Moz Q&A is closed.
After more than 13 years, and tens of thousands of questions, Moz Q&A closed on 12th December 2024. Whilst we’re not completely removing the content - many posts will still be possible to view - we have locked both new posts and new replies. More details here.
Product Descriptions (SEO)
-
So I would like a few opinions. How long should a product description be? Enough to get the point across? 100 words? 800 words? Over detailed? Any advice would be appreciated.
-
Hello mattl99!
You are really fortunate. You got two 10x responses from Roman and Bob.
I'll add just a little... about.... Your visitors and your niche...
If you are selling very simple and common items that everybody uses and knows about then you don't need to write a huge description - just explain the specs. But, if you are writing about things that involve effort, knowledge and creativity of your visitors to purchase, then you need a lot more than specs. Items for do-it-yourself projects, items for craft/hobby projects, or the tools, parts and accessories needed for complex goods. These require a lot more effort and the visitors both need and expect your expertise to help them decide, purchase, use and enjoy.
-
It completely depends on your niche, your goals, your competition, the amount of time you have, and the expertise level of the person writing the description.
Your Niche and Competition:
Google the top 5-10 product descriptions from a high traffic, important keyword in your industry. For best results, track at least 10 keywords. Each keyword can be different, so you may have to be careful there. Look at the top 5-10 results for a product-related term. Are they long descriptions? Are they short. Are there none? What's the content of them? What features and topics do they have? How's the UX and mobile? I could go on and on.
Your Goals:
Are you looking to do a 10X product description or just throw a little something together. I always recommend re-writing the manufacturer's information in your own words at the very least. See Rands Why Good Unique Content Needs to Die for more
This brings in the writer's Experience Level
Are you a beginner or an expert in the niche? You may not be able to write 10X content if you know nothing. Try rewriting the manufacturer's info for starters. You will learn a lot. Never copy and paste from another website into your own!
Which ends with time and scalability
Do you have all the time in the world or 5 minutes per description. Most medium difficulty level niches require a store with lots of content and at least 200 products just to get started, but it can vary widely and it really depends. Try balancing between not spending enough time and spending all day on one 10X product. Try making your top 10 hitters (by profit) 10X. or make your top 30 or 50 10X. 80% of your profit comes from 20% of your products. Sometimes it's more extreme.
I hope I have helped.
-
According to Statista, the average CTR for paid search in e-commerce is a mere 2.69% ( _Average clickthrough rate (CTR) in Google AdWords - USA between August 2017 and January 2018 ) _That’s the equivalent of being eternally ranked immediately below position five.
In my opinion SEO for products, descriptions bring up a host of difficult questions
- Which keywords should you target?
- What’s the perfect description length?
- Should you write for engines or people?
- Where and how often should you use keywords?
Getting the answers right is essential. Here’s how I do it
- Write for Buyers, Not Bots
- Major on Benefits (Include Features)
- Target the Right SEO Product Keywords
- Let Buyer “Awareness” Drive Your PDP Length
- Create Unique SEO Product Descriptions for Each PDP
When writing your descriptions, always ask yourself:
**Does this help the online buyer? Does it inform them, enlighten them, and, ultimately, help them make a purchase decision? **If you start from square one using this approach, you’re already on the ideal path to writing amazing product descriptions for SEO.
1. Write for Buyers, Not Bots
The number one rule for good SEO any time, anywhere, is to write for people first … not the search engine web crawlers.Here’s why: what’s good for your audience is good for search engines, because their main concern is usability.
The whole point of search is to help users find exactly what they’re looking for. If your product descriptions align with this goal, you’re going to please Google and rank well.
2. Major on Benefits (Include Features)
You cannot write an informative, accurate description of a product unless you understand that product inside-out. Vague knowledge of a product will lead to an equally vague description, one that is unhelpful for your online buyers as well as the search engines.
3. Target the Right SEO Product Keywords
Your job of correctly optimizing SEO for product descriptions must include using the right keywords. This will help search engines understand your pages, which will help internet searchers find what you’re selling.
So, how do you find the right keywords, and how do you use them strategically?
It’s all about narrowing down to the right phrase, and it all starts with a solid keyword tool. SEMrush is a great option, as is KWFinder or Moz Keyword Explorer. These tools let you research specific keywords and give you valuable data about factors like:
- Search volume (how many people are searching for a given keyword)
- Keyword difficulty (how hard it will be to rank for a given keyword)
- Related terms you can potentially use in your content (e.g., longtail keywords)
4. Let Buyer “Awareness” Drive Your PDP Length
Your process of optimizing SEO for product descriptions also needs to include writing at the right length for good search engine results. Unfortunately, there is no set length that works for every product. Instead, best practices demand that you base the length of your descriptions on what your audience needs.
