With the internet’s increasing power, online shopping is taking over. It is estimated that the number of global digital buyers will reach 2.14 billion in 2021. An impressive number, right? That’s why new e-commerce stores are popping up daily. For an existing e-commerce owner, that means that it is time to step up the game.
So, do you wish to make your products more discoverable? Do you want to engage and convert consumers with impactful product descriptions? Then, you need to start writing SEO-friendly product descriptions.
SEO-friendly product descriptions can be a game-changer. They can:
- Get your products at the top of search results
- Increase your organic traffic
- Improve your descriptions’ readability
- Decrease the bounce rate
- Increase your sales rate
Ensure that both search engines and consumers recognize your products’ value. Turn to the following tips, and you’ll be creating SEO-friendly descriptions in no time.
Add Relevant Keywords Strategically
No SEO talk can pass without mentioning keywords. For that reason, we need to clarify the dos and don’ts of optimizing descriptions with keywords.
The first common mistake is to think that you should just throw in trending keywords, and you’ll be done. That’s not the case. If you want keywords to do bring you traffic, you must add relevant keywords.
For long-tail keywords, the main criteria should be the audience’s search intent. Assess the keywords’ relevancy based on how your target audience conducts the search. For example, Ask the Public can show you the most commonly asked questions in your niche.
If you do some research on your audience, you’ll be able to find out how they write and form their inquiries.
You can also simply enter the type of product in Google and watch as the most common entries reveal themselves. This will show you how the audience phrases their searches.
The next essential keyword tip is to add keywords naturally. They mustn’t ruin the description’s flow. To disperse them evenly, add one keyword in the title and 2-3 keywords in the description. For example:
Highlight the Benefits
Put yourself in the customers’ shoes for a second. What customers want to know? Their main concern is how the product will benefit them.
People search for comfortable shoes when they want comfort or durable shoes when they don’t want to buy another pair in a few months. Satisfying their curiosity about the benefits can put your product pages at the top of search results.
Take a look at how the NEMO store on Amazon does it:
When you read that this tent is “THE ADVENTURER’S DREAM” it must tickle your imagination. You simply want to know what makes it so ideal for adventurers.
Always keep in mind that search engine crawlers will favor descriptions that resonate with the audience. General descriptions won’t be as interesting to buyers, thus, search engines won’t rank them high.
Put Emphasis on the Key Features
Many consumers initially just skim the description. If they don’t like what they see, they move on. To grab consumers’ attention, you need to cleverly order the features.
First of all, you should make the features skimmable by using bullet points. Lists make the text organized and digestible.
Secondly, you want to highlight the key features. What makes your product unique? What’s the product’s best feature? Place the key features at the top of the list. Consumers will firstly read those, so you want to give them a good reason to keep reading.
Also, if you need to elaborate on a feature, you can emphasize the key words with caps lock. Here’s an example:
Without the capitalized key words, this product description would look like a block of text, and it wouldn’t be skimmable.
Make Your Brand Voice Stand Out
Your brand voice is already tailored to your target audience. Now, use that unique voice to make your product description noticeable.
Did you know that search engines value originality? If you write yet another generic description, you’ll lose the search engine crawler’s interest. Not to mention that you’ll leave the consumers indifferent.
You can even come up with clever product titles. With a sticky header, the title will be noticeable and give your description a unique flair.
Wrap up your SEO techniques in originally written descriptions. Just take the master of impressionable brand voice, The Dollar Shave Club, as an example:
They included keywords, listed the features, stated the benefits – and they did it uniquely.
Adopt the KISS Principle
How familiar are you with the KISS (Keep It Super Simple) principle? The KISS principle is often applied in copywriting. If you target a wide audience, simplicity is the path you should take.
People don’t want complex wording or lengthy text when they browse for products. They want product descriptions to deliver crucial information in as few words as possible.
If you aren’t a man of a few words, you can always hire someone to help you. An affordable option is to turn to writing services, for example Edubirdie, and get them to edit and simplify your writing.
Remember that consumers’ search queries are simple, and people’s attention span is short. KISS will help you shape your description to respond to these criteria.
Let the following tips guide you in your KISS journey:
- Write in plain language
- Use simple words
- Avoid slang or technical terms
- Explain complex terms plainly
- Write in short sentences
Final Thoughts
There is no getting around writing SEO-friendly product descriptions. It is a crucial step in your e-commerce marketing strategy.
If you want to improve your business, optimization is a must. So, instead of waiting for a miracle to upscale your business, take the matter into your own hands. Use these tips and start writing engaging and SEO-friendly product descriptions. Or consider engaging the SEO services of a reputable company.
