Creating compelling product descriptions is a key strategy for increasing conversion rates in ecommerce. However, it is not the simplest task without previous knowledge. For example, it’s good to know that to make sure these SEO-friendly product descriptions reach the widest possible audience, they need to be optimised for search engines.
Therefore in this article we will explore the intersection of copywriting and search engine optimization (SEO). We will offer practical advice on how to craft SEO-friendly product descriptions that not only drive organic traffic but also enhance sales.
The importance of SEO in product descriptions
Search engine optimization is not just for blog posts or web pages – it’s equally important for product descriptions. Good SEO can ensure that your products get noticed by search engines and then reach potential customers effectively. Of course, there are things to take into consideration first.
An SEO-friendly product description can help your product rank higher in search engine result pages (SERPs). In simpler terms, that makes it more likely for potential customers to find your product when they search for related keywords. Then – sales usually follow.
Furthermore, it helps to drive targeted traffic to your website. Meaning users who find your product through search engines are likely to be interested in what you’re selling. Amazon is a prime example of a platform that uses SEO-friendly product descriptions to drive organic traffic and boost sales.
So let’s see what are the most important steps to take when crafting SEO-friendly product descriptions.
1. Conduct keyword research for product descriptions
The first step in crafting SEO-friendly product descriptions is conducting keyword research. Keywords are the terms that potential customers use when searching for products like yours.
There are several tools available, such as Google Keyword Planner, SEMrush, or Ahrefs, that can help you identify relevant keywords. When conducting keyword research, we suggest you look for terms that have a high search volume but low competition. These are terms that many people are searching for, but few websites are targeting.
For example, if you’re selling handmade woollen scarves, instead of using a generic term like “scarves,” you could use more specific keywords like “handmade woollen scarves” or “winter wool scarves.” That will let you get noticed from customers who are looking for something more specific.
2. Integrate keywords into product descriptions in a natural way
Once you’ve identified your keywords, the next step is to incorporate them naturally into your product descriptions.
The key to using keywords effectively is to make sure they fit organically into the text. Keyword stuffing, or overusing keywords in a forced manner, can lead to a poor user experience. Besides, it may even be penalised by search engines. And from a customer point of view – they might think of your business as untrustworthy.
Write for your audience first, and then make sure your chosen keywords are included. This approach ensures that the content remains engaging and user-friendly while still being SEO-friendly.
Remember, your keywords should appear in important areas such as the title, subtitle, and the body of the product description.
3. Structure content for better visibility
Our next tip is to structure your content for better visibility. The structure of your content plays a significant role in SEO. A well-structured product description makes it easy for search engines to crawl your page and understand its content.
So make sure to break up your text with headers and subheaders, using H1, H2, and H3 tags as appropriate. You can use this article as an example. This not only makes your description easier to read, but also gives you opportunities to include your keywords in these headers.
Make sure that your main keyword appears early in the product description. Also, include it in the URL and the alt text of any images related to the product. This tells search engines that these keywords are important, and helps your product description rank higher in SERPs.
4. Craft compelling meta descriptions
Meta descriptions are another crucial part of SEO-friendly product descriptions crafting. They are brief summaries of a webpage that appear in SERPs. While they do not directly impact SEO rankings, they play a crucial role in attracting clicks from search engine users.
To be more frank, a compelling meta description is like a mini ad for your product. It should accurately describe the product while also enticing users to click on your link. So make sure to include your main keyword in the meta description to highlight the relevance of your product page to the user’s search query.
For example, using the earlier example of “handmade woollen scarves”, a good meta description might be the following sentence. “Explore our collection of luxurious handmade woollen scarves, perfect for keeping you warm and stylish this winter.”
5. Leverage long-tail keywords
Long-tail keywords are longer, more specific phrases that customers use when they’re closer to the point of purchase. These keywords can be a goldmine for driving targeted traffic to your product pages.
Long-tail keywords often have lower search volumes than broader terms, but they can attract more qualified traffic. This means the users they bring to your site are more likely to be interested in your product and ready to make a purchase. Everybody wants clients like that, right?
So in your product descriptions, consider using long-tail keywords that highlight specific product features or benefits. For example, instead of targeting the keyword “scarves,” you might target “handmade woollen scarves for winter.”
6. Monitor and refine SEO efforts
And lastly, it is important to know that SEO is not a one-time task but an ongoing process. It’s essential to monitor the performance of your product descriptions and refine your SEO strategies as needed.
Use SEO analytics tools to track the performance of your keywords and the organic traffic coming to your product pages. Look for trends and patterns. If a product description isn’t performing as well as expected, you may need to adjust your keywords or make changes to the description itself.
Remember – what works best for SEO can change over time, so stay updated with the latest SEO best practices and algorithm updates. This is an ever changing field that requires you to learn as you go.
Conclusion about SEO-friendly product descriptions
Crafting SEO-friendly product descriptions is both an art and a science. By understanding and applying the SEO principles we mentioned in this article, you can enhance the visibility of your product pages.
This not only drives more organic traffic but also improves the chances of converting that traffic into sales. With ongoing monitoring and refinement, your product descriptions can remain optimised and continue to contribute to your business’s success.
Learn more in our articles about High-quality blog writing tips and Understanding the Anchor Tag for SEO.
Best of luck in crafting SEO-friendly product descriptions that will bring you many sales!