Product Description Writing 101: A Guide to SEO Product Descriptions that Sell

The SEO industry is now valued at well over $65 billion. There’s a reason it’s grown so much in recent years – SEO is key to getting your company the profits you want and need.
Many aspects of SEO, like blog writing and social media, have been thoroughly covered before. But the smaller details often get neglected in favor of big-picture SEO. One of those small details is product description writing.
Writing great product descriptions sounds easy. However, it actually takes a lot of SEO know-how to make the descriptions that will get people buying, and get search engine attention.
In this guide, we’ll break down what you need to know about SEO product descriptions. Keep reading to learn how to impress search engines and shoppers at the same time!

Why Product Description Writing Matters

Search engines use algorithms to help show the exact results users want to see at the top of the page. If these carefully calibrated algorithms didn’t work well, no one would want to use Google!
However, the search engines don’t just use the text on your blog posts or landing page. They also look at your product descriptions. For an online retailer, selling products is one of the most important things to do. You want those product descriptions to help your website show up at the top of the results page.
The right product descriptions will show shoppers that you have exactly what they want to buy, so it’s worth it to invest plenty of time and energy into making them great.

How to Optimize Product Listings: Our Top Tips

Ready to learn how to design winning SEO product descriptions? Here are the essential things to keep in mind.

1. Write With People in Mind

You might be tempted to recreate your product descriptions to make search engines happy after reading this. However, you always need to write with your audience in mind. Marketing to people is what Google and other search engines really want to see.
Remember the days of blog posts stuffed full of keywords? They weren’t useful or interesting to read, but they were designed to make Google happy. However, Google soon changed its algorithms, since they weren’t conducive to useful content.
The same thing can happen in the future. Trying to “trick” search engines without focusing on quality will only backfire. You should approach product descriptions with your target audience in mind, and think of the search engines second.

2. Use Keywords Wisely

That said, it is valuable to use keywords to help search engines find your site. You just need to take care with how you approach them.
This means no keyword stuffing, and no unnatural use of keywords. Instead, figure out the keywords and phrases that your customers are most likely to search for, and place them organically in your descriptions.
Don’t shove all the keywords together so they look awkward. It’s better to have copy that reads naturally with fewer keywords than copy that looks dense and strange but is packed with them.

3. Stop Buyer’s Guilt

You don’t just want customers to make a purchase. You also want them to be happy, not remorseful, about their new buy. You can use product descriptions to stop buyer’s guilt in its tracks.
People often feel guilty about the money they’ve just spent, so you need to find ways to help them justify the purchase. You can let them know that it’s a limited-edition offer that won’t be available again. Or describe the ways it will save money or improve their life in other ways.

4. Stay Simple

As you include keywords and work to halt buyer’s guilt, make sure not to let your working get too complex. The best product descriptions can keep it simple for readers.
It doesn’t matter what someone’s reading level is. When they’re shopping, they don’t want to parse out complex sentences and long words. Use straightforward language that sounds like a friend is talking to them.
This also means not letting your product descriptions run too long. Keep it to a few sentences, and don’t let them build up into big paragraph blocks. More white space is better!

5. Be Specific

What exactly are the features or benefits of the product?
People want specifics, not vague descriptions. This applies to everything from electronics to clothing. You need to describe things like the available settings and charging methods, or the exact fit and care instructions.
You’ll need to separate out features and benefits in the discussion of your product. Features talk about the product itself, but not what it can do or what the experience of using it is like. Benefits talk about what exactly those features do for buyers. As you can see, benefits tend to have more value in a product description.
The more specific you get, the easier it is to target the keywords you want. This is a win-win for both search engines and buyers.

6. Create Images

You want buyers to start envisioning themselves wearing and using the products. This is another great way to work in keywords while keeping the content flowing naturally.
For items that are hard to describe online, like fragrances, you could describe a scene instead. Tell people how they’ll feel when they have your product, or describe a situation where they might use it. This helps you make fun, creative, unique product descriptions.

7. Use Your Brand Voice

Do your product descriptions sound like they were all written by different people? Then you need to design and use a brand voice.
Your brand might be funny or serious, professional or irreverent. But consistency matters. Create a voice that fits your target audience, and use it in every product description. This type of branding helps your company stand out among competitors.

What Can Great Product Descriptions Do For You?

If you’ve been just firing off any old product description writing, it’s time to step up your game. Writing good product descriptions is an easy way to captivate customers while impressing the search engines.
Want to learn more about boosting your SEO game? Check out these tips today!