Ever had a question on your mind about why sometimes an e-commerce page ranks on popular search engines with minimal content? What is it that makes it rank higher? Does the algorithm work differently for e-commerce sites? Why did Google prioritize that? All these questions are dealt with in this blog to clarify your doubts on why this happens and how it works for SEO strategy in digital marketing.
The query came into the limelight when Google’s John Mueller answered in response, addressing the question: why does the landing page of an e-commerce site with minimal content rank high in search results? It offers a valuable insight for businesses involved in SEO services into how Google evaluates the pages to rank high on SERPs. This clears your doubts even for those pages that don’t seem to offer much value at first glance.
Understanding E-Commerce Search Results
A concern was shared about an e-commerce website’s landing page that was ranking high on search results with barely any content in it. Why? In fact, the ranking domain was found to be redirecting to another domain. Why would a landing page about a domain name transfer be ranked by Google, which seems to have no content value?
Customers mostly use e-commerce sites to purchase products. The site lets customers find the selected items they want to buy. A search function in e-commerce sites helps with this process, the character count of which needs to be high enough to fit long-tail search queries. Thus, the sites have auto-fill features for customers to enter the right search terms.
Why A Landing Page Ranks?
The page that was landing was not a product page, a collection page, or a blog. It was simply a basic landing page with a domain migration between the two merged businesses. So, why does Google prioritize it? At first glance, anyone could ask a question, shouldn’t the algorithms prioritize the more optimized page? Google clarifies the doubts.
They explained that the site mentioned in the query seems like a normal e-commerce site. However, they must have handled the issue of site migration more skillfully, which might have caused them to lose their SEO value. However, from the other perspective, it doesn’t seem completely unsatisfactory for users.
Further remarks were given. They explained that the site ranking makes sense if seen from the user’s perspective. Additionally, the rankings on Google change constantly, and they may go away after a certain period of time. However, it’s not a good SEO strategy to wait for a competitor to disappear.
Reasons For Landing A Ranking Page For An E-Commerce Site
Landing page prominently ranks for commercial-intent keywords. Let us now explore the top reasons why Google ranks a landing page for an e-commerce query.
Search Intent Rather Than Page Format: Search intent holds more value than the page label or format itself, as per the recent discussions in Google Search Central. If a landing page satisfies the user intent – what they are actually looking for on a page, it drives ranking. It can be deals, comparisons, or a curated product list. That’s why Google ranks it above standard product or category pages.
SEO Landing Pages Are Made To Rank: Landing pages are made to rank higher by employing effective SEO strategies. Though the page may look thin at first site but, it is optimized to rank higher. This includes targeted keywords, a structured content marketing strategy, and internal linking. Secondly, user conversion through compelling copy, calls to action, and an obvious path to purchase matters a lot. Landing pages might include FAQs, testimonials, comparison tables, and long-tail keywords that support user engagement.
Informational Content Is The Key To Ranking A Commercial Page: Combining informational content with commercial intent in e-commerce sites is very helpful. Publishing informational content around the products leads to higher rankings and better conversions. This is because Google prioritizes content that educates users while guiding them towards purchasing your product/service. Landing pages that include relevant answers to questions about features, pricing, etc., make it outperform in organic results.
So, now you are clear about your doubt – why a landing page ranks? Simply because context matters for Google. To summarize, the pages rank because they match search intent, are optimized for SEO and conversions, and contain informational content that makes the site trustworthy and authentic for users.
Why Google Ranks Thin Pages Sometimes?
In the above case of e-commerce query, though the landing page seems weak on content at first sight, Google ranked it because:
- In light of the site structure, it’s the best match available.
- During a transition, it corresponds with user intent (users seeking the combined brand or domain).
- Google is aware that company acquisitions do occur and that rankings may be temporarily impacted while the new site settles in.
However, they emphasised that this ranking might not last if the optimizations and redirects are not done the right way.
Short Guide On Handling Site Migrations Properly
If you’re acquiring another business brand and thinking of merging the domains, you should do it with proper maintenance to strengthen rankings. Here’s what you can do.
- Follow Google’s official guide on site migration.
- Implement 1:1 redirects, i.e., redirecting old URLs to the most relevant new ones.
- Keep the valuable pages updated. Optimize for SEO using proper metadata, schema, and internal links.
- Maintain SEO health by keeping track of any issues with your site and fixing them timely. Employ tools like Google Search Console and Google Analytics to keep an eye on crawl errors, traffic patterns, and any changes with indexing.
Key Takeaway
The ranking of a landing page with minimal content for e-commerce queries underscores the importance of search intent and effective SEO strategies. While it may seem counterintuitive for Google to prioritize such pages, the focus is on delivering relevant results that align with what users are actively seeking. Factors such as the optimization of landing pages, the inclusion of informational content, and a well-structured approach to SEO play a crucial role in achieving visibility on search engine results pages. As businesses navigate the complexities of digital marketing, understanding these nuances can empower them to enhance their SEO efforts, ensuring that even pages with less content can still provide value and meet user needs effectively. Ultimately, it is a reminder that context, user intent, and smart content strategies are key drivers of ranking success in the ever-evolving landscape of e-commerce. Obelisk Infotech specializes in providing digital marketing services that make your business site flourish online and convert leads. To acquire more information on our company profile, do visit our LinkedIn.
Sandeep Goel is the founder and CEO of Obelisk Infotech, with over a decade of experience in digital marketing. He started his career as an SEO Analyst, refining his skills with US clients, which deepened his understanding of digital culture. Sandeep is passionate about writing and regularly shares insights through blog posts. He plays a key role in company growth by implementing processes and technologies to streamline operations.
Founder (Obelisk Infotech)
