Well, online shoppers are always in search of products that may meet their needs. For that, they also compare a product that’s available online with the one that’s at their nearby store. For all such, the Internet helps a lot.
In the eCommerce world, the SEO-friendly nature of a product page offers ease to the end-user. The content of that page needs to deliver the expectations, requirements, and general reading behavior of users.
Sorry to say, even if the product’s description is optimized to sell, it’s not enough to increase the revenue. Obviously, no one can purchase your products, if they can’t even find them. Moreover, if you start writing just for a search engine, the description of your product may lead to reduced user engagement and readability.
So, let us inform you that for online retailers, SEO plays an important role, in not only growing organic traffic but also in conversions and overall sales. So, while writing the description of the products that you sell, make sure that it should be SEO-friendly.
Let’s learn more about the significance of SEO-friendly product descriptions:
Why Is It Important To Write An SEO-Friendly Product Description?
You know what, optimized product descriptions ease online shopping and make it more enjoyable, as such descriptions offer all the necessary details for an informed buying decision. That’s why to achieve enhanced online recognition for your eCommerce store, it’s important to make your product description more SEO-friendly.
Furthermore, all search engines perform like a web directory, and they need to track thousands of sites against every single search term. To assist the users in finding related websites at the top of the Search Engine Research Pages, the search algorithms evaluate the originality, uniqueness, and relevance of a specific web page. So, if you want to see your business among the top search results, you need to write an SEO-friendly description for your product page.
Things You Can Do to Write SEO-friendly Product Descriptions
Next, if you don’t know how to write SEO-friendly and readable product descriptions, let’s follow the below guidelines to take a precise start.
1. Highlight Key Features to Grab Attention
Well, eCommerce sites usually face tough competition. That’s why business owners are required to add exciting new features to stay ahead of the competition and stand uniquely. So, you should also highlight enhanced functionalities for your consumers. That’s why don’t forget to incorporate the crucial selling points of your product within your product description. To grab more attention, you can exhibit them in a list within the description.
2. Get Product Understanding to Include Necessary Selling Points
To discuss the features that a user is passionately looking for, you should convey a comprehensive understanding of your product. For that, being a writer, you should know the purpose of the development of a product. You are also required to know the pain points of your target audiences.
An SEO-friendly product description needs to include complete product understanding. Without knowing about a product, one can only write a simple introduction, and this will skip the unique selling points.
3. Define your Target Audience to Achieve Your Business Goals
Next, every product has its target audience, but it depends on a writer how quickly he recognizes them and targets them. You should define people who may show interest in your products.
When you know the people you are required to serve, you will write a better description of your product. Even you can craft a buyer persona and refer to it whenever you want a reference point while writing a description. For that, you need to evaluate the general behavior of your target audience and pluck out their pain points.
4. Optimize Descriptions of Your Products for Search Intent
Today, to meet the user’s search intent, it’s important to incorporate keywords relevancy, despite just writing the description blindly including irrelevant and popular keywords.
The only reason why an internet user looks for certain information online is search intent. There are four sorts of keywords that are search-intent-based, namely Informational, Transactional, Navigational, and Commercial Investigation.
You can pick such keywords and integrate them with your product descriptions as the tags.
5. Use Simple Language to Increase Readability of Product Description
For a product description, the choice of words is important and it may also depend on your target audience. Every individual has his unique vocabulary. When it comes to a common user’s readability, you should write in plain and simple language.
For the description of a product, users don’t like to read words that are not familiar. So, it’s better to keep your description simple.
6. Be Informative to Come on Top Researches of Search Engines
The search engines try to be informative, not descriptive. So, you need to make your product page more informative by including potential benefits. Avoid praising a product, again and again, using phrases, like “most-demanding”, best-selling” and more. This will not do anything well, but will in turn harm your brand.
An SEO-friendly description of a product describes the core benefits and features, taking along the practical usage of a service and product. Search engines are targeted towards offering value, despite ranking the keywords included in the descriptions.
7. Write Unique Copy as Search Engines Looks for Original Writeups Only
In SEO, the uniqueness of a product page is an important element. Lately, many marketers used to just copy product descriptions of their competitors and make the important changes to make it unique. At that time, the search algorithms were not smart enough to examine this meaningless rephrasing and spinning. But, today it’s not like that.
The search engines give preference to the original product descriptions only. You are allowed to take inspiration from the products that are available in the market, but you need to emerge with a description also that’s entirely new and unique.
8. Add Keywords Strategically by Avoiding Unnecessary Keyword Stuffing
Using worthless keywords will harm your ranking. The search engines are expected to scan the whole paragraph and then judge its meaningfulness. If you try to include keywords more often, like 2-3 times or more in a document of 200-300 words, then your page will be at risk. SERP can remove your page from the top rankings for keyword stuffing.
9. Be Realistic to Gain Trust of Your Target Audience
Well, there’s no need to emphasize the importance of your product. After deep research, many online consumers reach your landing page, targeting your activities that determine the level of quality you deliver. They may usually look for recommendations about your offerings from distinct platforms and web communities. So, be sure while you claim your store products to be trustworthy, highly demanding, and the best in town.
Moreover, if you are a newbie, don’t claim as if you are an industry leader. It’s not right, also, your target audience will find it tough to trust your brand.
10. Use Writing Tools to Write Reliable, SEO-Check, & Proofread Description
Small mistakes, like missing letters or spelling errors, can seriously hurt your SEO ranking. To avoid this, you should use some writing tools for formatting and proofreading, like Grammarly and Hemmingway.
Well, the situation may also be like you may not be an expert at writing product descriptions and sales pitches. So, here you may assign this job to reliable editors and copywriters.
Post completing the description part and before you publish your content, you should go for an SEO check. Websites like, Supreme Dissertations, will help you format and edit product descriptions for attaining a higher ranking.
Well, it may be tough to manage various product descriptions all across various store pages and categories. So, for this, you may try local file management and desktop apps, like Evernote.
11. Use Storytelling for Describing Your Products
A powerful approach in marketing is storytelling. Using it in your content will make it 22-times more memorable as it crafts an emotional link between your customer and you.
12. Add Schema Markups to Make Description Appear on Top Google Searches
Now, we will talk about how to make your product appear among the top searches of Google search results. One of the best ways to achieve this is to optimize the description of your product for rich snippets.
Well, we would like to let you know that rich snippet are some pieces of code that Google utilizes to crawl your product page.
- One option for such is Product Reviews, it usually appears in the product preview in the search results. It will help customers in making the right buying decision.
- Also, you can try adding Product Price Schema Markup with your product page. This will help users to compare the products and emerge with a better deal.
- One more Schema Markup is there that will let users know whether your product is in stock or not.
So, by including these details with your product description, you can make the description more optimized and increase your chances to achieve a higher rank on Google.
So, we would like to wrap up now. You can use the same optimization system for all your product pages and descriptions. Also, you should place a universal system here that may permit search engines to scan your website quickly and easily for achieving a better ranking. Apart from that, you can also update your keywords and format your product description as per the market trends.
So, follow the aforementioned tips as your business expands, and trust us, you will soon catch up with the top position in the global eCommerce market.
Mr. Vivek Khatri has been working in the IT industry since 2005. He has extensive experience in eCommerce technologies such as Magento, Shopify, OpenCart, and BigCommerce. He also specializes in mCommerce solutions including shopping applications, mobile wallets, and other on-demand apps.
He has helped in shaping Emizentech as a leading eCommerce development company and helping clients with mCommerce and salesforce solutions.