If your product pages are stuck on page two of Google, you’re in a frustrating spot. You’ve done enough to catch Google’s attention, but you’re not quite there to enjoy the massive traffic boost that comes with a page one position. The good news? Moving from page two to page one doesn’t usually require a major overhaul—often, a few well-targeted tweaks can make all the difference.
In this post, I’ll break down some actionable tactics to help you optimise your e-commerce product pages, improve your rankings, and claim that coveted page one spot.
To illustrate, I’ve continued my analysis of the highly competitive term “luxury chocolates UK” (see part one, here). These examples are all currently on page two and help highlight what’s working, what’s not, and how you can apply these tactics to your own site.
Watch my full video exploring these websites’ options, or scroll down to discover the key takeaways.
Why Moving to Page One Matters
Google’s first page isn’t just a goal—it’s where the magic happens. Studies show that the vast majority of clicks go to the top three results, and anything beyond page one receives significantly less traffic. Being on page two means you’re close, but your site is missing out on potential customers who never scroll that far.
Luckily, being on page two indicates that Google already trusts your site to some degree. With a few optimisations, you can bridge the gap and start capturing those valuable clicks.
What’s Holding Your Product Page Back?
Before diving into specific tactics, it’s worth understanding why your product page might be stuck on page two. Common issues include:
- Missing or poorly optimised headings (H1 tags).
- Lack of keyword-rich content.
- Weak backlinks or low domain authority.
- Poor internal linking.
- User experience (UX) issues.
- Technical SEO problems, like broken links or duplicate content.
Let’s explore how to address these issues and give your product page the boost it needs.
1. Optimise Your On-Page Content
One of the most common reasons product pages fail to rank higher is thin or poorly optimised content. Google needs to understand what your page is about, and that starts with clear headings, descriptive text, and strategically placed keywords.
For example, one chocolate retailer I analysed had a beautifully designed site but didn’t include the word “chocolate” prominently on their homepage. Their headings were vague, and product descriptions lacked depth, leaving Google little to work with.
To fix this:
- Use a clear, descriptive H1 tag. Include your target keyword, e.g., “Luxury Chocolate Gifts.”
- Add detailed product descriptions. Mention your product’s features, benefits, and use cases.
- Incorporate related keywords. For instance, use terms like “artisan chocolates,” “chocolate hampers,” or “gift boxes” to help Google understand your page’s context.
2. Improve Internal Linking
Internal links signal to Google which pages on your site are most important. If your product page doesn’t have enough internal links pointing to it, Google might not view it as a priority.
One site I analysed had a page for chocolate workshops that was only linked from the main menu, with no contextual links from blog posts or other product pages. This lack of internal links weakened the page’s authority.
To optimise your internal linking:
- Link to product pages from related blog posts. For example, a blog about “The Best Chocolates for Christmas” could link to your holiday product page.
- Use meaningful anchor text. Instead of “click here,” use something like “shop luxury chocolates.”
- Create category and subcategory pages. These pages can link to individual products, reinforcing their importance.
3. Build High-Quality Backlinks
Backlinks remain one of Google’s most important ranking factors. If your domain authority is low, it can be challenging to compete with higher-ranking competitors. However, even small businesses can build valuable backlinks with the right approach.
One chocolate retailer had a royal warrant but wasn’t leveraging it for backlinks. Another had strong domain authority but wasn’t actively pursuing new links, leaving room for competitors to catch up.
To build backlinks:
- Partner with bloggers and influencers. Send product samples in exchange for reviews or mentions.
- Create shareable content. Seasonal gift guides, recipes, or behind-the-scenes videos are great for earning links naturally.
- Leverage partnerships. If you work with well-known suppliers or partners, ask them to link to your site.
4. Enhance User Experience
Google rewards sites that provide a seamless, engaging experience for users. On the other hand, confusing navigation, broken features, or a lack of information can hurt your rankings.
