{"id":"2422","date":"2019-07-22T07:00:11","date_gmt":"2019-07-22T14:00:11","guid":{"rendered":"https:\/\/www.pickfu.com\/blog\/?p=2422"},"modified":"2024-07-20T22:12:17","modified_gmt":"2024-07-21T05:12:17","slug":"product-descriptions","status":"publish","type":"post","link":"https:\/\/blog.pickfu.com\/product-descriptions\/","title":{"rendered":"7 SEO tips for product descriptions"},"content":{"rendered":"\n<p><strong><em>Thanks to Ronald Dod of Visiture for providing this guest post about search-engine-optimized product descriptions.<\/em><\/strong><\/p>\n\n\n\n<p>Writing search engine-friendly<a href=\"https:\/\/www.pickfu.com\/product-page-optimization\" class=\"ek-link\"> product titles and descriptions<\/a> is both an art and a science. Unfortunately, there\u2019s no easy way to get them just right. Do it one way and get penalized by the search engines, do it another and don\u2019t gain any traction. What\u2019s a marketer to do?<\/p>\n\n\n\n<p>Though <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.visiture.com\/blog\/the-ultimate-guide-to-ecommerce-seo-in-2019\/\" target=\"_blank\">e-commerce search engine optimization<\/a> isn&#8217;t easy, remember that the mission of writing a product description is to provide the customer with good, useful information. Getting your product descriptions right is a time-consuming task that can require a lot of tweaking, but by following these seven best practices, you can create product pages that are more useful to customers, more acceptable to search engines, and all-around stronger for achieving sales.<\/p>\n\n\n\n<!--more-->\n\n\n<h2 class=\"wp-block-heading\" id=\"1-make-your-product-descriptions-helpful-and-clear\">1. Make your product descriptions helpful and clear<\/h2>\n\n\n<p>If there\u2019s a <a href=\"https:\/\/neilpatel.com\/blog\/seo-errors-ecommerce-websites\/\">golden rule<\/a> of product description writing, this is it. The product description that gets the most SEO traction will usually be the one that the customer finds most useful. Why?&nbsp;Because Google tracks how long customers spend on your site, and whether they go back to the search results. So, if you\u2019ve got helpful, clear, conversion-focused content, <a href=\"https:\/\/www.pickfu.com\/blog\/google-shopping-optimization\/\" class=\"ek-link\">Google<\/a> knows, and they\u2019ll reward you.<\/p>\n\n\n\n<p>So, what do consumers find useful? Naturally, it all depends on who your customers are, but a few common elements include<\/p>\n\n\n\n<ul>\n<li>ways the product can improve a customer\u2019s life<\/li>\n\n\n\n<li>use cases for the product<\/li>\n\n\n\n<li>proprietary technology that improves the product<\/li>\n\n\n\n<li>what sets the product apart from competitors\u2019 similar items<\/li>\n\n\n\n<li>which accessories and components the product includes (or doesn\u2019t include, if the consumer might reasonably expect it to) <\/li>\n<\/ul>\n\n\n\n<p>This may seem like Marketing 101, and it is \u2014 because honest marketing is all about providing the customer with the tools to make the best decision.<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"2-never-duplicate-content-even-if-its-your-own-content\">2. Never duplicate content (even if it\u2019s your own content)<\/h2>\n\n\n<p>Re-posting any content on different product detail pages (even content you own or have permission to use) can get your page seriously dinged by search algorithms. This is because Google\u2019s web crawlers see large amounts of duplicate content and penalize it for what they consider to be spam or plagiarism. <\/p>\n\n\n\n<p>While it might be tempting to copy-paste the manufacturer\u2019s description, it will ultimately hamstring your SEO efforts. The solution? Put in the work to write original content for each product. It certainly takes longer, but <a href=\"https:\/\/www.constant-content.com\/content-writing-service\/2018\/01\/product-descriptions\/#matter\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">you\u2019ll get better performance out of your descriptions<\/a>. Google\u2019s algorithms don\u2019t like duplicate content. <\/p>\n\n\n\n<p>Another key point: Many common e-commerce platforms, <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.onespace.com\/blog\/2018\/08\/best-practices-for-amazon-product-variations\/\" target=\"_blank\">such as Amazon<\/a> and <a href=\"https:\/\/docs.woocommerce.com\/document\/variable-product\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">WooCommerce<\/a>, offer easy ways to create product variations on a single page, such as multiple sizes or colors of a dress. You should already be doing this if you\u2019re an apparel retailer, but it\u2019s also worth it for merchants in other sectors who sell large numbers of similar goods, as it will save you from having to create dozens of separate but identical pages.