Search engine optimisation product descriptions enhance your product web page rankings on Google and inform prospects why they need to purchase from you. Learn the way our ecommerce copywriting specialists create product descriptions that drive larger gross sales for our purchasers.
Right here, you’ll discover:
- What are SEO product descriptions?
- Tips to write compelling SEO product descriptions
- Best practices to drive more conversions
- Why are product descriptions important for SEO?
- Frequently asked questions
- How to hire ecommerce expert copywriters
Product descriptions ought to do greater than describe your merchandise. They need to be optimized to: attract natural site visitors and compel folks to purchase.
That’s what Search engine optimisation product descriptions do.
Nonetheless, writing product descriptions for Search engine optimisation has challenges. From overstuffing key phrases and poorly written copy to the lacking parts that improve descriptions for higher conversions — many issues may be mistaken.
On this information, we’ll focus on: how one can write Search engine optimisation product descriptions that handle these challenges.
Let’s begin with the fundamentals.
What are Search engine optimisation product descriptions?
SEO product descriptions are optimized textual content and pictures that showcase your product’s advantages and guarantee it ranks properly on engines like google like Google and Bing.
These descriptions combine chosen key phrases — phrases your potential prospects generally use in on-line searches.
Right here’s an instance of an Search engine optimisation product description:
(Picture: theorganicones.com)
If I needed to guess, it appears the first key phrase is “hair elimination,” which seems within the headline and several other occasions all through the product description.
When engines like google crawl product pages in your web site (or on third-party platforms like Amazon), they acknowledge these key phrases, understanding your product’s relevance to client queries.
This course of will increase the chance of your product showing in high search outcomes. It straight enhances visibility and improves the possibility of clicks and conversions.
So, Search engine optimisation product description writing can bridge the hole between your merchandise and the shoppers looking for them.
12 tricks to write compelling Search engine optimisation product descriptions
Listed here are ideas for writing product descriptions for Search engine optimisation that Google and Bing love.
Notice: All through the following tips, we’ve used ‘flavored water’ for instance product for added readability on Search engine optimisation product description writing.
- Start with a captivating opening
- Use keywords strategically
- Focus on benefits, not just features
- Employ persuasive language
- Make it scannable
- Include sensory words
- Incorporate your unique selling propositions
- Use active voice
- Keep language simple and direct
- Avoid fluff
- Use a consistent brand voice
- End with a call to action
1. Begin with a charming opening
When writing product descriptions, your first sentence ought to make the reader need to hold studying. Consider it as the duvet of a guide or the headline of an article.
Say you’re promoting flavored water. As an alternative of claiming, “Our flavored water is available in completely different flavors,” you would begin with one thing extra partaking like “Refresh your day with our number of crisp, fruit-flavored waters.”
This opening tells the reader instantly that your product is refreshing and is available in fruity flavors, which units the stage for additional particulars.
2. Use key phrases strategically
Discover out what phrases potential prospects use when looking for merchandise like yours.
Google Key phrase Planner, Semrush, and different key phrase analysis instruments can establish key phrase concepts that withd search quantity.
We’ve printed a complete information on this. Try How to Build A Keyword Strategy in 6 Easy Steps + Pro Tips
After you have an inventory of related key phrases (significantly long-tail key phrases with 3+ phrases), combine them into your product description naturally.
For flavored water, key phrases might embody “flavored water,” “pure fruit taste,” or “zero-calorie drink.” So, a sentence like “Our zero-calorie flavored water is available in numerous pure fruit flavors” makes use of goal key phrases successfully — with out sounding compelled.
3. Deal with advantages, not simply options
Persons are extra involved in what your product can do for them than what it’s.
So, spotlight how your product can enhance their lives. That is 101 of digital advertising for ecommerce.
For instance, as a substitute of claiming, “Our water is sugar-free,” you would say, “Benefit from the candy style of our flavored water with out the sugar, excellent for a wholesome way of life.”
This straight exhibits the profit (having fun with a candy style with out sugar), which clarifies why somebody would need to select your product.
4. Make use of persuasive language
The phrases you select can persuade somebody to purchase your product.
Use easy, clear language to clarify why your product is the only option.
