An SEO product description is written content that\u2019s designed to inform shoppers about a product, convert shoppers into customers, and increase the product\u2019s visibility in unpaid search results. Ecommerce sites can use SEO product descriptions on product pages to rank higher for relevant keywords in Google.<\/p>\n
For example, here\u2019s a product description from Hydro Flask:<\/p>\n
This helps the page rank for keywords like \u201c64 oz water bottle\u201d:<\/p>\n
This keyword alone gets 9,900 searches per month, according to Semrush\u2019s\u00a0Keyword Overview<\/a>\u00a0tool. And it has commercial\u00a0search intent<\/a>\u00a0(i.e., users are doing research before making a purchase decision).<\/p>\n So, you can see the value in doing SEO for product pages.<\/p>\n You can also use SEO product descriptions in other locations, such as:<\/p>\n Collect Keyword Data<\/p>\n with the Keyword Overview Tool<\/p>\n<\/div>\n Learn how to write a product description that generates\u00a0organic traffic<\/a>\u00a0and conversions.<\/p>\n Here are seven best practices:<\/p>\n When doing SEO for products,\u00a0target keywords<\/a>\u00a0are search queries you want to rank for.<\/p>\n Using target keywords in product descriptions can help you rank higher in search results. Because it helps prove your product is relevant to the user.<\/p>\n To find what people search on Google, perform\u00a0keyword research<\/a>\u00a0with Semrush\u2019s\u00a0Keyword Magic Tool<\/a>.<\/p>\n Enter a word or phrase related to your product.<\/p>\n Then, choose your country and click \u201cRechercher<\/strong>.\u201d<\/p>\n You\u2019ll see keywords that contain your starting term(s) or a close variation.<\/p>\n To focus on keywords that people use while shopping, filter for transactional search intent.<\/p>\n Like this:<\/p>\n If you\u2019re optimizing your product feed, filter for keywords that trigger product listing ads. And other Google Shopping-related\u00a0SERP features<\/a>.<\/p>\n Like this:<\/p>\n Once you\u2019ve finished applying filters,\u00a0choose target keywords<\/a>. Making sure your product matches what the searcher is looking for.<\/p>\n Generally, more specific keywords are better for SEO product descriptions. Even though their\u00a0search volumes<\/a>\u00a0(average number of monthly searches) are likely to be lower.<\/p>\n Why?<\/p>\n Long-tail keywords<\/a>\u00a0tend to have lower\u00a0keyword difficulty<\/a>\u00a0scores (KD %). Meaning it\u2019s easier to rank on\u00a0Google\u2019s first page<\/a>.<\/p>\n Plus, specific keywords attract highly targeted traffic. Meaning your sales conversion rate should be higher.<\/p>\n Think of it this way:<\/p>\n Who\u2019s more likely to buy a 64oz stainless steel water bottle: Someone who searches for that exact thing, or someone who searches \u201cwater bottles\u201d?<\/p>\n Whatever keywords you choose, incorporate them naturally.<\/p>\n Don\u2019t\u00a0<\/strong>write something like this:<\/p>\n “Stay hydrated with our 64oz Stainless Steel Water Bottle, your ultimate hydration partner! This 64oz stainless steel water bottle, made from quality stainless steel, is the water bottle for all your hydration needs. Forget about other water bottles, this stainless steel bottle with a 64oz capacity keeps your water cool all day. If you’re in search of a water bottle, then our 64oz Stainless Steel Water Bottle, featuring stainless steel construction, is the best water bottle choice for you.”<\/em><\/p>\n Forcing keywords into your SEO product descriptions is a practice known as keyword stuffing. It\u2019s against Google\u2019s\u00a0spam policies<\/a>. And it can put potential customers off, too.<\/p>\n Tip<\/strong>: Find keywords for your Amazon product descriptions with the\u00a0Keyword Wizard for Amazon<\/a>.<\/em><\/p>\n Perform Keyword Research<\/p>\n with the Keyword Magic Tool, the Biggest Keyword Database on the Market<\/p>\n<\/div>\n Tone of voice<\/a>\u00a0refers to the personality behind your brand\u2019s writing.