Did you know? There are almost 12 million-24 million eCommerce websites all around the globe. This statistic shows how competitive the eCommerce industry has become. Getting in front of the buyers has become difficult too. But, difficult things do not signify that it’s impossible to grab the customers’ attention. Adding SEO product descriptions on your website can help you outrank your competitors.
Adding the right keywords and following other practices that will be discussed further in this blog will help you hit the breakeven point if you are a startup and if you’re a medium-sized business, you’ll be able to improve your ROI. It is an easy task for a product seller to write product descriptions, but everything is searched via the keywords in today’s digital world. And missing out on keywords that play a crucial role in SEO will make you lose 43.0% of organic traffic.
So, it is advisable to follow SEO product description’s best practices and write keyword-optimized product descriptions.
Before understanding how to write SEO product descriptions, you need to understand it’s not just a piece of information telling about the benefits or features. Instead, it’s a marketing copy to offer the necessary benefits encouraging customers to make a purchase.
Always remember when writing an SEO product description, usage of the keywords should be the priority. Further, it should answer the below-mentioned questions:
• What is the solution your product can offer?
• What will your buyer gain using the product?
• What is the USP (Unique Selling Point) of your product?
As we advance, you will come across the essentials of a full SEO product description that can help you write a compelling marketing copy, aka product description.
To stay in front of the search engines and the right searchers’, a mix of keywords is necessary. Using the right keywords and optimizing them will help you attract relevant traffic. But, you need to maintain a thin line between keyword stuffing and optimization as excess usage of keywords can make your website suffer a lot.
A highly captivating product description should be the one explaining how that product can make a difference in their life. Apart from highlighting the features, it is required to keep the buyer engagement at par as no buyer engagement can make your website bounce rate high. A product description should focus on providing a real-time solution to the buyers’ problems.
Focus on Specifics
Publishing the plan specifications of a product can sound dull. Sometimes, they contain duplicate content which is entirely against Google’s SEO norms. Publishing unique content that uses whatever product information you have will make your customer take an action in a fraction of seconds.
Writing product descriptions around the essentials mentioned above should never be missed; otherwise, you won’t be able to get the desired outcomes such as high conversion rate, improve eCommerce checkout experience and ROI.
Follow the 5 steps for writing a powerful and winning SEO product description
1. Understand your target audience
To do that, keep yourself in your buyers’ shoes, think about the pain points as advice; check out competitors’ websites and consider them as SEO product description examples if they are. You need to do this no matter what, as not doing so will make you write an untargeted description.
For example, let’s understand this: assume that you are writing a product description for a toy car. So, you need to write it in a fun and humorous way. Likewise, now assume you need to write a product description for a peanut butter targeting fitness freaks, so your tone and vocabulary should be making your customer mouth-watering while at the same time giving them the information on how peanut butter can help shed the weight.
2. Don’t sell the product, sell an experience
This is the biggest mistake made by many online store owners. They write the product benefits and features, but they skip explaining every benefit in detail. After all, the product descriptions are meant to explain the benefits, but the in-depth specifications get missed somewhere.
3. Avoid incorporating filler words
Writing a highly engaging product description is not everyone’s cup of tea. But, with step 1, half of the way gets covered when we start focussing on the target audience. Unknowingly many product description writers make this mistake and think it’s necessary. So, they use filler phrases and words such as ‘top-quality product’, ‘ premium-quality products’ and many more. You can avoid this by focusing on the basics and specifications.
4. Spend time making it scannable
Don’t just throw the words in front of your customers. Make use of headlines, bullets and white spaces to highlight every piece of information. The more readable the product description, the more will be the customer purchases. Also, you can target the keywords in the headings which will make your product pages outrank your competitors.
5. Perform A/B testing
Following the steps mentioned earlier, we are pretty sure you will be able to write a perfect product description. But, still, then various other factors need to be taken into consideration. So, always make two variants of your product descriptions and check the performance.
You must check your description for different lengths, formats, fonts and more. Doing this with proper search engine optimization will help you boost conversions.
A 30-Second Glimpse
Always use the right mix of keywords. Try to choose those keywords that have less competition and high monthly searches. Apart from this, use LSI keywords, optimize the images and videos and say no to KEYWORD STUFFING. In writing a powerful product description, make sure you write 100% unique SEO product descriptions, as using the plagiarized product description can make you face penalties. You can get your hands on product description generators too, as they are based on machine learning and are helpful.
A helpful tip – Focus on writing a meta description of every product following the same pattern. The only difference will be that SEO product description length is your choice. But, for meta descriptions, there is a limit of 160 characters.
In the end, always remember to spell-check your product descriptions. I hope you find this blog piece full of relevant information.
Vishal – Founder, CEO and a passionate Magento certified specialist at Rock Technolabs with over 10+ years of experience in web development and eCommerce. Apart from blogging and playing with Magento, he loves to read, travel and learn new tools and technologies that help make the development process easier and more appealing to our clients.