What Is an search engine optimisation Product Description?
An search engine optimisation product description is written content material that’s designed to tell customers a few product, convert customers into clients, and enhance the product’s visibility in unpaid search outcomes. Ecommerce websites can use search engine optimisation product descriptions on product pages to rank larger for related key phrases in Google.
For instance, right here’s a product description from Hydro Flask:
This helps the web page rank for key phrases like “64 oz water bottle”:
This key phrase alone will get 9,900 searches per thirty days, in accordance with Semrush’s Key phrase Overview software. And it has business search intent (i.e., customers are doing analysis earlier than making a purchase order resolution).
So, you possibly can see the worth in doing search engine optimisation for product pages.
It’s also possible to use search engine optimisation product descriptions in different areas, akin to:
The right way to Write search engine optimisation Product Descriptions
Discover ways to write a product description that generates natural visitors and conversions.
Listed below are seven finest practices:
1. Optimize for Goal Key phrases
When doing search engine optimisation for merchandise, goal key phrases are search queries you need to rank for.
Utilizing goal key phrases in product descriptions might help you rank larger in search outcomes. As a result of it helps show your product is related to the consumer.
To search out what individuals search on Google, carry out key phrase analysis with Semrush’s Key phrase Magic Device.
Enter a phrase or phrase associated to your product.
Then, select your nation and click on “Search.”
You’ll see key phrases that include your beginning time period(s) or an in depth variation.
To give attention to key phrases that folks use whereas purchasing, filter for transactional search intent.
Like this:
Should you’re optimizing your product feed, filter for key phrases that set off product itemizing advertisements. And different Google Buying-related SERP options.
Like this:
When you’ve completed making use of filters, select goal key phrases. Ensuring your product matches what the searcher is in search of.
Usually, extra particular key phrases are higher for search engine optimisation product descriptions. Though their search volumes (common variety of month-to-month searches) are more likely to be decrease.
Why?
Lengthy-tail key phrases are likely to have decrease key phrase problem scores (KD %). That means it’s simpler to rank on Google’s first web page.
Plus, particular key phrases entice extremely focused visitors. That means your gross sales conversion price must be larger.
Consider it this manner:
Who’s extra doubtless to purchase a 64oz stainless-steel water bottle: Somebody who searches for that actual factor, or somebody who searches “water bottles”?
No matter key phrases you select, incorporate them naturally.
Don’t write one thing like this:
“Keep hydrated with our 64oz Stainless Metal Water Bottle, your final hydration associate! This 64oz stainless-steel water bottle, produced from high quality stainless-steel, is the water bottle for all of your hydration wants. Neglect about different water bottles, this stainless-steel bottle with a 64oz capability retains your water cool all day. Should you’re looking for a water bottle, then our 64oz Stainless Metal Water Bottle, that includes stainless-steel development, is the perfect water bottle selection for you.”
Forcing key phrases into your search engine optimisation product descriptions is a apply often known as key phrase stuffing. It’s in opposition to Google’s spam insurance policies. And it may put potential clients off, too.
Tip: Discover key phrases in your Amazon product descriptions with the Key phrase Wizard for Amazon.
2. Undertake the Proper Tone of Voice
Tone of voice refers back to the persona behind your model’s writing.
Selecting the best tone of voice—and utilizing it persistently—helps you construct a model id. And have interaction your audience.
So, it’s essential that it shines by means of in your search engine optimisation optimized product descriptions.
For instance, Firebox makes use of humor to emphasise the quirkiness of its merchandise:
Whereas Nike empowers audiences with robust and assured language:
For assist with tone of voice, use Semrush’s search engine optimisation Writing Assistant.
The software analyzes your textual content in actual time. And highlights sentences which might be too informal or formal, based mostly in your goal tone.
The search engine optimisation Writing Assistant additionally scores your originality, readability, and search engine optimisation.
Should you need assistance rephrasing or composing content material, make the most of the Good Author instruments.
3. Show Your Product’s Worth
To influence individuals to purchase your product, it’s essential present the worth that’s in it for them.
So, use the following tips when writing product descriptions:
Translate Options into Advantages
It’s essential to elucidate the profit behind every product function.
For instance, individuals don’t actually care that this Dyson vacuum cleaner has nylon bristles. However they do care that these bristles “take away cussed filth and pet hair from carpets and rugs.”
Use Way of life Copywriting
Way of life copywriting is about promoting the experiences a product can supply.
It paints an image of a life the audience wishes. To faucet into their aspirations and feelings. And, in the end, immediate purchases.
Let’s say you’re writing an search engine optimisation product description for climbing boots.
In addition to speaking about options and advantages, you could possibly discuss adventures within the wilderness. Enjoyable days out with the household. Or no matter appeals to your audience.
Should you haven’t already, create purchaser personas (profiles that signify every kind of goal buyer).
All through this course of, you’ll outline your goal clients’ objectives, values, and ache factors. And doc them for straightforward reference.
Right here’s an instance created with the Semrush Persona software:
Assist Your Claims
When making claims about your product, it’s essential again them up. With a purpose to construct belief along with your potential clients.