As an illustration, reasonably than simply saying, “Our flavored water is made with pure elements,” you might say, “Expertise the pure, clear style of our flavored water, made with rigorously chosen pure elements.”
This doesn’t simply inform the reader what your product is; it exhibits why it’s an ideal selection, utilizing easy language to create a convincing purpose to purchase.
5. Make it scannable
Folks usually skim by means of content material on-line to search out the knowledge they want rapidly.
So, make your product descriptions straightforward to scan by organizing them with bullet factors, quick paragraphs, and bolded key phrases.
As an illustration, as a substitute of a dense paragraph about your flavored water, use bullet factors to spotlight key specs, like:
- “Taste selection: Select from a spread of pure fruit flavors
- Well being advantages: Zero energy, no added sugar
- Eco-friendly packaging: 100% recyclable supplies”
This format permits prospects to understand the important details about your product rapidly.
6. Embrace sensory phrases
Descriptive, sensory phrases can flip an ordinary product description into an expertise, portray a vivid image for the shoppers.
For instance, for flavored water, you should use phrases that describe the style, scent, and feeling of having fun with the product. Like, “Indulge within the crisp, refreshing style of our lemon-flavored water, with its zesty aroma and funky, soothing contact in your palate.”
This informs the readers and in addition hooks them up by partaking their creativeness.
7. Incorporate your distinctive promoting propositions
Your USPs set your product other than rivals and different retailers. Determine and spotlight these in your description.
In case your flavored water makes use of an unique filtration course of or sources fruits from natural, sustainable farms, point out these factors.
Like this: “Get pleasure from our flavored water, uniquely crafted with fruits from our unique, natural orchard and purified by means of our superior, eco-friendly filtration course of.”
This tells prospects why your product is particular and why they need to select it over others.
8. Use energetic voice
An energetic voice makes your sentences extra highly effective and simpler to observe. It places the topic in control of the motion, making a direct, partaking narrative.
As an alternative of claiming, “Our flavored water is cherished by many for its refreshing style,” you’ll be able to say, “Refresh your day with our beloved flavored water.”
The energetic voice makes your content material extra compelling and encourages the reader to take motion.
9. Maintain language easy and direct
In your product descriptions for Search engine optimisation, readability is essential. Use plain language and quick sentences to make sure your message is definitely understood.
For instance, reasonably than saying, “Our flavored water supplies an unparalleled style sensation,” you might say, “Benefit from the recent, daring style of our flavored water.”
This easy language prevents confusion and makes your content material comprehensible to a broader viewers, which ensures your message resonates clearly with everybody.
10. Keep away from fluff
Keep away from including pointless particulars, filler phrases, and duplicate content material that don’t add worth to your description. Each phrase in your product description ought to serve a objective. That is necessary in content-centric Search engine optimisation methods.
As an illustration, as a substitute of claiming, “Our flavored water is made with a wide range of extremely scrumptious, excellent pure flavors,” you’ll be able to merely state, “Our flavored water is available in a wide range of pure flavors.”
This retains your content material concise and centered, making it extra impactful and simpler in your prospects to know the attributes of your product.
11. Use a constant model voice
Your model’s persona ought to lower by means of in each product description. Preserve a tone/fashion that aligns along with your model’s identification — whether or not it’s skilled, playful, or subtle.
For instance, in case your model is thought for its whimsical and enjoyable strategy, your product description for flavored water might learn, “Splash into enjoyable with our whimsically scrumptious flavored water!”
Consistency in your model’s voice builds a connection along with your viewers and fosters model recognition.
12. Finish with a name to motion
Information your prospects on what to do subsequent with a transparent and compelling name to motion. Whether or not encouraging a purchase order, inviting them to study extra, or directing them to get in contact, your call to action (CTA) needs to be direct and straightforward to search out.
As an illustration, you might finish your flavored water description with, “Able to style the distinction? Order now and refresh your day!”
A well-done CTA turns curiosity into motion. It guides your prospects towards the following step of their journey along with your product.
Additional studying: SEO Content Writing Success: A Crash Course for 2024
7 greatest practices to drive extra conversions with Search engine optimisation product descriptions
Along with writing product descriptions for Search engine optimisation which are technically adept, you additionally have to deal with features that assist drive higher conversions. How?
