What They Are & How to Write Them

What They Are & How to Write Them


What Is an search engine optimization Product Description?

An search engine optimization product description is written content material that’s designed to tell consumers a few product, convert consumers into clients, and enhance the product’s visibility in unpaid search outcomes. Ecommerce websites can use search engine optimization product descriptions on product pages to rank increased for related key phrases in Google.

For instance, right here’s a product description from Hydro Flask:

an example of a product description from Hydro Flask

This helps the web page rank for key phrases like “64 oz water bottle”:

an example of "64 oz Wide Mouth" water bottle from Hydro Flask in Google SERP

This key phrase alone will get 9,900 searches per 30 days, in line with Semrush’s Keyword Overview instrument. And it has business search intent (i.e., customers are doing analysis earlier than making a purchase order resolution).

search volume and intent metrics highlighted for “64 oz water bottle” in Semrush’s Keyword Overview tool

So, you’ll be able to see the worth in doing search engine optimization for product pages.

You can even use search engine optimization product descriptions in different places, equivalent to:

Write search engine optimization Product Descriptions

Discover ways to write a product description that generates organic traffic and conversions.

Listed here are seven finest practices:

1. Optimize for Goal Key phrases

When doing search engine optimization for merchandise, target keywords are search queries you need to rank for.

Utilizing goal key phrases in product descriptions may help you rank increased in search outcomes. As a result of it helps show your product is related to the person.

To search out what individuals search on Google, carry out keyword research with Semrush’s Keyword Magic Tool.

Enter a phrase or phrase associated to your product. 

Then, select your nation and click on “Search.”

search for "water bottle" in Keyword Magic Tool

You’ll see key phrases that comprise your beginning time period(s) or an in depth variation.

To give attention to key phrases that individuals use whereas purchasing, filter for transactional search intent.

Like this:

filter for transactional search intent in Keyword Magic Tool results for "water bottle" keyword

When you’re optimizing your product feed, filter for key phrases that set off product itemizing advertisements. And different Google Buying-related SERP features.

Like this:

an example of filtering for for keywords that trigger product listing ads in Keyword Magic tool

When you’ve completed making use of filters, choose target keywords. Ensuring your product matches what the searcher is searching for.

Usually, extra particular key phrases are higher for search engine optimization product descriptions. Despite the fact that their search volumes (common variety of month-to-month searches) are more likely to be decrease.


Long-tail keywords are likely to have decrease keyword difficulty scores (KD %). Which means it’s simpler to rank on Google’s first page.

volume and keyword difficulty columns highlighted in the results for "water bottle" related keyword

Plus, particular key phrases entice extremely focused visitors. Which means your gross sales conversion fee ought to be increased.

Consider it this fashion:

Who’s extra seemingly to purchase a 64oz stainless-steel water bottle: Somebody who searches for that actual factor, or somebody who searches “water bottles”?

No matter key phrases you select, incorporate them naturally.

Don’t write one thing like this:

“Keep hydrated with our 64oz Stainless Metal Water Bottle, your final hydration accomplice! This 64oz stainless-steel water bottle, constituted of high quality stainless-steel, is the water bottle for all of your hydration wants. Neglect about different water bottles, this stainless-steel bottle with a 64oz capability retains your water cool all day. When you’re in quest of a water bottle, then our 64oz Stainless Metal Water Bottle, that includes stainless-steel development, is the very best water bottle selection for you.”

Forcing key phrases into your search engine optimization product descriptions is a follow generally known as key phrase stuffing. It’s in opposition to Google’s spam policies. And it may well put potential clients off, too.

Tip: Discover key phrases on your Amazon product descriptions with the Keyword Wizard for Amazon.

2. Undertake the Proper Tone of Voice

Tone of voice refers back to the character behind your model’s writing. 

Selecting the best tone of voice—and utilizing it constantly—helps you construct a brand identity. And interact your target audience.

So, it’s vital that it shines by way of in your search engine optimization optimized product descriptions.

For instance, Firebox makes use of humor to emphasise the quirkiness of its merchandise:

Freshly Baked Bread Slippers," which includes sentences like "Gluten-free for all you coeliacs out there.

