SEO Product Descriptions Guidelines for Ecommerce Websites

Your website looks like an e-commerce store, and your product pages are the entryways that customers can open.

How would you ensure that your products are viewed and picked in such a competitive market? The key is to figure out how to create SEO-friendly product descriptions.

10% of eCommerce sites require more data in their product descriptions.

While figuring out which brand to purchase from, 85% of customers answered that product data and photographs influenced them.

Whenever done accurately, it can assist your products with ranking better in search engine results, upgrading the overall visibility of your website and online store.

Knowing that you are ready to take your online business deals to the next level, keep reading for the best tips on writing SEO product descriptions that increase visibility and conversions.

So, if you’re ready to go, we should begin!

What is an SEO Product Description?

SEO product descriptions are a type of description on your e-commerce site that adheres to the finest SEO principles. Its primary goal is to optimize your page for search engines. The goal is to increase the visibility of the product pages in search engine results pages (SERPs) and attract more organic rush hour traffic to the site.

Key components of an SEO product description:

1: Relevant Keywords

Utilizing applicable keywords in the product description is essential for SEO. These keywords should reflect what potential customers could search for while searching for something similar to what you sell. Intensive keyword research recognizes the best terms.

2: Unique and Convincing Content

The product description ought to be remarkable, engaging, and enlightening. Avoid using generic manufacturer descriptions, as search engines focus on unique content. Creating convincing copy helps with SEO and encourages potential customers to make a purchase.

3: Improved Meta Tags

Counting relevant meta tags, such as the title and meta descriptions, is essential for SEO. The title tag should contain the fundamental keyword and give a compact product description. The meta description is a short rundown to captivate users to tap on the connection.

4: Organized Formatting

Use headers, bullet points, and sections to structure the content. This makes it easier for users to read and helps search engines understand the order and significance of the information on the page.

5: Great Images

Having excellent product images is helpful for both SEO and the user experience. Adding relevant keywords to picture document names and alt text can improve the page’s visibility in image search results.

Related: On-Page SEO Guide for E-commerce Websites

Why are Product Descriptions Important for SEO?

According to studies, 2.14 billion individuals worldwide are predicted to make online purchases by 2021. Furthermore, 53% of millennials shop largely online. As you might imagine, with so many people buying online, writing decent product descriptions has become vital to your company’s sustainability.

That implies that effective SEO product pages & descriptions are essential for any digital-age business looking to increase sales, attract clients, and flourish.

Let’s have a look in more detail.

1. Search Engine Whisper

Consider a world in which search engines take in information. That is what your product pages would be without advanced descriptions. Keywords are the Rosetta Stone, the extension between your products, and the methods used to calculate their permeability.

Product descriptions with important keywords and phrases inform search engines about your products, making them (your products) visible when someone searches for terms related to your products.

Higher engagement means more eyeballs on your pages, more likely clients, and, eventually, more sales.

2. They Convert Visitors Into Buyers

A well-written product description is more than just a specialized spec sheet. It is a more concise sales pitch than expected. The voice murmurs to a potential customer, “This is the kind of deal you have been looking for.”

Quality product descriptions include the benefits of products, the pain points of customers, and a clear picture of how your product will improve their lives. This lets you encourage readers to buy your products or items.

Convincing descriptions convert visitors into engaged readers, then into captivated buyers, and finally into loyal customers.

3. They Build Trust and Belief

In the online world, trust is a fragile commodity. Product descriptions are your opportunity to fabricate them step-by-step. You demonstrate transparency and honesty by providing.

• Precise and itemized data,
• Clear and concise language
• Misleading claims.

These forms of trust with expected clients make them bound to purchase from you and prescribe your products to others.

4. They Improve the Client Experience

Nobody enjoys navigating a maze of confusing product pages. SEO-friendly descriptions serve as:

• Useful tools,
• Providing clear information about highlights,
• Specifications and aspects.

They answer questions before they are asked, making purchasing easier and more appealing for customers. This positive experience makes customers want more, supporting client maintenance and long-term loyalty.

5. They give you a head start

Standing apart from the pack is essential in a jam-packed internet-based business hub. Heavenly product descriptions are your clear-cut advantage.

You should create descriptions that resonate with your target audience and set your products apart from the competition. Do this by combining.

• Storytelling elements,
• Infusing character
• Exceptional selling points.

This advantage can mean the difference between being simply another option and being the divinely chosen individual.

Product descriptions are more than just filler text; they are the SEO fuel that drives your online business forward. They attract visitors, convert them into purchasers, and build trust.

How Long Should SEO Product Descriptions be?

SEO product descriptions should have a certain length to be effective. The length is an important consideration when optimizing for Google and other search engines..

