Product descriptions are more than just a way to let your prospective customers know what they need to know about the things you sell.
They’re golden opportunities to convince someone that your product is truly the solution they’ve been looking for.
They’re also great opportunities to boost your website’s SEO, raise your SERP rankings, and improve the overall user experience your site brings to the table.
Here’s what you need to know to craft stunning SEO product descriptions that hit all the right notes.
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What are SEO Product Descriptions?
SEO product descriptions are product descriptions written with best SEO practices in mind.
SEO (search engine optimization) is the practice of modifying and improving a website, webpage, or individual piece of web content to maximize its potential rank on relevant SERPs (search engine results pages).
There are many factors that contribute to good SEO, but most boil down to offering a better, more relevant overall user experience. Websites are better organized, content is written with easy readability in mind, and so forth.
When it comes to descriptions, there is no specific length they need to be in order to be effective.
If you don’t want Google to truncate yours, you can limit yours to 160 characters — the same as you’d do with meta descriptions.
However, some brands that sell more complex products or services may choose to expand descriptions to a couple of hundred words.
Why are Product Descriptions Important for SEO?
Online shopping is more than just a nice convenience these days.
It’s a crucial part of the modern consumer experience with many people relying on it as a way to shop for the things they want and need.
This is especially the case with millennials, as around 53 percent of them do most of their shopping online.
That means great SEO product descriptions are a must for any digital-age business hoping to boost sales, win customers, and succeed.
Here’s a closer look at why they’re important.
Better SERP Rankings
Most marketers and SEO pros focus the bulk of their SEO efforts on landing pages, but it’s crucial to fully optimize your product pages, as well. SEO product descriptions raise your chances of achieving an impressive search rank even higher.
Improved User Experience
Search engines like Google have come a long way since the early days of the internet and online shopping.
Choosing the right keywords isn’t enough anymore if you’re serious about improving your SERP ranking.
Your pages need to deliver a quality user experience on every level, and high-quality, fully optimized product pages help make that happen.
Higher Conversion Rates
The better optimized your product descriptions, the more likely it is that a search query will serve them up to the right consumers at precisely the right time — the moment they’re genuinely ready to convert.
This means higher-quality leads, better conversion rates, and soaring profits.
9 Tips for Writing the Best SEO Product Descriptions
Ready to learn the ins and outs of creating fantastic SEO product descriptions that win customers and close sales? Here are some key tips to keep in mind as you write yours.
1. Know your target audience
Remember, effective SEO product descriptions are about more than just inserting the right keywords into your copy.
They’re about appealing to the audience you want to reach on a human level. But before you can write for members of your target audience, you need to know exactly who they are.
Start by taking a deep dive into your current customer base.
What demographics do they belong to, and what does their behavior as buyers tell you about them?
Then supplement your findings with additional research on who your competitors are targeting, consumer surveys, and similar means.
2. Understand best SEO practices
The basics of writing great SEO content definitely apply to product descriptions, as well, so it’s important to know them well.
Here are some pointers for using them to create product pages that sing:
- Make sure your descriptions are clear, helpful, and concise. Get to the point.
- Avoid using duplicate content, even if it’s your own, as it’s an SEO no-no.
- Don’t overstuff your product pages with keywords. That confuses both the search engines and your customers.
- Make sure your product pages are adaptive, fast, and mobile-friendly.
3. Write with your ideal customer in mind
The key to writing any type of web content that really resonates with readers — product descriptions included — is to write as if you’re speaking directly to someone specific.
When you try to address everyone at once, your writing can come across as vague and uninteresting.
Instead, write your SEO product descriptions with your ideal customer in mind. (Buyer personas can be very helpful in this regard.)
Write in the second person (using the word “you”), and use conversational language to help your audience connect with your words.
4. Choose keywords wisely
Keywords may not be all that’s important when writing effective SEO product descriptions, but they’re still absolutely essential if you’re serious about ranking well.
Smart keyword choices help Google better understand your pages and serve them up to the right users.
Make your choices based on factors like:
- How many search engine users search that word or phrase (search volume).
- How easy or hard it will be to rank for that keyword.
- How many related terms would make great fits for your content (as with longtail keywords).
Long-tail keywords make especially smart SEO choices. The longer the search phrase, the more specific the user intent and the more likely your content is to be a good fit.
5. Understand how to place keywords
Once you’ve chosen your keywords, you’re halfway there, but you also need to know how to place them for optimal results.
Again, be careful not to overstuff your descriptions with keywords, as it’s easy to overdo it when working with short content.
Instead, focus on using keywords where they’ll help you the most. For example, try using yours once each in places like the following:
- Page URL
- Alt image tag
- Product description title
Then round things out nicely by using the keyword once or twice more within the body copy.
6. Write benefit-focused copy
A lack of enthusiasm is rarely a problem for companies and marketers when writing about their own products.
However, many tend to be enthusiastic about the wrong things. Think lists of tech specs, obscure product features, and other similar details.
While it’s definitely important to make sure specs and factual information about products are available to consumers, the key to grabbing your audience’s attention is a benefit-focused copy.
How will this product improve their lives, address their pain points, or make things easier for them?
That said, yes, you need to let the customer know what features a product brings to the table. But you need to do so by explaining the benefits of those features.
Check out this example from Huckberry:
7. Steer clear of filler copy
When copywriters are stumped as to what to say next in a product description, they run the risk of falling back on filler copy.
Think phrases like “great quality” or “affordable price” — things literally any company would likely say about any product they sell.
Phrases like these sound like statements that should make SEO product descriptions stronger, but they can actually make them weaker by losing the reader’s attention.
Avoid this reaction by using specifics to talk up your product instead.
For example, you don’t have to directly mention quality to give the impression that the audience is reading about a quality product.
You can do this just as easily (and more effectively) by describing, say, a pair of shoes as hand-sewn or a smartphone case as waterproof.
8. Personalize your page copy
Personalized customer experiences are huge deals for today’s consumers.
How huge, exactly? So huge that 44 percent of shoppers say they’d be willing to switch to a different brand that offers a more personalized experience than the one they’re currently using.
That said, an easy way to make SEO product descriptions more effective is to make the copy more personal, the better to help your target audience feel you’ve written it just for them.
Ways to do this include adding locations to your copy when it makes sense and providing suggestions for additional products the customer might be interested in.
9. Add a clear call-to-action
Every landing page should include a clear call-to-action, and this is no less the case with product pages.
It helps clarify what you’d like people to do next and encourages them to actually convert on the spot instead of clicking away to “think it over” a while instead.
Carefully consider where you place your CTA on your product page, choose the words you use with care, and make sure any additional visual elements you include (like colored buttons) support the decision you want the reader to make.
As you can see, SEO product descriptions that get results aren’t rocket science, but there is a fine art to doing them properly.
Apply best practices consistently, and it won’t be long before the results are reflected in your bottom line.
You can ensure your profits grow even more consistently by applying specialized eCommerce optimization practices to your ongoing strategy.
Check out our comprehensive eCommerce optimization guide for an excellent place to start! You’ll learn how to optimize your site for mobile, upsell effectively, and more.