How to Write Product Descriptions Google Will Love


A compelling product description is essential for eCommerce success, but this content is not exclusively for your customers. Google algorithms also read this content and try to ascertain where exactly your product should feature in the search results.

But what does Google love to see in a product description?

Google wants to provide users with the most relevant results, and the content of a product description should contain all the reasons why your product should be one of these results. With this in mind, let’s look at precisely what Google likes to see.

How to Write Product Descriptions Google Will Love

1. Stick with Concise and Plain Language that Everyone Understands

Product descriptions must be easy to read and short to hold the visitor's attention. Some of the best reports use bullet points to convey essential information and enough detail to answer all frequently asked questions.
As for plain language, it's essential to avoid fancy words distracting visitors from the product or message. After all, every customer will have a different set of vocabulary, and plain language should speak to everyone.
The above also makes sense for SEO because the algorithms favor plain language, and according to Google, "search is all about understanding language”.

2. Use Persuasive Writing that Evokes Emotion

Studies show it takes just a fraction of a second to make an impression, and customers often use the time that follows to justify their first reaction. This timeframe highlights the importance of words and persuasive writing for a product description.
For instance, it's often a good idea to use words like accessible, unique, remarkable, or quick when describing the features of a product - as long as the sentence is true!
But how might persuasive writing affect your rankings on Google?
Persuasive writing uses statistics and facts to convince the reader that something is true about the product. This type of information inevitably includes keywords, and a compelling approach enables copywriters to evoke emotions from the viewer.
What is the moral of the story? Needs and emotions drive search intent, and search engines will do everything possible to place this kind of information in front of the audience.

3. Highlight the Key Selling Points and Features

Competition is high for almost every product out there. For this reason, merchants need to include more and more features and benefits to remain competitive. Therefore, you need to highlight the main selling points in the product description.
Google appreciates you stating these features and benefits because these nuggets of information are often the specific answers to a user's search query. According to Hubspot, Google ranks for relevance and the absolute best resource for the question.

4. Be Informative without Going into Too Much Detail

Google is trying to inform users as opposed to deceiving them. Therefore, while you should point out the best features etc., it’s not a good idea to overuse phrases like the “best” or “most valuable” as it mostly comes off as overbearing.
A product description is SEO friendly when it describes the core benefits and features of the product and what makes this item so practical. In the eyes of Google, this is the actual value of a product. However, algorithms don't like keyword stuffing, so make sure to be informative without embellishing or going into too much detail.

5. Include a Mix of Short and Long Tail Keywords

Pranjal Bora with Digital Authority Partners says product descriptions should contain short and long-tail keywords. When an eCommerce store is ranking for short keywords, there is a good chance that Google will also rank long-tail keywords on this website. But that's just part of the story.
Using the wrong keywords can hurt your search ranking on Google. Marketers use search engines to cram keywords into content as a means of trying to attract attention. Therefore, limiting keywords and avoiding using too many (keyword stuffing) is best.
It would be best if you also tried to include long-tail words for different terms outside of your primary keywords. Research shows that over 15% of search queries have not materialized before, so the opportunity to tap into untargeted traffic is high.

Last-Minute Tips for Writing an SEO Product Description

Description Length - Use your competitor’s existing content as a benchmark by calculating the average length of product descriptions in the same category.

Split Testing - Test various product descriptions (keywords, formats, images, etc.) and choose the best one according to clicks and search volume.

Write for Customers - SEO is crucial, but you should always write for the customer before deciding how to optimize a product description.

Track and Measure - You must be willing to improve product descriptions over time. But you can only make these changes if you track/measure the progress of your ads.

Contact a Copywriter - Writing copy is a skill that can make a massive difference in clicks, views, and sales. While you might be able to write this yourself, it's a much better option to invest in the services of a professional copywriter.

Final Thoughts

A well-written description is crucial for any product, and persuasive writing is often vital in converting views to sales. However, you need to optimize a product description to gain traction on Google and access the source of this traffic in the first place!

That said, a product description that Google will love is the type of content that will likely provide the best solution. So if you focus on balancing information, emotion, and SEO, you should find your way up the search rankings.

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