<\/p>\n Choosing the right tone of voice\u2014and using it consistently\u2014helps you build a\u00a0brand identity<\/a>. And engage your\u00a0target audience<\/a>.<\/p>\n So, it\u2019s important that it shines through in your SEO optimized product descriptions.<\/p>\n For example,\u00a0Firebox<\/a>\u00a0uses humor to emphasize the quirkiness of its products:<\/p>\n While\u00a0Nike<\/a>\u00a0empowers audiences with strong and confident language:<\/p>\n For help with tone of voice, use Semrush\u2019s\u00a0SEO Writing Assistant<\/a>.<\/p>\n The tool analyzes your text in real time. And highlights sentences that are too casual or formal, based on your target tone.<\/p>\n The SEO Writing Assistant also scores your originality, readability, and SEO.<\/p>\n If you need help rephrasing or composing content, take advantage of the Smart Writer tools.<\/p>\n Get Writing Recommendations<\/p>\n with the SEO Writing Assistant<\/p>\n<\/div>\n To persuade people to buy your product, you need to show the value that\u2019s in it\u00a0for them<\/strong>.<\/p>\n So, use these tips when writing product descriptions:<\/p>\n It\u2019s important to explain the benefit behind each product feature.<\/p>\n For example, people don\u2019t really care that this Dyson vacuum cleaner has nylon bristles. But they do care that those bristles \u201cremove stubborn dirt and pet hair from carpets and rugs.\u201d<\/p>\n Lifestyle copywriting is about selling the experiences a product can offer.<\/p>\n It paints a picture of a life the target audience desires. To tap into their aspirations and emotions. And, ultimately, prompt purchases.<\/p>\n Let\u2019s say you\u2019re writing an SEO product description for hiking boots.<\/p>\n As well as talking about features and benefits, you could talk about adventures in the wilderness. Fun days out with the family. Or whatever appeals to your target audience.<\/p>\n If you haven\u2019t already, create\u00a0buyer personas<\/a>\u00a0(profiles that represent each type of target customer).<\/p>\n Throughout this process, you\u2019ll define your target customers\u2019 goals, values, and pain points. And document them for easy reference.<\/p>\n Here\u2019s an example created with the\u00a0Semrush Persona tool<\/a>:<\/p>\n When making claims about your product, you need to back them up. In order to build trust with your potential customers.<\/p>\n Many marketers fall into the trap of making generic and unsubstantiated claims\u2014for example, saying that a product is \u201ceasy to use.\u201d<\/p>\n Instead, explain how to use the product. And let readers come to that conclusion themselves.<\/p>\n Facts and figures can also inspire confidence in your products.<\/p>\n For example, here\u2019s part of Amazon\u2019s product description for the Kindle Paperwhite:<\/p>\n “Kindle Paperwhite is IPX8 rated to protect against accidental immersion in up to two meters of fresh water for up to 60 minutes, and up to 0.25 meters of seawater for up to 3 minutes.”<\/em><\/p>\n Make your SEO product descriptions easy to read. So that shoppers can find and absorb information more easily.<\/p>\n Here are a few simple tips you can use:<\/p>\n Wondering how long a product description should be?<\/p>\n Get a recommended text length and readability score for your product page with Semrush\u2019s\u00a0SEO Content Template<\/a>.<\/p>\n Enter your target keyword(s), choose your location and device, then click \u201cCreate content template<\/strong>.\u201d<\/p>\n The tool will analyze your top 10 Google rivals. And build a content brief accordingly.<\/p>\n Scroll down to the \u201cKey recommendations\u201d section:<\/p>\n See how competitors use your target keywords, too.<\/p>\n These SEO description examples can help you write your own content. And optimize it effectively.