As an e-commerce wholesaler, you’re always looking for ways to boost your revenue. While you can employ various strategies to enhance your business’ performance, one area that often gets overlooked is the importance of SEO product descriptions.
This can be a bigger problem than most realize. After all, shoddy SEO work will likely keep your work invisible. On the other hand, great SEO content can broaden your website’s reach, increasing your chances of gaining new customers and ultimately boosting your revenue.
Of course, we also can’t neglect the quality of the descriptions themselves. Remember: a well-crafted product description can encourage an individual to make a purchase instead of leaving your website for your competition.
In today’s article, we’ll explore the role of SEO product descriptions in closing sales. We’ll also provide tips on how to create effective descriptions that can help boost conversions.
Before we get to all that, however, we should first define what we mean by “SEO product descriptions.”
What Are SEO Product Descriptions?
SEO stands for search engine optimization. Simply put, using SEO is the process of enhancing your website to improve its visibility in search engines such as Google and Microsoft Bing.
Therefore, SEO product descriptions are product descriptions that have been optimized for search engines, with the goal of improving the website’s search engine rankings and visibility.
Essentially, writing SEO product descriptions involves writing content that contains specific keywords and/or keyphrases that people will likely use when searching for products like yours.
Why Are SEO Product Descriptions Important?
In the simplest of terms, SEO product descriptions can help elevate your ranking in search engine results pages (SERPs). This, in turn, can lead to more traffic, more clicks, and ultimately, more sales.
When searching for products online, people are more likely to click on the first few results that come up. Therefore, you should make sure to optimize your product descriptions, as this can help get your products in front of as many potential customers as possible.
In addition, SEO product descriptions provide valuable information to potential customers about your products. After all, when someone clicks on your product page, they want to know everything they can about the item before making a purchasing decision.
In short, when you include detailed, keyword-rich descriptions for your products, you:
- Help boost your website’s search results ranking
- Offer customers information that can convince them to make a purchase
How To Use SEO Product Descriptions To Optimize Your Website For Search Engines
So we’ve established that you need to optimize product descriptions for search engines if you want to expand your product’s reach. But how, exactly, do we accomplish this?
For starters, you should use keywords or keyphrases that are relevant to the product you’re selling.
Keywords and keyphrases
Let’s say you’re writing a description for dog shampoo. You could use the keyphrase “dog shampoo” several times in the text. When a dog owner Googles the words “dog shampoo,” the search engine will then give them a list of web pages that use the same keyphrase.
Because this keyphrase is present in the product description you wrote, Google will include your article in this list. As a result, you increase the likelihood that someone will spot your page and visit it, which, in turn, can boost your chances of making a sale.
In addition to including keywords or keyphrases in your product descriptions, you can also insert them into your meta descriptions and alt text for images. Such SEO elements can help search engines better understand the content of your pages and rank them more effectively in search results.
Keyword examples include:
- Dog
- Shampoo
- Amazon
Keyphrase examples include:
- Dog shampoo
- Hiking boots
- Amazon store
Long-tail keywords
Simply put, long-tail keywords are keyphrases containing three or more words.
It’s a good idea to combine shorter, more general keywords or keyphrases with long-tail keywords. Long-tail keywords are typically more specific and less competitive, which can help elevate your search results ranking. In fact, long-tail keywords make up more than 70% of search queries.
Examples of long-tail keywords include:
- dog shampoo seller near me
- best dog shampoo brand for German Shepherds
- how to give German Shepherds a bath
Important reminder!
Be careful not to overdo your use of keywords or keyphrases. Search engines can penalize websites for “keyword stuffing,” or using too many keywords in an attempt to manipulate search rankings. Instead, focus on writing descriptive, engaging descriptions that incorporate relevant keywords naturally.
How To Write Effective Product Descriptions
Now that you know what SEO product descriptions are and why they’re important, let’s dive into how to write effective product descriptions. Here are some great tips to get you started:
1. Do your keyword research
Before you start writing a product description, determine the right keywords or keyphrases that you want to focus on.
We recommend using keyword research tools, as these can help you discover what people are searching for in your industry. Once you’ve found the appropriate keywords or keyphrases, include them in your description.
2. Highlight the benefits
When writing a description of a product, it’s easy to fall into the trap of simply making a list of its features. However, to really sell a product, you need to emphasize its benefits.
How will the product make the customer’s life easier, more enjoyable, or more efficient? Using descriptive language, paint a picture of the product in action to show how it can improve the customer’s experience. This can help create an emotional connection with the product and make the customer more likely to buy it.
