Every ecommerce business with a website worth its salt will understand how important SEO is to increasing your audience.
Search Engine Optimisation will help your webpage move to, and stay at, the top of SERPs (Search Engine Results Pages).
For example, if you’re a gift shop based in Hereford looking to expand your customers with an online shop, then you’ll want your business to be at the top of Google when a prospective customer searches for “gift shop Hereford”.
SEO is an expansive area of marketing that should be kept in mind throughout your website’s copy.
However, what you may not realise is that your product descriptions form a huge part of SEO, and therefore a huge part of your online visibility.
Let’s break down exactly what you need to ensure your ecommerce product content descriptions draw your audience to your site and ultimately increase your profits.
A meta description is the text that will appear on the search engine results below your website home page, product category or product. It’s a keyword-based summary of a specific page with a maximum of 160 characters, so keep it short and to the point!
If your Hereford gift shop is selling a photo album, for example, the meta description for that product category would read something like:
Discover a great range of beautiful photo albums, a great gift for friends and family, on our website today! Buy online now or visit our Hereford gift shop.
If it’s for individual product content, then just make it more specific: mention the product’s unique features, and use tools such as Google Analytics to hone in on appropriate high-ranking SEO keywords.
Does your product already have a specific title? If so, be sure to include keywords here, such as the brand name and the colour. Don’t be afraid to be more creative: Amazon is a great place to look for product content title examples, as sellers compete to be at the top of the search results. Again, it’s worth checking out which keywords will help your visibility increase.
You need your product to shine through in its copy. Aim for around 100-200 words in total: you don’t want to bore people, but you want them to know your product specs and, above all, the benefits. Be creative, as this could be the make-or-break when it comes to the sale!
Be sure to include keywords here, as this will help your product page’s rankings. It’s also worthwhile mentioning how your product could be used. Formal clothing, for example, could be “ideal for weddings, celebrations and date night – lucky you!” Alternatively, that photo album “makes a great present for your nearest and dearest: why not fill it with a couple of pictures of you together to get things started?”
Obviously, getting the tone right is essential here, too. It has to match the rest of your website, so if you like to take a friendly and casual approach to your copywriting, then your product content should be the same. Conversely, if your brand is more business-like, your tone should match this across all your ecommerce product descriptions.
It’s essential to include your product specifications at the end of your product copy to ensure customers know the necessary details e.g. weight and dimensions (if necessary). Don’t worry about SEO here: stick to bullet points and make them succinct.
Show the product off!
Creating a product page that delivers ROI isn’t just about the content writing. It’s important that images of your product complement your product content. If your product has an interesting detail, then not only should the copy mention this, but there should also be a high-quality photograph of said detail. Aim for around 3-5 images for clarity and to ensure you’ve covered all angles (literally).
Customer reviews form an important part of your product listing, as savvy customers will at minimum skim read these before making the final decision on purchasing.
While you can’t guarantee that every review you receive will be five stars, one way to guarantee better reviews is to engage with your customers before, during and after the sales process.
By engaging, we mean posting on social media and responding to comments.
It’s a good idea to set up a Facebook page if you haven’t already done so; likewise, an Instagram account. This way, you’ll be able to respond to users there and then – even if it’s just an acknowledgement of their comment.
An advantage of social media is that when you’re ready to post, users will be anticipating your product – meaning that you’ll have customers ready to purchase before you’ve even listed what you’re selling. Speaking of being ready to post…
When you’re happy with your ecommerce product content description, go through this checklist to ensure that you have everything you need to encourage sales. You should have:
Of course, product content is best written by professional ecommerce content writers, who can produce search-optimised copy that helps to showcase the best aspects of your products.
Using a content writing service such as Copify is quick, professional, simple and will help your products stand out.
When you utilise the right tools and take these tips into account, you’ll see your products soar on SERPs!