This week’s Ask An SEO question comes from Aleksandar, who asks:
“Is there a role for product questions and answers for a fashion brand, which only sells its own branded products, besides the obvious question about the sales/delivery/returns process?”
Yes, there is absolutely a role for product Q&As and collection/category FAQs.
This applies to all niches and industries and is especially relevant in fashion, even more so when the company markets its own products.
But it is not focused on SEO; it’s about the user experience.
Don’t just limit yourself to FAQs, descriptions, and answering common questions in the copy as well. This is something we do a lot in conversion rate optimization (CRO).
A positive impact, when done correctly, is a reduction in customer returns and wait times due to poor website experiences with customer service. I share some examples by page type below.
The right questions and answers on relevant pages answer visitors’ questions so they know the product or service will meet their needs. When you build consumer trust, they may be more inclined to click add to cart, schedule a meeting, or fill out a form.
Don’t be afraid to say that the product or accessory won’t work either, this will allow you to have an internal link to the product or service while leading them to a working solution.
The first place we look for questions is live chat transcripts and customer service emails, and then we go to the web.
If you look at popular review sites, forums, and communities, you’ll find questions from your own customers and your competitor’s customers.
Here are some examples by page type that I’ve researched or really want to try if the opportunity presents itself. I’ll start with product pages, then categories, and finally a homepage and FAQ.
Product pages
If the query is about the specific product and does not apply to other products you sell, please place the content on the specific product page.
I usually do the set versus variants like size or color. If you have your canonical links set up correctly, you can include them in variants. I’ll use fashion as an example here, since that was in your question.
Answer questions about the product, such as how the fit of the piece feels, or perhaps whether it’s designed for pear or diamond body shapes. You can also compare the size of your products to popular brands, such as your company’s average size, such as size XYZ from AB, a popular retail store with the same customer demographics.
Do you sell hair care products? Mention the hair types as well as the thickness and length it’s best for, or if it’s not good for dry or chemically treated hair.
This also applies to shoes, where you’ll want to talk about whether they’re good for play or comfort, running or hiking, and whether or not the person is prone.
Putting this information in the copy above the call to action (CTA) can help the user make a decision, and there’s no harm in placing them in the FAQ on the page, as they are specific to the product. I have done this in electronics, fashion, toys, tools and many other niches.
Collections and categories
If you work at Shopify, you’ll know it as collections; for most other platforms, they are called categories. It is a grouping of similar products or services that satisfy the needs of a consumer.
It can be broken down by sizes, colors, variations, etc., and adding questions and answers works just like the previous product pages.
In the copy above and below the product grid, don’t do keyword stuff for SEO. Instead, answer the questions consumers are asking while you focus on the brand’s talking points and benefits.
You’ll show why the person should buy from the selection of options on the page, have natural internal linking opportunities, and build confidence that the consumer is in the right place.
Instead of a retail experience, I’ll be using cruise ships for this one.
I’ve never worked with a cruise line before, but I’ve had this idea for about 10 years and I’ve never seen it done. I was researching which cruise to take and saw that questions about the cabin bathroom for a plus sized person came up frequently on the forums.
I have about 20 more ideas for similar cruise lines, airlines and hotels. Tip: If you work in this space, submit a Do an SEO question so I can write them and get them out into the world.
Cruise ships are known for maximizing limited space. This means they may not be friendly to all types of consumers based on size and physical abilities. You can use text and written language, which is usually intelligent, and you can use visuals.
My idea here is to have eight “tour guides” who can guide the person through the experience as themselves. At least one model must be over 6-foot-5, one plus size, and one in a wheelchair.
Not all showers in all cabin types will be able to accommodate someone older, for example. By having a model that resonates with the cruise buyer, they can figure out if the cabin type matches and the tour guide can guide them through what cabin experience might be best and alternatives like a walk-in shower.
Dressing room showers on ships are usually large and spacious, and the water pressure is usually great. This came up in several comments when I was doing the research and it is true on the boat we were on.
Tall people may want to see what it’s like to walk around the ship, try out the games and amenities like water slides, and see if there are activities they might not be able to participate in.
The same goes for someone in a wheelchair or with mobility issues.
If they can have a tour guide that shows the distance from specific rooms to the elevators and the fastest possible routes to the dining and entertainment areas, they’ll know if the boat or cabin they’re looking at is right or should select a different one. .
Home and FAQ pages
Your homepage and FAQ pages are more similar than you think. The homepage is the perfect space to answer questions about your brand, service and product lines, as well as the things customers want to know. Do it in paragraph form.
You’ll create natural mentions of collection or category pages for keyword-rich internal links that guide the user to the right experience while building consumer trust.
In your FAQ, list questions about your brand and company that don’t apply to a specific category or product. This could include hours of operation, return policies, where you ship and costs, as well as fun questions to hide an “easter egg” for consumers and followers of your brand to find.
Before you start adding FAQs to any page, make sure the FAQ applies to that page and not to others. You don’t want to add content for the sake of adding content.
Questions and answers on a collection page should be about the collection, not a specific product. And product questions should not be about company policies, but about the product on this page.
I hope this answer was helpful. It’s one of the tools we use to help save on logistics and overhead costs and increase conversions. Great question, and thanks for asking!
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Featured image: Visual Generation/Shutterstock
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