SEO for ecommerce: how to optimize product descriptions in your online store

To achieve a good positioning in the search results of Google and other search engines, it is necessary to think about SEO for ecommerce. 

There are several aspects that ensure a good positioning for your website, but the first and most important is the quality of the content, so start by carefully describing the products/services in your online store.

In this post, we’ll cover what you should do to create the best description and not miss any opportunities to improve your page’s SEO.

How important is SEO for ecommerce?

SEO (Search Engine Optimization) is a set of techniques and strategies that allow a website to improve its positioning in organic results (unpaid) from search engines like Google and Bing.

This allows a page to improve its visibility and, consequently, increase the number of visitors.

To better understand the importance of SEO for ecommerce, think of it this way: all search engines have the mission of crawling thousands of websites, searching for the term entered by the user.

In order to find the most relevant websites, search algorithms evaluate the originality and relevance of a page.

The one at the top of the list has the best SEO, that is, the one that best meets the criteria considered important by search engines.

Now, search engines can’t read images, which makes the text on your website extremely important, as this is what they will analyze to determine whether the content is relevant to the user’s search.

So, if you want your company to be at the top of results, appearing on the first page, you need to produce SEO-optimized content, starting with your product descriptions. 

SEO for ecommerce: how to get your product descriptions right

To optimize your SEO for ecommerce with a readable and user-friendly product description, we recommend applying the following guidelines:

1. Highlight the product’s key features

An e-commerce website often faces stiff competition.

To stand out, both to search engines and users, it is important to create a detailed description of the item sold, listing its features and benefits.

See, in the following example, how the website creates elaborate product descriptions to optimize its SEO for ecommerce, providing useful information to the visitor.

2. Know your product

Without a thorough understanding of the product, you may not be able to write about all of its features in a way that satisfies and convinces the user.

An SEO friendly description often requires you to have mastery over what you are selling. It is important to know:

• The purpose of using a product/service
• How it works
• What are its main benefits for users?
• Technical details of operation and use

In the example below, notice how all the important details about the laptop stand are presented in the description.

To share these details with authority, without making mistakes that could harm your customer and, consequently, the reputation of your online store, you need to have a good understanding of the product you’re selling.

3. Define your target audience

The effectiveness of SEO for ecommerce depends on your copywriting (sales text) which, to be well constructed, depends a lot on how much you know your target audience.

It’s much easier to write effective sales copy when you know what type of person it’s aimed at.

To determine who your target customer is, assess the common behavior of your target audience and map their pain points.

This will help you understand their habits, interests, and desires, so you can write sales copy that’s targeted to the potential buyer. Here’s a good example:

4. Use simple language

Word selection for a product description is critical and, once again, largely depends on your target audience. However, when it comes to readability, all text needs to be simple and clear.

When trying to make an online purchase, users do not expect to come across words they are not familiar with, therefore, avoid slang, local expressions and uncommon words.

Over-embellishing the text, using too many words to describe a product whose purpose is already clear to the consumer, can hinder rather than boost sales.

5. Write an original text

The uniqueness of a page is a central element in SEO for ecommerce.

A few years ago, most marketers used to copy a competitor’s product descriptions and make only minor changes. That doesn’t work anymore.

Search algorithms have been improved and value the originality of your product descriptions.

Here are some quick tips for creating your text:

• Define a content structure. Users typically scan content in an F-shaped reading pattern.
• Start with the main features of your product.
• Add benefits to remove the customer’s guilt after making a purchase.
• Show practical examples so they know the different uses and capabilities of the product.

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6. Add keywords strategically

Defining the most important keywords for your business is the first step to getting SEO for ecommerce right.

Keywords are terms or phrases that users enter into the search engine every time they do a search. 

They serve as “keys” to find relevant information in response to the search. For example, if you have a jewelry e-commerce business, some keywords for your business would be: jewelry, online jewelry sales, bracelets, earrings, etc.

After making this list, work them into your entire text, but sparingly. Unnecessary keyword stuffing can hurt your rankings.

If you try to repeat a word more than 2-3 times in a 200-300 word document, the search engine may remove your product page from the top positions and classify it as spam.

Here are some tips for you to consider:

• Avoid excessive repetition of keywords.
• Add keywords to the title, subtitles, and body content of a landing page.
• Optimize images by inserting keywords into the file name, ALT tags, and image description.
• First, write an informative description, then optimize it for SEO.

See, in the following example, how the keyword “salt lamp” is used naturally in the product title and description.

Invest in SEO, ensure fast delivery and sell more

Writing well-optimized product descriptions is a continuous process of improvement that can be tiring, but it’s worth it.

There are several ways to work on SEO for ecommerce and describe a product, but your focus should always be on providing clear and useful information to the user.

Use content to improve your positioning and, above all, convince your customers of the quality of your products/services and how they meet their needs.

Furthermore, ensure the fast and safe delivery of what was sold.

It is essential for the success of an online store that the purchased product arrives intact and as quickly as possible at the customer’s home.

To achieve this, entrepreneurs are increasingly seeking to form partnerships with reliable delivery companies.

Focused on ecommerce and express delivery, the app Delivery365 is a complete solution for your business.

Among the advantages that the app offers, the following stand out:

• Own online freight quotation system;
• Tracking code;
• Ways to receive payment online;
• Base of hundreds of registered delivery people.

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All this to ensure the viability and perfect functioning of your e-commerce and online sales.

Visit our website, get to know our services, and offer the best delivery solution for your customer.