How to write a product page that a buyer and a search engine both understand

Most product pages on Indian B2B sites are a photograph, a name, and a paragraph of adjectives. High quality. Superior finish. Manufactured using advanced technology. None of that helps anybody decide anything.

Here’s the structure we use instead. Nine fields, in roughly the order a buyer looks for them.

The nine fields

• Name, the way buyers say it. Not your internal code. If buyers ask for MS ERW pipe, the page says MS ERW pipe. Your part number goes underneath.
• One line on what it is. Plain sentence. What it is and what it’s used for.
• Specification table, as text. Sizes, grades, tolerances, materials, finish. As real text in a real table, never as a picture of a table.
• Standards and certifications. IS, ASTM, DIN, whichever apply, with their numbers. Indian standards are published by the Bureau of Indian Standards.
• Application and fitment. What it goes into. For auto components this is the single most searched thing and it’s missing from almost every site.
• Minimum order quantity. Say it. Buyers who can’t meet it stop wasting your time, and buyers who can stop worrying.
• Lead time. Even a range. Two to three weeks is infinitely more useful than nothing.
• A real photograph. Of the actual product, from your plant. The supplier’s stock image is on four other sites.
• One clear enquiry action. A button that mentions this product by name. A generic contact link loses the context.

Why one page per product

A single page listing forty products can only rank for one thing, and it’ll rank badly for that. Forty pages can rank for forty specific searches, and specific searches are where the serious buyers are.

Somebody searching MS pipe is browsing. Somebody searching MS ERW pipe 100mm IS 1239 supplier Gujarat is buying. The second search only finds you if a page exists that contains those words.

The work this actually takes

Getting two hundred products out of a PDF and onto structured pages is about a fortnight of careful work. Most of that time goes on checking the data is still correct, and that part is worth doing whatever else happens.

It’s dull work, and it is the bulk of the effort in any realistic content plan. It’s also the change most likely to move enquiry numbers, and we say that on the basis of what turns up in audits rather than as a sales line.

What to write when there’s nothing to say

Some products genuinely have little to distinguish them. In that case, write about the decision instead. Which of your three grades suits which application. What people usually get wrong when ordering. What to measure before ordering.

That’s content only somebody who actually makes the thing can write. It’s also exactly what an AI assistant will quote when a buyer asks which grade they need.

Written by Sameer Gaikwad, founder of Buildgin. Thirty three years in electrical power systems across global MNCs, now applying the same condition monitoring habit to websites.