Writing SEO product descriptions is particularly important on e-commerce, B2B, and B2C websites.
Well-written and detailed product pages that describe your product’s features in all regards to the user can get indexed quicker on Google.
(Additionally: no page instantly gets indexed on Google, which in turn makes the webpage invisible to SERP results. But you can use different tactics to scan and index your web pages faster.)
Tips for Writing Effective SEO Product Descriptions
As a result of Google’s updates every month, especially in 2022, Google stressed that Product owners should pay attention to the product detail pages. Especially website owners who want to stay on top of the increasing competition should be more careful about their product descriptions.
(Google Search’s Product Review Latest Update )
In order to increase your sales and stay on top of the competition, we recommend that you conduct a thorough competitor analysis and scout the websites that sell similar products before the start of your e-commerce project.
You should ask yourself questions such as: Which websites are in the top ranks when searching for certain keywords related to the product you sell? Why are these sites at the top? What kind of work should I do on my website to get similar rankings?
Here are some suggestions you should pay attention to when writing a product description:
1-Emphasize the Basic Features of the Product.
The competition is quite high in e-commerce brands and brands that indulge in product sales online. For this reason, you can review the websites that sell the same product as you and add special features that are not mentioned on your pages to your site. The more you play on your competitive advantage, the better!
Online buyers often shop in a hurry. You can use the product listing system, in which your potential customer can easily see the product features without leaving the page.
2-Identify Your Target Audience
Online sales are exponentially growing worldwide, with more and more households getting access to affordable internet and effective delivery systems.
In both public relations and advertising, the target of a product or service should never be as general as targeting the whole of society.
Each product and service has its own unique target audience. Once you are aware of the people you need to serve, you can write the perfect description for your product. You can create a buyer persona and refer to it whenever you need a reference point when writing a product description.
(To start creating a buyer persona, assess your audience’s online behaviors and identify their critical need points.)
3-Provide Customer Value
Unfortunately, presenting overly technical product features and raw information in the form of a list does not offer any value in itself. Because customers want to buy products based on what they want and need. The utility for a customer comes first!
Besides technical specifications, you can share comments, replies, and media containing the experiences of former and current product users.
4-Provide a Solid CTA (Call to Action)
Communicating a perfect product description without a CTA is illogical and will not guide the reader to the cart.
You can write the CTA in a way to capture a purchase. In other words, it acts as an incentive to turn the reader into a potential customer.
For example, you can affect the user’s purchasing behavior by adding an ‘Add to Cart’ button at the end of the description.
5-Use Simple Language
Word choice is critical when writing a product description, as it should be relevant to your target audience.
Each individual has a different level of awareness. For example, you can use more difficult words when writing an article for college graduates. However, if your target audience does not directly include university graduates, you should use common, plain, and easy-to-understand language.
Online users do not expect to encounter unfamiliar words while shopping. If you’re selling a product or service and your target audience ranges from professors to teenagers to pensioners, you should avoid complex phrases and keep it simple.
In such a fast mobile e-commerce era, users do not want to spend extra time learning about a product or service. They want to get the answer they are looking for in its simplest form.
Try to present informative messages in your product descriptions rather than manipulate search engine bots.
For example, you can make your product page more informative by discussing the potential benefits and usage of your product. However, while doing this, avoid using cliche expressions such as “Best Seller”, “Most Sold”, and “Top Ranked”.
In SEO-friendly product descriptions, present the basic features and benefits of a product to the user, along with practical benefits.
Originality and avoiding duplicate content have always been important for SEO practices.
Just like category and blog pages, product description pages should have their own unique content.
Search engine bots that come to crawl your page are concerned with the authenticity of your product descriptions. You should always examine the product descriptions of competitors but avoid directly copy-pasting descriptions into your own site. You should create original descriptions and avoid plagiarism at all costs!
Some tips you can use:
- Start with the key features of your product.
- Add user manuals and advantages lists for the customer to read after the purchase.
- Provide practical examples to let them know the different uses and capabilities of your product.
- Aim to write for your potential and actual customers, not for the search engine bot.
8-Strategically Use Your Keywords
Repetitive keywords, especially in product descriptions, reduce the readability of the text and can cause your site to be penalized by the search engine itself.
To avoid this situation, we recommend the following:
- Avoid stuffing keywords.
- Use LSI (Latent Semantic Indexing) Keywords.
- Include keywords in the title, subtitles, and body content of a landing page.
- Optimize images by adding keywords to the filename, ALT text tags, and image descriptions.
- Aim to write for both the users and search engines. Firstly, write an informative description, then optimize for SEO.
9-Make Room For Experience in Your Product Description Pages!
Experience is very important, especially on product detail pages. Of course, the best way to manifest experience on your product detail pages is through ‘user reviews’.
You can create posts, emails, messages, etc. that encourage users to comment on the product or service purchased through your website. In this way, you can show different user experiences on your product pages. This helps you contribute to the experience element of your site within the scope of Google’s EEAT.