One of the greatest opportunities you have when optimizing an e-commerce website for optimal performance in organic search lies within your product descriptions. A brick and mortar store strives to attractively display products on its shelves. Think of your web pages, and particularly your product detail pages, as your shelves when it comes to an e-commerce store. When customers stroll through your online aisles, you need to make sure your products are organized, easy to find and visually enticing.
Gain customers through organic search by optimizing each product description on your website to make it distinct and unique. When writing product descriptions for e-commerce SEO, keep the following best practices in mind to create engaging descriptions that entice your target audiences to buy:
1. Don’t Rely on Images to Tell the Whole Story
A picture may tell a thousand words, and yes, your e-commerce business will benefit from accompanying each product to a quality image. However, your e-commerce strategy shouldn’t rely on this tactic because Google’s bots can’t read images. Always include a product description on your landing pages, or run the risk of their rankings on search engines significantly decreasing.
2. Personalize Your Content
If your product is sold by multiple online retailers, don’t recycle the product description used by Amazon or the manufacturer. Instead, differentiate your site by using other keywords and descriptors to sell the product – this will allow you more opportunity to rank for both the product name and additional, more generic phrases.
3. Make It Descriptive & Optimize For Search Demand
Describe the product to the consumer. Be informative but to the point. Are you selling a red, polka dot blanket? Is the consumer searching Google for a red, polka dot blanket? If so, write that in your description. Provide all product details and list every reason they should purchase it from you. Don’t forget these key best practices:
- Avoid repeating keywords multiple times without reason. If it looks spammy to you, it will to the consumer as well.
- Include image alt tag information. Even though Google can’t read your picture, it can read this, which tells them what the image is. This also contributes to the overall accessibility of your website for those that are seeing impaired.
- Use model numbers and brand names.
- Avoid using iFrames. Instead, make sure each piece of text content is actually embedded in the page using HTML.
- Use keywords that make sense for your business, in terms of relevancy, search volume and rankings difficulty.Keyword researchis a critical component of your success in e-commerce search engine optimization.
4. Avoid Duplicate Content
Duplicate content is a major threat to SEO success for e-commerce websites. If you sell clothing and are creating a new web page for each size and color of a specific shirt, you are creating duplicate content. Search engine crawlers often view this as spam and a sign of a lower quality site.
Search engines aside, if customers are sharing links to the same product but are sharing different pages correlating to different sizes and colors, you sacrifice building link equity. The value of your link is being split between multiple, competing links with the exact same message. Condense as much as you can and utilize canonical links for each product with dropdown menus for sizes and color.
Your content is critical to conversions and e-commerce success. Keeping these best practices in mind when writing product descriptions can make e-commerce a larger revenue stream for your business and separate you from the competition.
Need help making your website work for your company? Contact the online marketing experts at SteadyRain for help developing an ecommerce strategy to meet your overall business goals.