18 Feb
A well-written product description is a huge factor for a potential buyer who wants to purchase a product or not. Skilled copywriters know what formulas to use or other techniques to ensure it’s enticing enough to buy.
Aside from that, SEO plays a massive role in creating copy to increase more traffic and sales. And experienced copywriters can leverage that to stay ahead of the competition. So, in this article, learn how they do it and why you shouldn’t overlook SEO in writing product descriptions.
How Does SEO Benefit Your Product Description?
Higher Chances of Being on Page 1
Every business wants to reach Google’s prime spot: the first link. After all, Hubspot found that 75% of people who search don’t make it past the first page. But, due to sponsored ads or buyer guides, stores may have difficulty getting the coveted first spot organically. However, by using the right keywords, they can still secure a place on the first page.
So, let’s use this example: yoga mat.
The first organic result comes from Amazon. But we don’t want to look at Amazon for this case. If you want to see a successful SEO strategy work, we take a look at the Gaiam and Manduka links. They’re the stores where you can directly buy yoga mats without having to check Amazon.
Let’s examine this further. When you click on the Gaiam link, you will go to their general yoga mat page. This means you can view yoga mats on one page. But if you click on the first one, you’ll see they use “yoga mat” or “yoga mats” on their product description.
This means their keyword strategy worked. And you want to replicate what Gaiam did. Who knows, you might do it better.
More Site Traffic and Leads
To add to the earlier point, you might get more traffic and leads, since you’re on the first page. Why? Well, not many would bother going to the second page unless they don’t like what you offer. And not to get too technical, think about it this way.
Say you’re selling skincare products. But someone is doing preliminary research about that. So, if you use SEO tactics like link building or keyword research, your site might be on the first page. Then, if more people come flocking to your site because of compelling content or copy, your site might stay longer on the first page, giving you an advantage over your competitors.
Increased Credibility and Authority
With the right keywords and copy, your brand would become one of the leading consumer choices. As more people flock to your site, you might establish authority because you used targeted keywords. Or you have a much better solution than your competitors.
Without being too technical, if you make it easy for people to navigate your site, you can earn credibility. So long as more people stay on your site and trust it, they would see and view you as an authority.
How to Use SEO in Your Product Description?
If there’s one thing product copywriters would agree on, it’s to use both features and benefits in writing product descriptions. But aside from that, how can you integrate SEO in product descriptions? Here are five expert tips to get you started.
1. Remember AIDA & Do Research
Before you start writing a product description, you have to understand what your users are searching for and their motives.
The best way you can get into their mindset is to use the AIDA model (Awareness, Intent, Desire, and Action). You have to understand this because you can find keywords that will help you get buyers.
Get in their shoes, know how they search before finding you. Find out their problems and learn how to captivate them. This way, you can increase their interest in buying your product so they can finally decide, “I want this item, and I’m buying it now.”
Plus, you have to do your research about your customer, competitor, and the market. Let the AIDA model guide you in helping you craft the best product description.
2. Find Out User Searches
At the height of the pandemic, many would search, “where to buy toilet paper?” But the number one query in 2020 wasn’t where to buy toilet paper or face masks.
It was “where to buy a PS5.”
The buzz around the new console topped Google Searches in 2020 because it was released in the latter part of the year. And if you search “where to buy a PS5”, you’ll see media outlets like TechRadar and TomsGuide dominating the first few searches along with the console maker, Sony. When you click on them, you can click on links that will direct you to stores.
It’s only on Google’s 2nd page where you’ll see a link from a physical store, Best Buy, where you can buy a PS5.
Now, you want to aim for the first page, because of course, you want people flocking to your store. Plus, you want to get the site visits as compared to your competitor.
To avoid being on the 2nd page, you need to use different keyword research tools. But which ones should you use?
Free:
- Soovle
- Google Trends
- Keyword Surfer
Freemium:
- Ubersuggest
- Keyword Tool
Paid
- Moz Pro (offers free tools such as domain SEO metrics and MozBar)
- Ahrefs
- SEMRush
3. Include Product Reviews on the Product Description Page
Get this… for this one you don’t even have to write this part. You can take inspiration from this and leverage this on your site.
You want to utilize the power of user-generated content on any product description page.
Think about it, why do many people go to Amazon? It’s because, on every product page, there are reviews. Those reviews contain the keywords that people are searching for.
That’s why Amazon dominates Google’s first page for most products. After all, you want to speak your customer’s language. Why not use their fellow customer’s words to target your audience?
4. Incorporate Storytelling
SEO isn’t all about using keywords. As Yoast points out, SEO and storytelling work well together because you captivate visitors by letting them stay longer on your site. This will help you connect with your audience, and who knows, they might consider buying something from you.
Here’s an example of Tower 28 on how they used storytelling in their product description. As you can see, it’s short. But you can imagine a whole story unfold with the way they describe what happens to your skin when you use their product.
5. Keep it Concise
Most product descriptions are short. Sure, you have to tell a story, but it doesn’t have to be a novel. Product description copywriters know how to make a concise copy and keep readers engaged in a few words.
Added Tip: Make it scannable even if it’s short.
So, if you want to do that, use headings and bulleted lists aside from your paragraphs. You don’t want visitors reading big blocks of text. Most product descriptions would use bullets for the features. Then use headings for the product name and other categories such as specifications, warranty, etc.
If you need inspiration on how to write a short but sweet product description, take a look at how Soapply wrote one for theirs.
