How To Write SEO Product Descriptions: 7 Best Tips
Is your eCommerce store lost in the sea of search results? If so, it’s time to learn how to write SEO product descriptions.
SEO product descriptions are essential for helping your products rank higher in search results and attract more traffic to your online store.
In this blog post, we’ll share our top tips for writing SEO for product descriptions that will help you boost your sales and grow your business.
What Are SEO Product Descriptions?
As I have mentioned above, SEO product descriptions are written content that describes a product and is optimized to help eCommerce websites rank higher in search engine results pages (SERPs). They include relevant keywords and phrases that potential customers are likely to use when searching for products like yours.
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Benefits of SEO Product Descriptions
Increased Organic Traffic
By including relevant keywords in your SEO product descriptions, you’re helping search engines understand what your products are about and determine their relevance to search queries. This can help you rank higher in search results pages (SERPs), which can lead to more organic traffic to your website.
Improved User Experience
Product descriptions that are clear, informative, and engaging can help potential customers learn more about your products and make informed purchasing decisions. This can lead to increased trust and credibility, which can boost conversions.
Detailed product descriptions can help potential customers understand the full value of your products. By highlighting the benefits of your products and differentiating them from the competition, you can increase your chances of making a sale.
Reduced Bounce Rates
When potential customers find the information they’re looking for on your product pages, they’re less likely to bounce back to the search results. This can improve your website’s SEO and lead to more conversions.
Increased Click-through Rates (CTRs)
Well-written SEO-optimized product descriptions can encourage potential customers to click on your product listings in SERPs. This can lead to more traffic to your website and increased sales.
Improved brand awareness your SEO product descriptions can help you communicate your brand’s unique value proposition and messaging. This can help you build brand awareness and loyalty among potential and existing customers.
How To Write Product Descriptions For SEO: 7 Tips
Write For Target Audiences, Not Machines
The most important thing to remember when writing SEO product descriptions for eCommerce SEO is to write for target audiences, not machines. You can learn more about the AIDA model to find the best strategy.
- What information do they need?
- What are their pain points?
- How can you help them make a purchase decision?
If you can answer these questions, you’ll be well on your way to writing product descriptions that are both informative and SEO-friendly.
Here are a few tips:
- Use your target audience’s language. Avoid jargon and technical terms that they may not understand.
- Focus on the benefits of your products. What problems do they solve? How can they make the customer’s life better?
- Be specific and detailed. Don’t just say that your product is “great.” Explain why it’s great.
- Use keywords throughout your descriptions, but don’t overuse them. Your descriptions should still be readable and natural-sounding.
Focus On Benefits, Highlight Features
Product descriptions should focus on the benefits the product offers to the buyer, rather than just listing features. This is the second tip for how to write SEO product descriptions.
Features describe what a product can do, but benefits explain how those features will improve the buyer’s life.
Instead of saying, “These boots have a waterproof rubber foot,” say, “These boots block moisture from getting in, so your feet stay dry and comfortable.”
Choose The Best Keywords For Your SEO Campaign
When writing SEO product descriptions, it’s important to target the right keywords. This will help search engines understand your pages and rank them higher in search results pages (SERPs).
You should also focus on using long-tail keywords in your product descriptions. Long-tail keywords are more specific than short-tail keywords, and they tend to have a higher conversion rate.
Here are some tips for targeting the right SEO product keywords:
- Choose keywords that are relevant to your products and services.
- Use a keyword research tool to identify keywords with high search volume and low keyword difficulty.
- Focus on using long-tail keywords in your product descriptions.
- Include keywords in your product titles, headings, and meta descriptions.
- Use keywords naturally throughout your product descriptions, but don’t keyword stuff.
Mastering Keyword Placement
Keyword placement is one of the most important factors in optimizing SEO for product descriptions. Optimize your product descriptions for relevant keywords to help search engines understand your products and recommend them to the right people.
Here are a few tips for mastering keyword placement for SEO product descriptions:
- Use your focus keyword in the page URL, title, and body copy. This will help search engines identify your product as relevant to the keyword.
- Use your focus keyword in the alt text for your product images. This will help search engines understand what the images are, even if they can’t see them.
- Use related keywords throughout your descriptions. This will help search engines understand the full scope of your products and the benefits they offer.
- Avoid keyword stuffing. Keyword stuffing is when you overuse your keywords in an attempt to manipulate search engine rankings. This is against Google’s guidelines and can hurt your rankings.
Buyer Awareness and SEO Product Description Length
To optimize your SEO product descriptions, you need to write them at the right length.
There is no one-size-fits-all answer, as the best length will vary depending on your product and audience.
Each buyer persona will have a different level of awareness of your product, so you need to adjust your length accordingly.
SEO Product Descriptions for Low Buyer Awareness
Writing product descriptions for buyers with low awareness can be challenging. You need to explain your product in detail and show how it can benefit buyers without overwhelming them with information.
Biossance is a good example of a brand that does this well. Their product descriptions start with a general overview, but then they have tabs that buyers can click on to learn more about the details. This allows buyers to get the information they need at their own pace.
It also includes customer reviews in their product descriptions. This is a great way to build trust with buyers and show them that other people have had positive experiences with their products.
SEO Product Descriptions for High Buyer Awareness
Buyers who already know about your product and why they need it are more likely to buy it. This means you don’t need as much copy to convince them to make a purchase.
For example, most people know what a T-shirt is and what it’s for. So, a product description for a simple t-shirt from Madewell can be brief and to the point. It just needs to highlight the key features of the t-shirt, such as the fabric, fit, and color.
However, if you’re selling a more unique or specialized product, you may need a longer product description to explain its benefits and features. For example, if you’re selling organic cotton t-shirts or hand-sewn t-shirts with embroidered details, you’ll need to take the time to explain why these features are important to buyers.
Make Your CTA Easy To Find And Click
Your call to action (CTA) is the final step in convincing a shopper to buy your product.
That’s why it’s important to place it at the end of your product description, where it will be seen by shoppers who are already interested in what you have to offer.
Your CTA should be clear, concise, and actionable.
Tell shoppers precisely what you want them to do, such as “Add to Cart” or “Buy It Now.”
You can also use your CTA to create a sense of urgency or to offer a benefit, such as “Free Shipping on Orders Over $50.”
Let’s look at the Storepify example:
Here are some examples of effective CTAs:
- Add to Cart
- Buy It Now
- Add to Wishlist
- Learn More
- Start Shopping
- Shop Our Sale
- Get a Quote
- Sign Up for Our Newsletter
- Download Our Free Ebook
When choosing a CTA, be sure to consider your target audience and the type of products you sell.
For example, if you sell high-priced items, you may want to use a more consultative CTA, such as “Schedule a Demo” or “Get a Quote.”
Avoid Duplicating Product Descriptions for Better SEO
Duplicate content is a major SEO issue. When you have similar product descriptions on multiple pages, search engines don’t know which page to rank. This can hurt your visibility on all of your pages.
To avoid duplicate content for SEO product descriptions, make sure each of your product descriptions is unique.
If you have a large number of products and can’t write a unique description for each one right away, you can use a “no index” meta tag to tell search engines not to index the pages.
However, it’s important to note that you should only use the “no index” tag as a temporary solution.
Once you have time, you should write unique SEO product descriptions for all of your pages.
Writing effective SEO product descriptions is an important part of any online marketing strategy. By following the tips in this blog post, you can surely write descriptions that are both informative for buyers and optimized for search engines.