How to Write Top SEO Product Descriptions (9 Tips that Work)
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.
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.
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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.