What Are Seo Product Descriptions And How Do You Write Them?

By Author: Damien Alcock
Total Articles: 143
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Consider strolling into your favourite store; there's always that one person who knows exactly what to say, presenting a vivid picture of why that particular piece is ideal for you. Bring the scenario into the digital sphere. Because your potential customers can't touch, feel, or personally contact with your things in the broad expanse of e-commerce, your product descriptions serve as that convincing salesperson.


Entering the world of e-commerce can be intimidating, especially when there appears to be an endless sea of intricacies to navigate through. There's a lot to manage, from optimising your website design to ensuring it ranks high in search results. Among these responsibilities, though, producing the right product description—infused with the power of SEO—takes precedence. Why? Because it's your quiet salesman, working relentlessly around the clock, and it's past time we unleashed its full potential.


What Do SEO Product Descriptions Mean?


In essence, an SEO product description is ...
... a brief write-up on a product you're offering that's designed to be easily found on search engines like Google. Consider it your product's digital elevator pitch. In layman's terms, it's the tale of your product, written in a way that both search engines and potential buyers would appreciate.


Their Influence on Online Visibility and User Decisions


"Why all the fuss about a simple description?" you may question. This is where the magic happens. With the internet's vastness, it's easy for things to get lost in the crowd. With a well-optimised product description, on the other hand, your offers stand tall, waving directly at potential purchasers. According to research, 87% of shoppers believe that thorough product material is important in their purchasing decisions. A great description not only makes your goods visible online, but it also speaks directly to a customer's needs and desires, nudging them closer to that all-important 'Add to Cart' button.


The Interdependence of SEO and Product Descriptions in Driving Sales


SEO, or Search Engine Optimisation, is the process of optimising your content so that search engines can readily find it. When combined with product descriptions, it's like giving your digital stall a front-row seat at the market.


But wait, there's more. An SEO product description serves two purposes. First, by capturing the attention of search engines, you may ensure that potential clients find you among the sea of competition. Second, speak the customer's language, address their concerns, and position your product as the solution they've been looking for. The end result? Increased traffic and conversion rates, resulting in increased revenue. Every business owner should take advantage of the digital age's tremendous two-punch combo.


The Invisible Selling Power of SEO-Optimised Descriptions


The online purchasing world is vast. Your products may be of high quality, but without exposure, they will remain undiscovered treasures. By incorporating relevant keywords into your product descriptions, you effectively build billboards that direct potential shoppers to your virtual storefront.


Consider looking for a "waterproof black sports watch." Now, if your product description properly and honestly contains these keywords, your product is more likely to appear in the top search results. And, let's face it, increasing visibility generally leads to increased traffic, and thus increased revenue potential.


However, it is not just a matter of entering random terms. Understanding user intent is at the heart of SEO. What do your prospective customers want? What terms are they most likely to enter into the search bar? By properly understanding and addressing these, you can write product descriptions that resonate with the searcher, meeting their goal and providing them with exactly what they're looking for.


Using SEO Descriptions to Their Full Potential


To fully capitalise on the power of SEO-optimised descriptions:

Understand the terms your potential consumers are using and include them easily into your descriptions.

Consider the challenges that your product solves and frame your descriptions around those solutions.

Keep up to date because SEO is constantly changing. Refine your descriptions on a regular basis based on new trends and client feedback.

By employing these techniques, you not only boost the visibility of your goods but also develop a direct communication line with your clients, all without their ever entering a real store.


The Elements of a Fantastic SEO Product Description


Crafting an impeccable product description is similar to preparing a delicious dinner. Each component, when picked with care and mixed in the proper proportions, results in a gourmet masterpiece. Let's apply that culinary comparison to your online store.


The Application of Keywords


Consider keywords to be the spices in your recipe. Too little and it becomes bland; too much and it becomes overbearing. Keywords influence how your goods appear in search engine results. It's the link between what people want and what you have to provide.


Begin by identifying relevant keywords for your product. Tools like Google's Keyword Planner and SEMrush can be extremely useful in this situation. Once you've compiled a list, naturally include it into your description. Naturally is the emphasis here. Remember that real people, not search engines, are reading this.


Product Details vs. Engaging Language:


The digital world is a high-wire act. We have the allure of compelling anecdotes on one side, and concrete facts about your goods on the other. It is critical to strike a balance.


Take, for example, Apple. They don't only tell you the technical specifications of their new iPhone. They portray a story of innovation, cutting-edge technology, and staying ahead of the competition. However, the specifics you require are intertwined in this story - screen size, camera quality, battery life.


Begin with the story. What feelings or visions does your product elicit? Once that's done, effortlessly incorporate the important details. It guarantees that your customer is both informed and inspired.


Benefits vs. Features


At first look, these may appear to be the same thing, yet there is a significant difference. "Water-resistant" or "100% organic cotton" are examples of features. Benefits, on the other hand, inform the buyer of the advantage or value gained from those aspects, such as "swim without worry" or "gentle on the skin and environmentally friendly."


Nike accomplishes this exceptionally well. They don't just state "cushioned sole" on their running shoes. They describe the cushioning as providing "maximum support and comfort for extended wear."


Make a list of your product's features. Write the advantage next to each one. It's a simple activity that may elevate your descriptions from informational to captivating.


Clarity, conciseness, and the Jargon Pitfall


Being succinct is an art, especially while maintaining clarity. Every word in your product description should have a reason to be there. While creating a vivid image, make sure it is one that everyone can grasp.


Dollar Shave Club shines in this category. They talk directly to the consumer in daily language, making the purchasing experience accessible and straightforward.