<\/p>\n When you\u2019ve finished reviewing your brief, go back to the top of the page. Where you\u2019ll find various options:<\/p>\n Get Product Page Suggestions<\/p>\n with the SEO Content Template Tool<\/p>\n<\/div>\n AI copywriting tools<\/a>\u00a0can make it quicker to write SEO product descriptions.<\/p>\n For example, the\u00a0AI Writing Assistant<\/a>\u00a0has tools for:<\/p>\n Create your free account and choose the tool you\u2019d like to use.<\/p>\n Then, fill out the form and choose the number of results you want.<\/p>\n Click \u201cGenerate<\/strong>\u201d when you\u2019re done.<\/p>\n Choose your favorite result. And click \u201cCheck Plagiarism<\/strong>\u201d to ensure the text is original.<\/p>\n You can then copy or save your product description.<\/p>\n Whatever AI tool you use, it\u2019s crucial to fact-check your content before publishing.<\/p>\n And for the best results, make other improvements manually. Based on the tips in this guide.<\/p>\n The more you tailor your SEO product descriptions to your brand and target audience, the better their results should be.<\/p>\n Tip<\/strong>: For similar reasons, avoid using fill-in-the-blanks product description templates.\u00a0Boilerplate content<\/a>\u00a0offers less value to the reader and may harm your SEO.<\/em><\/p>\n If you add\u00a0structured data<\/a>\u00a0(or schema markup) to your product pages, Google can create\u00a0rich snippets<\/a>.<\/p>\n These are enhanced search results. Which can drive more traffic to your site.<\/p>\n For example, the result below includes the product\u2019s rating and price. As well as weight and height information. All thanks to\u00a0product structured data<\/a>.<\/p>\n To get started, go to Google\u2019s\u00a0Structured Data Markup Helper<\/a>.<\/p>\n Select \u201cProducts<\/strong>.\u201d<\/p>\n Then, enter your product page URL and click \u201cStart Tagging<\/strong>.\u201d<\/p>\n Next, highlight your SEO product description and click \u201cDescription<\/strong>.\u201d<\/p>\n Repeat this process to tag other elements. Including the product name, price, and aggregate rating.<\/p>\n When you\u2019re finished, click \u201cCREATE<\/strong>\u00a0HTML<\/strong>.\u201d<\/p>\n Then, click \u201cFinish<\/strong>\u201d and follow the instructions provided.<\/p>\n Once your page is updated, check everything\u2019s working with Google\u2019s\u00a0Rich Results Test<\/a>.<\/p>\n Tip<\/strong>: Product SEO goes far beyond descriptions. For more advice, learn about\u00a0SEO for landing pages<\/a>.<\/em><\/p>\n Give shoppers all the information they might need to make a purchasing decision.<\/p>\n Product descriptions should include features, benefits, and technical specifications. But the best descriptions can also include usage and maintenance instructions, packaging and environmental information, FAQs, comparison tables, testimonials, and more.<\/p>\n Here are some other elements to include on your\u00a0product pages<\/a>:<\/p>\n Amazon, Walmart, and Apple are the biggest retail sites in search, according to the\u00a0Semrush Rank<\/a>\u00a0for July 2023. So, try looking at their sites for product SEO examples.<\/p>\n If you\u2019re short on time or want better results, consider hiring a professional writer for your SEO product descriptions.<\/p>\n\n
How to Write SEO Product Descriptions<\/h2>\n
1. Optimize for Target Keywords<\/h3>\n
2. Adopt the Right Tone of Voice<\/h3>\n
3. Prove Your Product\u2019s Value<\/h3>\n
Translate Features into Benefits<\/h4>\n
Use Lifestyle Copywriting<\/h4>\n
Support Your Claims<\/h4>\n
4. Improve Readability<\/h3>\n
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5. Use AI to Your Advantage<\/h3>\n
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6. Add Structured Data<\/h3>\n
7. Include Useful Information<\/h3>\n
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How to Hire a Professional Writer<\/h2>\n