One site I reviewed featured an interactive product page with a booking system for chocolate workshops. However, the process was confusing, with broken links and unclear instructions. These issues likely contributed to lower user engagement and missed opportunities to rank higher.
To improve UX:
- Simplify navigation. Make it easy for users to find product pages, learn about items, and check out.
- Test your site regularly. Ensure all links, forms, and interactive elements work smoothly.
- Add trust signals. Display reviews, trust badges, and clear delivery information to build confidence.
5. Fix Technical SEO Issues
Technical SEO problems can silently hold your site back. Broken links, duplicate content, and poor heading structures are common culprits.
For example, one retailer had multiple H1 tags on their homepage, confusing Google about the page’s focus. Another had outdated seasonal pages that weren’t redirected, diluting their site’s overall authority.
To address technical SEO:
- Audit your headings. Each page should have one H1 tag that includes your target keyword.
- Fix broken links. Use tools like Google Search Console to identify and resolve 404 errors.
- Optimise for speed and mobile. Google prioritises fast-loading, mobile-friendly sites.
6. Create Targeted Blog Content
Blogging is a powerful tool for driving traffic and reinforcing your site’s relevance for specific keywords. However, it’s essential to focus on blog topics that align closely with your products and customer intent.
For example, one chocolate retailer had a blog but focused on high-level topics like the history of chocolate. While interesting, these posts didn’t drive traffic to their product pages. A better approach would be mid-funnel topics, such as:
- “How to Choose the Perfect Luxury Chocolate Gift for Christmas.”
- “Why Artisan Chocolates Make the Best Corporate Gifts.”
- “What Are the Benefits of 100% Cocoa Chocolate?”
To create effective blog content:
- Focus on customer questions. Use tools like Google’s “People Also Ask” or your own search console data to find relevant queries.
- Link to product pages. Every blog should direct readers to related products, using optimised anchor text.
- Incorporate seasonal content. Write posts that align with holidays or special occasions, like Valentine’s Day or Christmas.
7. Leverage Seasonal Opportunities
Seasonal events like Christmas, Easter, or Valentine’s Day are prime opportunities for e-commerce businesses. However, many product pages miss the mark by failing to optimise for these high-traffic periods.
For instance, one retailer’s Christmas page lacked specific keywords like “Christmas chocolate gifts” or “luxury advent calendars.” The heading simply said “Christmas,” which didn’t provide enough context for Google or shoppers.
To optimise for seasonal traffic:
- Update headings. Use descriptive titles like “Luxury Chocolate Gifts for Christmas.”
- Add seasonal content. Include festive imagery and text that aligns with the season.
- Redirect old seasonal pages. Avoid duplicate content by redirecting outdated pages to current ones.
8. Monitor and Adapt Regularly
SEO isn’t a one-and-done task. To stay on page one, you need to monitor your performance, track your competitors, and adapt to changes in search algorithms.
For example, one retailer I reviewed had outdated reviews prominently displayed on their homepage, and their blog hadn’t been updated in over a year. Regular updates not only improve user engagement but also signal to Google that your site is active and relevant.
To stay competitive:
- Use Google Search Console. Identify which keywords are driving traffic and which pages need improvement.
- Keep your content fresh. Regularly update product descriptions, blog posts, and seasonal pages.
- Stay informed. Follow SEO best practices and keep an eye on industry trends.
Final Thoughts: Moving from Page Two to Page One
Moving your product page from page two to page one of Google requires a strategic approach, but it doesn’t have to be overwhelming. By optimising your content, improving internal links, addressing technical issues, and leveraging seasonal opportunities, you can make significant progress.
Remember, Google already likes your site if it’s ranking on page two. With these tactics, you can bridge the gap and start enjoying the increased traffic and sales that come with a page-one position.
Need help?
I offer several monthly SEO packages to suit e-commerce stores of all sizes and budgets. If you’re not ready to make that leap yet, why not opt for my comprehensive SEO video audit to work out why you’re not ranking as high as you’d like and what you need to do about it.
Let’s move your product pages to where they deserve to be—on Google’s first page.