Write SEO-Friendly Product Descriptions in Seven Ways
Product descriptions are more than just pieces of marketing copy that describe products. An ecommerce SEO agency would even incorporate search engine optimization (SEO) practices to ensure that businesses have more visibility online, increased traffic, high conversion rates.
SEO can be confusing to a lot of people. However, you do not have to know everything about it to use it. Once you get the basics down, you are good to go.
In addition, using SEO is not enough. Your product descriptions should also give potential buyers an idea of how the products can improve their lives.
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Here are tips for creating compelling product descriptions that are SEO-friendly at the same time:
1. Search for the Right Keywords
Do not just use random keywords. Think about it thoroughly. Ask yourself the question: what words do people use when searching for my product?
List them down and choose the best one based on its search volume, competition, relevance, and rankings.
You can also check on your competitors to see what keywords they are using. Avoid widely used keywords, as they can be hard to rank. If you can identify keywords that many people usually search but do not use, go for those keywords instead to provide better results.
2. Use the Keywords Right
Many make the mistake of overstuffing their product descriptions with the keyword, believing that it will help them rank higher. However, Google is smarter than you think. It can detect such practices and penalize your page by ranking you lower.
Limit yourself to using the keyword two times in the body text. You do not have to worry; there are other ways to add the keyword, like in the product description title, meta description tag, URL, and ALT image tag. The ALT image tag optimizes your images and helps search engines identify those images.
3. Know Your Target Audience
As much as you want everyone to buy from you, chances are that your products are not for everyone. People have different behavior when it comes to consuming goods.
Some prioritize one item over another. So knowing the group of people who will buy from you will help you promote your products better.
Create buyer personas and learn everything you can about them. For example, take note of their age range, profession, spending habits, and language. Knowing how they talk can help you shape your brand voice and determine the right words to communicate with them effectively.
4. Keep It Short
Product descriptions should not be too long that they bore your audience or too short that people can’t learn anything about the products. It will help if you keep your sentences fewer than 20 words and avoid writing big chunks of paragraphs that can scare your readers away.
Cover all the important points and avoid words that do not add value to your potential buyers. Talk about the features along with the benefits your products can provide. Highlight their unique selling points and factors that set them apart from the competition to better convince people to choose them over the others.
5. Tell a Story
One of the disadvantages of ecommerce is that you cannot sell your products directly to your buyers. Hence, they do not have the chance to see and touch your items before deciding to click the “buy” option. The only tool you have is your words, so you must use them wisely.
Show, not tell. Use words that will connect to people’s imagination so that they can get a perfect picture of how it will be like to use your products even in just their minds. You can also empathize with their problems and tell a story. Remember to be entertaining and engaging.
6. Create High-Quality Copy
As mentioned earlier, avoid words that do not add value to your product description. Focus on verbs rather than adjectives.
Verbs make your writing look straight to the point and easy to read. On the other hand, adjectives give the impression that your copy is insincere and hard to understand.
Another thing to watch out for is using words such as “very” and “really” before many adjectives. Use precise language to express the positive qualities of your products. For example, instead of “really cold,” use “icy” or “frigid.”
In addition, stay away from overly promotional language. Just add a call to action (CTA) at the end of your copy.
7. Ensure All Product Descriptions Are Unique
Creating a product description for each of your products can be tedious. But duplicating it or using a template will just put you on Google’s wrong side. Moreover, people who go into each of your listings will notice this, making you appear lazy.
Having unique product descriptions will give your audience a good impression of you and a great shopping experience. However, if you think you spend a whole day working on copy, getting a copywriter on board or working with an ecommerce SEO agency to help you with it will be a great solution.
8. Hiring an Ecommerce SEO Agency
It can be uncomfortable or disconcerting to hand off the writing of your product descriptions to someone else, but that does not mean you are no longer in control. You can still be the one who provides the direction the copywriter or the SEO agency should take.
Tell the third party how you like your product listing to appear. Let them know about your target audience, brand image, and voice.
Communication is essential when working with a third party. Point out the adjustments you want to make and listen to their suggestions on how to improve the product descriptions.
SEO-friendly product descriptions are vital to an ecommerce business. With almost everyone selling something online, you must find a way to get ahead of the competition.
Being on the first page of Google’s search results gives you a greater chance of people clicking on your website. So you should convince them to buy from you using words the moment they land on your page.
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