When it comes to search engine optimization, every bit of your online store will be analyzed and ranked according to its relevance for users. This fact should not be your enemy: if you post relevant and high-quality product descriptions, it will rank well.
If you want your eCommerce site to rank on the first page of search results, you will have to take care of the way you will describe your products or services.
As for potential customers who visit your site and want to purchase something from your store, the mere image of the product you’re selling won’t be enough. Online shoppers want to know more about the product, and they expect easily available information.
In other words, to make an impact on search engine results, you need to have SEO-friendly product descriptions. At the same time, the description not only has to be SEO-optimized, but it has to wow potential buyers.
This is where the dilemma arises:
● you want to wow your customers with great products and even better, epic descriptions and copywriting
● you also want to wow Google with enough semantically relevant terms that will get you on the first page of search results.
Taking care of both of these factors is incredibly hard, especially when you have to repeat it for thousands of different products.
In this article, we’re giving you some of the main tips on how to approach SEO optimization of product descriptions that will be interesting to your customers as well!
1. Keyword Research
We can’t begin talking about search engine optimization without introducing the feature of keyword research.
Keywords have become a buzzword that’s thrown around by marketers all the time, but many websites use them without any order, plan or strategy.
Online content often gets overstuffed with keywords, because many writers still believe that the more words, the merrier! However, the facts are completely different.
Keyword-stuffed content will not only result in worthless and irrelevant texts for your real shoppers, but you will do actual harm with Google’s indexing of your online store. Namely, Google has decided to penalize keyword-stuffing some time ago, and it usually blacklists sites that use this method, placing it on the last page of search results.
Keywords should appear in product descriptions completely naturally and organically, without any sign that they have been placed there out of context for SEO purposes. For example, instead of repeating a product keyword such as “black dress”, use similar, related keywords that are actually related to your product “cocktail dress”, “evening dress”, “mini dress”, “casual dress”, etc.
Keywords should be dispensed through the product descriptions equally. A good guideline for the length of a product description that will incorporate multiple keywords is at least 500 characters.
2. Optimize Title Tags
A product’s title tag is the main text that will be shown on search engines.
The title tag should be perceived as a summary for the entire product page. The main keywords should be placed at the very beginning of the title tag, while one of the most popular models for writing title tags for product descriptions is: Primary keyword | Secondary keyword | Brand name
3. product description Copied from the Manufacturer/Supplier: A Big No-No
If you want to end up on Google’s bad side, copy-paste the product description from your supplier. What exactly will this result in?
● You are using recycled online content that can be easily found around every corner. Keep in mind that these product descriptions are also available to other online stores, and many of them use the same description from the supplier without changing a thing. This means that Google will index this as plagiarism and non-unique content, which can result in poor search engine results or even blacklisting.
● Default, general product descriptions created and published by the manufacturer mostly contain only technical specs and information. Popular manufacturer brands won’t write poetical copy about their mobile phones or laptops. Their descriptions are used to illustrate only the technical side of the product, which makes them quite boring to read.
The best thing you can do is to craft unique and interesting content on your own, either by yourself or your in-house team or hiring a freelancer. You can check out this list of the best writing services. Try to explain why a customer should buy that product and how it will benefit them.
4. Don’t Copy-Paste!
Imagine this situation: you have five mobile phones in your catalog, all the same model, developed by the manufacturer. The only difference between the five of them is the color!
The black, silver, white, gold and rose gold mobile phones all have their separate product page.
What are you going to do? Copy-paste the initial product descriptions and apply them to all different colors?
This is a really tempting solution, but try to resist it. A duplicated description will not be helpful for your online visitors, but it’s also going to be especially detrimental for your search engine results.
We know it’s hard and time-consuming, but go the extra mile and write unique content for each product. It will pay off!
5. Add Rich Snippets to Your Product Descriptions
Content management platforms such as Shopify, WooCommerce, PrestaShop, Magento, and others allow you a wide selection of possibilities for presenting your product pages on search engines. One of the most useful ones is definitely rich snippets.
These are elements that you can freely add below your title tag. For example, you can add reviews, price, availability and many other features that will help your website stand out from the rest.
After you add these elements, you will start seeing a difference in the click-through rate (CTR) for your target keywords.
6. Image Optimization
Just like a good description, a high-quality photo sells the product. But, for Google and other search engines to even notice your photo, it’s important to optimize it.
Don’t worry, the process is really simple and doesn’t take a lot of time:
● Image title: can you guess what happens to images that are titled 11212318.jpg? You guessed it – Google ignores them. When you are coming up with titles for your products, use your target keywords and separate them with hyphens (e.g. little-black-dress.jpg).
● Alt tags: this is an alternative text that’s shown to users in case the image doesn’t load successfully. In this case, use keywords as well.
● Loading speed: make sure that the size of your image files is not too big because it will have a negative impact on the loading speed of your online store.
SEO optimization is time-consuming work, but it will definitely be worth it in the long run! It can be especially tiresome for online stores with thousands of products to optimize every single one. However, if you have thousands of SEO-optimized product descriptions, your online store is guaranteed to be a hit on search engines!
A huge percentage of shoppers use search engines to find recommendations and products to buy, so this type of marketing investment is definitely not something you should ignore. If you do it by yourself, search engine optimization is free and you will reap its benefits for years to come!
About the author
Daniela McVicker is a passionate digital marketer. Daniela is interested in everything related to SEO and blogging. She collaborates with many authoritative websites where she shares her experience and helps marketers make their names in the online world.