For example, let’s say you sell hiking boots. Instead of just listing features like “waterproof” and “durable,” you could describe how the boots will keep the customer’s feet dry on a rainy hike, or how they’ll provide support and comfort on a long trek. This type of description not only highlights the benefits of the product but also helps the customer envision themselves using and enjoying the product.
3. Address customer pain points
Another great way to form a connection with potential customers is to address their pain points.
What issues does the product solve? What challenges does it help overcome? By highlighting these pain points in your product description, you can show the customer that you understand their needs and have a solution that can help. This can be especially effective for customers who are actively searching for a solution to a problem.
Continuing with the hiking boots example, you could address pain points like blisters, sore feet, and unstable footing. By describing how the boots provide support, cushioning, and traction, you’re showing the customer that the product can help alleviate these pain points and improve their overall hiking experience.
4. Use high-quality images
While product descriptions are important, images are often what really sell a product.
Thus, make sure you include high-quality images of your products. Don’t forget to use multiple images to highlight its features and reveal how it looks from different angles. Also, consider using lifestyle images that show the produce in use.
Including videos can also be a great way to showcase your product and provide more information to potential customers.
Remember to optimize those images for search engines! You can do this by including descriptive alt tags and file names that contain your keywords or keyphrases.
5. Use social proof
Social proof refers to the influence that others have on our behavior. When we see that others have used and enjoyed a product, we’re more likely to trust that product and make a purchase.
One way to incorporate social proof into your product descriptions is to include customer reviews and ratings.
Highlight positive comments and ratings to show potential customers that others have had a good experience with the product. You can also use testimonials from influencers or experts in your industry to build credibility and trust.
In addition to customer reviews, you could also include statistics or data that support the benefits of the product. For example, if you sell a skincare product, you could include information about how many customers have seen improvements in their skin after using the product. This type of social proof can help validate the claims you make in your product description and make the customer more confident in their purchase decision.
6. Keep it concise and easy to scan
When shopping online, people don’t enjoy reading long blocks of text. Therefore, keep your product descriptions short and to the point.
Keep your product descriptions short and to the point, and use numbered lists or bullet points to ensure the information is easy to scan. Use short paragraphs and headings to break up the text and make it more visually appealing.
Make sure your descriptions are easy to read on mobile devices as well since more and more people are shopping on their phones.
7. Include a call to action
Last but not least, don’t forget to include a call to action (CTA) in your product descriptions.
A CTA is a clear statement that tells the customer what action to take next. This could be something as simple as “Add to Cart” or “Buy Now.” By including a CTA, you’re guiding the customer toward the next step in the purchasing process and making it easier for them to make a decision.
In addition, make sure your CTA stands out. Use contrasting colors or bold fonts to draw attention to the button, and consider adding urgency to encourage customers to take action. For example, you could use phrases like “Sale Ends Soon” or “Limited Time Offer” to create a sense of urgency that can encourage customers to act quickly.
Test And Optimize
So you’ve done your research and written a slew of amazing SEO product descriptions. Is your job done? Can you finally put your feet up and chill to 12 hours of Netflix?
Not quite. You see, creating SEO product descriptions is a continuous process. Once you’ve finished the writing and uploaded your images, your next step is to monitor your website analytics. This will show you how your pages are performing.
Are your SEO product descriptions bringing increased traffic to your website? Do your visitors spend a lot of time on your product pages, or do they tend to make a quick exit? Do they click through to your site’s other pages, or do they bounce back to the search results? Use this data to make adjustments to your SEO product descriptions and images as needed.
One way to test and optimize your product descriptions is to run A/B tests. Create two versions of a product page, each with a different description, and track which one performs better. Make changes to the winning version and test again, continuing to refine and improve your descriptions over time.
Conclusion
In today’s competitive e-commerce landscape, it’s more important than ever to create SEO product descriptions that connect with potential customers and drive sales. Thankfully, by using the strategies we discussed in this article, you can write SEO product descriptions that convert.
To recap, here are the three important things to remember about SEO product descriptions:
- The definition of SEO product descriptions
- The importance of SEO product descriptions
- How to use SEO product descriptions to improve website ranking
And here are the seven best ways to create effective SEO product descriptions:
- Do your keyword research
- Highlight the benefits
- Address customer pain points
- Use high-quality images
- Use social proof
- Keep it concise and easy to scan
- Include a call to action
Don’t underestimate the power of well-crafted SEO product descriptions – they could be the difference between a potential customer and a sale.
Do you have any questions about SEO product descriptions? How about Wholesale Suite – a set of WooCommerce expansions that brings your entire wholesale enterprise online so you can streamline your business processes and boost your revenue? Let us know in the comments section below!
Should we build a buyer persona before we start, or it is not necessary?
Certainly can’t hurt Dawood. Always good to know who you’re writing for :)