<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"3-if-you-have-to-use-duplicate-product-descriptions-make-it-temporary-and-use-a-no-index-tag\">3. If you have to use duplicate product descriptions, make it temporary and use a \u201cno index\u201d tag<\/h2>\n\n\n<p>If you have hundreds of almost-identical products and you need to upload them right away, totally unique product descriptions may not be realistic. Adding the \u201cno index\u201d tag to your similar-looking pages, <a aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.shopify.com\/enterprise\/seo-product-descriptions?ref=charles-ave-marketing\" target=\"_blank\" rel=\"noreferrer noopener\">as shown in these Shopify tips<\/a>, will keep the duplicates off of Google\u2019s search radar and prevent you from being penalized. You don\u2019t want to keep these tags around, though, because it keeps the page from being discovered by search engines. Try writing a handful of product descriptions each day, prioritizing the items with high demand and chipping away until they\u2019ve each got <a href=\"https:\/\/www.pickfu.com\/blog\/unique-content-for-seo\/\" class=\"ek-link\">unique content<\/a>. <\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"4-create-mobilefriendly-page-designs\">4. Create mobile-friendly page designs<\/h2>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" loading=\"lazy\" width=\"779\" height=\"539\" src=\"https:\/\/www.pickfu.com\/blog\/wp-content\/uploads\/2019\/07\/optimize-product-description.png\" alt=\"Mobile-friendly pages help customers navigate your product descriptions more easily\" class=\"wp-image-2424\" srcset=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/07\/optimize-product-description.png 779w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/07\/optimize-product-description-434x300.png 434w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/07\/optimize-product-description-768x531.png 768w\" sizes=\"(max-width: 779px) 100vw, 779px\" \/><\/figure><\/div>\n\n\n<p><a href=\"https:\/\/www.statista.com\/chart\/13139\/estimated-worldwide-mobile-e-commerce-sales\/\">Over half of e-commerce sales<\/a> flow through mobile devices, and the majority of e-commerce growth is now being driven by customers on mobile. That means that you\u2019re shooting yourself in the foot if you\u2019re not <a href=\"https:\/\/www.visiture.com\/blog\/5-mobile-tactics-for-better-seo-performance\/\">optimizing your detail pages for mobile<\/a>. <\/p>\n\n\n\n<p>Try <a href=\"https:\/\/www.growcode.com\/blog\/mobile-product-detail-page\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">following some standard best practices<\/a> for creating mobile-friendly product pages:<\/p>\n\n\n\n<ul>\n<li>Overlong product titles and product descriptions can be a pain to look at on mobile browsers, so don\u2019t pad them unnecessarily. <\/li>\n\n\n\n<li>Make sure that photographs load properly on mobile devices. <\/li>\n\n\n\n<li>Optimize mobile pages for common mobile gestures \u2014 photos should be swipeable and zoomable, etc. <\/li>\n\n\n\n<li>Your add-to-cart page should fit on a single mobile screen so that a user doesn\u2019t have to scroll back and forth to change sizes, see the price, etc.<\/li>\n<\/ul>\n\n\n\n<p>Keep these tips in mind when building your e-commerce mobile site so that it looks professional no matter which device the customer is using.&nbsp; <\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"5-abandon-keyworddense-product-descriptions\">5. Abandon keyword-dense product descriptions<\/h2>\n\n\n<p>The days of ugly, keyword-packed item titles are, thankfully, largely behind us. At the end of the day, artificially keyword-dense product descriptions aren\u2019t useful to the customer. What\u2019s more, they confuse search engines by pulling in sometimes-unrelated terms. These keyword density strategies are no longer standard practice, so make sure that your content writers aren\u2019t packing their descriptions. <\/p>\n\n\n\n<p>That\u2019s not to say that keywords aren\u2019t still important. All of your most important keywords should still be on the page. <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.shopify.com\/enterprise\/seo-product-descriptions?ref=charles-ave-marketing\" target=\"_blank\">Shopify\u2019s experts recommend one each<\/a> in the URL, title, body content, and image tags. You should also pay attention to the search terms people use when looking for and reviewing your product. Incorporating these into the product description when you find keyword terms that come up over and over again. <\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"6-keep-outofstock-and-seasonal-pages-up\">6. Keep out-of-stock and seasonal pages up<\/h2>\n\n\n<p>This might seem counterintuitive since you don\u2019t want a customer to come away disappointed. But there\u2019s a simple explanation:<\/p>\n\n\n\n<ol>\n<li>You can do some link building, <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.wordstream.com\/link-building\" target=\"_blank\">one of the most helpful things you can do for your SEO<\/a>, by providing alternative product recommendations. When a customer sees an unavailable item, be sure to suggest substitutes within your own product catalog.