How To
10 min read

How to Write SEO Product Descriptions

Michelle Griczika

June 2, 2022
Company meets to improve SEO product descriptions


Search Engine Optimization (SEO) helps marketers enhance marketing scopes, magnify access, and reach large audiences to convert potential users into loyal customers. Search Engine Optimization is one of the essential tools and techniques of digital marketing. Essentially, SEO is the art of increasing page ranking in search engine results. It helps users explore relevant content efficiently and increases traffic, which ultimately leads to more customers. Different elements come into play with SEO. It is crucial for a marketer to know the aspects of SEO, the way they work, and why such elements are essential to digital marketing.

Product descriptions explain the core features and attributes of a product or services. It can help distinguish the product or services of one business from the same or related products produced by rival companies. A customer may find different websites having the same information about a desired product or service. The same or similar product descriptions reflect that brands are not concerned with prospective customers. As a result, the customers may not return to those particular websites. So, you should make sure to include unique content in your product description.

Mastering SEO in your product descriptions will help build the authenticity of your brand. 


Why do SEO product descriptions matter?

One of the main functions of SEO is improving a brand's visibility. When there is higher visibility, more traffic will find your website. In addition, SEO product descriptions will improve how your site ranks on search engines.


General-purpose tips


1. Figure out what your customers are searching for

You should identify what your prospective customers are looking for and target your SEO strategy to their specific demands.This will help your target audience find your products or services and convert them to buyers...


Use keyword research tools

You can try using keyword research tools to check out what products and features your customers are searching for.You can use these keywords to write your product descriptions, which should include main features, competitive attributes, specifications, instructions for use (when applicable), and any after-sale services offered.


Talk to customers/stakeholders

Communication with your customers is key if you want to both know what they want and help them see the unique advantages of your product and how it meets their needs. For attractive and efficient product descriptions, writers should use simple words. The description should be concise and highlight the core features of the product. Pictures, graphs, and videos could grab the customers' attention while satisfying their needs and wants.


Look at competitor sites

Looking at your competitor’s sites can give you an idea of what to include in your product descriptions. Just make sure you’re not copying them exactly — your customers should see how your product is unique and meets their needs in ways your competitor’s products don’t. 


2. Choose your focus keywords

Focus Keywords for Search Engine

Keywords are one of the core elements of SEO. It was one of the first aspects of SEO that businesses adopted to help achieve their digital marketing goals. While they are no longer the only factor to consider for SEO, the vitality and effectiveness of keywords still make them a key to mastering SEO.


What are keywords?

Essentially, keywords are what users type into search engines to find information.  They are the words and phrases brands and marketers use to connect with potential customers.  


How do people use keywords to find products?

Customers search for the products and services they want and explore the attributes, features, and benefits offered by a given product or service. Keywords help customers discover different products and services according to their needs.Then, they can make comparisons and choose the appropriate product for them.


How should you use keywords in your SEO product descriptions?

You can start by incorporating commonly searched keywords (which you can find during your keyword research). Then, you should incorporate unique keywords to your specific product or service that highlight its features. You can use a combination of short-tail and long-tail keywords to describe your product — short-tail keywords are single words like “SEO”, while long-tail keywords include additional words to add specificity and detail like “SEO product descriptions”. And remember that secondary and tertiary keywords can help improve traffic and increase your brand’s value even more. 


How do you know if a keyword is competitive?

Popular keywords are often competitive, because they are included in many searches and found on numerous websites. Ideally, your keywords should be popular enough that they will rank highly on search engines, but unique enough to give you an edge over your competitors. You want your prospective customers to be able to find your product and be compelled to make a purchase, and using the right keywords can help you do just that.

3. Write a compelling title tag and meta description

You want your title and meta description to attract users by being unique and of an appropriate length. You want to be straightforward and clear so users know what you’re offering, but you also don’t want to overwhelm them with unnecessary information or they’ll lose interest.So, your titles and meta descriptions should demonstrate what your product is, how it meets your customer’s needs, and why they should be interested. 


