Product descriptions are an essential part of any e-commerce brand. We all know that potential customers read product descriptions to understand more about your brand and products.
But they’re not the only ones reading...
...search engines are too.
When optimized for search engines, product descriptions help to make your product more discoverable which drives traffic to your store.
Whether you're a copywriter or entrepreneur, writing SEO-friendly product descriptions can prove a challenge. From keywords to brand voice, there's plenty to consider when you eventually put pen to paper.
On top of all that—you have the times when you find yourself stuck in a creative rut or with simply too many products to manage.
Product description generators are therefore a great way to automate the time-consuming (and often expensive) task of crafting compelling SEO product descriptions.
In this article, we'll take a closer look at how product description generators can help you write better SEO copy and optimize your workflow.
What is an SEO product description?
An SEO product description is a carefully crafted piece of content that aims to optimize your product's visibility on search engines. It goes beyond simply describing the features and benefits of your product; it incorporates targeted keywords and phrases that potential customers are likely to search for. By doing so, it improves your chances of ranking higher in search engine results and driving more organic traffic to your online store.
Why SEO product descriptions are important
The e-commerce marketplace is filled with brands jostling for attention. Optimizing your product descriptions for search engines helps you cut through the noise, giving you an edge over your competition.
Not only do they rank better on SERPs, but SEO-friendly descriptions are also the deciding factor between a potential customer clicking on your product or scrolling right past it. This, in turn, helps to boost organic search traffic and drive conversion for your brand.
Optimized product descriptions can provide several benefits for your business:
- Higher search engine rankings. Well-optimized descriptions that include relevant keywords and phrases help search engines understand what your products are about and determine their relevancy to search queries. This can boost your rankings and visibility.
- Increased click-through rates. Descriptions that clearly explain your products in a compelling way encourage more potential customers to click on your listings and visit your website.
- Reduced bounce rates. Optimized descriptions that provide all key details help visitors find exactly what they need without having to leave your page. This keeps your bounce rates low and conversion rates high.
- Stronger brand messaging. Consistent SEO descriptions across your products reinforce your brand's unique value proposition and messaging.
- Additional purchase incentives. Descriptions that highlight key benefits, features and specifications can give customers more reasons to purchase by addressing questions and objections.
How to write SEO product descriptions
But what exactly does it entail? In this section, we go through the key elements of an SEO-friendly product description.
1. Include SEO keywords
Optimized descriptions include the strategic use of a primary keyword (usually a long-tail keyword), along with other related terms. These keywords help search engines understand what your product is about, and help potential customers find your product more easily.
2. Highlight product benefits
More than just describing its features, an SEO description should draw the customer's attention to how the product can personally benefit them (e.g. by solving a problem they face). A compelling description will encourage customers to click through, signaling to search engines that the product is valuable to customers and aligns with their search intent.
3. Write unique content
Duplicate content often hurts search engine rankings, as search engines struggle to determine the relevance of each version to the search query. For one, Google makes adjustments to the indexing and ranking of a page in some instances of duplicate content.
SEO-friendly product descriptions aren't duplicated from a manufacturer's website or other online retailers but fresh, original content.
4. Optimize for length
The length of SEO-friendly descriptions are optimized to reflect their audience's level of awareness. The less knowledge they have about the product, the more information its description should contain to convince them of its value (Shopify offers a more detailed explanation here).
5. Avoid keyword cannibalization
Another important aspect to consider when writing SEO product descriptions is to avoid keyword cannibalization. Keyword cannibalization occurs when multiple pages on your website target the same keyword or keyword phrase. This can lead to confusion for search engines and dilute the relevance of your content.
To avoid the issue of keyword cannibalization, it is essential to conduct thorough keyword research and ensure that each product description focuses on a unique set of keywords. By targeting different keywords for each product, you can greatly improve your chances of ranking well in search engine results pages. This will help search engines understand the relevance and value of each product, increasing the visibility and discoverability of your website.
6. Add a call to action
It's essential to include a strong call to action (CTA) that encourages potential customers to take the desired action when writing compelling and informative SEO product descriptions. A well-placed CTA can significantly increase the conversion rate and drive more sales.
When crafting your call to action, consider using persuasive language that creates a sense of urgency and motivates the reader to take immediate action. For example, you can use phrases like "Shop Now," "Limited Time Offer," or "Buy Today" to prompt customers to make a purchase.