• Google recommends a minimum of 300 words per page, yet most e-commerce product pages fall short of that standard.
• However, some firms that sell more sophisticated items or services may choose to lengthen descriptions to a couple of hundred words.
• Also, you can check your competitors’ descriptions to see what they’re doing. If they’re utilizing longer explanations and doing well, it’s worth pursuing a similar strategy.

Related: 7 Important Ecommerce Schema Markups in 2024

How to Write SEO Product Descriptions?

Before we begin, understand that each business is unique.

Look at some of the best practices for writing SEO-friendly and creative product descriptions for your eCommerce website!

1: Write for Buyers, Not Bots

To achieve successful SEO, prioritize content for people over search engine crawlers.

Here’s the reason: What is great for your audience is fantastic for search engines, which prioritize ease of use.

The objective of the search is to help customers find precisely what they’re searching for. You are encouraged to research and rank highly, as long as your product descriptions are correct.

What’s more? If a description isn’t suitable for a human (since it was created for a PC), you will not get the ideal position.

If your description illuminates potential online buyers and assists them in making a purchasing decision, it will also benefit SEO rankings.

For Instance:

Substituted as: “The X9000 flaunts a 3GHz processor and 16GB RAM.”

Go for it: “The X9000 is similar to having a lightning-quick personal assistant for your creativity. It edits films without lag, creates graphics in a flash, and never lets slow handling hold you back.”

This is because:

Purchasers are people, not computers. They look for connections, feelings, and stories. Try not to list highlights; build an image of how your product will upgrade their lives.

• Keywords are instruments, not weapons. No one will be surprised if you stuff them with Thanksgiving stuffing. Use them naturally, woven into the texture of your story.
• Attention spans are valuable, but they are limited. Make your descriptions compact, clear, and searchable. List items, brief paragraphs, and areas of strength that are your companions.
• Credibility, rather than cold decision-making, builds trust. Integrate your brand character into your composition. Allow your voice to shine through, whether it is interesting, instructive, or legitimate.

2: Write With Your Ideal Customer in Mind

The secret to creating product descriptions is to write as if speaking directly to someone specific.

When you try to address everyone at once, your writing may appear imprecise and dull.

Instead, create SEO product descriptions with your target buyer in mind.

Reason?: Everyone has unique requirements, perspectives, pain areas, and obstacles.

So, if you address their attention, you need to demonstrate that you understand their needs and want to help them.

To accomplish this goal and precisely target your audience, you must develop a buyer persona, often known as a persona.

Buyer Persona: A buyer persona is a semi-fictional figure who portrays your ideal consumer.

It needs significant study, including market research, existing customer data, and some assumptions.

When contemplating your intended reader, address the following questions:

• Who will be my end user?
• Who is going to purchase my product (end user or buyer)?
• What are my users’ demographics (age, gender, etc.)?
• What kind of information will my customer be interested in? For example, is your buyer concerned with design, product lifetime, or product use?

How Does a Persona Influence Your Product Description?

When you have a persona and know your prospects and clients, you can better comprehend the purchasing process.

Here’s how a persona could affect your product description:

• Language: Use words and expressions that your persona utilizes. Please stay away from language or specialized terms that they won’t appreciate.
• Focus: Highlight the elements and benefits that are particularly important to their specific needs and challenges.
• Tone: Use a similar tone as your buyer persona, regardless of whether it’s humorous, informative, or definitive.
• Models: Offer models and situations that are pertinent to their way of life and interests.

For instance, say you’re selling a fitness tracker.

Without the persona: Your description might focus on nonexclusive elements, such as step counting and calorie tracking.

With a persona: With a dynamic persona that fails to carve out opportunity, your description could express, “This sleek tracker slips impeccably into your day.”

3: Focus on Benefits, Including Features

The first idea to remember when changing or modifying your product descriptions is to balance features and benefits.

Of course, including product characteristics is crucial, especially in technology and other equipment, but focusing on your product’s benefits and results can help you better connect with your target audience.

Customers don’t need (or want) to know every detail of how a product was manufactured or the components that make it operate. Instead,  they want to know how it will improve their lives. 

• Batteries included with a toy are a feature.
• However, the advantage is “ready to use right out of the box!”

Even though a smartphone is a technology-driven purchase, features, included apps, storage, and camera specs appeal to potential buyers.

However,  a benefits-oriented pitch would turn technical specifications into a narrative about easy email access on the go, capturing memories with friends and family, and taking great Instagram photos.

Let’s see another example below.

A soft cotton t-shirt provides comfort.

Elastic materials conform to your body contour.

High-quality cloth does not shrink in the washer or dryer.

Giving preference to benefits does not imply that features will not be listed. Try to incorporate both into a story and summarize the elements in bullet points near the end of the description. See how Michael Kors uses this strategy in their description of a satchel:

The major part of the product description (“Design”) focuses on the benefits, while the details section lists the features.

Source – converter

Ultimately, people don’t buy items; they buy what the product gives them, whether it’s a mood, a status symbol, or simply the promise of a simpler, better existence.

