Ever wondered why there’s so much hype around SEO and its relation to product descriptions?
Statistics show that Google processes 40,000 search queries each second, and 93% of all online experiences begin with a search engine. Good SEO product descriptions can help your products rank higher on SERP (Search Engine Results Page) and make buyers better understand your products.
But how can you write product descriptions for SEO? The key is to understand your customers well and then create product descriptions that are optimized and compelling, but not salesy. Read on to discover how to write product descriptions for SEO, the importance of SEO when creating any product review, and common mistakes online business owners make that hamper their products’ SEO ranking.
Common Mistakes in SEO of Product Descriptions
Before we look at the 11 most important tips for writing product descriptions for SEO, let’s get a glimpse of the common mistakes most online sellers make.
1. Bad Product Descriptions
These include duplicated product descriptions, slim product descriptions, use of the manufacturer’s product descriptions, and even sometimes no product description. Without a quality product description, there’s no way you will rank among the top 10, which is where you want to be to win big business.
When writing product descriptions, focus on content involving size charts, place of manufacture, how the products are manufactured, and their unique traits. Never use duplicated content from competitor sites. You should also use product descriptions where differences in size, color, and material can be shared.
2. No Product Reviews
Bad reviews, lack of reviews, or no interpretation markup to represent reviews to the search engines is important, which is why sites like Amazon have reviews for almost every product they sell. Many users first check product reviews before buying any product. It would be best to have product reviews of your own to avoid scenarios where a potential customer leaves your e-commerce site to check out the product’s reviews on sites like Amazon. They may end up buying the product there.
3. Failure to Optimize for Typical Search Queries
You should always optimize for the product type and not name. In most cases, using your product name as your key search indicator isn’t the right choice, although there are exceptional cases. Always target the type of product and not your product’s name. A great trick for that is to use model numbers or brand names instead of things that people will be searching for.
4. Lack of Image Alt Text
Providing an image alt text is crucial but very easy to miss. Optimizing the alt image text for your product descriptions may require a bit more effort, but it’s an easy path to directly target search terms and give the search engines an idea of what your content is all about.
5. Lack of Unique Titles
The use of duplicated titles, manufacturer’s titles, and not-search-friendly titles are the common title mistakes people make. The page title tag is Google’s best indicator of the content on a page. Duplicating titles from other sites will ruin the chances of any of your pages ranking high, and using manufacturer’s titles mostly helps them, not you. It could also get you in trouble for duplicate content. Try your best to make your title stand out from the rest of the titles on the front page.
6. Lack of Sitemaps
You need an automated sitemap that will update itself every time a product is updated, or a page is added. You should ensure you have automated sitemaps, or plugins that work on automated sitemaps because moving products and categories around or removing and adding products puts a lot of strain on web crawlers. Your automated sitemap should keep up with your changes and provide a clear crawling path for Google.
How to Write the Best Product Descriptions for SEO
1. Know Your Audience
When writing your product descriptions, it’s imperative that you don’t get carried away with the needs of search engines and forget those of your buyers. You need to know your audience and write a product description that focuses on them and shows them how your product can solve their problem.
The trick is to create a buyer persona when writing your product description.
2. Understand How/What Buyers Are Searching
Understanding how or what buyers search means knowing what words they are using to search for products like yours. Using such terms in your product descriptions will help you attract higher traffic and rank higher. Different target groups search for similar things in different ways; for example, if you are targeting professionals, you would want to use words that professionals might use in their search.
The trick is to do keyword research, a fundamental SEO principle you should never underestimate. There are several keyword research tools available, including Ubersuggest and Google Keyword Explorer (some of the free keyword suggestion tools you can use). There are also paid keyword tools like Ahrefs, Moz, and Buzzsumo.
3. Unique Title and Meta Descriptions
In addition to an attractive and catchy title tag, it’s important to write a unique meta description. A meta description is the text that appears under your title tag, and getting it right can boost product description SEO.
Meta descriptions help Google understand the content, increasing the chances of your product description appearing in relevant searches. A good meta description also improves a potential buyer’s user experience, giving the buyer a glimpse of what to expect and making it easier for them to find what they’re searching for.
The trick is to keep it short, include important keywords naturally and exactly as they are without rephrasing them, and use modifiers such as best, top, affordable, and review.
4. Optimize Images
Nobody wants to be on a site where pages take an eternity to load. Images significantly affect the loading time if they’re not well optimized. And Google factors in loading speed when ranking a page. Google Page Speed Insights evaluates performance and offers suggestions on how to improve page loading speed. Image optimization aims to minimize the overall size of an image while maintaining the quality so that buyers experience lightning speed page loads.
The trick is to compress your product’s image and give it a suitable name. Although Google and several search engines don’t interpret images, they can read the ALT text and the image title. You want to make sure that you have a suitable ALT attribute text that includes relevant keywords for each of your products. Besides, choose appropriate image file types (png, gif, jpeg, and more.).
5. Be Specific
Shopping online is convenient, but mishaps do occur often. What you never want to happen is a customer receiving products that are not similar to what they ordered. To avoid disappointing buyers, plus the trouble of returns, be specific with your product description. Being specific also helps your description stand out in search engines.
For example, if you’re selling Louis Vuitton bags, mention exactly that instead of just saying you specialize in luxury bags.
6. Be unique
Copying and pasting product descriptions, even for similar products, is a no-no. Such shortcuts can have an adverse effect on your SEO ranking. The same goes for when you purchase a product from the manufacturer, and it comes with a product description. It’s not advisable to put up the same description on your e-commerce or affiliate marketing site. Search engines detect duplicate content and can block it from the search results.
Create your own content. Remember, you’re not the only one who purchased the same product from that manufacturer, meaning you might end up with the same product description as someone else.
7. Highlight Product Benefits and Features
It’s easy to get caught up in writing about functionalities and forget to include your product’s key features and benefits. Stating the features and benefits of your product helps capture the buyer’s attention, which is good for SEO.
The trick is to list the brand’s name and the product’s features and benefits and make it possible for your customers to post reviews. Where applicable, such as with clothing, give them ideas on how to use the product. For example, how well one item pairs with another.
8. Use Long-tail Keywords
Long-tail keywords are particular phrases describing a product that a buyer is likely to use when searching for that product (or a similar one) on a search engine.
The trick is to include those long-tail keywords in your title. For example, a person wanting to buy a ‘knee-high black leather boot’ is likely to use a phrase similar to that, or even that exact phrase. By including that phrase (long-tail keywords) in your title, search engines can easily tell that you have such a product.
9. Use Simple Language
The words to use in a product description for SEO are important and mostly depend on the targeted audience. When it comes to comprehending complex vocabulary, every individual is different from another. So, depending on your audience, you will know the level of vocabulary to use. However, it’s always recommended that you use simple words that the broadest audience can understand.
10. Try Being Realistic
Exaggerating your product’s status is not a good idea because most online buyers settle on a product only after thorough research. They often search for endorsements about a product from different web communities and digital platforms, so it’s good to allow them to leave reviews on your products.
Use bullets if possible. Most online customers may not have the time to read the entire product description, and they would rather first skim through the important details. Using bullets helps to display important information clearly and briefly.
Create Captivating SEO Product Descriptions!
Now that you have all you need to know about how to write quality product descriptions for SEO, go ahead and write smashing reviews to draw more customers to your web page and increase your SEO ranking.