What is a meta description?

A snippet of content that consists of up to 155 characters is called a meta description. It is an HTML tag that summarizes the content of a particular page. A meta description is included in search results along with the title, and gives users a preview of your content. Perfecting your meta descriptions can boost your SEO and drive more traffic to your site.


Why does it matter for SEO?

Meta descriptions, as discussed above, is a web page's summary. It helps users get an idea of what information exists on a given page. As far as SEO is concerned, meta descriptions relate to the keywords included in your user’s search query.


4. Write a unique and relevant heading for each product page

H1 is the first heading that appears on a web page. It is an integral part of SEO success as it focuses your users on the central point of your content and guides them to the rest of what you have to say. Therefore, a successful H1 is unique, relevant, and attractive to users.


Should be a short and catchy version of the title

Your H1 should not be too long or too short, but should be an appropriate length with unique wording that will grab the customers' attention.


Should include at least one keyword

Being the first headings on the top of the page, H1 should contain one primary keyword to help with better rankings and connect your content with the keywords users are searching for.


Should be relevant to the customer, not just the search engine

H1 is for your customers. If your headings don't mention the product name, or are very complex, or in a confusing format, then there is a huge chance that users will leave that page without making a purchase. Therefore, you should ensure your headings are easy to read, understand, and access.


5. Use descriptive, long-tail keywords in your copy


long-tail keywords are helpful in conveying your desired message to your target audience. Long-tail keywords are two to three words that focus on your product’s niche.An efficient long-tail keyword is the one that:

  • Has at least one primary keyword
  • Is not “stuffed” with unnecessary keywords
  • Comprised of relevant search terms
  • Includes key information about the product


6. Optimize your images with alt tags and file names

An alt tag is an HTML code that describes the appearance of an image. Image captions and alt tags are important for enhancing accessibility. They also help with SEO by attracting customers or users and improving the traffic and ranking of your website. Keep these tips in mind:

  • The image captions should consist of at least one keyword and contain descriptive information about the product.
  • The images should be chosen appropriately per the product's features and attributes.





7: Which search engine are you targeting?

Search engine for SEO

As you may have guessed from the name, search engines play an essential role in SEO. earch engines have unique insight into the behavior of users and potential customers, including the products, services, or needs they search for, and the keywords they use in their queries. There are several different search engines. You can target and utilize one or more search engines for your SEO campaign, depending on your marketing goals. Google is the biggest search engine by far for most queries. Amazon is also a massive search engine for products, which means that if you sell on Amazon, you need to consider how you're going to rank on their platform. eBay is another major search engine in the e-commerce world.


Google:

  • Google is the top search engine with more users than any other search engine. 
  • Google focuses on matching content to users’ searches.
  • Google pays the most attention to keywords and phrases. 
  • Google features meta descriptions in the search results. 
  • Google rewards relevant content through its ranking system.

Amazon:

  • Amazon is the top e-commerce platform with more than 300 million active users.
  • Amazon bases their rankings on the relevancy of keywords, authority of the seller, click-through rate, conversion rate, and reviews. 

Etsy:

  • Etsy is not only a search engine but also a marketplace.
  • Etsy ranks listings according to relevant content, age, quality, shipping cost, language, and translation.

eBay:

  • eBay is an auction site.
  • Effective product listings on eBay must have an efficient title.
  • The factors that matter for ranking on eBay include keywords, quantity, quality of images, product category, detailed product description, shipping costs, and return policies.


SEO plays a crucial role in enhancing the awareness of a particular brand. It is crucial for businesses to market themselves appropriately to succeed in the competitive digital and business world. You can increase the chances of being found by users by writing product descriptions for SEO. Detailed and efficient product descriptions, relevant content, quality keywords, and utilization of appropriate search engines can improve your site’s traffic and resulting sales.

Want to learn more? Check out our articles on:

How to write a discount offer email

How to write a blog post fast

How to write magnetic headlines

Or our tools:

Free SEO product description generator

Free meta description generator

Free SEO title generator


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