One of the more interesting aspects of ecommerce SEO is creating product descriptions capable of performing well in organic searches. On a more traditional website – a site that does not involve ecommerce – there may be all sorts of short and long-form content through which SEO strategies can be deployed. By contrast, product descriptions make up the lion’s share of the content on an ecommerce site.
This is not to say that ecommerce operators shouldn’t write blog posts or publish customer testimonials. It is not to say that they should stay away from industry or brand news. It is just the reality of ecommerce that most of the text analyzed for SEO purposes is found in product descriptions.
That being the case, I asked Salt Lake City’s Webtek Digital Marketing about their take on product descriptions in the context of broader ecommerce SEO. Their response included the following best practices for creating dynamite product descriptions:
1. Engage With Buyers
Webtek says that one of the biggest mistakes marketers make, across the entire SEO spectrum, is obsessing over Google’s search algorithms. They say that all content should engage with buyers first – and Google agrees by the way. This includes product descriptions. Create product descriptions that speak to the people most likely to purchase what you are selling. Speak to them in their language. Answer their questions. If you can do that, search engines will respond positively.
2. Be Strategic With Keywords
Keywords are as essential to ecommerce SEO as any other form of the discipline. However, ecommerce searches tend to dictate being a bit more strategic. What do I mean by this? First, identify keywords likely to lead to qualified buyers rather than simply driving traffic. Next, naturally incorporate the keywords into titles, headers, and body text.
3. Make Each Description Unique
There is a temptation in the ecommerce world to copy and paste product descriptions when similar products are in play. Here is a dirty little secret: you’ll be more successful with ecommerce SEO if you make each description unique. Yes, it’s more work. But writing original descriptions for every product is far better than filling your site with duplicate content.
Speaking of duplicate content, it is a really bad idea to simply cut and paste product descriptions from manufacturers. Not only are you duplicating content on your own site, but you are also copying content from another site. Search engines frown on that sort of thing.
4. Mention Product Benefits
Ecommerce operators are incredibly careful to include specifications and features in their product descriptions. That is a good idea. But don’t forget to discuss benefits as well. For example, explain how a particular product solves a nagging problem. Explain how another product can help your customer accomplish a task. The point is to give customers a reason to buy rather than just a list of features and specifications.
5. Make Your Descriptions Readable
The final tip Webtek offered was to make product descriptions readable. They recommend short paragraphs and bullet points. They also say that headings and subheadings can make descriptions easier to read. The easier a description is on the eyes, the more likely a customer is to actually read it.
Given that product descriptions provide most of the SEO information search engine algorithms need, optimizing descriptions is a nonnegotiable part of ecommerce success. Put time and effort into creating dynamic product descriptions that simultaneously engage with customers and improve SEO performance.
Always remember that great product descriptions sell products. When you get right down to it, selling is what ecommerce SEO is all about. You are looking to draw visitors who will ultimately buy.