Good product descriptions can directly influence a customer’s purchase decision.
A well-written description clearly communicates the product’s features, benefits, and unique selling points, helping customers understand why it is valuable and how it meets their needs.
This clarity builds trust and reduces customer hesitation, leading to higher conversion rates and increased sales.
But did you know that effective product descriptions can improve a website’s visibility on search engines?
These descriptions help the website rank higher in search results by incorporating relevant keywords and providing unique, informative content.
This increased visibility attracts more organic traffic, bringing in potential customers who are actively searching for the products offered.
Unfortunately, this may not have been a top priority when you were building or commissioning your website.
Many people rush through this stage, keen to just get something written on the page. But you could be missing out on a lot of potential customers.
What is an SEO-friendly product description?
An SEO product description is a brief piece of text that explains what a product is and why it’s valuable to potential customers.
The key is that it’s written in a way that helps the product show up in search engines like Google.
It should be straightforward, easy to read, and include details like what the product does, its benefits, and any unique features.
What makes a good SEO product description?
A good SEO product description has several key characteristics that make it effective in attracting search engines and appealing to customers. Here’s what makes a product description stand out:
1. Relevant keywords
- Incorporates keywords naturally: The description includes important keywords that potential customers will likely search for, such as the product name, type, and specific features.
- Avoids keyword stuffing: Keywords are used naturally within the text and are not overused, which can make the description seem unnatural or spammy.
2. Clear and concise writing
- Easy to understand: The language is simple, clear, and easy to read.
- Focuses on important information: It highlights the product’s key features, benefits, and uses without being too lengthy or wordy.
3. Unique content
- Avoids duplication: The description is unique and not copied from other products or websites, which helps avoid search engine penalties.
- Stands out: It highlights what makes the product different or better than similar items.
4. Engaging and persuasive
- Speaks to the target audience: The tone and style are tailored to the audience, making the product appealing to potential buyers.
- Includes a call-to-action (CTA): Encourages the reader to take the next step in the engagement journey, such as “Buy now” or “Learn more.”
5. Detailed and informative
- Covers key features: It clearly explains the product’s essential features, benefits, and specifications.
- Answers common questions: Addresses potential customer questions or concerns, reducing the need for further research.
6. Optimised for search engines
- Uses headers and bullet points: Organises content with headers, bullet points, or short paragraphs, making it easier for both search engines and customers to read.
- Includes meta descriptions and tags: Optimises meta descriptions and tags to help search engines understand and rank the product page.
7. Includes relevant media
- Uses images or videos: Incorporates high-quality images or videos to complement the text, which can also be optimised with keywords in the alt text.
8. Customer-focused
- Highlights benefits: Focuses on how the product solves a problem or meets the customer’s needs.
- Builds trust: Includes social proof like reviews, testimonials, or endorsements when appropriate.
How do I format my product description?
The exact format you choose should reflect the product that you are selling, but here is a rough guide.
A good product description format is structured to be both informative and easy to read. It guides potential customers through the key details while optimising for search engines.
Start with a clear and descriptive product title, including the product name and key details like brand, model, or size.
Make sure to incorporate relevant keywords to improve search engine visibility.
Begin with an Introductory Sentence that hooks the reader by highlighting the product’s primary benefit or unique selling point.
Next, list the product’s Key Features and Benefits. Describe the most important features in detail, explaining how each feature benefits the customer and showing why the product is valuable.
Follow this with a detailed description in which you provide additional information about the product in a few short paragraphs. Discuss its uses, materials, specifications, and any unique aspects that set it apart. Mention who the product is best suited for and how it addresses their needs.
If applicable, include Social Proof by adding a short testimonial or mentioning positive customer feedback to build trust with potential buyers.
Conclude with a strong Call to Action that encourages the customer to take the next step, such as “Buy now,” “Add to cart,” or “Learn more.”
You can optionally provide Additional Information, such as technical specifications, sizes, care instructions, or important details about shipping, returns, or warranties.
Finally, ensure that SEO Elements are incorporated throughout the description.
Write a concise meta description that includes the main keywords and summarises the product’s key selling points. Ensure all images have descriptive alt text with relevant keywords and details.
Search engines love unique product descriptions – and so do we!
A good SEO product description effectively balances between being informative and appealing to both search engines and potential buyers, helping to increase visibility and drive sales.
By writing unique product descriptions, you will encourage more customers to engage with your business online.
