Product pages are the reason an e-shop exists, yet in most Greek stores we audit they are also the weakest pages for SEO. Supplier descriptions pasted as-is, titles identical to every competitor's, 3 MB photos and no structured data. The result is predictable: for the exact product search, Google shows Skroutz, BestPrice and two large retailers, and you sit on page two.
Here is what genuinely moves the needle, in roughly the order we would tackle it.
1. Start with search intent
Nobody searches for "Product 4521". People search for "women's running shoes size 38", "Bosch GSR 18V-55 price" or "filter coffee maker with timer". Before you change anything, answer two questions:
- What words do people use to find this product? Brand plus model, or a generic description plus a feature?
- What do they want to see? Price and stock? A comparison? A size guide?
For branded products, the model name and manufacturer part number are gold. For handmade or private-label products, descriptive terms (material, use, size) do the heavy lifting.
2. Title tag and H1
The title tag and the H1 do not need to be identical, but they should say the same thing.
- H1: the full product name as a customer would understand it, e.g. "Maria leather shoulder bag, brown".
- Title tag: brand, model, key attribute and, if it fits, your store name. Keep it short enough not to be truncated in results.
- Skip CAPITALS, "!!!" and "SALE" in titles. They do not help and they make your listing look spammy.
With hundreds of products, set up a title template per category and hand-edit only the top 50 revenue products.
3. Descriptions: unique or nothing
The supplier's description already lives on dozens of Greek e-shops. Google has no reason to prefer your copy of it. Write your own, even if it is only 120 words:
- One paragraph on who it is for and what problem it solves.
- A list of the key specs (dimensions, material, compatibility).
- Practical details nobody else provides: how the sizing runs, how to clean it, what is in the box.
4. URLs and structure
- Short, stable URLs in greeklish or English:
/maria-shoulder-bag-brown, not/product.php?id=4521&cat=12. - Do not change URLs when the price or season changes. If one must change, add a 301 redirect.
- If the same product sits in several categories, make sure there is one canonical URL. WooCommerce and Shopify handle this correctly out of the box, but custom themes and plugins often break it.
5. Variants (colours, sizes)
This is where most mistakes happen. The general rule:
- One page per product, with colour/size selection on the page, when variants differ only slightly (shoe sizes).
- Separate pages only when each variant has its own search demand (a phone in 128GB and 256GB, where people search for a specific version).
If you do split variants into separate pages, they need genuinely different content, not just one changed word in the title.
6. Images
- Meaningful file names:
maria-shoulder-bag-brown-front.webp, notIMG_4432.jpg. - Alt text that describes what is shown, not a list of keywords.
- WebP or AVIF, correct dimensions, and lazy loading for images below the first scroll. Do not lazy-load the main image: it is usually your LCP element.
Images affect both Google Images and page speed. We cover the details in our guide to product image optimisation.
7. Structured data
Product schema with price, availability, brand, GTIN and reviews helps Google understand the page and can surface price, stars and stock status in results. Make sure that:
- The schema price is the same as the price the visitor sees.
- Availability updates automatically when stock runs out.
- Reviews are real and also displayed on the page.
Re-check with Google's Rich Results Test after every theme or plugin update.
8. Speed and mobile experience
The large majority of Greek e-shop traffic is mobile. A product page that loads slowly, jumps around while loading, or buries the "Add to cart" button under banners loses both rankings and sales. Targets: LCP under 2.5 seconds, INP under 200 ms, CLS under 0.1.
9. Internal links
A product page with no internal links pointing to it is close to invisible. Make sure:
- There is a breadcrumb (Home › Category › Subcategory › Product).
- The category page does not bury the product on page 14 of pagination.
- "Related products" or "Goes well with" blocks link to other product pages.
10. Content that answers questions
A short FAQ block or clear delivery information goes a long way: "Ships in 1–2 working days via ACS or BOX NOW", "Cash on delivery available", "14-day returns". This removes doubt for the shopper and gives Google text that answers real questions.
Checklist for every product page
- [ ] Unique, descriptive H1 and title tag
- [ ] Your own description, not the supplier's
- [ ] Clean, stable URL with a single canonical
- [ ] Sensibly named images with alt text in a modern format
- [ ] Product schema with correct price and availability
- [ ] Breadcrumbs and related products
- [ ] Shipping, payment and returns information visible
- [ ] Healthy Core Web Vitals on mobile
Where to begin
Do not try to fix 3,000 products at once. Open Search Console, find product pages with plenty of impressions but low CTR or an average position between 8 and 20, and work on those first. They are the closest to paying off.
If you would like a second pair of eyes on your product pages, we do e-commerce SEO specifically for Greek stores. Send us your shop and we will tell you where we would start.