If you don’t have SEO descriptions of your products, how will this affect your sales?
Even if your product descriptions are optimized for sale, only this fact may not be enough to affect your sales. After all, no one can buy your products if they can’t find them.
This article discusses 5 steps to optimize your SEO for product descriptions with examples of results and more sales.
Writing quality SEO descriptions of products that create results creates many difficult questions:
- Which keywords should you target?
- What is the ideal length of the description?
- Do you have to write about the mothers-in-law or the people?
- Where and how often should you use keywords?
The right answer is essential. Here’s how to do it …
- Write about buyers, not bots.
- Highlight the main benefits (Include features).
- Aim for the right product keywords.
- Let the buyer’s awareness manage the length.
- Create unique SEO descriptions for each product.
In this article, we will consider these steps, along with examples.
Let’s get started.
1. Write about buyers, not bots
The number one rule for good SEO anytime and anywhere is to write about people first … and not search engine web robots.
What’s good for your audience is good for search engines because their main concern is usability.
The purpose of the search is to help users find exactly what they are looking for. If the descriptions of your products match this goal, you’ll like Google and rank well.
When writing your descriptions, always ask yourself:
“Does this help online shoppers? Does he inform them, give answers to their questions and ultimately help them make a purchasing decision?”
If you set yourself this approach as a basis, you are already on the perfect path to writing amazing SEO descriptions of your products.
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2. Highlight the main benefits (Include features)
You cannot write an informative, accurate description of a product unless you understand that product from the inside and which needs it meets and how. Vague knowledge of a product or how people use it and what is important to them will lead to a vague description that does not benefit either your online buyers or search engines.
Here’s a good example. Does this author know anything about the shoes he describes?
‘Emporio Armani brand proposal. The character of the shoes well fits their upper part: genuine leather – suede, eco-friendly leather – eco-friendly leather, artificial material – high-quality material. Inside insole: material. The material from which the sole is made is a high-quality material. “The staff was very friendly and helpful.”
This description does not give information even about the characteristics of the product. Worse, it doesn’t cover the buyer’s information needs. The only thing we understand is the brand and the material at the top.
Here’s another example:
Again, features that do not tell me much, except that some technologies have been used that I have no idea what they mean. So what?
Here is a better description that focuses on the benefits:
Immediately we can imagine how we will feel with the warm wave and healthy soles with good grip.
SEO Product Descriptions: Features vs. Benefits
You may be very excited about the characteristics of your products and ready to proclaim them at any time, but all your buyers are only interested in the benefits for themselves.
Here’s the difference:
The characteristics are faceless.
Features describe what a product can do, what it looks like, or how it works without connecting those things to the buyer. The features are great, but why should the buyer care?
The first thing he’s looking for when he hits a page is – what’s here for me?
If he quickly does not connect himself with what he sees – he will leave without thinking much.
If the buyer does not find this product suitable for the specific need with which he started searching, he will quickly leave the page, and in all likelihood the website.
This is bad for SEO, because the longer users stay on a page and the more pages they browse, the better Google will rank this result as relevant and next time show it up in the results.
Moreover, if the customer goes back to the results page very soon, Google considers that this result is not suitable and does not satisfy the specific search and will not display it next time as it considers the page to be inconsistent.
The more time a user spends on your page after clicking on a search result, the better for your SEO.
So what’s the better way to inform online shoppers and get them to stick on your product page?
You can do this by turning the features into benefits.
The benefits describe how the functions of the product will work for the buyer. Its benefits help him imagine exactly how your product will improve his life.
Describing benefits is much more useful to your audience than listing features. Adding the benefits of the product makes your description suitable for the buyer and this makes it better for SEO.
The good, benefit-oriented description looks like this:
The characteristics are related to benefits and people can immediately imagine what they mean to them.
3. Target the right keywords to write running SEO descriptions of your products
Your work on properly optimizing your product descriptions for search engines should involve using the right keywords.
This will help search engines understand what your pages are for, helping people searching the internet to find what you’re selling.
How to find the right keywords and how do you use them strategically?
Here, it’s all about narrowing the search and finding the right key phrase. It all starts with a solid keyword tool. SEMrush is a great option, as is KWFinder or Moz Keyword Explorer. These tools allow you to explore specific keywords and give you valuable data on factors such as:
- Search volume (how many people are looking for a keyword)
- Keyword difficulty (how difficult ranking will be for a keyword)
- Related terms that you can potentially use in your content (“long queue keywords”)
The right keywords will almost always fall into the last category known as “long queue keywords.” Why? Because the longer the demand phrase, the greater the buyer’s intention to purchase. As Yoast found, you should use this type of key phrases, since they have a higher conversion rate – that is, lead to more sales.
For example, let’s say we sell a product that meets the general definition of “face cream”.
To narrow down our keyword, we need to consider using the ingredients, in the example here (or use the benefits and characteristics).
And also to predict the intention of the seekers and how they seek and what words they could use.
If we add our main ingredient to the cream, we may find a suitable word.
