How To Write An SEO Optimised Product Description

By:
Declan

SEO can have a significant impact on the number of visitors, conversion rates, and overall sales for high-volume internet retailers. It’s important your product pages are optimised to be search engine friendly so you can see that revenue roll through organically. 

A product description is the main text used on an e-commerce website to describe a specific product. It also encompasses the metadata associated with this including the meta title, meta description and use of relevant SEO keywords all of which are imperative to drive organic traffic to your pages. 

So how do I ensure this content is SEO friendly & what should I include?

A great product description is one that not only informs customers about the features and benefits of your goods or service but also outlines how to use it and any essential additional specifications. As search engines are focused on providing the most value to the viewer as opposed to keyword stuffing.

It's important to keep in mind Google's framework for ranking quality content on the web EAT (Expertise, Authoritativeness, Trustworthiness) when writing your descriptions. This framework takes into account various factors such as the website's reputation, user experience and on-page content, you can find out more about it here.   

When crafting your product descriptions, be sure to include the following:

Title - The title should accurately reflect the product and include relevant focus keywords.

Description - Offer a brief description of what the product is and what it does. Try to keep it under 150 words. 

Ingredients - list all ingredients and their corresponding amounts (if relevant). 

Instructions - Provide concise and easy-to-follow instructions on how to use the product. 

Benefits - Outline the benefits of using the product. What will customers gain by purchasing it? 

Warranty Information - If applicable, provide information about warranties and returns. 

Tips - Offer tips on how to get the most out of your product. 

Including all of this information will help you rank higher on search engine results pages and provide potential customers with all the information they need to make an informed purchase. We should mention a growth hack if you’re pressed for time it can be helpful to use an AI copywriting tool such as Jasper at this stage to produce quality content for your product, with some great templates available within the platform.  

ecommerce store on laptop screen

So should I still use keywords?

Yes, you should! Make sure your base content clearly defines your product, outlines all its specs and any additional information a customer might find useful written in a clear manner, then we can look at inserting your focus keyword.

For products, the target keywords will generally be the generic product/brand name itself but it's useful to use marketing software to lookup keyword variations of it and associated difficulty levels to rank on Google of these, in order to choose the highest volume of the relevant keyword(s) with the lowest competition (relative to your domain authority). You can use an SEO tool such as SE Ranking to conduct this, which will then give you a detailed breakdown of the difficulty to rank for keyword alternatives and search volumes in a wide range of countries (select the ones you will sell to).

Once you have this, use the keyword(s) throughout your product description - including it naturally where possible in the meta title, description and in tags.

Keep in mind that your product page will most likely trigger a variety of search variations from users so don't be afraid to choose 2 - 3 relevant focus keywords to incorporate into your content to ensure the highest chance of ranking for a wide range of long-tail search terms.

When writing your description, it's important to be clear and concise while also being engaging. Try to think like a potential customer and ask yourself what you would want to know about the product before making a purchase.

If you're still not sure how to write an optimised product description or need help improving your website's ranking, our team at Soone Agency offer comprehensive SEO services and are more than happy to assist.

FAQs

What is SEO?

Search engine optimisation (SEO) is the practice of improving the ranking of a website on search engines. The higher the ranking, the more likely customers are to find it. This is done by improving the content on the website, including the use of keywords, as well as improving the website's overall design, speed and structure.

Is SEO important for e-commerce?

Yes, SEO is critical for e-commerce websites as it can help increase traffic and conversions, which in turn leads to higher sales and profits. It can also help establish a brand's online presence and reputation.

What are the benefits of SEO?

The main benefits of SEO are increased website traffic, higher conversion rates, increased sales and profits, and improved brand reputation.

How can I improve my website's ranking?

There are a number of things you can do to improve your website's ranking, including improving the content on the website, using keywords in the content, improving the website's design, speed and structure, and obtaining links from other websites. Backlinks are especially important for SEO they work as a digital word of mouth and signal to Google that your website is a quality resource

Should I worry about duplicate product descriptions for SEO?

Duplicate product descriptions can impact your ability to rank your product pages in search engine results pages (SERPs). It’s important to include unique descriptions for each product page, as this will help you rank higher and improve your click-through rate (CTR).

To avoid creating duplicate product descriptions, make sure you’re using canonical tags on your pages. These tags tell search engines which page is the original, and which pages are duplicates. You can also use product data feeds to automatically populate your product pages with descriptions and images.

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