Product Descriptions (SEO)
-
So I would like a few opinions. How long should a product description be? Enough to get the point across? 100 words? 800 words? Over detailed? Any advice would be appreciated.
-
Hello mattl99!
You are really fortunate. You got two 10x responses from Roman and Bob.
I'll add just a little... about.... Your visitors and your niche...
If you are selling very simple and common items that everybody uses and knows about then you don't need to write a huge description - just explain the specs. But, if you are writing about things that involve effort, knowledge and creativity of your visitors to purchase, then you need a lot more than specs. Items for do-it-yourself projects, items for craft/hobby projects, or the tools, parts and accessories needed for complex goods. These require a lot more effort and the visitors both need and expect your expertise to help them decide, purchase, use and enjoy.
-
It completely depends on your niche, your goals, your competition, the amount of time you have, and the expertise level of the person writing the description.
Your Niche and Competition:
Google the top 5-10 product descriptions from a high traffic, important keyword in your industry. For best results, track at least 10 keywords. Each keyword can be different, so you may have to be careful there. Look at the top 5-10 results for a product-related term. Are they long descriptions? Are they short. Are there none? What's the content of them? What features and topics do they have? How's the UX and mobile? I could go on and on.
Your Goals:
Are you looking to do a 10X product description or just throw a little something together. I always recommend re-writing the manufacturer's information in your own words at the very least. See Rands Why Good Unique Content Needs to Die for more
This brings in the writer's Experience Level
Are you a beginner or an expert in the niche? You may not be able to write 10X content if you know nothing. Try rewriting the manufacturer's info for starters. You will learn a lot. Never copy and paste from another website into your own!
Which ends with time and scalability
Do you have all the time in the world or 5 minutes per description. Most medium difficulty level niches require a store with lots of content and at least 200 products just to get started, but it can vary widely and it really depends. Try balancing between not spending enough time and spending all day on one 10X product. Try making your top 10 hitters (by profit) 10X. or make your top 30 or 50 10X. 80% of your profit comes from 20% of your products. Sometimes it's more extreme.
I hope I have helped.
-
According to Statista, the average CTR for paid search in e-commerce is a mere 2.69% ( _Average clickthrough rate (CTR) in Google AdWords - USA between August 2017 and January 2018 ) _That’s the equivalent of being eternally ranked immediately below position five.
In my opinion SEO for products, descriptions bring up a host of difficult questions
- Which keywords should you target?
- What’s the perfect description length?
- Should you write for engines or people?
- Where and how often should you use keywords?
Getting the answers right is essential. Here’s how I do it
- Write for Buyers, Not Bots
- Major on Benefits (Include Features)
- Target the Right SEO Product Keywords
- Let Buyer “Awareness” Drive Your PDP Length
- Create Unique SEO Product Descriptions for Each PDP
When writing your descriptions, always ask yourself:
**Does this help the online buyer? Does it inform them, enlighten them, and, ultimately, help them make a purchase decision? **If you start from square one using this approach, you’re already on the ideal path to writing amazing product descriptions for SEO.
1. Write for Buyers, Not Bots
The number one rule for good SEO any time, anywhere, is to write for people first … not the search engine web crawlers.Here’s why: what’s good for your audience is good for search engines, because their main concern is usability.
The whole point of search is to help users find exactly what they’re looking for. If your product descriptions align with this goal, you’re going to please Google and rank well.
2. Major on Benefits (Include Features)
You cannot write an informative, accurate description of a product unless you understand that product inside-out. Vague knowledge of a product will lead to an equally vague description, one that is unhelpful for your online buyers as well as the search engines.
3. Target the Right SEO Product Keywords
Your job of correctly optimizing SEO for product descriptions must include using the right keywords. This will help search engines understand your pages, which will help internet searchers find what you’re selling.
So, how do you find the right keywords, and how do you use them strategically?
It’s all about narrowing down to the right phrase, and it all starts with a solid keyword tool. SEMrush is a great option, as is KWFinder or Moz Keyword Explorer. These tools let you research specific keywords and give you valuable data about factors like:
- Search volume (how many people are searching for a given keyword)
- Keyword difficulty (how hard it will be to rank for a given keyword)
- Related terms you can potentially use in your content (e.g., longtail keywords)
4. Let Buyer “Awareness” Drive Your PDP Length
Your process of optimizing SEO for product descriptions also needs to include writing at the right length for good search engine results. 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.
