Product Descriptions. Anyone who has worked on an eCommerce website will tell you how boring editing product descriptions can be. What do you say about the plain white t-shirt that looks like the other 54 t-shirts you’ve already written about?
Working as an eCommerce SEO expert i’ve written 100’s of thousands of product descriptions, if not more! So with all that experience I know a thing or two about what you should and shouldn’t write in your product descriptions. Unlike category descriptions and general SEO content copywriting, you’re product descriptions have to get the customer attention, provide them all the information they need about that product as well as make Google happy from an SEO point of view.
It’s important that you look at your product descriptions and think would this help me buy this product, after reading this description would I have all the information I need and does it make me LOVE this product? If you don’t then why should the customer? Ask your self these questions:
- Are my descriptions helping to sell the product?
- Are they interesting?
- Do they entice the customer to read more?
If the answer is NO then you need to rethink what you are doing.
Google LOVES good content, they like lots of it and they want it to be engaging.
We try to think what would we say to someone if we were selling this face to face, we wouldn’t just use a list of bullets, we would describe the benefits of the product.
Then keep the features and product selling points to bullet points for people to scan.
Don’t use boring SEO product descriptions such as “made from 100% cotton”. Give some life to your product description, and describe why that is a good thing. Yes they probably know but wouldn’t being told that “it was soft to the touch and something you can wear all day” depending on your brand you may also want to make people laugh, you could add some of your personality in the descriptions so then they might be inclined to share it via social media.
One tactic you can use is to start your product descriptions with a question or statement. It can catch the customer’s attention and keep them on your website. It can also help you get your keyword in there, in short, be creative!
One thing NOT to do is use the same descriptions the manufacturer or supplier has given you, everyone else is using that. So why should Google rank your version and why should the customer buy from you? Give the customer more and you will be more likely to sell!
If you need help with your SEO why not sign up for our FREE Website Audit or contact one of our eCommerce marketing experts to discuss what we can do for your website.
