E-commerce sites live and die by their product descriptions. These short blocks of text don’t just inform customers – they also play a vital role in SEO. Optimized product descriptions can help pages rank higher in search results, driving more traffic to your online store. In this article, we’ll explore some key strategies for SEO-friendly product descriptions.
Use Keywords Naturally
The first step is identifying relevant keywords to target. Look at the types of terms your audience is searching for when shopping for your products online. You can use keyword research tools like Google’s Keyword Planner to find high-volume, low-competition keywords.
With your targets in mind, work these terms into your product descriptions naturally. Don’t just stuff in keywords – use them in a way that flows well and provides value. Focus on 3-5 primary keywords per description. Going overboard looks spammy to search engines.
Weave keywords into your:
- Page titles
- Opening sentences
- Headers and subheaders
- Product features/benefits
- Bullet points
- Alt text for images
Follow this recipe for seamless optimization.
Craft Descriptions for Humans First
While keywords are crucial, remember that product descriptions are mainly meant for your customers. Before worrying about SEO, ensure you provide an informative, compelling overview of the product.
Focus on answering the following questions:
- What is the product?
- What does it do?
- What pain points does it address?
- What sets it apart from competitors?
- Who is it designed for?
Write conversationally, in second-person POV. Paint a picture of what it’s like to own or use this item. Go beyond specs – evoke the feelings and experiences customers get. This engages visitors on an emotional level.
Once you have a customer-centric base, layer in keywords to make it search-friendly.
Optimize Title Tags
Your title tags (or H1 headings) are one of the most important elements for on-page SEO. Include your target keywords here, but make sure they flow naturally. Title tags should be:
- Descriptive – Clearly explain the product
- Concise – Keep it under 70 characters
- Keyword-rich – Incorporate 1-2 primary keywords
- Compelling – Hook users with power words like “best,” “guide,” “free,” etc.
For example, a title tag for a coffeemaker could be:
Best Programmable Coffee Maker for Custom Brews
Use Secondary Headers
Break up long blocks of text with H2 and H3 headers. These secondary headers make pages more scannable for users. They also let you optimize with additional keywords.
Use headers to call out:
- Key features
- Product specifications
- Sections like “What’s in the box?”
- Benefits and use cases
- Complementary products
Headers related to your content help search engines better understand page topics.
Optimize Images
Product images do more than show what items look like – they offer opportunities for optimization. Use keywords in file names like “black-leather-jacket.jpg.”
In your alt text descriptions, include a relevant keyword or two. Keep them short and natural. Overly stuffed alt text reads poorly to users.
Offer Long and Short Descriptions
Some product description spaces are limited. If your e-commerce platform only allows 250 characters, get straight to the point. Lead with the product name and outline the most important features/benefits.
For spaces with more room, create a long description that fleshes out details. Aim for at least 100 words, or about 3 short paragraphs.
Use the long version on product pages for better SEO. Use the short one where descriptions are limited, like on category pages.
Update Descriptions Regularly
Search algorithms favor fresh, frequently updated content. Don’t just set your product descriptions and forget them. Revisit them regularly to make improvements.
Consider updating your descriptions when:
- New keywords emerge
- Products are updated
- Descriptions become outdated
- Conversions drop over time
Even small tweaks signal to search engines that pages are being actively managed.
Boost Rankings with Quality Content
In the end, product descriptions live or die on content quality. No amount of keyword stuffing will help if the writing is poor. Deliver engaging, informative descriptions that convince search engines your pages offer value. That’s the key to winning rankings and traffic.
With these tips, you can turn boring product descriptions into powerful assets for SEO and sales. Focus on providing an excellent user experience above all else. And, if you need help, give us a shout. Our writers can create product descriptions that meet both human and search engine requirements.