<\/li>\n\n\n\n<li>If you ever plan on reactivating the item, you don\u2019t want the page to lose its ranking by being taken down and put back up again. The sensible thing to do is to leverage the work you\u2019ve already done. <\/li>\n<\/ol>\n\n\n<h2 class=\"wp-block-heading\" id=\"7-optimize-the-product-description-length-based-on-buyer-awareness\">7. Optimize the product description length based on buyer awareness<\/h2>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" loading=\"lazy\" width=\"974\" height=\"650\" src=\"https:\/\/www.pickfu.com\/blog\/wp-content\/uploads\/2019\/07\/e-commerce-product-description.png\" alt=\"Base the length of your product descriptions to the customer's awareness level\" class=\"wp-image-2425\" srcset=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/07\/e-commerce-product-description.png 974w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/07\/e-commerce-product-description-450x300.png 450w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/07\/e-commerce-product-description-768x513.png 768w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/07\/e-commerce-product-description-970x647.png 970w\" sizes=\"(max-width: 974px) 100vw, 974px\" \/><\/figure><\/div>\n\n\n<p>How long should your descriptions be? There\u2019s no single best length. <\/p>\n\n\n\n<p>Instead, evaluate on a case-by-case basis, considering how much information the customer is likely to need. If you\u2019re selling a pack of plain white T-shirts, anything beyond the basics is likely overkill, unless your T-shirts truly are different. But if you\u2019re selling a complex piece of audio equipment, detailed specs and a description of what it does are necessary.  <\/p>\n\n\n\n<p>When in doubt, remember: <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.smartinsights.com\/ecommerce\/ecommerce-strategy\/the-reasons-why-consumers-shop-online-instead-of-in-stores\/\" target=\"_blank\">most people like e-commerce<\/a> for how easy it is. If your product descriptions aren\u2019t making it easy to buy your products, the customer will likely find another merchant with better UX. Your <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.visiture.com\/blog\/10-tips-help-write-product-descriptions-sell\/\" target=\"_blank\">product descriptions<\/a> should reflect the instinct to smooth the customer\u2019s path to purchase wherever possible and, most importantly, to make it clear to them why you believe in your product. <\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft\"><img decoding=\"async\" loading=\"lazy\" width=\"170\" height=\"150\" src=\"https:\/\/www.pickfu.com\/blog\/wp-content\/uploads\/2019\/07\/Ronald-Dod-170x150.png\" alt=\"\" class=\"wp-image-2427\"\/><\/figure><\/div>\n\n\n<p><em>Ronald Dod is the Chief Marketing Officer and Co-founder of&nbsp;<\/em><a rel=\"noreferrer noopener\" href=\"http:\/\/www.visiture.com\/\" target=\"_blank\"><em>Visiture<\/em><\/a><em>, an end-to-end e-commerce marketing agency focused on helping online merchants acquire more customers through the use of search engines, social media platforms, marketplaces, and their online storefronts. His passion is helping leading brands use data to make more effective decisions in order to drive new traffic and conversions.<\/em><\/p>\n\n\n\n<p><em><strong>For further reading, learn how to <\/strong><\/em><a href=\"https:\/\/www.pickfu.com\/product-page-optimization#optimizing-product-descriptions\"><em><strong>optimize your product descriptions<\/strong><\/em><\/a><em><strong> using PickFu. <\/strong><\/em><\/p>\n\n\n\n<br clear=\"all\">\n","protected":""},"excerpt":{"rendered":"<p>Thanks to Ronald Dod of Visiture for providing this guest post about search-engine-optimized product descriptions. Writing search engine-friendly product titles and descriptions is both an art and a science. Unfortunately, &#8230;<\/p>\n","protected":""},"author":"2","featured_media":"2423","comment_status":"open","ping_status":"open","sticky":"","template":"","format":"standard","meta":{"_editorskit_title_hidden":"","_editorskit_reading_time":"0","_editorskit_is_block_options_detached":"","_editorskit_block_options_position":"{}","advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","footnotes":""},"categories":["17","29","30"],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>7 SEO tips for product descriptions - The PickFu blog<\/title>\n<meta name=\"description\" content=\"7 SEO best practices to create product descriptions that are useful to customers, acceptable to search engines, and all-around stronger for achieving sales.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.pickfu.com\/product-descriptions\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"7 SEO tips for product descriptions - 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