SEO Blog

If your an etailer, your business is to sell products. You can’t hope to do that on reputation or price alone, you need more. What you need is a site of mesmerising product descriptions.

These unique (more on which in a moment) overviews are your frontline marketing tool. They can sell both the click (on search engines) and then the product too. Without a product description that leaps off the page and interacts with your target audience, sales could suffer.

Strangely though, your product description isn’t simply there to sell to your audience. It has a second purpose too.

As already intimated towards, this description will help you to capitalise on search engine rankings for keywords relating to the product. Like all content, it has the power to inform search engines exactly what you’re looking to target.

If you choose to go down the all-too-popular route of simply borrowing a manufacturers description, you stand to lose all benefit. Not only will this content not be specifically targeted for your audience – or even for securing a sale in some instances – it will be duplicate content. This has little or no value in the eyes of both the search engines and consumers that use them.

So, when it comes to product descriptions, do yourself a favour and make sure they are unique.

What else is there to know?

Well, even if you’re not a strong Copywriter, you should be able to inject some life into your descriptions. A drab overview is all well and good, but it won’t do much to inspire consumers to pick up the phone or click through to your checkout area.

Equally, the hard sell might not work for your specific industry and could actually deter visitors. You need to find a style and approach that will appeal to consumers in your sector and won’t leave them looking for more information elsewhere.

Give them everything they want and don’t forget your (and their) primary motivation. If you have products on sale on your site and visitors coming through, then you should be expecting to sell. You can’t win them all, but a good description can certainly go a long way to ensure that you get your fair share – both now and in the future.

A clear call to action will remove any uncertainty in the visitor’s mind. A short introductory paragraph, including your primary keyword (probably the product name) and an inviting overview will lure people in further. Generally though, just keep things nice and tight with high levels of professionalism thrown in for good measure.

This just means eliminating elementary mistakes – spelling, grammar and punctuation – and formatting your product description in a way that can be easily digested. Remember many people won’t read every word, so making sure that copy is clearly signposted with images and H2 headings will help guide readers through.

Getting the simple things right and creating descriptions of a reasonable length (around 200 words) can see a major change in your ROI. It’ll also add to your other SEO work and ensure that your site continues to get seen for a wide range of relevant key terms.