Let’s say there’s vitamin C in our product.
See how competition decreases when we narrow down our keywords (KWFinder screenshots).
Starting with “face cream”, we see that there is quite a lot of competition.
Besides, it’s rare for someone to look for something so common. Horit is looking for specific things to satisfy their specific needs. You have to consider that.
Only by adding “vitamin C” to our product, “face cream”, we can identify a “better” keyword for ranking:
By narrowing the scope and better focusing, we no longer compete with large sites to win a front-page position for our keyword ranking.
See how the Biossance brand uses this key phrase for its product, a fantastic example of how to make SEO descriptions of your products.
SEO product descriptions: Strategic location of keywords
Once you have some good keywords, you can strategically paste them into the descriptions of your products.
In no case do not overdo it or overflow product descriptions with keywords. It is easy to do in short descriptions (300 words or less).
To avoid it, be careful to use the main keyword no more than a few times:
- Once in the page URL
- Once in the title of the product description
- Once or twice in the body copy
- Once in <alt> the image tag.</alt>
Let’s go back to biossance face oil for a good example of how to use keywords in the descriptions of your products.
The keyword “squalane vitamin C rose oil” is used in the entire description of the product:
- Once in the URL
- Once in the page title and in H1
- Once in the alt tag of the image = “Squalane Vitamin C Rose Oil”
- And sparingly in the body spear
This short list is all you need to qualify (and avoid penalties for repeating your keywords).
4. Let buyer’s awareness manage the length of your product description
Your process for vesseling SEO product descriptions should also include this, write them with the right length for good results in search engines.
Unfortunately, there is no set length that works well for each product. Instead, best practices require you to determine the length of your descriptions according to what your audience needs.
And the needs of your audience will vary depending on their level of awareness.
Low buyer awareness
Online shoppers with low awareness of your product will need more convincing and long descriptions – they have no idea who you are, what your product is or that they need it.
This means that you need to describe your product in detail to bring them to the level of awareness needed for sale.
The example we examined above from Biossance comprehensively addresses buyers, even those with a low level of awareness.
The first part is a summary and – below it – there are tabs on which the user can click to learn more about the main features, ingredients, use of the product and brand guarantee.
This is a fantastic way to deploy the product description in a way that is both user-friendly and informative.
Not to mention that there is even a video with a product video on YouTube.
High buyer awareness
On the other hand, high-awareness online shoppers are already fully aware of both the product and why they need it. They require you to be far less persuasive to hit your wallets, so you’ll need less text to do so.
Sometimes a well-written description can be as simple as this:
Take a look at the example above.
This is apple’s MacBook description. These are just the details of product configurations, as the majority of their target audience are technically oriented. They know well how the MacBook works, not to mention that Apple is a huge international brand that most people know. Apple also has a dedicated landing page where it details all the benefits and features of products. Then there is no need to explain much about the MacBook.
The technical specifications and prices are sufficient in this case.
However, if you think your audience needs additional information to understand your products, then you better explain clearly.
Of course, awareness can also depend on characteristics.
Consider selling casual cotton T-shirts or some other typical, long-known product. Everyone knows what they are for, what they are used for and how to look after them. You do not need to explain their purpose or describe their specifics in detail.
But what about organic cotton T-shirts? What about hand-embroidered T-shirts with appliquéd details? Or designer t-shirts made of high-end materials?
As you can see, as soon as the specific characteristics of a product increase, the need for a longer description increases.
Therefore, the length of your PRODUCT SEO description depends on your specific goals, the level of customer awareness of the product and its specific characteristics and the type of products you sell.
5. Create unique SEO descriptions for each product.
Another thing you need for good SEO is to avoid duplicate content at all costs.
In general, creating similar descriptions for all products in your online store can create problems for search engines trying to index your pages.
According to Moz, when you have product descriptions that look like almost duplicates, search engines don’t know what to do with them. This can reduce the visibility of all your pages.
To make sure this doesn’t happen to you, your every product description must be unique, including product titles.
If you cannot immediately write a unique product description for certain pages, add a meta tag ” no index ” to these pages.
This tells search engines not to index the page.
It’s better to keep descriptions of your products from Google’s reach than to risk being affected for spam-like behavior.
When you can now add unique content to these pages, continue and remove the “no index” tag.
SEO product descriptions cost effort and work … But it’s worth it
There is no doubt about this: SEO of product descriptions can be complicated, difficult and take a long time.
The key is to consider first and foremost the needs of the information about the online buyer. Then follow these best practices to make sure that SEO optimization of your product descriptions will attract the attention of search engines.
This is the simple rule of writing profitable descriptions of the products that work.
Interested in what our product descriptions can do for your SEO? Or do you want to order an article like this?
Did you like this post? Do you have anything to share on this topic? Tell me that in the comments. I’m always glad to hear what you think!
This article was first published on: https://mediaviva.net/seo-opisaniya-na-produkti-5-stapki-s-primeri-upotreba-i-rezultati