What They Are & The way to Write Them

What Is an website positioning Product Description?

An website positioning product description is written content material that’s designed to tell buyers a couple of product, convert buyers into clients, and enhance the product’s visibility in unpaid search outcomes. Ecommerce websites can use website positioning product descriptions on product pages to rank increased for related key phrases in Google.

For instance, right here’s a product description from Hydro Flask:

This helps the web page rank for key phrases like “64 oz water bottle”:

This key phrase alone will get 9,900 searches monthly, in accordance with Semrush’s Key phrase Overview software. And it has business search intent (i.e., customers are doing analysis earlier than making a purchase order resolution).

So, you possibly can see the worth in doing website positioning for product pages.

You may as well use website positioning product descriptions in different areas, reminiscent of:

The way to Write website positioning Product Descriptions

Learn to write a product description that generates natural visitors and conversions.

Listed here are seven finest practices:

1. Optimize for Goal Key phrases

When doing website positioning for merchandise, goal key phrases are search queries you wish to rank for.

Utilizing goal key phrases in product descriptions can assist you rank increased in search outcomes. As a result of it helps show your product is related to the person.

To search out what folks search on Google, carry out key phrase analysis with Semrush’s Key phrase Magic Instrument.

Enter a phrase or phrase associated to your product. 

Then, select your nation and click on “Search.”

You’ll see key phrases that include your beginning time period(s) or an in depth variation.

To give attention to key phrases that folks use whereas procuring, filter for transactional search intent.

Like this:

In the event you’re optimizing your product feed, filter for key phrases that set off product itemizing advertisements. And different Google Purchasing-related SERP options.

Like this:

When you’ve completed making use of filters, select goal key phrases. Ensuring your product matches what the searcher is on the lookout for.

Usually, extra particular key phrases are higher for website positioning product descriptions. Although their search volumes are prone to be decrease.

Why?

Lengthy-tail key phrases are likely to have decrease key phrase problem scores. Which means it’s simpler to rank on Google’s first web page.

Plus, particular key phrases appeal to extremely focused visitors. Which means your gross sales conversion price needs to be increased.

Consider it this fashion:

Who’s extra seemingly to purchase a 64oz chrome steel water bottle: Somebody who searches for that actual factor, or somebody who searches “water bottles”?

No matter key phrases you select, incorporate them naturally.

Don’t write one thing like this:

Keep hydrated with our 64oz Stainless Metal Water Bottle, your final hydration accomplice! This 64oz chrome steel water bottle, constructed from high quality chrome steel, is the water bottle for all of your hydration wants. Neglect about different water bottles, this chrome steel bottle with a 64oz capability retains your water cool all day. In the event you’re in the hunt for a water bottle, then our 64oz Stainless Metal Water Bottle, that includes chrome steel development, is one of the best water bottle alternative for you.

Forcing key phrases into your website positioning product descriptions is a follow often called key phrase stuffing. It’s towards Google’s spam insurance policies. And it will possibly put potential clients off, too.

Tip: Discover key phrases on your Amazon product descriptions with the Key phrase Wizard for Amazon.

2. Undertake the Proper Tone of Voice

Tone of voice refers back to the persona behind your model’s writing. 

Choosing the proper tone of voice—and utilizing it persistently—helps you construct a model id. And have interaction your audience.

So, it’s vital that it shines by means of in your website positioning optimized product descriptions.

For instance, Firebox makes use of humor to emphasise the quirkiness of its merchandise:

Whereas Nike empowers audiences with robust and assured language:

For assist with tone of voice, use Semrush’s website positioning Writing Assistant.

The software analyzes your textual content in actual time. And highlights sentences which are too informal or formal, based mostly in your goal tone.

The website positioning Writing Assistant additionally scores your originality, readability, and website positioning. 

In the event you need assistance rephrasing or composing content material, make the most of the Good Author instruments. 

3. Show Your Product’s Worth

To influence folks to purchase your product, you should present the worth that’s in it for them.

So, use the following tips when writing product descriptions:

Translate Options into Advantages

It’s vital to elucidate the profit behind every product characteristic.

For instance, folks don’t actually care that this Dyson vacuum cleaner has nylon bristles. However they do care that these bristles “take away cussed filth and pet hair from carpets and rugs.”

Use Life-style Copywriting

Life-style copywriting is about promoting the experiences a product can supply.

It paints an image of a life the audience wishes. To faucet into their aspirations and feelings. And, in the end, immediate purchases.

Let’s say you’re writing an website positioning product description for climbing boots.

In addition to speaking about options and advantages, you could possibly speak about adventures within the wilderness. Enjoyable days out with the household. Or no matter appeals to your audience.

In the event you haven’t already, create purchaser personas (profiles that characterize every kind of goal buyer).

All through this course of, you’ll outline your goal clients’ targets, values, and ache factors. And doc them for simple reference.

Right here’s an instance created with the Semrush Persona software:

Help Your Claims

When making claims about your product, you should again them up. In an effort to construct belief along with your potential clients.

