that are separated by them
Meta Description – this displays in Google and needs a hook less important for SEO – place the primary keyword at the front of the meta description, this is a good place to include the part number if it’s not being used as part of the title. Include a call to action to tell the searcher that they can buy it on the site. eg:
Shredders and Shredding Machines from iClickShredders, the best shredder and shredder accessories online supplies store. Choose iClickShredders for all your home and office shredding requirements.
H1 tag – important for seo – the primary keyword of the page should be included in the H1 tag
Include phrases that people are likely to search on, include the part number and anything that makes it unique. Include some of the site’s general keywords as well.
Other H tags – can be important for seo – use H tags to break up content inserting related keywords or mixing up the primary keyword phrase – use a tree structure – this will increase the relevancy of the page to itself. Eg
H1 – Who manufactures the best Shredder?
H2 – Manufacturers of the best Shredders
H3 – The best manufacturers of shredders
H2 – The Best Shredder Manufacturers
Bold / Italic / Underline – less important for seo – use sparingly, but every now and then select a phrase and wrap it in one of these tags, normally good to use if you’ve got a fair amount of text and the main keyword phrase appears towards the middle / bottom of the text. This is showing Google what you consider important on the page.
Links – important for seo, can easily damage rankings with them – Insert links sparingly, if you insert a link from a product it should be on a generic term and targeted either towards a category page or the homepage.
Lastly, don’t get too hung up on the description – the most important elements are going to be the Title, Description and H1 tag, which should all contain the same primary search phrase. I’ll probably have to update each of them in the future as the pages start to gain potency and compete with each other over keywords.