7. Focus on benefits
It is important to communicate these benefits clearly and concisely. Use bullet points or short sentences to highlight the key advantages of the product. This helps potential customers quickly understand how the product can improve their lives and why they should choose it over alternatives.
Remember to tailor the benefits to your target audience. Consider their needs, desires, and pain points. By aligning your product descriptions with your target market, you can make them feel understood and catered to, which increases the chances of conversion.
For products where you have insufficient data to craft a benefit-focused product description, you may use product data enrichment where your product data is enhanced with more useful and compelling details.
8. Personalize the experience
Tailoring your SEO product descriptions to resonate with your target audience can make a significant impact. Use language and references that appeal to their preferences, interests, or values. By understanding your audience's needs and aspirations, you can create a personalized experience that makes them feel seen and understood. Consider using customer personas or segmentation data to craft descriptions that speak directly to specific customer segments. Personalization can enhance the overall customer experience and increase the likelihood of conversion.
How a product description generator helps you write SEO product descriptions
With all that to consider, using a product description generator to craft SEO-friendly product descriptions would certainly help to simplify the task—more so if it involves a large number of products.
1. It optimizes your copy
With some product description generators, you'll be able to input your target SEO keywords and product features. This will allow them to understand your product better and incorporate these keywords and features in the generated output.
A good product description would be able to do this in a fluent, natural-sounding way. After all, you're writing product descriptions for humans and not search engines.
2. It generates unique content
No matter how similar your products may be, a product description generator can write compelling copy that's original. This is especially helpful for brands that sell products with similar features, as it allows you to create unique copy— while still keeping to SEO best practices.
Using a product description generator also ensures that you'll be able to produce creative, high-converting copy consistently, even when you've run out of ideas.
3. It saves you time
A product description generator ensures that you won't have to craft a product description from scratch, which can be both tedious and time-consuming. Rather than spend hours trying to come up with a clever, catchy way to describe your product, it'll give you something you can easily work off.
An effective product description highlights the benefits of the product—something you can only write about if you have a good understanding of the product itself. Providing product description examples can help illustrate how to highlight the right features and benefits in your own product descriptions. If your brand offers a diverse range of products, using a product description generator saves you the time you would've otherwise spent researching each product.
This frees up time you can now use to focus on more macro-level tasks like keyword research or track KPIs.
4. It makes you adaptable
Product description generators afford you speed, efficiency and adaptability in your copywriting. They allow you to churn out quickly product descriptions that are optimized for what your audience is searching.
You'll be able to maintain your relevance in the ever-changing e-commerce marketplace, capitalizing on seasonal trends or jumping at new trends as they emerge.
For example, you can easily generate a new set of product descriptions for the upcoming holiday season and quickly swap them for more generic content once it's over.
Top features a good product description generator should have
With plenty of product description generators out there, here are a few key features to look for when picking one to try:
- Writes fluently: Crafts compelling product descriptions that are SEO-friendly but, more importantly, natural-sounding.
- Easy-to-use: Has an intuitive user interface that allows you to easily input product information, generate descriptions and refine the output—all on a simple platform.
- Integrates with your existing workflow: Connects directly to your product management systems or allows you to import product data in formats you already store them. For instance, our Shopify product description generator connects with your Shopify store and automatically pulls all your product information from your storefront.
- Leverages on copywriting frameworks: Writes effective product descriptions using established copywriting frameworks.
- Manages content in bulk: Provides the option of managing and generating descriptions for a large number of products at once, which will be important as you scale.
How product description generators work
Product description generators are tools that help you automatically craft product descriptions. Most tools require you to input some information about the product, such as its title or attributes. The generator then takes this information and churns out well-written product descriptions that incorporate your input.
Although they may not be perfect all the time, the generated descriptions can certainly help you kick start your creativity and give you something you can work off.
Conclusion
SEO-friendly product descriptions are crucial, yet most of us can barely afford the time to start writing them from scratch. That's where a product description generator can come in to automate the process, helping you craft quality content more consistently, in a fraction of the time.
At the end of the day, it's really about finding the one that works best for you, given your current workflow and desired writing style. You'll find several product description generators online. Look for one that helps you generate high-converting, SEO product descriptions, while saving you the most time and effort.
For a start though, you can always try Hypotenuse's very own product description generator.