Comply with these product description Search engine optimisation greatest practices:
- Understand your audience
- Add social proof
- Use high-quality images
- Implement urgency and scarcity
- Improve readability
- Provide accessible customer support
- Test and optimize
1. Perceive your viewers
To attach along with your potential prospects, you could perceive their preferences, wants, and behaviors.
This is among the foremost Search engine optimisation steps for a web site. In any case, you wouldn’t know what your content material needs to be about in case you don’t know who you’re focusing on.
Begin by gathering knowledge. Use your web site analytics to see what merchandise folks view essentially the most, how lengthy they keep in your pages, and what they click on.
You possibly can even conduct surveys or maintain focus teams to ask direct questions on their preferences and ache factors.
As an illustration, in case your on-line retailer sells smartwatches, discover out in case your prospects worth fashion, performance, or well being options essentially the most.
Moreover, use social media platforms to look at discussions and tendencies associated to your product.
After gathering this info, create detailed purchaser personas (fictional representations of your perfect prospects).
These personas ought to embody demographic particulars, pursuits, and typical issues your product can resolve. This complete understanding will information you in tailoring distinctive product descriptions that talk on to your prospects’ wants and preferences.
2. Add social proof
Social proof creates a optimistic impression by displaying what different folks say or take into consideration your model or product. It builds model belief and encourages potential prospects to make a purchase order.
To leverage social proof, actively gather buyer critiques, scores, and testimonials. Show them prominently in your product pages.
(Picture: ugaoo.com)
In case you have a product that’s acquired awards or endorsements from trade specialists, spotlight these as properly.
For instance, in case you’re promoting a brand new sort of backyard software that was featured in a widely known gardening journal or utilized by a preferred influencer, point out this in your product description and on the web page.
Such endorsements can improve your product’s credibility and attraction, encouraging potential patrons to belief within the high quality and effectiveness of your product.
3. Use high-quality photographs
Visuals are sometimes the very first thing a possible buyer notices, so high-quality product photographs are important.
They need to be clear, well-lit, and excessive decision to permit zooming with out shedding high quality.
Present your product from a number of angles and, if relevant, in use.
As an illustration, in case you’re promoting a backpack, embody photographs of it being worn, its compartments open, and close-ups of fabric particulars.
This provides prospects a more in-depth understanding of the product and reduces uncertainty in regards to the options and high quality.
(Picture: vesselgolf.com)
In fact, guarantee your photographs are optimized for quick loading on all gadgets. Sluggish-loading photographs can result in larger bounce charges and missed gross sales alternatives.
4. Implement urgency and shortage
Creating a way of urgency or shortage compels potential prospects to behave rapidly. It will increase the chance of a conversion.
You are able to do this by saying limited-time provides or indicating low inventory ranges.
Phrases like “Sale ends in 14 hours” or “Only one left in inventory” immediate rapid motion.
(Picture: lehelmatyus.com)
Nonetheless, it’s necessary to make use of these ways truthfully. Don’t declare an merchandise is working out if it isn’t. Such unethical ways can harm your credibility in the long term.
Additionally, make sure that any deadlines or inventory ranges displayed are correct and up to date in actual time to keep away from buyer frustration.
Additional studying: Marketing Psychology: 5 Tips to Win Hearts (+ Examples)
5. Enhance readability
Guarantee your product descriptions are simply readable to ship an excellent consumer expertise. This entails listening to the legibility of the textual content on diversified gadgets and display sizes.
Use a transparent font fashion and measurement that makes the textual content comfy to learn with out zooming.
Line top and spacing are additionally necessary. Correct spacing can improve readability, particularly on smaller screens like smartphones and tablets.
Additionally, guarantee the colour distinction between the textual content and background is enough to not pressure the eyes.
6. Present accessible buyer assist
Whereas well-crafted Search engine optimisation product descriptions goal to be complete, prospects should still have questions or want clarification.
Providing rapid assist choices, comparable to reside chat or a prominently displayed FAQ part, can improve the consumer expertise.
This resolves queries which will come up from studying your product descriptions and in addition retains the client engaged in your web page longer, which is a optimistic sign to engines like google.
Furthermore, the questions and interactions can present insights into what info could also be lacking or could possibly be optimized in your product descriptions.
