SEO Copywriting 101 for eCommerce How to Write Product Descriptions for Products
“What’s the ideal location to put an unidentified body? Two pages of Google results.”
Classic. Still so relevant to businesses that operate online.
If your shop doesn’t rank at the top of Google it will are among the few people who know about its location and existence, particularly if you’re selling specific products. – Ecommerce Seo Copywriting 101 How To Write Product Descriptions
This is the reason SEO or search engine optimization (SEO) is crucial. It allows your customers to find your business. It helps drive visitors towards your business. The traffic can affect the conversion rate and sales. – Ecommerce Seo Copywriting 101 How To Write Product Descriptions
SEO is a vast subject and there’s not a single or definitive method to deal with it. There are many methods you can use to boost your traffic, or improve SEO, even if you’re a small-scale company. As an online retailer it is essential to concentrate on the product description. In the end, description of products can be content that are viewed and analyzed through Google crawlers.
Here’s the information you must be aware of to start writing user-friendly, user-friendly descriptions.
Create for your Audience not Search Engines
The goal is to be ranked high in search engine results pages (SERPs) So why should you prioritize your customers? Because the search engines and users are inextricably connected. Writing with your clients in mind demonstrates that you are concerned regarding clarity and the ability to read and your business will be awarded “extra point” in the eyes of Google. – Ecommerce Seo Copywriting 101 How To Write Product Descriptions
However, this principle isn’t working in the same way. The primary purpose of creating descriptions of products using the appropriate keywords is to entice the people who are looking for precisely what you’re offering. – Ecommerce Seo Copywriting 101 How To Write Product Descriptions
If you’re unsure regarding the description you wrote think about: “Does this help my customer?” This essentially means that you should determine if your description is clear enough to aid them in making a decision to purchase from you instead of the competitors.
It also raises another difficult problem: “How do I help my clients decide whether to purchase?”
Features Highlights Benefits Not Only Features
People look for products (usually) that have a particular intention in their heads. When they arrive at your shop, you’ll need to keep them in your store and make them aware that what they’ve been searching for. It’s not just about the sake of increasing sales. If they’re bounced too early and often this will harm your SEO. – Ecommerce Seo Copywriting 101 How To Write Product Descriptions
The problem is buying online is an experience that is unique. The buyer can’t look over the product or talk with the sales representative in a matter of minutes unless the seller employs live chat. live chat to solve this problem. It’s therefore difficult to determine precisely what customers pay attention to.
That’s why many online sellers are focused on the benefits. They detail every aspect about their product, but forgetting about the users who will use the product. That’s not the right way to go.
Features vs Benefits
Check out this description and one of the descriptions hiking boots:
Its features are unfriendly and boring. Furthermore, they’re usually simply an alphabet of technical terms that no one can comprehend. – Ecommerce Seo Copywriting 101 How To Write Product Descriptions
Take a look at the camera’s specs. They are ideal for those who are experienced. However, for those looking for the first DSLR, it’s likely be a challenge to get the best of it.
The advantages On contrary, are appealing at the buyers’ imagination. They put the product into the context of its features, they demonstrate them in action, and explain what they are and what the buyer can expect to gain from them – not forgetting to mention that stories enhanced by rich images (e.g. images, demos infographics videos) are more memorable. – Ecommerce Seo Copywriting 101 How To Write Product Descriptions
Additionally when you are more descriptive, you’ll give yourself more room to fill with the relevant keywords that are required for SEO.
Does that mean that having an inventory of features isn’t a good idea? Absolutely not. Features and benefits must complement one another. In addition, your products are most likely to be sought-after by various users and you must meet the needs of your customers, too.
Understand Your Target Audience
Every shopping trip starts with a need or motive. People buy products to help other people more relaxed, feed their bodies, to learn or to achieve a objective, etc. – Ecommerce Seo Copywriting 101 How To Write Product Descriptions
The copy you write should reflect these needs. The copy should attempt to create an emotional connection to the item and prospective buyer.
Some products, however, have universal appeal, which means it can be difficult to make them appear appealing according to your customer’s needs. This is where knowing your target audience is essential. If you know your audience’s requirements, you will be able to attract an even more targeted audience which will not only increase sales but will also lower the number of bounces. – Ecommerce Seo Copywriting 101 How To Write Product Descriptions
Here are some examples of how to showcase your products in order to reach exactly the right audience:
- Are your customers eco-conscious to whom “cruelty-free” and “fair-trade” are the main factors in deciding whether to purchase from you?
- Are they worried parents who seek “safe and safe” products for their children?
- Are they fit, healthy people who are concerned about the ingredients list in detail as well as the nutrition table and expiry dates on vegan supplements for bodybuilding that you offer?
Business-to-business (B2B) businesses that specialize in the field of automotive eCommerce For instance, they can benefit from success stories and games-changing examples.
