How to Rank Variation Products E-Commerce SEO


Kyle Roof
February 22, 2024


E-commerce search engine optimization (SEO) needs to include variant rankings. Explaining the slight differences available for listed products ensures that you offer different options for different preferences without having to create new product listings for each variation.

Capturing long-tail keywords and phrases that are relevant to your products–rather than generic terms–in your SEO efforts is an effective way to drive customers to pages that offer a more customized shopping experience. For example, if you were selling children’s rain boots, you might have one image of the boots but a dropdown menu with the color options available. There might be another list of selectable shoe sizes. If these options were on separate pages, it would be very difficult for the customer to find what they want.

‘Product variants’ are often confused with ‘product options,’ which are changes made to the product based on a customer’s request. Using the rain boot example again, a product option might be adding the child’s initials to the side of the boot.

Why Product Variants Are Important to E-Commerce SEO

If a customer has to scroll through pages and pages of listings, they may leave your website in frustration without making a purchase. If they can easily find what they are looking for and you develop unique and engaging content, you’re more likely to convert them into a sale.

High-performing variants also have a way of lifting lower-ranking product variants for the same product, which improves their visibility and performance. For example, customers tend to steer toward products with detailed and technical product descriptions as well as reviews they can read before purchasing. By combining reviews of all variants of a product in one place, the cariants without reviews won’t be left behind.

Challenges of Ranking Variants

Ranking of products on an e-commerce site can be a little tricky. If they are listed in multiple places on your website, it can damage your SEO rankings. Multiple URLs could lead to excessive crawling on your website and drag your SEO rankings down. New variants can also cannibalize existing variants by stealing sales from similar products, or the wrong product type could be incorrectly presented as representative of other variants.

If your website experiences variant issues, study the analytics and make page adjustments to improve its performance. Also, keep in mind that if you have nearly identical content for each color (or other variant) of the same product, Google might flag the website as trying to artificially inflate page rankings.

Techniques for Variant Ranking

There are several ways to present product variants depending on your e-commerce SEO goals:

  • Canonical tags: A single default URL is used for all variants of the same product. This is acceptable when customers search for the product without including color, size, or other variants.
  • Variant-specific URLs: Grouping products by color, for example, ensures that the most popular variants have the highest search rankings–but you run the risk of duplication, which Google frowns upon.
  • Variant Images: Pictures and videos let a customer understand what the variants look like.

SEO Professionals Can Help With Variant Ranking

Product pages are where e-commerce sales happen, so you want to make sure your product variants are ranked in a way that improves your SEO and drives sales. High Voltage SEO is an award-winning agency that understands the intricacies of ranking product variants in a way that can boost rankings on search engine page results for your e-commerce site. Reach out and let us get started on your personalized SEO plan today!

About the author 

Kyle Roof

Kyle is responsible for the development and implementation of all SEO techniques used by the SEO agency High Voltage SEO and the SEO tool PageOptimizer Pro. Kyle is also the co-founder of Internet Marketing Gold, a global community of 3000+ SEO professionals who test and prove cutting edge SEO techniques. Kyle is also co-host of SEO Fight Club a weekly YouTube show that covers a multitude of SEO topics. Kyle’s SEO techniques and discoveries are followed by many SEO professionals and business leaders, he has been featured in many respected publications and is a regular speaker on SEO and SEO testing at conferences throughout the world.

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