Many entrepreneurs fall into the lure of creating generic and unsubstantiated claims—for instance, saying {that a} product is “straightforward to make use of.”
As an alternative, clarify use the product. And let readers come to that conclusion themselves.
Details and figures also can encourage confidence in your merchandise.
For instance, right here’s a part of Amazon’s product description for the Kindle Paperwhite:
“Kindle Paperwhite is IPX8 rated to guard in opposition to unintended immersion in as much as two meters of contemporary water for as much as 60 minutes, and as much as 0.25 meters of seawater for as much as 3 minutes.”
4. Enhance Readability
Make your search engine optimisation product descriptions straightforward to learn. In order that customers can discover and soak up data extra simply.
Listed below are just a few easy ideas you should utilize:
- Use correct spellings and grammar (instruments like Grammarly might help)
- Exchange advanced phrases with quick, acquainted phrases
- Take away pointless phrases to maintain your writing concise
- Preserve sentences quick (below 20 phrases)
- Keep away from the passive voice
- Break up textual content utilizing line areas, headers, bullet factors, and many others.
Questioning how lengthy a product description must be?
Get a really useful textual content size and readability rating in your product web page with Semrush’s search engine optimisation Content material Template.
Enter your goal key phrase(s), select your location and gadget, then click on “Create content material template.”
The software will analyze your prime 10 Google rivals. And construct a content material temporary accordingly.
Scroll right down to the “Key suggestions” part:
See how opponents use your goal key phrases, too.
These search engine optimisation description examples might help you write your individual content material. And optimize it successfully.
Whenever you’ve completed reviewing your temporary, return to the highest of the web page. The place you’ll discover numerous choices:
- Order content material writing: Ship the temporary to knowledgeable author
- Export to DOC: Save your temporary as a .docx file
- Actual-time Content material Test: Use your temporary within the search engine optimisation Writing Assistant
5. Use AI to Your Benefit
AI copywriting instruments could make it faster to write down search engine optimisation product descriptions.
For instance, the AI Writing Assistant has instruments for:
- Amazon Product Descriptions
- Ecommerce Description Bullet Factors
- Ecommerce Product Names
- Ecommerce Product Descriptions
- Product Descriptions
Create your free account and select the software you’d like to make use of.
Then, fill out the shape and select the variety of outcomes you need.
Click on “Generate” if you’re performed.
Select your favourite end result. And click on “Test Plagiarism” to make sure the textual content is authentic.
You’ll be able to then copy or save your product description.
No matter AI software you employ, it’s essential to fact-check your content material earlier than publishing.
And for the perfect outcomes, make different enhancements manually. Based mostly on the information on this information.
The extra you tailor your search engine optimisation product descriptions to your model and audience, the higher their outcomes must be.
Tip: For comparable causes, keep away from utilizing fill-in-the-blanks product description templates. Boilerplate content material gives much less worth to the reader and will hurt your search engine optimisation.
6. Add Structured Knowledge
Should you add structured information (or schema markup) to your product pages, Google can create wealthy snippets.
These are enhanced search outcomes. Which might drive extra visitors to your website.
For instance, the end result beneath consists of the product’s ranking and worth. In addition to weight and peak data. All because of product structured information.
To get began, go to Google’s Structured Knowledge Markup Helper.
Choose “Merchandise.”
Then, enter your product web page URL and click on “Begin Tagging.”
Subsequent, spotlight your search engine optimisation product description and click on “Description.”
Repeat this course of to tag different components. Together with the product identify, worth, and combination ranking.
Whenever you’re completed, click on “CREATE HTML.”
Then, click on “End” and comply with the directions offered.
As soon as your web page is up to date, test every little thing’s working with Google’s Wealthy Outcomes Take a look at.
Tip: Product search engine optimisation goes far past descriptions. For extra recommendation, study search engine optimisation for touchdown pages.
7. Embrace Helpful Info
Give customers all the data they could have to make a buying resolution.
Product descriptions ought to embrace options, advantages, and technical specs. However the perfect descriptions also can embrace utilization and upkeep directions, packaging and environmental data, FAQs, comparability tables, testimonials, and extra.
Listed below are another components to incorporate in your product pages:
- Name to motion buttons (e.g., “Purchase Now”)
- Product photos and movies
- Pricing and particular gives
- Supply and returns data
- Inventory availability
- Hyperlinks to associated merchandise or classes
- Buyer opinions
- Awards and accolades
- Social sharing buttons
- Stay chat
Amazon, Walmart, and Apple are the most important retail websites in search, in accordance with the Semrush Rank for July 2023. So, strive their websites for product search engine optimisation examples.
The right way to Rent a Skilled Author
Should you’re quick on time or need higher outcomes, think about hiring knowledgeable author in your search engine optimisation product descriptions.
On Semrush’s Content material Market, you possibly can order product descriptions in minutes. And also you’ll pay a set price based mostly on phrase depend alone.
Click on “Order Now” below the service you need.
Then, fill out the temporary to let our staff know what you want.
We’ll match you with a skilled author who’s suited to your trade. And ship your distinctive product descriptions inside 5 working days.