E-commerce stores rely heavily on good product descriptions. While some brands may think using generic product descriptions or ones given by the manufacturer or suppliers is acceptable, it’s an ineffective strategy. Search engine algorithms reward websites that offer unique and useful content in the form of targeted and motivated organic search traffic.
Below are strategies you can follow to create compelling product descriptions, increase your ranking and make your site more useful to visitors.
Product Pages Revisited
Product pages are no longer simply for representing that one item. With social sharing and organic search results, the page must also serve as the product’s landing page for new prospects.
Viewers want a sense of who you are, who you cater to and the experience your brand creates for shoppers. The product description will then be the salesperson of your company – keeping consumers engaged and convincing them of the product’s desirability, as well as generating positive feelings and encouraging a return visit.
Keywords and Unique Copy
As you create insightful and original content, you can also decide which keywords you want to focus on. Ensure your copy is natural and unique – if it’s just stuffed with keywords, Google may punish your pages in search engine results.
Small and medium-sized business are able to compete against larger retailers and power sellers because many of those large companies lack in these fundamentals.
Even having this knowledge, one reason many online businesses don’t take advantage of these strategies is because it can become extremely time-consuming and repetitive. It’s hard to write about hundreds, if not thousands, of similar products when there are so many pressing needs for your time to manage other aspects of your business. Then, there is the question of how to create your keyword strategy in order to stand out among all of your competitors.
Unique Product Description Tips
Here are some steps you can take to answer all of these questions and handle your product descriptions:
- Use SEMrush to compare your keywords and website with your competitors.
- Look for keywords that are less competitive or ones that your business has a unique take on.
- Plan out which keywords and products should be the focus on each section of your site.
With a list of different products and the keywords that should be included, use Textbroker.com to find freelance authors with knowledge of your industry. These industry insights can make it possible to write unique and useful content that speaks with confidence in a welcome and friendly tone written by subject experts. Then, create order instructions for each unique product description with these questions in mind:
- What makes my product special?
- Who is the target group of this product?
- Where can an author find additional information on the product?
- What is the style and tone of my brand? Funny? Emotional? Serious?
- What do I want the author to know without them being able to see or use the product?
- What is unique about my business and shopping experience versus a large retailer?
Additionally, your product descriptions should accomplish the following:
- Make your product descriptions easy to scan – often a prospective buyer is looking for one or two specific features.
- Focus on the benefits of your products.
- Tell a story.
- Showcase, link to or quote testimonials.
The below example from ThinkGeek utilizes these strategies:
Although Amazon.com provides a host of information about each product, this product page is clean and clear, presenting the essential information in bullet points:
Identify the critical aspects of the product with the features you want highlighted. You can discuss the project with your Textbroker authors and even create a team of authors who understand your brand. You can then quickly generate all the content needed whenever you’re ready to load a new batch of products or make seasonal changes.
Competitive Analysis and Product Descriptions
Which product descriptions should you focus on? Where should you start?
It helps to know where you already have an edge on the competition. SEMrush can provide this information.
Research your keyword and find out who else ranks for it. For example, "guitar pick maker." SEMrush even lets you see an overview (and details) of their ad copy for that keyword.
Determine related keywords you may wish to take advantage of in your product descriptions by performing a keyword analysis in SEMrus:
SEMrush’s PLA Tool
Do you want an easy way to find out what your competitors’ product ads and descriptions look like? SEMrush’s PLA Tool can help you with that.
It can also help you see who else is advertising for your keyword or phrase:
As a business owner or website manager, you should focus on higher level strategy. With the research and content taken care of, you can work on long-term SEO ideas and how you want to promote the items.
Attend Our Webinar
Research your competition and hire the content experts. Attend the upcoming SEMrush webinar “Essential Steps to SEO-Friendly Product Descriptions” with special guest Textbroker CEO Phillip Thune this Thursday, April 2 at 12 p.m. ET and receive a free trial of SEMrush, an ebook and a one hour consultation from Textbroker.
Editor's Note: SEMrush greatly appreciates the opportunity to work with Phillip Thune and Textbroker.
With over 20 years working in the online and media industries, Phillip Thune is an experienced Internet executive. Mr. Thune has been the Chief Executive Officer of Textbroker, the leading provider of on-demand, unique written content, since 2010.
Prior to Textbroker, Mr. Thune was the CEO of HireMeNow.com and President of MIVA, where he helped grow the company from 35 employees and $500,000 in annual revenue to 500 employees and nearly $200 million in five years, raise over $34 million dollars, acquire five businesses for a total of $230 million and achieve a market capitalization of over $700 million.