By Karen Barr
SEO Product Descriptions Optimized: Understanding the Basics and How to Write Them.
SEO product descriptions optimized to perform successfully means increased revenue and profit. First, what is an SEO product description? It’s a description designed to promote your products and services through Search Engine Optimization.
SEO product descriptions function in two ways. First, they help search engines find your website and product. Retailers, e-commerce brands and hospitality companies need to capture the attention of Google, where 90 percent of all global searches happen.
Second, once your customer lands on your website, the description must be enticing enough to encourage sales.
Benefits of SEO Friendly Product Descriptions
Here are some of the benefits your company will experience after using SEO in your product descriptions.
- Increased Search Engine ranking.
- Enhanced user experience.
- Increased revenue.
Where to Use SEO Product Descriptions
SEO product descriptions have multiple uses.
- E-commerce shops
- Social media platforms such as Facebook or Instagram
- Online marketplaces such as Amazon
- Product catalogues
Now that you understand what SEO product descriptions are, the benefits, and some places to use them, let’s explore how to write them successfully.
Use Target Keywords
Which keywords would you like to rank for? Do some keyword research. Weave these words into your product description.
Remember, it’s easier to rank in Google search with long-tail keywords. Short-tail words comprise one or two keywords, whereas long-tail words can be up to 10 in a row.
Using long-tail keywords will attract customers looking for something extremely specific, which will increase the conversion rate.
For example, you may be trying to sell vintage lingerie as a shop owner. If you write the description vintage lingerie in your product description, it doesn’t define precisely what you are selling.
Taking this further, vintage lingerie from the 1920s gives more context. Vintage lingerie nightgowns from the 1920s are even more descriptive. Even more precise might be vintage lingerie silk nightgowns from the 1920s.
Write for Humans First
After selecting your keywords, write your product description copy for humans. That means no keyword stuffing. Not only is this not very fun or informative to readers, but Google gives it two thumbs down. That’s not what you want!
Within your SEO description, include all the key points your customers may need. Your website is your salesperson 24 hours a day. Imagine what an in-store salesperson would say to sell your products.
Include these key points:
- How to use the product or its purpose
- Material used
- How it was crafted
- Design features
- Lifestyle features
- Ethical/sustainable choices
- Turn features into benefits
You’ll also need to include:
- Product images
- Price
- Special offers
- Stock availability
- Bundles
- Related Products
- Call to action buttons like SHOP NOW!
Use Lifestyle Storytelling
Weaving a story is one of the best ways to make a product memorable. The story cannot just be about you and your product.
Many business owners do not understand that they are not the story’s main character- your customer is!
I always refer to Alice’s Adventures in Wonderland. The White Rabbit guided Alice through her adventure of a lifetime. Alice wasn’t sure what she wanted on that long summer day in the English countryside, but she became “curiouser and curiouser” about the White Rabbit.
Create a story around your product descriptions that draws your customers into the lifestyle they want to create.
For more ideas, read How to Use Product Storytelling.
Avoid Duplication
In order for search engines to index each one of your product pages each product description needs to be unique. Each needs its own specific product title as well.
Near-duplications confuse search engines. Not knowing what to do with these pages can drive down visibility for all pages. This will make it hard for customers to find your products organically.
Creating a unique product description for each products description page is and a must for good SEO.
Include Links to Blog Posts
An SEO product description only allows for a limited amount of text. To give your customers more context link the product to one of your blog posts on your website. This can include:
- An in-depth How To Guide about using the product.
- A blog post that elaborates on similar products which may or may not include comparisons.
- A historical blog post about the type of product.
- A lifestyle article that includes the product.
- And many more!
In Conclusion
You only have one chance to capture your customers’ imaginations with SEO product descriptions. Why leave it to chance? Hire a professional writer and get the job done right!
