Neil Patel

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Optimizing Product Variations for SEO

A graphic that says "Optimizing Product Variations for SEO."

Ever noticed how that t-shirt on your favorite online store comes in a rainbow of colors and a range of sizes? How about the different specs on that sleek laptop? Those are product variations, and they’re everywhere in the e-commerce world.

However, these variations are not only great for offering choices to your customers. When optimized correctly, they can also be a secret weapon for boosting your SEO and skyrocketing your online visibility.

Curious to know how these seemingly simple variations can either boost or hinder your search engine rankings? Let’s explore the strategies that will set your e-commerce site apart from the competition.

Key Takeaways

  • Product variations are different versions of a product (size, color, material) within one product listing.
  • Optimized variations can boost SEO through increased keyword targeting, richer content, improved user engagement, and reduced bounce rates.
  • Common SEO errors with variations include duplicate content, thin content, poor user experience, and incorrect structured data.
  • Key optimization techniques for variations include canonical tags, unique descriptions and images for each variation, structured data, niche-specific options, and internal linking.
  • Successful brands like Allbirds and Nike excel at showcasing variations, prioritizing user experience for customers, and optimization for search engines.

What is A Product Variation in E-commerce?

A product variation refers to a distinct version of a product within a single product listing. Think of a t-shirt that comes in various sizes, colors, and more.

Somecommon types of variations include:

  • Size: Small, medium, large, etc.
  • Color: Red, blue, green, etc.
  • Material: Cotton, polyester, silk, etc.
  • Style: Crew neck, V-neck, etc.

It’s important to distinguish between product options and product variations.

Options are features that can be customized, like engraving a name on a necklace.

Variations, on the other hand, are pre-defined choices that differentiate products, like offering a dress in multiple color variants.

Product variations are essential for e-commerce businesses. They cater to diverse customer preferences, allowing shoppers to find the perfect fit.

Plus, optimizing product listings with multiple variations for e-commerce SEO is a proven strategy to boost your visibility and attract more organic traffic. It’s a win-win situation for both your customers and your business.

Product Variations and Product Pages

Product variations are typically displayed on product pages in a few different ways:

  • Drop-down Menus: The most common method, allowing users to select their desired variation from a list. This keeps the page clean and uncluttered.
A drop-down menu example.
  • Buttons or Swatches: This is a visually appealing choice, especially for color variants. Customers can easily click or tap on their preferred option.
A color swatch on a website.
  • Separate Product Pages: Each variation gets its own dedicated page. This can be useful for complex products with numerous variations, but it can also lead to duplicate content issues if not handled carefully.
A list with 3 seperate product pages for 3 different color variants.

Regardless of the display method, it’s crucial to ensure a smooth user experience. Customers should be able to easily navigate between variations, view accurate images and descriptions, and confidently make their purchase decisions.

How Product Variations Support E-Commerce SEO

When handled strategically, product variations can be a powerful tool for boosting your e-commerce SEO.

Here’s how:

  1. Increased Keyword Targeting: Each variation opens up opportunities to target a wider range of long-tail keywords that include specific colors, sizes, or materials. For example, instead of just targeting “women’s dress,” you can target “women’s red summer dress size 12.” This specificity can significantly improve your chances of ranking higher in relevant searches.
  2. Richer Content for Search Engines: By providing detailed descriptions and specifications for each variation, you create more comprehensive and informative product pages. Search engines favor pages with in-depth content, as it demonstrates relevance to user queries. This can lead to improved visibility and higher rankings.
  1. Reduced Bounce Rate: A well-structured product page with clear variations can prevent users from quickly leaving if they don’t find their desired option. By providing all the necessary information upfront, you can keep visitors engaged and reduce your bounce rate,.
  2. Improved User Engagement: Offering a wide array of variations caters to diverse preferences and enhances the overall shopping experience. When customers find exactly what they’re looking for, they’re more likely to spend more time on your site, explore other products, and ultimately convert. While not a direct ranking factor, these positive user signals can indirectly influence search engine algorithms by indicating that your site is providing value to users.

Common Product Variation E-Commerce Errors

Even with the best intentions, mistakes can happen when implementing product variations. 

Some common E-commerce SEO errors include:

  • Duplicate Content: Creating separate pages for each variation can lead to duplicate content issues, confusing search engines and potentially harming your rankings.
  • Poor User Experience: Confusing navigation, unclear variations, or slow-loading pages can frustrate customers and lead to high bounce rates.
  • Incorrect Structured Data: When structured data is not set up correctly, search engines might get the wrong idea about your products. They could misinterpret which products are variations of each other (like different colors or sizes), show the wrong information in search results, or even have trouble finding your product pages at all.
  • Thin Content: Not providing unique descriptions or images for each variation can result in thin content, which search engines don’t favor.
An example of thin content on a product page.

