PDP Content
PDP Technical SEO
PLP Search Intent
PLP Indexing
The Tiebreaker
100

This section should be original, helpful, comprehensive, and not copied directly from a supplier or manufacturer. 

Product description.

What to Check on the Client:

  • Is the product description unique?
  • Does it explain benefits, specs, model, SKU, variants, and use cases?
  • Does it help a shopper decide whether to buy?

Often times, clients rely on manufacturer or AI descriptions. 

100

This markup should accurately reflect the product, including offers, availability, pricing, reviews, aggregate rating, and variants where applicable.

Product structured data.

What to Check on the Client:

  • Is Product schema present and valid?
  • Does it match visible page content?
  • Do price, availability, reviews, and variants match what users see?
100

Before optimizing a PLP, confirm whether Google is rewarding category pages, guides, marketplaces, PDPs, or mixed results for the head term.

Search intent match.

What to Check on the Client:

  • Does the PLP format match the SERP?
  • Are ranking results transactional, informational, local, or mixed?
  • Are ads present for the query?
100

Filters can create crawl traps, duplicate URLs, or valuable long-tail landing pages depending on how they are handled.

Faceted navigation crawling and indexing strategy.

What to Check on the Client:

  • Do filters create new URLs?
  • Are they path-based or parameter-based?
  • Which filtered URLs should be indexable, canonicalized, noindexed, or blocked?
100

Finding Quick Wins

What tools might you use to find quick wins? What sorts of tasks might come out of those?

-pages with missing meta descriptions

-broken internal links

-pages with missing titles

-internal links redirecting

-nonindexable pages in sitemap

-duplicate title tags

200

These should be real, readable, indexable, and are helpful for user decision-making and trust.

Reviews and ratings.

What to Check on the Client:

  • Are reviews visible and indexable?
  • Are there enough reviews to support trust?
  • Are ratings marked up correctly if shown on the page?
200

Product variants need a deliberate URL and canonical strategy to avoid duplicate or diluted product pages.

Variant setup and canonical implementation.

What to Check on the Client:

  • Are variants visible and easy to select?
  • Do variant URLs self-canonicalize or canonicalize to a parent?
  • Is the approach consistent with the client’s SEO and merchandising goals?
200

A category page should include enough helpful content to explain what the page is about and help users choose products.

Adequate PLP body content.

What to Check on the Client:

  • Is there descriptive category copy?
  • Is it visible and indexable?
  • Does it help users understand product types, uses, differences, or selection criteria?
200

If products load only as the user scrolls, crawlers may miss deeper products unless there is a crawlable fallback.

Infinite scroll and crawlable pagination.

What to Check on the Client:

  • Does the PLP use infinite scroll?
  • Are paginated URLs crawlable?
  • Can users and crawlers access deeper products?
300

Shoppers should be able to understand purchase conditions before checkout, including delivery, returns, refunds, and related policies.

Shipping and returns visibility.

What to Check on the Client:

  • Is shipping information accessible from the PDP?
  • Is return/refund information accessible?
  • Are timelines, costs, restrictions, and conditions clear?
300

These should feel relevant to the product the shopper is viewing, helping them continue shopping through related, complementary, or recently viewed items.

Product recommendations.

What to Check on the Client:

  • Are recommended products related to the current PDP?
  • Are they complementary, similar, or based on recently viewed behavior?
  • Do recommendations help the shopper make a decision or discover the next best product?
  • Are the recommendation links crawlable and pointing to canonical PDP URLs
300

This content should answer real category questions and avoid generic filler written only for SEO.

Helpful PLP FAQ content.

What to Check on the Client:

  • Is there a FAQ section or accordion?
  • Are answers unique and useful?
  • Are questions aligned to ToFu, MoFu, or BoFu intent?
  • Are FAQ answers indexable and useful for internal linking?
300

These navigational links help users and search engines understand where a product sits within the site hierarchy, from homepage to parent category to product.

Breadcrumbs.

What to Check on the Client:

  • Do breadcrumbs exist on the PDP?
  • Do they accurately reflect the product’s category path?
  • Do breadcrumbs link back to the homepage and parent categories?
  • Are breadcrumb links crawlable HTML links?
  • Is BreadcrumbList structured data implemented correctly?
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