5. Create Unique SEO Product Descriptions for Each PDP
Another must for good SEO is to avoid duplicate content at all costs.
In general, creating similar descriptions for all the products in your online store can cause problems for search engines trying to index your pages.** IN SUMMARY**
SEO for Product Takes Work … But It’s Worth It
There’s no doubt about it: SEO for product descriptions can be tricky.The key is to think of the online buyer’s information needs first and foremost. Then, follow the best practices to make sure your product description SEO skills will net the attention of search engines.
That’s the simple rule of thumb for writing winning product descriptions that do their job without a hitch.
Hopes this info will help you
Regards
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
On-page SEO
This is a question for the organic SEO experts, once you added the main keyword that you want to rank for in the homepage title, meta title plus meta description, perhaps once or twice in the text on the homepage. How often do you then write it in the content marketing, say blog posts, we want to rank higher on Google for "SEO agencies Cardiff" however if you mention this in the blog posts too much say once a week, this could lead to over optimisation issues?
On-Page Optimization | | sarahwalsh1 -
Website and seo for categories and pages
I have a website with a number of specific locations listed in a directory. The locations are in categories but i also have several pages with the same titles and descriptions. Will this be a problem when it comes to seo
On-Page Optimization | | twiguins0 -
Product Description Blurb on Category Page
Hey Everyone, Working with a client who currently has category pages that contain its respective product's description (or about 30 words from it) in each of their product blocks on that category page. We are currently playing with the idea of switching it down to just being the product title and image. We think this will be much more aesthetically pleasing, but aren't sure if it will effect our SEO either negatively or positively. A couple of things to note: The category pages have a description (many of them still need work, but they are unique). The product's description inside the product block is duplicate content of the first 30 or so words on the product page. If you have 30 products on the page, you end up with a page that contains about 900 words + the unique description at the top of the page. Will dropping those 900 words hurt our SEO?
On-Page Optimization | | frankandmaven0 -
Phone number for SEO
We have had an interesting question from a client. They have asked if removing their phone number from their website would have an affect on their rankings. Our immediate answer was 'No' but it may affect the Brand, Usability and Customer experience by restricting the methods of contact. This then made us think that perhaps then it could have an effect in the long term. This situation is also complicated by the fact that they do not have a Google Local Plus account for operational, sensitivity reasons (they don't want to openly publicise their address) We believe that there shouldn't be any negative affect but thought we would open a discussion. Thanks in advance for any comments/ideas.
On-Page Optimization | | vital_hike0 -
Category descriptions and magento
Hi Any eCommerce experts out there, please? I run a magento store and am looking to improve the performance of my category pages in the listings, to aid this I have created category descriptions - a hundred or so words about what, for example, a Maxi Dress is, an example can be seen here http:// yochic.co.uk/dress-267864/ maxi.html (I have broken the link as not sure on the linking policy of the forum). I have noticed, however, that this category description is appearing all on sub pages of the section, so it is on page 1,2,3,4 etc. Is this likely to lead to me receiving a penalty for internal duplicate content? The store uses rel="next" in all the category pages, so shouldn't that help limit any problems caused by the duplication of the page descriptions? I notice that when I search for a sub page, 2, 3, 4 etc in Google using the url of page two http://yochic.co.uk/dress-267864/maxi.html?p=2 it returns the first page, so am i right in thinking with the tags that Google sees all the sub pages as being page one. In which case, doesn't that limit my ability to rank for the products listed on pages 2+? Long story short, the site cannot rank it's product pages because the vast majority of the product descriptions are 100% duplicate because the site is an affiliate fashion store. Many thanks Carl
On-Page Optimization | | carl_daedricdigital0 -
Should I watermark my product images
I am in the process of creating new images for my products to use on my website. Are there any advantages or disadvantages of watermarking each image? Is there an SEO impact good or bad? I am aware that filename and Alt tags are important, but am unsure if google dislikes watermarked images.
On-Page Optimization | | BipSum1 -
Local SEO techniques
We have a competitor who has listed all the local villages and towns in the area that he wishes to target. these are listed in his footer and appear on every page. I understand that ideally, each location targeted would have it's own page with unique and relevant content. Is this competitor's approach a good one even though the names are essentially duplicates?
On-Page Optimization | | ojwilliams80