Search engines rely on product descriptions to bring in organic traffic. It is from people who are looking for that specific item. If your description isn’t Search Engine Optimized, you won’t get a lot of organic eyes on your product. We’ve compiled a list of tips for creating SEO friendly content specifically product descriptions to help boost your organic traffic and sales.
10 Best Ways to Optimize Your Product Descriptions
The goal of a good product description is to convince potential customers to buy your product. It needs to be clear, concise, and well-written. So, it can effectively communicate the benefits of your products or services.
Here are 10 tips for writing effective product descriptions:
1. Keep it short and sweet
If you’re writing product descriptions for an eCommerce store, chances are you have to write a lot of them. And there’s nothing more boring than reading long-winded, boring ones that don’t say anything.
The best way to avoid this is to keep your copy short and sweet. The goal is not to write a novel. It’s to get visitors interested in what you’re selling. So, they’ll click through to your website and buy the product.
2. Use keywords in your title and throughout the content
It’s important for SEO purposes (and for making sure that people find your website when they search for certain products). But it’s also important because it helps drive traffic through paid advertising channels. For instance, Google AdWords or Bing Ads.
Make sure that your title includes keywords as well as descriptive phrases. For instance, “men’s watch” instead of simply “watch”. Make sure each sentence in your description includes at least one keyword or phrase. They must be related to the product itself (but don’t overdo it).
3. Write in the active voice, rather than the passive voice
The active voice is more concise and direct than the passive voice. It is also more reader-friendly, as it conveys the action. For example:
“The product is made from high-quality materials” vs “The materials used to make this product are of high quality”
The first sentence is much clearer and easier for readers to understand. It tells them that the manufacturer has taken care of how the product was made. This makes them feel secure about buying it. The second sentence sounds like a sales pitch. It can be off-putting for customers who want to know what they get for their money.
4. Avoid industry jargon and buzzwords
This tip applies equally well to any type of content you are writing — not just product descriptions. It’s one of the most important things you can do when crafting your copy. Whether it’s an eBook or an email campaign.
Jargon is a problem because most people don’t know what it means!
While you might think that using words like “influencer marketing” will help make your content more persuasive — which it does — it can also alienate those who aren’t familiar with these terms.
5. Create good titles for each section of your product page
Titles are an important part of every page on your site. They allow people to know what they’re looking at before they even visit the page. This is especially true for search engines. If you don’t tell them what’s on a page before they go there, they won’t know!
This is also why it’s important to make sure that all of your pages have unique titles. So that they don’t get confused with other pages with similar titles or content.
6. Call to action
The purpose of every product description is to get people interested in buying it, so you need to tell them exactly how they can purchase it. If there’s any special offer or discount available, mention it in the description as well!
Use action verbs such as “helps” instead of “is”. This makes your sentences more active and engaging, which will make readers want to read more and understand what benefits they’ll get from using your product right away!
7. Include both its features and benefits
The first thing that you need to consider while writing a product description is to explain both its features and benefits.
For example, if you are selling a digital camera, then instead of just explaining its features like megapixels, resolution, etc., it’s better if you can explain how it can benefit the buyer.
For example: “Get high-quality pictures even in low light conditions due to its 12MP sensor with ISO range of 100-6400”
8. Use images wherever possible
It is always better to use images in your product details. This will help increase the click-through rate of your website, which in turn will lead to increased sales conversion rates.
In addition, if you want to include a text-based description of a particular product, then it is best to use an image-based one instead because it will make your website look more professional and appealing.
9. Natural placement of keywords and avoid stuffing
In order to be found by search engines, you have to do full SEO for product descriptions through specified keywords. That people use when looking for products like yours. However, there is a fine line between over-optimization and under-optimization.
If your descriptions contain too many keywords, they will look unnatural. It will make the visitor feel like they’re being sold to. On the other hand, if you don’t use any keywords at all in your descriptions, Google won’t know what your page is about and will not rank it highly.
The solution is to use only one or two keywords per description. Then make sure they are naturally placed throughout the text (i.e., don’t just put them at the beginning). For example: “This product is perfect for people who love yoga! It comes with an extra-long strap so you can take it with you everywhere!”
10. Include rich snippets whenever possible
Rich snippets are a set of structured data that Google uses to display information in search results. Rich snippets include product reviews, star ratings, and price comparisons. The most common types of rich snippets are:
- Reviews
Reviews provide additional information about your business and products to support the information in your search results. Reviews can help customers by making it easier for them to determine if they want to purchase from your website or store.
- Star Ratings
Star ratings are a quick way for consumers to see how well something has been rated by previous users and how good it is compared to similar items.
- Price comparisons
A price comparison tells consumers how much an item costs at different stores. This can be helpful when comparing prices from multiple retailers before making a purchase decision because it gives them all the information, they need in one place.
Conclusion
Whether you’re an online business with a brick-and-mortar counterpart, or you simply sell vintage items that can’t be physically shipped. You need to have a solid product description page.
Crafting one is far from easy. Not only do you need to include all of the elements that a purchasing customer might want to know about your product. This information has to also be optimized for search engines. That means carefully choosing and arranging your keywords.
That’s where this post comes in. We’ve put together some tips for you based on years of experience crafting perfect product descriptions, along with a few anecdotes along the way. We hope it helps you out!