4: Target the Right SEO Product Keyword

Keywords remain important to any search engine optimization (SEO) effort.

Using relevant keywords is an important part of properly optimizing SEO product descriptions. This can help search engines understand your pages, allowing internet users to find what you’re selling.

So, while creating your descriptions, start by researching which keywords you expect your audience to use the most. Include a few relevant ones in your content for search engines to find.

The research may provide you with measures such as:

• Target audiences
• Local Keywords
• Queries by popularity
• Ranking Difficulty
• and much more!

Check out how Biossance, a Shopify Plus merchant, uses this identical keyword phrase for their product; it’s a great example of how to “SEO” your product descriptions.

Source – shopify

5: Strategically place keywords in your copy

Once you’ve decided on your keywords, you’re halfway there, but you must also understand how to use them for the best results.

Again, avoid overstuffing your descriptions with keywords since this is easy to do when working with brief text.

Instead, concentrate your efforts on using keywords where they will be most useful.

To begin, undertake extensive keyword research using a reliable tool like SEMrush or Moz’s Keyword Explorer, which will help you gather vital information on search traffic, keyword difficulty, and similar terms or subjects to include in your content.

Here are a few parameters to consider (bearing in mind that they are only guidelines and do not guarantee keyword success or failure):

• Include your keyword once in the page’s URL.
• It should appear once in the headline of the product description and once in a header if your descriptions include headers.
• Use it only once or twice in the body of the text.
• Include it only once in the alt-image tag.

There are several tools available to assist you in tracking keyword placement in content, ensuring that you are employing these terms at the appropriate frequency and positions.

6: Add a Clear Call-to-Action

After writing the product description, you should include a call to action (CTA). CTAs allow customers to navigate effortlessly from product browsing to checkout. They should be straightforward and appealing, with a call to action.

A call to action, for example, can inspire users to click on a link, leave a social media comment, visit an online store, buy something, and so on.

A call to action can take several forms:

• Text link Button
• Plain text without a link.
• Simple calls to action include phrases like “buy now” and “download now.”

However, a CTA might be longer, such as “Subscribe today so you never miss a post.” The options are limitless.

By including a clear and appealing CTA in your product descriptions, such as “Add to Cart” or “Buy Now,” you may improve the user experience and boost the likelihood of converting website visitors into paying customers.

Check out the example below.

See! How easy it is to find the CTA and buy it!

7: Optimize Your Landing Page Copy

Landing pages are an excellent way to convert visitors into customers of your products. Regardless, an excellent landing page requires more than just stunning visuals and a compelling call to action. SEO product portrayals are vital in upgrading your landing page duplicate for both search engines and users.

How can a product description optimized for SEO achieve remarkable results?

• Attract the right traffic: By combining keywords and phrases, your product descriptions entice search engines to include your landing page in search results for those terms. This means that the right people, your target audience, will almost certainly find you.
• Support click-through rates (CTRs): Motivate users to click through to your landing page by providing brief and convincing depictions of your product’s exceptional offering, focus, and benefits. Consider it a spectacular movie trailer for your product!
• Enhance user experience: Elegantly composed descriptions inform users about your product’s features and answer their questions before they even ask. This forms trust and certainty, prompting higher conversion rates.

We should see an illustration of how an SEO product description can streamline landing page duplicates:

Model 1: Comfortable Winter Boots

Landing page title: Remain Warm and Flexible The Entire Winter with Our Smash hit Waterproof Boots

SEO product description:

You can embrace the magic of winter in our incredibly comfortable Chelsea boots. Made with premium waterproof leather and a rich Sherpa covering, these boots will keep your feet hot and dry even in the most difficult circumstances. The sleek silhouette and flexible design make them ideal for everything from blanketed walks to après-ski experiences.

Why it works:

Important catchphrases like “waterproof boots,” “winter,” and “comfortable” draw in search engine traffic.

Describes key features and benefits (waterproof, warm, snappy) concisely and engagingly.

It creates a feeling of want and need for the product with reminiscent language.

This concludes this article. Phew! It was a long read!

Also Read: How to Avoid Duplicate Product Descriptions

Conclusion 

Don’t wait any longer! Begin improving your product descriptions today, and watch as your e-commerce website rises in search engine results and turns more visitors into buyers.

By adding the following suggestions to your product description, you can enhance your search engine position and boost the likelihood of converting website visitors into consumers.

Elevate your e-commerce business to new heights by partnering with our specialized eCommerce SEO company. In the detailed guidelines on optimizing product descriptions for SEO in e-commerce, we emphasize the crucial role of strategic content in driving online success.

Our dedicated team of experts understands the intricacies of e-commerce SEO, and we tailor our approach to craft compelling product descriptions that resonate with your target audience and enhance your website’s search engine visibility.

Also Read: Implementing Product Schema for SEO Impact