Writing product descriptions is an influential step in generating sales with potential customers at an eCommerce business. When shopping online, customers are reliant on, in some cases, a one-angle image and whatever information the product description provides. Therefore, providing product features and benefits will help the consumer to know what they are buying.
Compelling product descriptions do more than sell the product. It is also what Google uses to rank your products. If competitors are selling the same product as you, it is essential to write different, intriguing, and beneficial product descriptions. Your unique content will set you apart from competitors and rank you higher in Google search results.
If you learn to implement eCommerce product description best practices effectively, you can fully harness the power of SEO and increase your conversion rates.
What Are eCommerce Product Description Best Practices?
eCommerce product descriptions have two primary purposes:
- Inform the customer about the product
- Rank well on Google
Providing the product information your customers need is important to make an educated purchase. And it is beneficial to follow practices that will help you rank higher on Google and reach more customers. This is because Google drives what product descriptions should be for their users.
The following are the best practices for eCommerce product descriptions.
Curate Unique Content
What you shouldn’t do: Use manufacturer product descriptions.
What you should do: Create your unique content!
It’s easy to copy and paste the manufacturer’s product details, and this will most certainly hurt your Google ranking. When you do this, Google sees your content plagiarized, ranking you much lower than your competitors.
But, if you use the information you have to create your own unique and informative content, your product descriptions will rank higher.
Optimize with a Keyword Phrase
Keyword research is also a critical tool in ranking your web pages higher on Google. By using a keyword or phrase frequently searched for on Google, your product description will be optimized for that specific product.
Choosing words that receive a higher volume of searches will help your page to pop up more. Even if your page is optimized perfectly for its respective keyword, your page will only be reached if customers are searching for that specific keyword. So, choose the most relevant word that’s searched the most.
If you can work numerous keyword phrases into your product descriptions, that will also help you rank higher.
Optimize Headers with the Keyword Phrase
Every product description should have the main header (H1) and subheadings (H2, H3, H4, etc.). These headers should have the keyword phrase for two reasons: to appeal to customers and to rank higher on google. Using your keyword phrase at least once in an H2 heading is also essential.
Use High-Quality Images
While shopping at an online store can be a great alternative to shopping in stores, it provides some hurdles such as seeing and feeling the product. Because of this, it is crucial to have high-quality product images on every product description.
Google considers the size and quality of your images when ranking you on google. So, ensure that your pictures aren’t too large, slowing down the page loading time, and have a high-quality resolution.
Add Optimized ALT Text to Images
Optimizing alt text on each image helps your content come up in image searches. These alt text captions help to identify the image and connect the image to more Google searches. Remember, though, that overusing your keyword could have a negative effect on your customers. Make sure that every use of your keyword is appropriate and well placed.
Linking Pages Internally
If other pages with similar products use the same keyword phrase, you should link those pages to your product description. By creating extensive internal linking, Google will see that your product page is linked in many places on the internet. This extensive web linkage will build credibility and increase your Google ranking.
Encode Schema Markup for Products
Your products should have schema markup so that Google can identify the product. The schema is encoded on your eCommerce website’s back end for Google’s identification purposes. This helps Google provide more information to the search engine and the most accurate search results.
Partner with SEO Specialists
We would love to help you enhance your eCommerce store. Learn more about our marketing services here and contact us today to get started on improving your product description strategy!