Regardless of the scale at which you sell your products online, Search Engine Optimization (SEO) remains a pivotal part of digital marketing. Even the best products need informative, concise, and SEO-optimized product descriptions to be recognized by search engines and customers alike. (Image source)
According to published reports, 36% of people use Google to find new products, with 89% of companies acquiring new customers from the internet. eCommerce has become a fiercely competitive market, which is why paying close attention to your product descriptions is more important than ever. Let’s take a look at what it takes to write SEO-friendly eCommerce content in 2021 for your storefront to generate the leads you deserve.
1. Write Helpful Copy Instead of Unnecessary Fluff
The first thing to note regarding writing SEO-friendly eCommerce copy is that you shouldn’t focus on what Google wants to see. Instead, you should write your content primarily for customers who will visit your storefront. This means that you should write personalized content in a conversational tone of voice with creativity in mind.
The length of your product descriptions isn’t set in stone, and you should cater to your audience. For example, teens and millennials prefer short product descriptions with keywords, while older customers may want to see detailed explanations of your products. Try to say as much as you can in as few words as possible for your copy to become SEO-friendly more easily.
2. Use SEO Tools to Make Informed Optimization Decisions
Once you start writing product descriptions for different products, you can also start exploring trending keywords and phrases to implement. These represent the backbone of SEO, and they will help customers find your store more easily. Rest assured that your competitors use these tools daily, so you should do the same to remain competitive.
Tools such as Google Analytics and SEM Rush are great starting points, but there are plenty of other useful SEO tools out there. You can use WordPress plugins to spruce up your website and make it as unique as possible to facilitate a better customer experience for every lead. With SEO tools in hand, you will be able to optimize your writing more precisely and improve your search engine ranking organically.
3. Implement Bullet Points for Features and Benefits
Mobile platforms have become more and more dominant when it comes to eCommerce shopping over the years thanks to powerful CPUs being present in them. Based on data, mobile eCommerce reached 45% of total US eCommerce sales in 2020. This means that you should also consider your mobile visitors when optimizing your writing for SEO.
Due to limited screen sizes, mobile users tend to skim through writing and look for important keywords and visuals rather than long-form writing. You can meet them halfway and introduce bullet points for each product’s features and benefits. This will allow customers to quickly and precisely find out exactly what the product is made of and what the benefits of purchasing it are. Formatting your product descriptions for readability is positive in your favor in terms of SEO, so break up your paragraphs as much as possible.
4. Don’t Overstuff your Writing with Keywords
You should always aim for a balance of original writing and SEO keywords in your product descriptions. The so-called “keyword density” is a major point of discussion in SEO circles, and experts are divided on what the correct balance is. Keyword density of below 1% is considered to be acceptable by SEO specialists, meaning that a word should appear less than 1% of the time.
However, you are free to use multiple different keywords and phrases to raise your SEO ranking. You have to be careful about how many times you repeat the same words and phrases since search engine algorithms penalize keyword stuffing. Again, the best way to strike a balance between technical optimization and original product description writing is to write the content first and optimize it later. Writing eCommerce product descriptions just to fill them with keywords won’t do your site’s SEO any favors.
5. Avoid Duplicating Content and Write Original Content
Duplicate content is a huge no-no when it comes to SEO. While you may be inclined to copy/paste certain paragraphs of text in the same product category, this should be avoided as much as possible. Duplicate content is seen as negative by search engine algorithms, and it will lead to your links ranking lower as a result. This is especially true if you act as a reseller and copy product descriptions from a large brand, such as Apple or Microsoft.
Depending on which eCommerce back-end software you are using, you can create product description variations that will be accepted by search engines. Similarly, you can write different phrases and descriptions manually to create variations in your product descriptions. Your eCommerce website should consist of as much unique content written by you to rank well in Search Engine Results Pages (SERP).
6. Add Alt-Text to your Product Description Multimedia
Optimizing your website’s multimedia is just as important as the product descriptions you write. Once you gather images and videos for each product, you should take the time to add alt-text to each one. As we’ve mentioned before, plenty of people will decide to visit your eCommerce store through mobile devices. That means limited performance and bandwidth, which is why alt-text tags can serve as great alternatives to displaying visuals.
Go through your images and write short descriptions for each to serve as backups for people unable to see content beyond raw text. In terms of videos, transcripts are a great way to accommodate anyone unable to view video content on their device. You can also implement SEO keywords into alt-text to further improve your search engine ranking. SEO algorithms consider alt-text tags a plus in terms of website accessibility, so take the time to add them.
7. Always Proofread your Product Descriptions Before Publishing Them
Grammar and spelling mistakes in your product descriptions can severely dampen your efforts to optimize content for SEO purposes. Not only will Google slap you on the wrist, but customers will also have a hard time trusting your eCommerce platform with poor grammar present.
Before you attach your writing to certain products, make sure to check it for any errors. Tools such as Grammarly and Hemingway Editor will quickly go over your writing and point out stylistic and proofreading errors. It’s good practice to also read your content manually since these platforms can sometimes make omissions given their machine-learning nature.
8. Periodically Audit your Product Descriptions to Refresh Keywords and Links
The fact of the matter is that SEO optimization for eCommerce is an ongoing project. You will never be quite “done” with optimizing your storefront for better ranking. Make it a habit to schedule content audits on a monthly or quarterly basis and go through all of your product descriptions.
Check if any links are broken and if your multimedia content is displayed correctly. Use SEO tools to check if any keywords and phrases have jumped in popularity and whether you can do something about it. Take the opportunity to also add or highlight customer reviews for particular products to boost their sales. Refreshing your product descriptions will ensure that your store is always up-to-date with industry standards and customers’ expectations.
Why Do SEO-Friendly Product Descriptions Matter So Much?
Now that we’ve taken a look at what you can do to improve your SEO product description writing, let’s address the “why”. Why should you go out of your way to pay attention to SEO instead of focusing on customer servicing and product acquisition? Based on statistics, brands that invested in SEO reported a 190% increase in revenue, with 50% of customers favoring good customer experience over low prices.
You can earn more by selling your products if they abide by SEO standards and show up more frequently on Google, Bing, Yahoo, etc. Likewise, your storefront will appear more professional and well-curated if you take the time to use writing tools like GetGoodGrade to format your product descriptions. Taking the time to write SEO-friendly copy for eCommerce will lead to several perks for your website, such as:
● Inform your customers of your product’s features
● Gain the trust of your visitors with short and informative writing
● Rank your products higher with popular search engines
● Streamline your website’s maintenance and future content writing
● Increase sales and encourage customers to return for more products
Writing SEO-Friendly Content for eCommerce in 2021 (Conclusion)
There is no right formula for writing product descriptions that will boost your eCommerce sales without a fault. It all comes down to your audience’s expectations and internet search patterns, so try to cater to them as much as possible.
Explore trending keywords and content trends in your industry and offer a unique spin on existing eCommerce product description standards. Apply the same style of writing, optimization, and formatting to each product and in time, the right audience will organically flock to your platform.
Jessica Fender is a professional freelance writer and independent blogger. She is passionate about content marketing and leading other professionals to succeed in this new age of digital marketing. You can find her articles on Forbes.com, Freelancer.com, and Addicted2Success, and follow her on Twitter @fender_jess