SEO PRODUCT DESCRIPTION BEST PRACTICES

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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Product pages with customer reviews convert 58% more visitors than their review-free counterparts, so this should be a no-brainer.

That’s why you should always support product pages with efforts like internal links and even paid social to improve visibility and performance.

This is one of the most common mistakes I see in optimizing product pages.

8. Use High-Quality Video & Imagery.

In order to beat out the competition, you have to ensure your product pages are optimized for maximum exposure.

Oftentimes many brands do not have strong calls to action (CTA), but clean and easy CTAs are a must-have for any site.

Reviews help build trust – especially if you have an endorsement from a celebrity.

Instead, including important information in the titles, you cannot automate can help your site rank for targeted keywords.

However, a more profitable strategy is to keep these pages live and provide links to other, relevant products until the item is back in stock.

For example, if I’m optimizing for “LOL Surprise Baby Dolls in stock”, it won’t be worth it because users are not really searching for this term and once I do rank for it, I won’t get many sales because of the low volume.

In turn, that helps increase sales, revenue, and pages per session – and it gives you a leg up on the competition.

9. Don’t Set the Wrong Price.

All product pages should have product schema and review schema, which can:

With prices going up on products high in demand, not having the right pricing strategy can cause consumers not to buy your products.

Amazon can then update the page as the peak Black Friday season approaches.

This misses a huge opportunity.

I just love it when a CEO asks an SEO, “Why are we not ranking for XYZ keyword?” and the answer is XYZ has no search volume.

1. Don’t Use Product Descriptions from the Manufacturer’s Website.

It may seem sensible to remove seasonal pages as they serve no real purpose for most of the year.

The more detailed information, the better.

Here are some clear, actionable SEO guidelines for product pages, as well as the pitfalls you need to avoid.

Optimizing product pages is extremely important to drive qualified traffic to your website, which can turn into sales.

If you have a product page that is seasonal and it has built up rankings, traffic, and sales over time, do not get rid of it.

Amazon is a great example of how to do this well.

By narrowing down, we’re no longer competing with major sites to win first-page placement for our keyword ranking.

For high-volume online retailers, SEO can play a major role in growing not only organic traffic but conversions and overall sales:

Here’s a good example. Does this writer know anything about the winter boots they’re describing?

The example we looked at above from Biossance thoroughly addresses buyers, even those at a low awareness level.

Another must for good SEO is to avoid duplicate content at all costs.

High Buyer Awareness.

The right keywords will almost always fall into that last category known as longtail keywords. Why? Because the longer the search query the higher a buyer’s intent of purchase. As Yoast found, you should use this type because they have a higher conversion value – they lead to more sales.

Improve your SEO and include your keyword in your link text, but only if it meshes with the product title.

Even that little bit tells us next-to-nothing.

On the other end of the spectrum, online buyers with high awareness are already fully cognizant of both the product and why they need it. They require far less convincing to reach for their wallets, so you’ll need less copy to do it.

Product description SEO is the process of optimizing ecommerce product descriptions so that they rank well in search engines and earn organic search traffic.

Worse, according to Statista, the average CTR for paid search in ecommerce is a mere 2.69% (that’s the equivalent of being eternally ranked immediately below position five).

Here’s why: what’s good for your audience is good for search engines, because their main concern is usability.

And, if you’re not number one … you might as well not exist.

For example, let’s say we’re selling a product that fits the general definition of “face oil.”

1. Write for Buyers, Not Bots.

Once you have some good keywords in hand, you can strategically place them in your product descriptions.

Unfortunately, even if your product descriptions are optimized to sell, that fact alone may not be enough to impact the bottom line. After all, no one can buy your products if they can’t find them.

Unfortunately, there is no set length that works for every product. Instead, best practices demand that you base the length of your descriptions on what your audience needs.

“The Cougar Creek Boots Feature A Canvas Upper With A Round Toe. The Man-made Outsole Lends Lasting Traction And Wear.”

In general, creating similar descriptions for all the products in your online store can cause problems for search engines trying to index your pages.

And, your audience’s needs will differ based on their level of awareness.

3. Target the Right SEO Product Keywords.

This is why your product description length for SEO depends on your particular targets, their level of product awareness, and the type of products you sell.

To optimize a product page for search, some of the main elements you’ll need are a descriptive heading, title tag, and meta description, a unique product description, high quality images with descriptive alt text, and a human-readable URL structure.

That’s the simple rule of thumb for writing winning product descriptions that do their job without a hitch.

Let’s return to the Biossance facial oil for a good example of how to use keywords in your product descriptions.

It not only mentions features (“a waterproof rubber foot” and “a soft fabric lining”), it also tells you how you will benefit from them (the rubber “blocks moisture from getting in” and the fabric lining “ensures toasty warmth and comfort”).

Check out how the competition numbers go down when we narrow down our keywords (screenshots from KWFinder).

As you can see, as soon as the special features of a product increase, the need for a longer description grows, too.

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