If you think about the copywriting of your product description in this manner you may be surprised by how different the terms are used by people to discover the information they’re searching for. Make sure to incorporate these terms or keywords into your copywriting to enhance it. – Ecommerce Seo Copywriting 101 How To Write Product Descriptions
Change the Length of the Description
The length of your description of the product is yet another element that influences the SEO of your website. The problem is that there’s no way to determine the optimal length. – Ecommerce Seo Copywriting 101 How To Write Product Descriptions
So the best method of doing it is to consider the people who are likely to read your writings.
In the past, we discussed the needs of buyers in addition to the fact all buyers have different motives in mind, expectations and demands. We also discussed that they show various levels of knowledge regarding the products you sell (e.g. : pro vs amateur digital camera users). – Ecommerce Seo Copywriting 101 How To Write Product Descriptions
What it signifies is that these two kinds of customers need different descriptions of products.
If your clients aren’t well-informed familiarity with a certain item or brand you’ll require more effort in explaining the product and convincing them purchase it. The copy they read is likely to be more lengthy. This doesn’t mean that you must write a long tale; instead you can organize different pieces of information in expandable tabs that can be clicked or expanded. So, your visitors can access the information they require without being overwhelmed. – Ecommerce Seo Copywriting 101 How To Write Product Descriptions
Customers who have a lot of understanding about the product or the brand however are already familiar with the product and know the reasons why they would like it. The copy for this type of situation is typically short and clear. – Ecommerce Seo Copywriting 101 How To Write Product Descriptions
But, the high-level customers aren’t just the experts in certain fields of technology. People who purchase basic, everyday items (e.g. underwear that doesn’t need much explanation) can also be included in this category.
Avoid keyword stuffing
Another thing to be aware of is to stay clear of keywords that are stuffed with words at all cost. Your content is written for people not for search engines, remember? You want to stay clear of being a spammer (and possibly affecting your rankings by doing so) keywords are vital. What is the best way to find a balance between these two? – Ecommerce Seo Copywriting 101 How To Write Product Descriptions
The crawlers of search engines scan whole pages to determine the what they mean, and product descriptions are essentially short pieces of text. If you are able to include the same keywords several times you’ll cause your search engine eliminate it from its SERPs.
What’s an alternative? The copy itself isn’t the only spot in which you can include keywords. You can also add a keyword to: – Ecommerce Seo Copywriting 101 How To Write Product Descriptions
- “Alt” image descriptions
- URLs
- Titles of pages
- H1s
- Subheadings (H2s H3s …)
- Meta Titles and Meta Descriptions
A single word in each one of these is sufficient to keep your page from being disqualified.
Be sure to keep the descriptions unique
The page of the product must never be copied. Uniqueness of the page is an essential aspect of SEO. What is this? Similar descriptions of products on different pages can make it difficult that search engines can index pages of your shop. If your site is not properly indexed, it’ll be less noticeable.
Let’s look at shoes as an illustration. Many shops sell hundreds of similar pairs that differ only in color or size. In this scenario it’s an effort to find 10 (and sometimes more) distinct product names for each pair even if you conducted the most sophisticated keyword research you could find. – Ecommerce Seo Copywriting 101 How To Write Product Descriptions
In this case, for instance the two titles of these products aren’t unique:
” Ladies Summer flip-flops (pink)” and ” Ladies Summer flip-flops (size 8).”
If you find yourself out of ideas after naming your first product, inform the web crawlers of search engines that you do not wish specific pages to be indexed. – Ecommerce Seo Copywriting 101 How To Write Product Descriptions
To accomplish this, you must you must add the words ” no-index ” meta-tag” to the A section of your page that you would like crawlers to leave out. It has a similar function as it’s robot.txt file.
<head>
noindex ” />
(…)
</head>
(…)
While deindexing the site might not be the ideal solution, it’s much more effective than having to be punished for something that can be considered spam.
Make sure you regularly check for updates to the Index Coverage report for your website within Google search Console to determine any indexing problems Google has encountered as it browses through your store.
Ecommerce SEO copywriting takes skill and practice. If you’re looking to simplify your life then you can utilize software for talent acquisition to locate professional copywriters who are able to write product descriptions effortlessly. – Ecommerce Seo Copywriting 101 How To Write Product Descriptions
Keywords for Product Descriptions as well as SEO Summary
Copy for your product page is an important component of your store’s content. One of the most important things to remember is to keep your customer’s requirements in mind and that needs to be details about your products. The pages on your product should educate (features) and encourage your clients (benefits) to buy. – Ecommerce Seo Copywriting 101 How To Write Product Descriptions
Second, descriptions must be aligned to SEO principles to increase natural traffic towards your site. Be sure to keep your copy distinct and only use keywords in a limited manner to keep from being penalized.
