How can we optimize product pages for better rankings when a single product is known by multiple keywords, but those terms are not included in the product description? For example, if we sell color probes, which are also referred to as perio probes, periodontal probes, and dental probes, where on the product page should we incorporate these alternative keywords for maximum SEO impact?
There are a few considerations here:
- Are all keywords worth targeting?
- Can a single URL rank for all of those keywords?
- How to include those keywords in a useful way on the page.
For #1, I’m not seeing any search volume for [color probes] so it might not even be worth targeting. That’s a business call for you to make.
For #2, you’ll need to look at the SERPs for all of those keywords and sort of make a judgement call as two whether the same URL can rank for all of those keywords or if multiple URLs are needed (and in that case, if it would make sense to create multiple pages).
If you need to do this at scale, Keyword Insights can help you “cluster” keywords together (where all of the keywords in a cluster can be targeted with a single URL).
An easy rule of thumb is to see how many URLs in the top 3 results of two+ keywords are the same.
Cases where the same URL can target multiple keywords:
- The same URL ranks #1 for both terms.
- At least 2 of the top 3 ranking URLs are the same for both terms.
Cases where different URsL should probably target multiple keywords:
- Different URLs from the same domain rank for different keywords (this is a strong signal that Google is willing to rank distinct pages for each query).
- 0 or 1 of the top 3 ranking URLs are the same for each keyword.
For #3, it might be sufficient to call the product(s) “Periodontal Dental Probes” and, if they’re color-coded, mention that in the product description. If you think the color coding is really important, then “Color-Coded Periodontal Dental Probes” might be the way to go. I think you’d want to go with a single product or collection page here, depending on if you have one or multiple products (generally collections rank better than product pages for queries like these).