Your pesky customer is on your product page. Oh, you’re in trouble now. The conversion funnel starts with research, so by the time the customer lands on a product page, they will have already researched their pain point or general interest and found possible solutions. They’ll then narrow those down to one solution, which is likely to be a product page.
It’s difficult to lead customers who are in the early stage of their buying process to your product pages. They’re not looking for results like they would be with a more advanced search term, so these searches are few and far between.
In this new era, you must have a strong product page SEO strategy. In the past, singular product searches did not matter too much. Now, there are so many individual searches and, when they crop up, those are worth their weight in gold. The best way to reinforce that your product page keywords are relevant? Write great product descriptions!
This post is about some easy steps for writing conversion-friendly, search-friendly product descriptions. Just by following these simple guidelines you can connect with your valuable target audience and win more conversions.
Research keywords thoroughly to stand tall against competitors
Many people think that the keywords that are used on your product page don’t matter. It’s a common misconception because they are low-volume and low-competition. But the keyword must be precise. On a product page, you will naturally use the product’s keyword because it’s a perfect match for the customer’s search.
Choosing a broad keyword for your product may sound like a good idea, but it could actually be hurting you. Many of the people who search for content or information would consider your product page irrelevant and leave.
The good news is, there are ways to find out much more about your customers. You can see what words they use in their searches. If they include your brand, or other words? What about the popularity of each search? It’s important to know how they’re searching for specific products.
You are trying to understand what customers are looking for. To find out, you will do some product keyword research. It won’t be as broad as your high-competition keywords, but it should still help you understand what your customers are looking for.
You want to know the best way to find keywords? Google has a keyword tool that you may be able to use for free, but it won’t provide you with in-depth data. That’s why SEMrush is a good solution, because it will give you the specific info you need for your business.
Product keywords are one of the most important aspects of SEO, and can determine your success on the internet. Run different variations of your product through a keyword tool and look for keywords with decent search volume. This can be done for niche products that might not have any volume at all.
Prepare a list of benefits your product can offer
An excellent way to get started writing product descriptions is to list the benefits of your product. Remember, people read what you have to say about your products. It’s not just for search engines. In fact, copy is often the final touchpoint for a customer before they can make a purchase.
The best copywriters know that benefits should be front and centre when describing a product. This is because the more benefits you list out the more likely your copy is to be inviting enough to close the sale.
Try different product descriptions to see which works best
Now it’s time to write your product copy. Writing a compelling story is key, but you must also focus on SEO. This is an excellent way to do it. Many experts recommend not thinking about your keywords at this point, so you can concentrate on clear, concise writing.
Languages are complicated! We know that even seasoned SEO pros and copywriters can have difficulty inserting keywords. That’s why we recommend using a strategy where the most important goal is to create the best possible customer-friendly content.
Here we go. Your customer has needs that are not being met. It is important to keep these in the forefront, and to share the ways your product differs from others. For example, you could list your specifications or your product description. It can be both short and punchy, but also more in depth if your customer is interested.
It’s time to add those catchy keywords
Adding keywords to your product description is important because it will help your products rank higher in the Google search engine. However, before you start typing, think about the words that best describe your product. Once it feels complete and you’ve added your keywords to the most natural places in the description, publish it!
Adding keywords in your content can make it more relevant to whoever is reading it. We recommend experimenting with different words, phrases, and variations of sentences to see what works best for your audience.
Nothing is wrong with double checking your work
I’m sure you’ve been in a situation where you had to proofread your own work. This is when the flow of the text matters most. Make sure that your writing is clear and easy to understand, with no grammatical errors or spelling mistakes.
After you’ve finished creating your text, take a step back and assess the final product. Is the font readable? Are paragraphs easy to follow and short? Have you used headers, bullets, and other visual cues to break up the text?
Once you’ve double-checked all your product copy, it’s time for the next step of optimization. Meta data and image size are just two of the many elements that should be optimized. Compressing your images reduces page load time. Once you’re satisfied with all these, publish the changes.
I have recently indulged myself into writing content for blogs and have been doing so for the past 12 months now. My interests are digital marketing, analysis, eCommerce and social media marketing. I’m a SEO consultant & content writer @ Koaas