5 Easy Tips for SEO Friendly Product Description Writing

Do you want to entice your customers a little bit more and increase your ecommerce sales? It can be done, but to do so you’ll need to have SEO friendly product description writing that is also unique. By adding some excitement and personality to your product descriptions, the products will become more attractive and increase the likelihood of conversion to an actual sale.

Of course, being SEO friendly means that there will also be SEO benefits because each product description will be SEO optimized.

Don’t you want your customers to have the best user experience while you enjoy higher traffic and an improved conversion rate? Continue reading for 5 easy tips to create a SEO friendly product description for every item on your site.

1. Persuasive Wording

According to David Ogilvy, persuasive words convert sales. Persuasive words help draw readers into the action. Some of the most persuasive words are remarkable, announcing, now, amazing, introducing, sensational, miracle, magic, easy, quick, and hurry.

Also, our wording should be honest and transparent when writing product descriptions. Of course this honesty doesn’t extend so far as to shine a light on a product’s flaws. Focus on the strengths to persuade readers and motivate them to buy.

Below we can see a JCrew product description that uses persuasive wording to sell an expensive dress.

In the example above, the words in the product description allow the reader to better understand the quality of the dress. With this better understanding of the value of the dress, the customer might be more inclined to make a purchase.

Being too broad about a product can have no effect, or even the opposite effect. For example, describing something as “excellent quality”. Quality is already expected, especially if the price is higher than the competition. It can actually even cause people to turn away from a product. Instead of making general statements about quality, be specific and highlight qualities such as organic, handmade, and etc.

Words have the power to change minds. The effort put into a finding just the right persuasive wording is worth it.

2. The Power of Storytelling

Storytelling is very popular now and for good reason. Storytelling is an effective and powerful way of engaging an audience and leading that audience to purchase your product.

Readers using their phone or sitting at their computer can’t feel the tangible properties of your product. They can’t pick it up or feel it and are relying solely on images and the product description wording. To overcome this disconnect, appeal to the reader’s imagination when describing the product and its features to boost conversions.

For an example of this, look at this product description from RAVEN + LILY.

3. Concise Copy

A product description should be an easy and quick read. Using bullet points at the end of your description can be an effective way to communicate key aspects of a product and allow a customer to easily read by scanning the bullets.

Try to avoid unnecessary information because no one has time for that today. Only use text that will engage readers and entice them further into your sales funnel.

Take a look at this example below from Firebox.

4. Avoid Product Description Duplication

IN general it’s a best practice to avoid duplicating content. For product descriptions, it’s important to write unique copy for each item. This makes things consistent and also keeps your audience engaged. Duplicating content also includes a change of a word or two here and there, so don’t try to be clever because, well, Google is smarter than you. Actually, what will happen is that you’ll confuse the GoogleBot that reads your page and it won’t know which is the original.

The avoidance of duplication can be one of the tougher obstacles for ecommerce sites because of the number of pages and products sold on a site. You want to keep your site healthy, and the best way to do that is to keep the content original and unique. If for some reason that is impossible for your website, it is possible to use canonical tags to indicate which page should be indexed.

5. Optimize for Search Engines

Good copy is vital to success in ecommerce, and you need remember that you’re not only writing for your human website visitors, but you’re also writing for the GoogleBot visiting your website. The “spiders” that crawl your website are reading it for search engine indexing.

You need to serve up content that matches what people are searching for. A user who can find exactly what they want is much more likely to buy.

Including long-tail keywords will help a page rank for terms outside of the focus keyword. For this reason you should consider both long and short-tail keywords along with the search volume for relevant terms. Also, be aware that sites ranking well for short-tail or “head” keywords also tend to rank well for longer tail keywords.

Ultimately, include relevant keywords without unnatural keyword stuffing.

Bonus Product Description Tips!

Target Personas: Write with purpose that targets your ideal buyer persona. Your target persona should be described in your brand outline.

Split Test: Test your product descriptions to determine what works best with your audience.

Write for Your Customers: Don’t fall into the trap of writing for Google. Write natural and keyword rich content that works for both people and Google.

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