Out-of-stock products should be managed to retain SEO value, enhance user experience, and preserve sales opportunities:
- Short-Term OOS: Use “out of stock” tags, restock notifications, or 302 redirects as needed.
- Long-Term OOS (Available in Other Markets): Prefer displaying availability information with links to alternative markets or use a 301 redirect.
- Permanent OOS: Redirect to similar products/categories with a 301, using a 410 code only as a last resort.
Examples:
OOS Products that are likely to be restocked soon:
Keep the page indexed with an “out of stock” tag:
Approach: Maintain the product page live with a clear “out of stock” indication, allowing users to sign up for restock notifications and directing them to similar or alternative products/categories/retailers.
Advantages:
- Retains SEO value and rankings, keeping the page discoverable in search results.
- Offers alternatives and keeps users engaged, reducing bounce rates.
- Allows capturing user interest through restock notifications.
Disadvantages:
- Users might be frustrated if there’s no clear restock timeline.
- Temporary drop in conversion rates.
Additional Recommendations:
- Include a restock notification sign-up option.
- Suggest similar products or direct users to relevant categories.
- Provide links to other retailers (Amazon, International Website, Physical Stores).
Use 302 Redirect (Temporary Redirect)
Approach: Temporarily redirect users to a similar product, relevant category, or an alternative page while the product is out of stock.
Advantages:
- Keeps the original URL indexed by search engines.
- Prevents user frustration by offering immediate alternatives.
- Suitable for short-term out-of-stock situations.
Disadvantages:
- Users expecting the specific product might be confused or disappointed.
- Prolonged 302 redirects might result in search engines treating it as a permanent change, potentially losing SEO value.
OOS Products that are not likely to be restocked soon (but keep selling in other markets).
Display Product Availability Information with Market Links
Approach: Keep the product page live, but indicate clearly that the product is out of stock in the current market (e.g., UK) while providing links to other markets where the product is available.
Advantages:
- Retains the page’s SEO value and ranking potential.
- Provides a transparent and user-friendly experience, showing customers where they can still purchase the product.
- Encourages sales by directing customers to international websites or retailers.
Disadvantages:
- Users might find it inconvenient to shop from other markets if there are additional shipping costs or complexities.
Recommendation: This is the preferred method as it maintains the SEO value and offers a better user experience. Ensure that the messaging is clear about the availability in other markets and provide prominent links.
301 Redirect to the Available Market
Approach: Use a 301 redirect to send users to the international market or another market where the product is available.
Advantages:
- Offers a pathway for customers to purchase from a market where the product is still available.
- Maintains user engagement and potential sales.
Disadvantages:
- Loss of SEO value from the original page in the local market.
- Potential confusion for users preferring to shop in their own market.
301 Redirect to Similar Products or Relevant Categories
Approach: Redirect the product page permanently to similar products or categories.
Advantages:
- Keeps users engaged on your site.
- Redirects link equity to related products.
Disadvantages:
- Could cause user dissatisfaction if they expect a specific product.
- Risk of losing SEO value and rankings for the original product page.
OOS Products that are not likely to be restocked soon (In any market)
Display Product Availability Information.
Approach: Maintain the product page with a clear message that it’s permanently out of stock and direct users to related products or categories.
Advantages:
- Retains SEO value.
- Provides users with alternatives, enhancing their experience.
Disadvantages:
- Users might still expect the product to return if the messaging isn’t clear enough.
301 Redirect to similar products or relevant categories.
Approach: Use a 301 redirect to similar products or relevant categories.
Advantages:
- Preserves the user journey on your site and keeps users engaged.
- Redirects link equity to related products or pages.
Disadvantages:
- Users expecting the specific product might be dissatisfied.
- Risk of losing some SEO value for the original product page.
410 Response Code:
Approach: Return a 410 response code, indicating the page is permanently gone.
Advantages:
- Clears the page from search engine indexes quickly.
- Effective for cleaning up old, irrelevant pages.
Disadvantages:
- Completely loses SEO value, backlinks, and historical traffic.
- Users hitting this page face a dead end, which can lead to a negative experience.
