What Is an search engine optimization Product Description?
An search engine optimization product description is written content material that’s designed to tell consumers a few product, convert consumers into prospects, and enhance the product’s visibility in unpaid search outcomes. Ecommerce websites can use search engine optimization product descriptions on product pages to rank greater for related key phrases in Google.
For instance, right here’s a product description from Hydro Flask:
This helps the web page rank for key phrases like “64 oz water bottle”:
This key phrase alone will get 9,900 searches per thirty days, in keeping with Semrush’s Key phrase Overview device. And it has industrial search intent (i.e., customers are doing analysis earlier than making a purchase order resolution).
So, you may see the worth in doing search engine optimization for product pages.
It’s also possible to use search engine optimization product descriptions in different places, resembling:
The best way to Write search engine optimization Product Descriptions
Learn to write a product description that generates natural site visitors and conversions.
Listed below are seven greatest practices:
1. Optimize for Goal Key phrases
When doing search engine optimization for merchandise, goal key phrases are search queries you wish to rank for.
Utilizing goal key phrases in product descriptions may help you rank greater in search outcomes. As a result of it helps show your product is related to the consumer.
To seek out what folks search on Google, carry out key phrase analysis with Semrush’s Key phrase Magic Device.
Enter a phrase or phrase associated to your product.
Then, select your nation and click on “Search.”
You’ll see key phrases that comprise your beginning time period(s) or a detailed variation.
To give attention to key phrases that folks use whereas procuring, filter for transactional search intent.
Like this:
In the event you’re optimizing your product feed, filter for key phrases that set off product itemizing advertisements. And different Google Procuring-related SERP options.
Like this:
When you’ve completed making use of filters, select goal key phrases. Ensuring your product matches what the searcher is in search of.
Usually, extra particular key phrases are higher for search engine optimization product descriptions. Despite the fact that their search volumes (common variety of month-to-month searches) are more likely to be decrease.
Why?
Lengthy-tail key phrases are likely to have decrease key phrase problem scores (KD %). Which means it’s simpler to rank on Google’s first web page.
Plus, particular key phrases entice extremely focused site visitors. Which means your gross sales conversion charge ought to be greater.
Consider it this manner:
Who’s extra possible to purchase a 64oz chrome steel water bottle: Somebody who searches for that precise factor, or somebody who searches “water bottles”?
No matter key phrases you select, incorporate them naturally.
Don’t write one thing like this:
“Keep hydrated with our 64oz Stainless Metal Water Bottle, your final hydration associate! This 64oz chrome steel water bottle, made out of high quality chrome steel, is the water bottle for all of your hydration wants. Neglect about different water bottles, this chrome steel bottle with a 64oz capability retains your water cool all day. In the event you’re in quest of a water bottle, then our 64oz Stainless Metal Water Bottle, that includes chrome steel development, is one of the best water bottle selection for you.”
Forcing key phrases into your search engine optimization product descriptions is a apply generally known as key phrase stuffing. It’s towards Google’s spam insurance policies. And it could possibly put potential prospects off, too.
Tip: Discover key phrases to your Amazon product descriptions with the Key phrase Wizard for Amazon.
2. Undertake the Proper Tone of Voice
Tone of voice refers back to the persona behind your model’s writing.
Selecting the best tone of voice—and utilizing it persistently—helps you construct a model identification. And interact your audience.
So, it’s essential that it shines by in your search engine optimization optimized product descriptions.
For instance, Firebox makes use of humor to emphasise the quirkiness of its merchandise:
Whereas Nike empowers audiences with robust and assured language:
For assist with tone of voice, use Semrush’s search engine optimization Writing Assistant.
The device analyzes your textual content in actual time. And highlights sentences which might be too informal or formal, primarily based in your goal tone.
The search engine optimization Writing Assistant additionally scores your originality, readability, and search engine optimization.
In the event you need assistance rephrasing or composing content material, reap the benefits of the Sensible Author instruments.
3. Show Your Product’s Worth
To steer folks to purchase your product, you must present the worth that’s in it for them.
So, use the following tips when writing product descriptions:
Translate Options into Advantages
It’s essential to clarify the profit behind every product function.
For instance, folks don’t actually care that this Dyson vacuum cleaner has nylon bristles. However they do care that these bristles “take away cussed grime and pet hair from carpets and rugs.”
Use Life-style Copywriting
Life-style copywriting is about promoting the experiences a product can supply.
It paints an image of a life the audience needs. To faucet into their aspirations and feelings. And, in the end, immediate purchases.
Let’s say you’re writing an search engine optimization product description for climbing boots.
In addition to speaking about options and advantages, you would discuss adventures within the wilderness. Enjoyable days out with the household. Or no matter appeals to your audience.
In the event you haven’t already, create purchaser personas (profiles that signify every sort of goal buyer).
All through this course of, you’ll outline your goal prospects’ targets, values, and ache factors. And doc them for simple reference.
Right here’s an instance created with the Semrush Persona device:
Assist Your Claims
When making claims about your product, you must again them up. To be able to construct belief along with your potential prospects.
