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
-
Best wordpress theme seo 2014
In your opinion what are the best wordpress theme in 2014 that are responsive, good speed and seo buildup
On-Page Optimization | | maestrosonrisas0 -
ECommerce Filtering Affect on SEO
I'm building an eCommerce website which has an advanced filter on the left hand side of the category pages. It allows users to tick boxes for colours, sizes, materials, and so on. When they've made their choices they submit (this will likely be an AJAX thing in a future release, but isn't at time of writing). The new filtered page has a new URL, which is made up of the IDs of the filter's they've ticked - it's a bit like /department/2/17-7-4/10/ My concern is that the filtered pages are, on the most part, going to be the same as the parent. Which may lead to duplicate content. My other concern is that these two URLs would lead to the exact same page (although the system would never generate the 'wrong' URL) /department/2/17-7-4/10/ /department/2/**10/**17-7-4/ But I can't think of a way of canonicalising that automatically. Tricky. So the meat of the question is this: should I worry about this causing issues with the SEO - or can I have trust in Google to work it out?
On-Page Optimization | | AndieF0 -
How shall be the permalinks fo Seo wordpress?
I just installed wp super cache plugin for wordpess, it´s asking me to edit the permalinks how shall they be to get a nice ranking and seo well done Thanks
On-Page Optimization | | emailfsoftware1 -
Impact in SERPs of SEO onpage efforts
Hi there! Once you have made the first SEO onpage efforts....When am I supossed to have the imact in the SERPs? Is there an average "timeframe" for that? I know that is important the linkbulding stratety (among other factors). Thanks in advanced.
On-Page Optimization | | juanmiguelcr0 -
What to do when writing unique product descriptions is impractical?
Hi Guys, Obviously in an ideal world all product descriptions would be high quality and unique. But do you ever have a client who you know they'll be totally impractical for? For example, one of my clients is a niche book store with 10,000s of products. There are only two members of staff. They currently C+P the blurb. I would love to recommend that they write unique copy for all their books, but considering the books have a low retail value and a fairly short shelf life, I doubt that unique descriptions would be worth the ROI. My initial thoughts are: Identify the high priority books/best sellers and write new product descriptions for them Encourage more customers to leave on-page product reviews Can anyone recommend any better solutions?
On-Page Optimization | | gcdtechnologies0 -
Changing of title page and description
Can I ask how long after changing the Title and Description tags on a website do people have to wait to see these changes reflected in Google? I changed a site of mine a couple of weeks back, pinged the site to google and had well over 5,000 googlebots to the page (not a result of pinging, I get that anyway), yet Google continues to display the old listing. Any secret techniques to speeding this up? Thanks
On-Page Optimization | | Grumpy_Carl0 -
How to organize a Knowledge Center for best SEO?
Hi, My Client is facing pushback from her company on separating assets into different pages (webinars, press releases, by-lines, etc) vs lumping them all together in one page. We need to define the SEO benefits of doing this in an organized fashion vs one big lump. Can you help? Thanks,
On-Page Optimization | | ScratchMM0 -
Meta Description Template
For a blog that already has thousands of posts, what is a good template for meta descriptions? I guess I assume that the best way to do it would be to do a custom one for each post, but given the amount of time that would take, I'd like to hear some alternatives. Thanks!
On-Page Optimization | | kylesuss0