Taking proactive steps to avoid these common mistakes is crucial for maximizing the SEO benefits of your product variations and providing a smooth customer journey.

Techniques for Ranking Your Product Variations for SEO

Implementing a well-thought-out product variants strategy can make all the difference in your SEO performance.

Here are some key techniques to consider:

  • Canonical Tags: When you have multiple pages for each product variation, you can use a special HTML code called a “canonical tag” to tell search engines which page is the main one. This helps them avoid getting confused by duplicate content and ensures that all the SEO value goes to the right page.
A canonical tag example.
  • Variant Images and Videos: Showcase each variation with high-quality images or even videos. This not only improves user experience but also provides additional content for search engines to crawl and index.
Examples of images and videos on a website for different color variants.
  • Unique Descriptions: Create unique descriptions for each variation, highlighting their specific features and benefits. This helps differentiate them in search results and caters to users seeking specific details.
A product site for Cards Against Humanity: Family Edition.
  • Structured Data: Implement structured data (schema markup) to provide search engines with clear information about your products, including their variations. These enhancements could lead to your products ranking in rich snippets, which can mean increased visibility and improved click-through rates for your products.

    Here’s how correctly implemented product structured data appears using Google’s Rich Results Test, and in the SERPs.
An example of product structured data in Google's Rich Results Test.
A Mommy's bliss Body lotion SERP in Google.
  • Niche-Specific Options: For certain industries, consider offering specialized options like sizing guides for apparel or virtual try-on tools for cosmetics. These features can enhance user engagement and help you stand out from competitors.
A sizing guide on a website.
  • Internal Linking: Link between different variations within the content of your product pages and across your site. This helps distribute link equity and makes it easier for search engines to discover and index all your variations.
Internal linking examples on product pages.

Product Variations Optimization in Action

Let’s take a look at a couple of brands that excel at product variations and e-commerce SEO:

Allbirds: This sustainable footwear company excels at showcasing its eco-friendly materials. They use color swatches so you can see all the different options at a glance.

Plus, they give you the full scoop on each shoe – like what it’s made of and high-resolution pictures – so you know exactly what you’re getting before you click “add to cart.”

A product page on the Allbirds website.

Nike: Being the giant in sports apparel that it is, Nike doesn’t hold back when it comes to showing you all the options for their gear.

They’ve got the usual drop-down menus and color swatches, but they even go a step further with customizable options. This allows customers to personalize their shoes with different colors and materials. This level of engagement not only enhances the user experience but also creates unique product variations that can be targeted for specific keywords.

Customizable options on the Allbirds website.

Both Allbirds and Nike understand that a smooth online shopping experience is key. They know you don’t want to waste time clicking around endlessly, so they make it easy to browse through different options, compare them side-by-side, and find exactly what you’re looking for.

This user-friendly approach not only keeps customers happy, but also helps their website rank higher in search results.


Is it best to use separate URLs for each color or size variant, or can we consolidate them under one URL with a color or size selection option?

It’s generally recommended to consolidate variations under one URL. This prevents duplicate content issues and consolidates your ranking signals. Use drop-down menus, buttons, or swatches to allow users to select their preferred variant.

However, if each variation has significantly different content and target keywords, separate URLs might be justified.

How can we ensure search engines understand the relationship between the main product page and its other variants?

Use canonical tags! By adding a canonical tag to each variant page that points to the main product page, you tell search engines that these are variations of the same product, not duplicate content.

Will having multiple pages for variants negatively impact website crawl budget and SEO performance?

If not handled properly, yes. However, by using canonical tags and consolidating variations under one URL, you can avoid crawl budget issues and ensure search engines focus on your main product page.


As e-commerce evolves, optimizing your product variations for SEO is no longer a luxury, but a necessity.

By understanding the nuances of variations, avoiding common pitfalls, and implementing best practices like canonical tags, unique descriptions, and structured data, you can transform your product pages into SEO powerhouses.

A well-optimized product variant strategy not only improves your search engine rankings, but also enhances the overall experience for your customers.

By catering to diverse preferences and providing all the necessary information upfront, you can increase engagement, reduce bounce rates, and drive more conversions.
So, take a fresh look at your product variations and start implementing these strategies today. Your SEO efforts and your bottom line will thank you.

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