7. Check and optimize
Frequently experimenting along with your product descriptions can result in higher engagement and conversion charges.
A/B testing entails evaluating and analyzing two variations (‘model A,’ ‘model B’) of an outline to see which performs higher. You possibly can take a look at completely different headlines, key phrases, tone of voice, or positioning of the decision to motion.
Use analytics instruments to trace metrics like CTR, conversion charges, bounce charges, and different Search engine optimisation knowledge to measure the influence of every model.
Primarily based on aggregated knowledge, refine your product descriptions, and undertake ecommerce web site optimization actions.
At HawkSEM, we use ConversionIQ (CIQ) to trace Search engine optimisation outcomes for our ecommerce purchasers. It’s our proprietary software that enables us to see which product descriptions are performing higher than others.
As well as, CIQ provides a spread of different wealthy insights that allow us to optimize and enhance the descriptions with the objective that they resonate with the viewers.
Need to study extra about ConversionIQ? Get in touch with us.
Why are product descriptions necessary for Search engine optimisation?
Search engine optimisation product descriptions increase your product’s visibility in search engine outcome pages (SERPs), straight influencing site visitors and gross sales.
A keyword-optimized description strategically showcases your product in a manner that engages engines like google and potential prospects.
Listed here are the broader causes Search engine optimisation product description writing is necessary:
- Targets the right audience with keywords
- Boosts organic ranking and click-through rate
- Increases engagement with SEO-friendly content
- Lowers bounce rate by matching user intent
- Drives conversions with benefit-driven content
1. Targets the suitable viewers with key phrases
Search engine optimisation product descriptions use particular key phrases your target audience is looking for. This calculated strategy ensures your product seems in related Google searches, connecting you with potential prospects actively looking for what you’re providing.
For instance, together with key phrases like “BPA-free water bottle” straight addresses a phase looking for secure, non-toxic drinkware. It clearly narrows your viewers to extra potential patrons.
2. Boosts natural rating and click-through fee
Together with related key phrases in product titles, product descriptions, and meta descriptions enhances your product’s visibility in natural search outcomes.
Serps favor content material that carefully matches consumer queries, rating such content material larger. And a better rating will increase the chance of clicks.
As an illustration, a title like “Maintain Your Drinks Scorching or Chilly for twenty-four Hours — Insulated Stainless Metal Water Bottle” is keyword-rich and informative, possible bettering rating and click-through charges.
3. Will increase engagement with Search engine optimisation-friendly content material
Search engine optimisation product descriptions are sometimes written to be informative and interesting. They encourage customers to spend extra time in your web page.
This longer engagement tells engines like google your content material is effective to the consumer’s search question, which might positively affect your rankings.
Descriptions that completely clarify product options, just like the expertise behind a water bottle’s insulation, can captivate an viewers looking for detailed info.
4. Lowers bounce fee by matching consumer intent
A exact, optimized description ensures customers touchdown in your web page discover what they’re looking for. It aligns with customers’ search intent.
This relevance reduces the chance of tourists rapidly leaving (bouncing), an element engines like google use to gauge content material high quality and relevance.
A decrease bounce rate is usually interpreted as excessive relevancy, including to your search engine marketing targets.
As an illustration, a consumer looking for “long-lasting insulated water bottle” will discover detailed and keyword-aligned content material extra satisfying, lowering the possibility of them bouncing again to the search outcomes.
5. Drives conversions with benefit-driven content material
Good product descriptions persuade folks by specializing in advantages that resonate with the audience’s wants and preferences.
These descriptions encourage buying selections by highlighting how options meet particular consumer wants or resolve issues.
For instance, emphasizing a water bottle’s eco-friendly side can attraction to environmentally aware customers, nudging them in direction of a purchase order.
“Search engine optimisation product descriptions are elementary in making certain your web site ranks organically for the particular merchandise you provide. As with all features of Search engine optimisation, our focus ought to at all times heart on the client,” says Sam Yadegar, Co-founder and CEO of HawkSEM.
“When creating product descriptions, it’s necessary to strike a steadiness between resonating along with your viewers and offering them with substantial worth. This implies understanding not simply what your product is however the way it matches into the client’s life or solves their issues.”
Incessantly requested questions
What are Search engine optimisation key phrases for merchandise?