Whereas Nike empowers audiences with robust and assured language:

Product description for trainers, which begins: "When your workouts wade into the nitty-gritty, the Nike Free Metcon 5 can meet you in the depths..."

For assist with tone of voice, use Semrush’s SEO Writing Assistant.

The instrument analyzes your textual content in actual time. And highlights sentences which can be too informal or formal, primarily based in your goal tone.

Semrush’s SEO Writing Assistant helps you adjust tone of voice

The search engine optimization Writing Assistant additionally scores your originality, readability, and search engine optimization. 

When you need assistance rephrasing or composing content material, benefit from the Sensible Author instruments. 

Smart Writer tools highlighted on the right side in SEO Writing Assistant

3. Show Your Product’s Worth

To steer individuals to purchase your product, you’ll want to present the worth that’s in it for them.

So, use the following pointers when writing product descriptions:

Translate Options into Advantages

It’s vital to clarify the profit behind every product function.

For instance, individuals don’t actually care that this Dyson vacuum cleaner has nylon bristles. However they do care that these bristles “take away cussed grime and pet hair from carpets and rugs.”

an example of Dyson vacuum cleaner product description: "Stiff, dense nylon bristles agitate and remove stubborn dirt and pet hair from carpets and rugs.”

Use Life-style Copywriting

Life-style copywriting is about promoting the experiences a product can provide.

It paints an image of a life the target market needs. To faucet into their aspirations and feelings. And, in the end, immediate purchases.

Let’s say you’re writing an search engine optimization product description for climbing boots.

In addition to speaking about options and advantages, you would discuss adventures within the wilderness. Enjoyable days out with the household. Or no matter appeals to your target market.

When you haven’t already, create buyer personas (profiles that characterize every kind of goal buyer).

All through this course of, you’ll outline your goal clients’ targets, values, and ache factors. And doc them for straightforward reference.

Right here’s an instance created with the Semrush Persona tool:

an example of a buyer persona created with the Semrush Persona tool

Help Your Claims

When making claims about your product, you’ll want to again them up. With a purpose to construct belief together with your potential clients.

Many entrepreneurs fall into the entice of constructing generic and unsubstantiated claims—for instance, saying {that a} product is “simple to make use of.”

As a substitute, clarify how you can use the product. And let readers come to that conclusion themselves.

Info and figures also can encourage confidence in your merchandise.

For instance, right here’s a part of Amazon’s product description for the Kindle Paperwhite:

“Kindle Paperwhite is IPX8 rated to guard in opposition to unintentional immersion in as much as two meters of recent water for as much as 60 minutes, and as much as 0.25 meters of seawater for as much as 3 minutes.”

4. Enhance Readability

Make your search engine optimization product descriptions simple to learn. In order that consumers can discover and take in info extra simply. 

Listed here are a number of easy suggestions you should use:

  • Use correct spellings and grammar (instruments like Grammarly may help)
  • Substitute advanced phrases with brief, acquainted phrases
  • Take away pointless phrases to maintain your writing concise
  • Maintain sentences brief (underneath 20 phrases)
  • Keep away from the passive voice
  • Break up textual content utilizing line areas, headers, bullet factors, and so forth.

Questioning how lengthy a product description ought to be?

Get a really useful textual content size and readability rating on your product web page with Semrush’s SEO Content Template.

Enter your goal key phrase(s), select your location and gadget, then click on “Create content material template.”

SEO Content Template tool

The instrument will analyze your prime 10 Google rivals. And construct a content material transient accordingly.

Scroll right down to the “Key suggestions” part:

an example of “Key recommendations (based on your Google top 10 rivals” section in SEO Content Template tool

See how rivals use your goal key phrases, too. 

These search engine optimization description examples may help you write your personal content material. And optimize it successfully.