Many entrepreneurs fall into the lure of creating generic and unsubstantiated claims—for instance, saying {that a} product is “straightforward to make use of.”
As an alternative, clarify use the product. And let readers come to that conclusion themselves.
Details and figures also can encourage confidence in your merchandise.
For instance, right here’s a part of Amazon’s product description for the Kindle Paperwhite:
“Kindle Paperwhite is IPX8 rated to guard towards unintentional immersion in as much as two meters of contemporary water for as much as 60 minutes, and as much as 0.25 meters of seawater for as much as 3 minutes.”
4. Enhance Readability
Make your search engine optimization product descriptions straightforward to learn. In order that consumers can discover and take in info extra simply.
Listed below are a number of easy suggestions you should use:
- Use correct spellings and grammar (instruments like Grammarly may help)
- Change advanced phrases with quick, acquainted phrases
- Take away pointless phrases to maintain your writing concise
- Hold sentences quick (below 20 phrases)
- Keep away from the passive voice
- Break up textual content utilizing line areas, headers, bullet factors, and so forth.
Questioning how lengthy a product description ought to be?
Get a advisable textual content size and readability rating to your product web page with Semrush’s search engine optimization Content material Template.
Enter your goal key phrase(s), select your location and gadget, then click on “Create content material template.”
The device will analyze your high 10 Google rivals. And construct a content material temporary accordingly.
Scroll right down to the “Key suggestions” part:
See how opponents use your goal key phrases, too.
These search engine optimization description examples may help you write your personal content material. And optimize it successfully.
While you’ve completed reviewing your temporary, return to the highest of the web page. The place you’ll discover varied choices:
- Order content material writing: Ship the temporary to an expert author
- Export to DOC: Save your temporary as a .docx file
- Actual-time Content material Examine: Use your temporary within the search engine optimization Writing Assistant
5. Use AI to Your Benefit
AI copywriting instruments could make it faster to jot down search engine optimization product descriptions.
For instance, the AI Writing Assistant has instruments for:
- Amazon Product Descriptions
- Ecommerce Description Bullet Factors
- Ecommerce Product Names
- Ecommerce Product Descriptions
- Product Descriptions
Create your free account and select the device you’d like to make use of.
Then, fill out the shape and select the variety of outcomes you need.
Click on “Generate” if you’re executed.
Select your favourite end result. And click on “Examine Plagiarism” to make sure the textual content is unique.
You may then copy or save your product description.
No matter AI device you employ, it’s essential to fact-check your content material earlier than publishing.
And for one of the best outcomes, make different enhancements manually. Primarily based on the ideas on this information.
The extra you tailor your search engine optimization product descriptions to your model and audience, the higher their outcomes ought to be.
Tip: For comparable causes, keep away from utilizing fill-in-the-blanks product description templates. Boilerplate content material provides much less worth to the reader and will hurt your search engine optimization.
6. Add Structured Knowledge
In the event you add structured information (or schema markup) to your product pages, Google can create wealthy snippets.
These are enhanced search outcomes. Which may drive extra site visitors to your website.
For instance, the end result beneath consists of the product’s score and value. In addition to weight and peak info. All because of product structured information.
To get began, go to Google’s Structured Knowledge Markup Helper.
Choose “Merchandise.”
Then, enter your product web page URL and click on “Begin Tagging.”
Subsequent, spotlight your search engine optimization product description and click on “Description.”
Repeat this course of to tag different components. Together with the product identify, value, and mixture score.
While you’re completed, click on “CREATE HTML.”
Then, click on “End” and comply with the directions supplied.
As soon as your web page is up to date, verify every little thing’s working with Google’s Wealthy Outcomes Take a look at.
Tip: Product search engine optimization goes far past descriptions. For extra recommendation, study search engine optimization for touchdown pages.
7. Embrace Helpful Info
Give consumers all the data they may must make a buying resolution.
Product descriptions ought to embody options, advantages, and technical specs. However one of the best descriptions also can embody utilization and upkeep directions, packaging and environmental info, FAQs, comparability tables, testimonials, and extra.
Listed below are another components to incorporate in your product pages:
- Name to motion buttons (e.g., “Purchase Now”)
- Product photos and movies
- Pricing and particular provides
- Supply and returns info
- Inventory availability
- Hyperlinks to associated merchandise or classes
- Buyer opinions
- Awards and accolades
- Social sharing buttons
- Reside chat
Amazon, Walmart, and Apple are the most important retail websites in search, in keeping with the Semrush Rank for July 2023. So, attempt their websites for product search engine optimization examples.
The best way to Rent a Skilled Author
In the event you’re quick on time or need higher outcomes, contemplate hiring an expert author to your search engine optimization product descriptions.
On Semrush’s Content material Market, you may order product descriptions in minutes. And also you’ll pay a set charge primarily based on phrase rely alone.
Click on “Order Now” below the service you need.
Then, fill out the temporary to let our crew know what you want.
We’ll match you with a educated author who’s suited to your trade. And ship your distinctive product descriptions inside 5 working days.
