Optimization strategies for product pages that are temporarily unavailable, to avoid ranking drops.
For an e-commerce store, simply removing a product page when an item sells out is a major SEO mistake. A well-executed out-of-stock SEO strategy ensures that these pages do not harm a website’s overall SEO health. It involves a variety of on-page and technical optimizations to maintain link authority, prevent a 404 “Not Found” error, and provide a great user experience. The goal is to retain the SEO value of a page even when the product is gone.
Why Out-of-Stock SEO Matters
Out-of-stock SEO is crucial because a well-ranking product page can have a lot of link equity and organic traffic. When you delete a page with backlinks and a good ranking, you are essentially throwing away all the SEO value that page has built up over time. A good out-of-stock SEO strategy helps you:
- Preserve Rankings: You can maintain the link authority that a page has earned, which can help your website rank higher in search results.
- Improve User Experience: A user who clicks on a link to a product that is out of stock can get a frustrating 404 error. By providing a great user experience, you can reduce a website’s bounce rate.
- Drive Conversions: A page for an out-of-stock product can be a great way to drive a user to a similar product.
Across Different CMS Platforms
The management of out-of-stock SEO is a content and technical SEO strategy that can be applied to any CMS.
WordPress
WordPress users can easily manage their out-of-stock SEO by using a variety of plugins. A good plugin can help you add a 301 redirect to a similar product or a category page.
Shopify
On Shopify, out-of-stock SEO is essential for an e-commerce store. You can use the platform’s built-in SEO features to redirect a user to a similar product or a category page. You should also ensure that your out-of-stock pages have a clear message and a link to a similar product.
Wix
Wix has a streamlined, user-friendly system, but you can still optimize for out-of-stock SEO. The platform’s built-in SEO tools make it easy to manage your titles, meta descriptions, and on-page content.
Webflow
Webflow gives you granular control over your website’s design and code, which is perfect for a sophisticated out-of-stock SEO strategy. You can use it to create a perfectly structured page that is optimized for a specific keyword or set of keywords.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that automatically tracks and analyzes your out-of-stock SEO performance and provides your content creators with data-driven insights.
Across Different Industries
The way you use out-of-stock SEO will depend on your industry and your goals.
E-commerce
E-commerce sites are the most affected by out-of-stock SEO. A well-executed out-of-stock SEO strategy can lead to a significant increase in sales and revenue.
Local Businesses
Local businesses that also have a physical store can use out-of-stock SEO to attract local customers. A site that sells running shoes could optimize for keywords like “running shoes store near me.”
SaaS Companies
SaaS companies can use out-of-stock SEO to build a stronger brand reputation. A company that sells project management software could get a backlink from a blog that reviews project management tools.
Blogs
Blogs are a great way to capitalize on out-of-stock SEO. A blog that writes about cooking can get a backlink from a blog that writes about baking.
Dos and Don’ts of Out-of-Stock SEO
- Use a 301 redirect: This is the gold standard for SEO. It is a clear, unambiguous signal to a search engine that a page has moved permanently.
- Use a clear message: A page for an out-of-stock product should have a clear message and a link to a similar product.
- Use a canonical tag: If a page for an out-of-stock product is similar to another page, a canonical tag can be a great way to consolidate your link authority.
- Avoid deleting a page without a 301 redirect: This is the number one mistake. It can lead to a 404 error and a loss of link authority.
- Avoid ignoring the importance of a brand: The Knowledge Graph is a key part of your brand’s reputation.
- Avoid focusing on a single keyword: This is a risky and outdated approach.
Common Mistakes to Avoid
- Removing a product page: This is a critical error that can severely impact your SEO. It results in the loss of valuable link authority and organic traffic.
- Disregarding user intent: It’s essential to align keywords with the intent of users to enhance relevance.
- Neglecting long-tail keywords: Prioritizing long-tail keywords can improve your chances of ranking and serve as a significant source of organic traffic.
FAQs
How does an out-of-stock product page affect my SEO?
An out-of-stock product page can affect your SEO by failing to pass link authority to the new page. A search engine’s crawler may not render the JavaScript or may not wait for the page to load to be redirected, which can lead to a page not being indexed or to a loss of organic traffic.
What is the best way to handle an out-of-stock product page?
The best way is to use a 301 redirect to a similar product or a category page. This is the most effective way to pass link authority from an old page to a new one.
Should I delete a page for an out-of-stock product?
No, you should not delete a page for an out-of-stock product. It can lead to a loss of link authority and organic traffic. A better approach is to use a 301 redirect.
What is the difference between a 301 redirect and a 302 redirect?
A 301 redirect is a clear, unambiguous signal to a search engine that a page has moved permanently. A 302 redirect is a good way to tell search engines that a page has moved temporarily.
Can a page for an out-of-stock product still rank?
Yes, a page for an out-of-stock product can still rank. The key is to create high-quality, in-depth content that is relevant to a user’s search intent.