Many entrepreneurs fall into the lure of constructing generic and unsubstantiated claims—for instance, saying {that a} product is “simple to make use of.”

As an alternative, clarify methods to use the product. And let readers come to that conclusion themselves.

Details and figures can even encourage confidence in your merchandise.

For instance, right here’s a part of Amazon’s product description for the Kindle Paperwhite:

Kindle Paperwhite is IPX8 rated to defend towards unintended immersion in up to two meters of recent water for up to 60 minutes, and up to 0.25 meters of seawater for up to 3 minutes.

4. Enhance Readability

Make your website positioning product descriptions simple to learn. In order that buyers can discover and take up data extra simply. 

Listed here are a couple of easy ideas you need to use:

• Use correct spellings and grammar (instruments like Grammarly can assist)
• Exchange advanced phrases with quick, acquainted phrases
• Take away pointless phrases to maintain your writing concise
• Maintain sentences quick (below 20 phrases)
• Keep away from the passive voice
• Break up textual content utilizing line areas, headers, bullet factors, and so forth.

Questioning how lengthy a product description needs to be?

Get a advisable textual content size and readability rating on your product web page with Semrush’s website positioning Content material Template.

Enter your goal key phrase(s), select your location and machine, then click on “Create content material template.”

The software will analyze your prime 10 Google rivals. And construct a content material temporary accordingly.

Scroll right down to the “Key suggestions” part:

See how rivals use your goal key phrases, too. 

These website positioning description examples can assist you write your personal content material. And optimize it successfully.

Once you’ve completed reviewing your temporary, return to the highest of the web page. The place you’ll discover numerous choices:

• Order content material writing: Ship the temporary to knowledgeable author
• Export to DOC: Save your temporary as a .docx file
• Actual-time Content material Examine: Use your temporary within the website positioning Writing Assistant

5. Use AI to Your Benefit

AI copywriting instruments could make it faster to put in writing website positioning product descriptions.

For instance, the AI Writing Assistant has instruments for:

• Amazon Product Descriptions
• Ecommerce Description Bullet Factors
• Ecommerce Product Names
• Ecommerce Product Descriptions
• Product Descriptions

Create your free account and select the software you’d like to make use of.

Then, fill out the shape and select the variety of outcomes you need.

Click on “Generate” whenever you’re achieved.

Select your favourite consequence. And click on “Examine Plagiarism” to make sure the textual content is unique.

You’ll be able to then copy or save your product description.

No matter AI software you utilize, it’s essential to fact-check your content material earlier than publishing.

And for one of the best outcomes, make different enhancements manually. Primarily based on the ideas on this information. 

The extra your website positioning product descriptions are tailor-made to your model and audience, the higher their outcomes needs to be.

Tip: For a similar purpose, keep away from utilizing fill-in-the-blanks product description templates. Boilerplate content material gives much less worth to the reader and will hurt your website positioning.

6. Add Structured Knowledge

In the event you add structured knowledge (or schema markup) to your product pages, Google can create wealthy snippets.

These are enhanced search outcomes. Which may drive extra visitors to your web site.

For instance, the consequence beneath contains the product’s score and value. In addition to weight and peak data. All because of product structured knowledge.

To get began, go to Google’s Structured Knowledge Markup Helper.

Choose “Merchandise.”

Then, enter your product web page URL and click on “Begin Tagging.”

Subsequent, spotlight your website positioning product description and click on “Description.”

Repeat this course of to tag different components. Together with the product identify, value, and combination score.

Once you’re completed, click on “CREATE HTML.”

Then, click on “End” and observe the directions offered.

As soon as your web page is up to date, test every little thing’s working with Google’s Wealthy Outcomes Check.

Tip: Product website positioning goes far past descriptions. For extra recommendation, find out about website positioning for touchdown pages.

7. Embrace Helpful Info

Give buyers all the data they may have to make a buying resolution.

Product descriptions ought to embrace options, advantages, and technical specs. However one of the best descriptions can even embrace utilization and upkeep directions, packaging and environmental data, FAQs, comparability tables, testimonials, and extra.

Listed here are another components to incorporate in your product pages:

• Name to motion buttons (e.g., “Purchase Now”)
• Product photos and movies
• Pricing and particular gives
• Supply and returns data
• Inventory availability
• Hyperlinks to associated merchandise or classes
• Buyer opinions
• Awards and accolades
• Social sharing buttons
• Stay chat

Amazon, Walmart, and Apple are the largest retail websites in search, in accordance with the Semrush Rank for July 2023. So, attempt taking a look at their websites for product website positioning examples.

The way to Rent a Skilled Author

In the event you’re quick on time or need higher outcomes, think about hiring knowledgeable author on your website positioning product descriptions.

On Semrush’s Content material Market, you possibly can order product descriptions in minutes. And also you’ll pay a set price based mostly on phrase rely alone.

Click on “Order Now” below the service you need.

Then, fill out the temporary to let our workforce know what you want.

We’ll match you with a skilled author who’s suited to your trade. And ship your distinctive product descriptions inside 5 working days.