Search engine optimisation key phrases for merchandise are particular phrases or phrases that potential prospects use when looking for merchandise on-line. They will help your product pages rank larger in search outcome web page.
It’s necessary to notice, nevertheless, that whereas engines like google contemplate key phrases to know the product, it’s best to keep away from key phrase stuffing. In semantic Search engine optimisation, the place the web page’s matter is prioritized over the key phrases the web page consists of, you have to be strategic in utilizing the suitable key phrases in the suitable manner.
What are Amazon key phrases?
Amazon key phrases are particular phrases or phrases consumers use to seek for merchandise on Amazon.
Identical to with common ecommerce Search engine optimisation, these key phrases assist your merchandise seem in search outcomes on Amazon’s platform. They influence the visibility and discoverability of your merchandise on Amazon.
Do product descriptions matter for Search engine optimisation?
Search engine optimisation product descriptions assist engines like google perceive what your product is about.
Optimized product descriptions with related key phrases can increase your product’s visibility in search outcomes.
Furthermore, partaking and informative descriptions can enhance consumer expertise, doubtlessly rising guests’ time in your web page, which is a optimistic search engine rating sign.
How lengthy ought to Search engine optimisation product descriptions be?
The best product description size for Search engine optimisation can fluctuate. However typically, they need to be lengthy sufficient to tell and interact the reader with out overwhelming them.
A very good rule of thumb is to goal for about 150-400 phrases. This vary provides you sufficient area to incorporate important particulars, advantages, and related key phrases with out being too verbose.
The best way to rent ecommerce skilled copywriters
Writing efficient product descriptions and touchdown web page copy is difficult. It’s sometimes really helpful to work with skilled copywriters with expertise within the ecommerce retailer class.
Listed here are just a few components to think about when hiring an Search engine optimisation product description writing providers supplier:
- Monitor file: Evaluate their portfolio or case research to evaluate the standard of their work and its influence on purchasers’ Search engine optimisation efficiency.
- Understanding of Search engine optimisation: The author needs to be well-versed in present Search engine optimisation tendencies and practices for on-line retailers.
- Ecommerce experience: They need to perceive how one can interact internet buyers and have data of the Search engine optimisation nuances of ecommerce websites.
- Writing fashion alignment: They need to be capable of adapt their fashion to match your model’s tone and viewers’s preferences.
- Turnaround time: Assess their potential to ship high quality content material inside your required timeframe.
- Price: The pricing construction needs to be aggressive but reflective of the standard and experience supplied.
- Communication: Workforce up with a author who communicates clearly and is open to suggestions and collaboration.
How HawkSEM helps ecommerce manufacturers scale
HawkSEM is among the fastest-emerging digital advertising companies that work with manufacturers like Microsoft, Nike, Honda, and Verizon.
Now we have a big group of ecommerce specialists, together with skilled copywriters. It permits us to supply end-to-end Search engine optimisation providers — from native and nationwide Search engine optimisation providers to programmatic Search engine optimisation to platform-centric Amazon and Shopify plus Search engine optimisation.
Over time, we’ve labored with many ecommerce manufacturers, enabling their progress with conversion-optimized copywriting and data-driven Search engine optimisation methods.
NorthStock, a number one on-line HVAC distributor, recorded a 53% enhance in conversion fee with our Search engine optimisation providers.
“Copywriting is a core a part of our conversion-focused Search engine optimisation technique. We don’t simply need to publish content material for the sake. We wish content material that ranks higher — and, most significantly, converts optimally. This particular strategy has been the most important difference-maker for our ecommerce purchasers,” says Yadegar.
“Our group of copywriters understands what ticks the search algorithms and end-consumers. From product descriptions to touchdown web page copy, we combine psychological ideas with artistic concepts to publish content material that turns into the trade’s north stars.”
The takeaway
Properly-written Search engine optimisation product descriptions can get your product web page to rank larger on SERP and inspire customers to take motion.
So, when writing product descriptions for Search engine optimisation, spend time understanding what the search engine desires and what your viewers expects. Tailor your copy accordingly.
Leverage confirmed copywriting ideas and greatest practices.
When you need assistance, get in contact with specialists at HawkSEM. Book your free consultation today.
