Start with the title tag and H1. Your title tag should include the product name plus one primary modifier (brand, color, size, or key feature) within 50-60 characters. The H1 can be slightly longer and more natural. For a Canon EOS R5 camera, your title might be "Canon EOS R5 Mirrorless Camera - 45MP Full Frame | Ottawa SEO" and H1 "Canon EOS R5 45MP Full Frame Mirrorless Camera Body." Write unique product descriptions of 150-300 words minimum. Never use manufacturer boilerplate that appears on 500 other sites. Focus on search intent—if someone's comparing models, explain what makes this one different. Include your primary keyword naturally 2-3 times, but write for humans first. Thin content kills ecommerce SEO faster than almost anything else. Image optimization matters more than most retailers realize. Use descriptive filenames (canon-eos-r5-front-view.jpg, not IMG_4857.jpg), compress files to under 150KB without quality loss, and write specific alt text for each image. Schema markup for Product, Offer, and Review should be standard—Google uses this data for rich snippets that dramatically improve click-through rates. Technical elements that separate ranking pages from buried ones: - Page speed under 2.5 seconds LCP (Largest Contentful Paint) - Mobile-responsive design that doesn't hide content or shrink images illegibly - Clear breadcrumb navigation with schema markup - Internal links to related products and relevant category pages - Canonical tags to prevent duplicate content from color/size variations Customer reviews provide fresh, unique content that Google loves and searchers trust. Even 5-10 reviews significantly improve rankings for product-specific queries. At Ottawa SEO, we've seen product pages jump from position 15 to position 4-6 simply by accumulating authentic reviews over 3-4 months. Avoid the common mistake of optimizing for product name only. Most buyers search "best wireless headphones under $200" not "Sony WH-1000XM5." Your description and meta content should bridge branded and problem-aware searches. URL structure should be clean: /products/sony-wh-1000xm5-headphones, not /products/category/subcategory/12847.