5. Create Unique SEO Product Descriptions for Each PDP
Another must for good SEO is to avoid duplicate content at all costs.
In general, creating similar descriptions for all the products in your online store can cause problems for search engines trying to index your pages.** IN SUMMARY**
SEO for Product Takes Work … But It’s Worth It
There’s no doubt about it: SEO for product descriptions can be tricky.The key is to think of the online buyer’s information needs first and foremost. Then, follow the best practices to make sure your product description SEO skills will net the attention of search engines.
That’s the simple rule of thumb for writing winning product descriptions that do their job without a hitch.
Hopes this info will help you
Regards
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Tags - Good or bad for SEO
We are getting Moz errors for duplicate content because tag pages share the same blog posts. Is there any way to fix this? Are these errors bad for SEO, or can I simply disregard these and ignore them? We are also getting Moz errors for missing descriptions on tag pages. I am unsure how to fix these errors, as we do not actually have pages for these on our WordPress site where we are able to put in a description. I have heard that having tags can be good for SEO? (We don't mind having several links that show up when searching for us on google...) As far as the SEO goes, I am not sure what to do. Does anyone know the best strategy?
On-Page Optimization | | Christinaa0 -
Affect of ™ and ® in title for SEO
I am looking at adding the trademark and rights reserved symbols to some of my titles. I think this might help with click through rate. From what I have found, this shouldn't have an affect on SEO unless it makes the title too long. Is this correct? Stephen
On-Page Optimization | | stephen.volker1 -
Do WooCommerce product tags effect SEO?
I'm just curious if I need these product tags and if they impact in any way at all SEO? - whether that be positively or negatively. on1iRin
On-Page Optimization | | xdunningx0 -
HTML Site SEO (NO CMS)
I have got a client site, which is dated (2007) and has not been shifted to any recognised CMS yet. It is HTML based. Is it possible to SEO on such a site? Is it even worth it? If it is possible to do SEO on this, any suggestions will be highly appreciated. Thank you.
On-Page Optimization | | ArthurRadtke3 -
SEO value of old press releases (as content)?
Howdy Moz Community, I'm working with a client on migrating content to a new site/CMS and am wondering whether anyone has thoughts on the value of old press releases. I'm familiar with the devaluation of press release links from early 2013, but I'm wondering more about their value as content. Does importing old press releases (3-5 years old) create contextual depth of content that has some value for the site as a whole (even though the news contained within is useless)? Or, do these old press releases just create clutter and waste time (in migration). The site has a wealth of additional content (articles and videos), so the press releases wouldn't be covering up for thin content. I'm just wondering whether there's any best practices or a general rule of thumb. Thanks!
On-Page Optimization | | MilesMedia0 -
URL Domain Used in Meta Description
Today I was asked if using a domain url in your meta description can have a negative impact on your website. This description includes a list of the homepage url, but directs visitors to a different internal page of the website. My concern fell with directing visitors to a different page of the site, but promoting the homepage in the description/snippet. With Penguin 2.1 release on the 4th, I'm very cautious of my links/urls. What are your thoughts behind this? What are the possible, if any negative impacts this could have on a site? This URL does have a brand name as so the Title.
On-Page Optimization | | flcity150 -
Missing meta descriptions on indexed pages, portfolio, tags, author and archive pages. I am using SEO all in one, any advice?
I am having a few problems that I can't seem to work out.....I am fairly new to this and can't seem to work out the following: Any help would be greatly appreciated 🙂 1. I am missing alot of meta description tags. I have installed "All in One SEO" but there seems to be no options to add meta descriptions in portfolio posts. I have also written meta descriptions for 'tags' and whilst I can see them in WP they don't seem to be activated. 2. The blog has pages indexed by WP- called Part 2 (/page/2), Part 3 (/page/3) etc. How do I solve this issue of meta descriptions and indexed pages? 3. There is also a page for myself, the author, that has multiple indexes for all the blog posts I have written, and I can't edit these archives to add meta descriptions. This also applies to the month archives for the blog. 4. Also, SEOmoz tells me that I have too many links on my blog page (also indexed) and their consequent tags. This also applies to the author pages (myself ). How do I fix this? Thanks for your help 🙂 Regards Nadia
On-Page Optimization | | PHDAustralia680 -
One site with one product or multi product website
Lets suppose that i have 10 NICHE products under me. Should i make one site for each product or one site overall. If i make 1 site for each product i get several advantages Domain name has keyword Title tags etc will be dedicated to one keyword only. Disavantage - Backlinking for each domain will become tougher. Advantage of one site onl Good management Seo / backlinks becomes easier Blogging to attract traffic becomes easier Can target a lot of keywords through business blogging Disadvantages Can become messy with unimportant keywords gaining importance. SO WHAT DO YOU THINK??? One site per product or One site for all products?
On-Page Optimization | | hith2340