Examine your descriptions again. Remove any industry jargon or extraneous fluff. Read it aloud - does it sound like something you'd say to a friend? If not, it may be time for a rewrite.


Common Errors and How to Avoid Them


Every trip has its challenges. The route to developing the perfect search engine optimisation product description can often appear to be filled with problems, especially when navigating the huge digital realm. But don't panic, because recognising the problem is the first step towards solutions. 


Overstuffing with keywords


You've discovered the ideal keywords. Great! However, the urge to liberally scatter them throughout your product description might be likened to a siren's song—enticing but dangerous. When was the last time you listened to someone use the same phrase in a conversation? It felt weird and, to be honest, a little annoying. Similarly, cramming your description makes it sound robotic and unauthentic.


Use your primary keyword no more than 2-3 times in a basic product description. Ensure that it fits effortlessly while keeping the veracity of the description. Use similar synonyms or semantic keywords that are relevant to your product for increased weight.


Generic Descriptions: The Myth of One-Size-Fits-All


Consider yourself at a crowded marketplace where every vendor repeats the same pitch. Doesn't that sound boring? Adopting a one-size-fits-all approach to product descriptions can have the same result. While it may appear to be efficient, it drastically damages each product's originality.
Personalise and elaborate. Treat each product as an individual, emphasising its distinct benefits and features. If you've ever preferred a customised suit or dress to a generic off-the-rack purchase, you understand the importance of personalization. Apply the same logic here.


Ignoring Smartphone Users


Consider Jessica, a business owner like you, commuting home following a long meeting. She comes across your product on her phone. But wait! The language is dense, the photos are twisted, and she leaves in a flash. A prospective sale was squandered. With mobile phones accounting for more than half of world wide web traffic in 2021, this scenario is not uncommon.


Create mobile-friendly product descriptions. Make use of short, clear words, bullet points for characteristics, and graphics that scale well. Always test descriptions on a variety of devices. Remember that your audience isn't simply behind a desk anymore; they're on subways, cafes, parks, and other public places. Meet them exactly where they are.


How to Write High-Converting SEO Product Descriptions


The internet market is more congested than ever before, it is a commonly acknowledged fact. Everywhere you look, another company is fighting for your attention. So, how do you keep your product from being one of the masses?


The solution is to embrace its uniqueness.


Consider your favourite local coffee shop. Why did you choose it over all the others? Perhaps it's their specific blend, the atmosphere, or the short story they tell about the voyage of their coffee beans. In essence, it is what distinguishes them. This sentiment should be reflected in your product descriptions. Highlight your product's unique selling characteristics, or what makes it different and better. Dive into the details, whether it's a green manufacturing process, a rare ingredient, or a unique feature. Above all, realise that there is no other product like yours. Inform everyone.


Storytelling is a Connection Catalyst


There's this artisanal leather bag brand. Rather than the standard "Made with high-quality leather," their product description reads, "Crafted with hand-picked Argentine leather, each bag tells a story of the skilled artisan who spent hours ensuring perfection." The latter sells an experience, a legacy, rather than a product.


This is the enchantment of narrative.


Writing a novel is not the same as narrating a story. It's all about crafting a story that emotionally links the customer to the product. This can be a game changer for business owners. It elevates a transaction into an experience, making the customer a part of something bigger.


The Power of Active Voice


Let's try a quick workout. Which of them resonates with you the most?

"This shirt was designed with the modern man in mind."

"We designed this shirt for the modern man."

Isn't it the latter? That is the tiny but significant difference that the active voice makes. It's straightforward, engaging, and involves the reader, almost as if you're talking to them. While the passive voice may appear smart, the active voice instils psychological trust and immediacy. It gently nudges the prospective buyer, pushing them to make the purchase.




Using Feedback to Improve


Consider a lowly shopkeeper in the bustling centre of your town. Every day, he pays close attention to every consumer. Which goods do they spend the most time with? Which goods do they touch, feel, and ultimately buy? This real-time input proves to be his most significant asset, enabling him to adjust, refine, and finally succeed.


Similarly, you have a virtual shopkeeper at your disposal in the digital realm: analytics. This tool, while intimidating to many, holds the keys to your consumers' behaviour. It's not about big figures and complicated graphs; it's about understanding your consumers' tastes, wants, and, most crucially, how they engage with your product descriptions.


Analytical Breakdown for Product Descriptions


What exactly are analytics?


Simply said, analytics provide information on how users interact with your product pages. Consider it your virtual CCTV, observing customer behaviours.


Why They Are Important


Analytics, in addition to clicks and page views, inform you which product descriptions lead to sales and which could use some tweaking. In essence, they assist you in determining the 'pulling strength' of your descriptions.


Basic Framework to be Improved Using Analytics and Feedback


Begin Small


Start with a single product description. Examine its performance over the course of a week or month. How long do people stay on that page? Is there a trend in the items put to the cart?


Collect Feedback 
Use simple tools like questionnaires to ask your clients directly about their experience. Did the description assist you? Was there anything they wished had been included? Their responses are priceless.


Improve and iterate


Based on comments and analytics, revise the product description. Perhaps the description could be more brief, or perhaps customers are looking for certain information that you overlooked.


Re-examine and repeat


Allow the revised description to run for another predetermined amount of time after making modifications. Examine the before and after data. Is there any progress? Celebrate your victories and learn from your mistakes.


Resting on one's laurels in the rapidly changing world of e-commerce is not an option. The most successful organisations, as we've seen in our extensive journey at SEO Web Logistics, are those who adapt, refine, and evolve. Analytics and feedback are more than simply tools; they are your compass, guiding your ship through the vast digital ocean to the shores of success.