"See how competitors use your target keywords" section in SEO Content Template tool

While you’ve completed reviewing your transient, return to the highest of the web page. The place you’ll discover numerous choices:

  • Order content material writing: Ship the transient to knowledgeable author
  • Export to DOC: Save your transient as a .docx file
  • Actual-time Content material Examine: Use your transient within the SEO Writing Assistant
"Order content writing," "Export to DOC" and "Real-time Content Check" buttons highlighted in SEO Content Template tool

5. Use AI to Your Benefit

AI copywriting tools could make it faster to jot down search engine optimization product descriptions.

For instance, the AI Writing Assistant has instruments for:

  • Amazon Product Descriptions
  • Ecommerce Description Bullet Factors
  • Ecommerce Product Names
  • Ecommerce Product Descriptions
  • Product Descriptions

Create your free account and select the instrument you’d like to make use of.

a sample of tools in AI Writing Assistant

Then, fill out the shape and select the variety of outcomes you need.

Click on “Generate” while you’re performed.

Amazon Product Descriptions tool

Select your favourite end result. And click on “Examine Plagiarism” to make sure the textual content is authentic.

"Check Plagiarism" with Amazon Product Descriptions tool

You may then copy or save your product description.

once you are satisfied, copy or save your product description from Amazon Product Descriptions tool

No matter AI instrument you utilize, it’s essential to fact-check your content material earlier than publishing.

And for the very best outcomes, make different enhancements manually. Based mostly on the information on this information. 

The extra you tailor your search engine optimization product descriptions to your model and target market, the higher their outcomes ought to be.

Tip: For comparable causes, keep away from utilizing fill-in-the-blanks product description templates. Boilerplate content gives much less worth to the reader and should hurt your search engine optimization.

6. Add Structured Information

When you add structured data (or schema markup) to your product pages, Google can create rich snippets.

These are enhanced search outcomes. Which might drive extra visitors to your web site.

For instance, the end result under contains the product’s score and worth. In addition to weight and peak info. All because of product structured data.

an example of Google search results which includes the product’s rating and price

To get began, go to Google’s Structured Data Markup Helper.

Choose “Merchandise.”

Then, enter your product web page URL and click on “Begin Tagging.”

enter your product page URL to Google’s Structured Data Markup Helper

Subsequent, spotlight your search engine optimization product description and click on “Description.”

how to tag your SEO product descriptions in Structured Data Markup Helper

Repeat this course of to tag different parts. Together with the product identify, worth, and mixture score.

While you’re completed, click on “CREATE HTML.”

“CREATE HTML” button highlighted in the top right corner of the tool

Then, click on “End” and comply with the directions offered.

“CREA"Finish” button highlighted in the top right corner of the tool

As soon as your web page is up to date, examine the whole lot’s working with Google’s Rich Results Test.

Tip: Product search engine optimization goes far past descriptions. For extra recommendation, study SEO for landing pages.

7. Embrace Helpful Data

Give consumers all the data they could have to make a buying resolution.

Product descriptions ought to embody options, advantages, and technical specs. However the very best descriptions also can embody utilization and upkeep directions, packaging and environmental info, FAQs, comparability tables, testimonials, and extra.

Listed here are another parts to incorporate in your product pages:

  • Call to action buttons (e.g., “Purchase Now”)
  • Product pictures and movies
  • Pricing and particular gives
  • Supply and returns info
  • Inventory availability
  • Hyperlinks to associated merchandise or classes
  • Buyer opinions
  • Awards and accolades
  • Social sharing buttons
  • Reside chat

Amazon, Walmart, and Apple are the most important retail websites in search, in line with the Semrush Rank for July 2023. So, strive taking a look at their websites for product search engine optimization examples.

Rent a Skilled Author

When you’re brief on time or need higher outcomes, contemplate hiring knowledgeable author on your search engine optimization product descriptions.

On Semrush’s Content material Market, you’ll be able to order product descriptions in minutes. And also you’ll pay a set fee primarily based on phrase depend alone.

Click on “Order Now” underneath the service you need.

Then, fill out the transient to let our workforce know what you want.

hire a professional writer for your SEO product descriptions with Semrush’s Content Marketplace

We’ll match you with a educated author who’s suited to your business. And ship your distinctive product descriptions inside 5 working days.



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