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How to Write Product Descriptions for SEO?

Updated: Jun 2

An eCommerce website lives and dies by its product descriptions. If potential customers can’t find your site online, they won’t be able to buy your products. And even if they do find your site, if your product descriptions are terrible, they’re not going to buy anything from you.


That’s why it’s so important to have SEO-optimized product descriptions. With the right keywords, potential customers will be able to find your site easily. And with well-written, compelling product descriptions, you’ll be able to convince them to buy from you.

If you’re not sure how to write SEO-optimized product descriptions, don’t worry! Wix has a number of tools, including the Wix SEO Wiz, that can help you write the perfect product description for your eCommerce website.

An eCommerce website lives and dies by its product descriptions. If potential customers can’t find your site online, they won’t be able to buy your products. And even if they do find your site, if your product descriptions are terrible, they’re not going to buy anything from you.  That’s why it’s so important to have SEO-optimized product descriptions. With the right keywords, potential customers will be able to find your site easily. And with well-written, compelling product descriptions, you’ll be able to convince them to buy from you.

How to Write Compelling Product Descriptions for Your E-commerce Website


Writing effective product descriptions is crucial for the success of any e-commerce website. These descriptions serve as the bridge between your products and potential customers, helping to inform, persuade, and ultimately drive sales. Here’s a guide on how to craft compelling product descriptions that can enhance your online store's performance.


Understand Your Audience


Before you start writing, it's essential to understand who your target audience is. Consider factors such as:


  • Demographics: Age, gender, location, and income level.

  • Psychographics: Interests, values, and lifestyle.

  • Buying Behavior: What motivates them to make a purchase? What are their pain points?


By knowing your audience, you can tailor your product descriptions to address their specific needs and desires.


Focus on Benefits, Not Just Features


While listing features is important, focusing on the benefits these features provide will make your descriptions more compelling. Features are factual statements about the product (e.g., "This jacket is made of 100% wool"), whereas benefits explain what those features mean for the customer (e.g., "Stay warm and cozy in even the coldest weather with this luxurious wool jacket").


Use Engaging and Descriptive Language


Your language should be vivid and descriptive to help customers visualize the product. Use sensory words that appeal to the senses and paint a picture in the reader's mind. For example:


  • Instead of saying "soft blanket," say "indulge in the plush, velvety softness of this cozy blanket."


Include Key Information


Make sure to include all the essential details about the product. This typically includes:


  • Product specifications: Size, color, material, and dimensions.

  • Usage instructions: How to use the product effectively.

  • Care instructions: How to maintain and care for the product.

  • Additional information: Any warranties, guarantees, or certifications.


Optimize for SEO


Incorporating relevant keywords into your product descriptions can improve your website's search engine ranking and help potential customers find your products. Here are some SEO tips:


  • Keyword Research: Identify keywords that potential customers are likely to use when searching for your product.

  • Natural Integration: Integrate these keywords naturally into your descriptions without keyword stuffing.

  • Use Bullet Points: Breaking down information into bullet points makes it easier to read and can improve SEO.


Tell a Story


Storytelling can make your product descriptions more engaging. Share a brief narrative about the product, such as its inspiration, development process, or how it can improve the customer's life. For example:


"Imagine wrapping yourself in this handwoven scarf, inspired by the vibrant colors of autumn leaves. Each scarf is crafted by skilled artisans using traditional techniques, ensuring that every piece is unique and tells its own story."


Include Social Proof


Social proof, such as customer reviews and testimonials, can significantly boost the credibility of your product. Highlight positive feedback and ratings to build trust with potential buyers. For instance:


"Join thousands of satisfied customers who have fallen in love with our all-natural skincare line. 'This moisturizer has completely transformed my skin – it's never felt so hydrated!' - Sarah, Verified Buyer."


Keep it Concise


While it's important to be descriptive, avoid overwhelming your customers with too much information. Keep your descriptions concise and to the point. Aim for a balance between providing enough detail to inform the customer and keeping the text easy to read.


Use High-Quality Images


Accompany your product descriptions with high-quality images that showcase the product from different angles. Visuals play a crucial role in online shopping as they help customers get a better understanding of the product.


Test and Revise


Finally, don't be afraid to test different approaches and revise your product descriptions based on performance data. Use A/B testing to see which descriptions perform better and continuously refine your content to maximize conversions.


Why are SEO-optimized product descriptions important for an eCommerce website?


SEO-optimized product descriptions are important for an eCommerce website for a number of reasons. First and foremost, SEO helps potential customers find your product descriptions online. By including the right keywords, you make it easier for search engines to find and rank your product descriptions, so potential customers can find them faster.


In addition, SEO-optimized product descriptions can help you appear higher in search engine rankings. If your product descriptions include the right keywords, Google and other search engines will rank your product descriptions higher than your competitors.


This will help you get more traffic to your website, and, eventually, more sales. Finally, SEO-optimized product descriptions will make your product descriptions stand out from the competition. People are more likely to buy from websites that have well-written, descriptive, and keyword-rich product descriptions. They’ll be able to quickly and easily find the information they’re looking for and will be more likely to make a purchase.


Tips for writing product descriptions


Use relevant keywords


Keywords are the foundation of SEO-optimized product descriptions. Make sure to include relevant keywords for your product in the description. This will make it easier for customers to find your products through search engines.


Make sure the product description is easy to read


Search engines prefer easy-to-read, scannable product descriptions. Keep the descriptions short and to the point. Also, remember to use subheadings and bullet points to make it easier for potential customers to find the information they’re looking for.


Focus on unique selling points


Your product descriptions should focus on your products’ unique selling points. Potential customers need to have a good reason to buy your products, and the product description should highlight the features or benefits that make the product stand out from the competition.


Don’t forget the meta description


The meta description is the snippet of text that appears under the product title on the search engine results page. It should be brief, to the point, and include relevant keywords.


How can you make sure your product descriptions are optimized for SEO?


Do keyword research


Before you start writing your product descriptions, take the time to do some keyword research. Make sure you’re including the right keywords that your potential customers are searching for online.


Monitor your rankings


Once you’ve published your product descriptions, keep an eye on your rankings. If you’re not seeing the results you’d like, you can go back and tweak your product descriptions, or add more relevant keywords.


Test different things


Try different tactics and see what works best for your product. Experiment with different types of keywords, descriptions, and tactics to see what works best for your product.

Conclusion


SEO-optimized product descriptions are an essential part of an eCommerce website. By taking the time to write SEO-optimized product descriptions, you’ll be able to get more traffic to your website, as well as make sure potential customers can easily find the information they’re looking for. By following the guidelines and tips above, you’ll be able to start writing SEO-optimized product descriptions for your eCommerce site in no time!

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