How to write a product text for SEO?

In the competitive world of e-commerce, writing SEO-optimized product copy is crucial to standing out and attracting potential buyers.

It's not just about describing a product, but doing so in a way that search engines find it relevant and useful.

What is a product description and what is it for?

A product description is text that explains the features, benefits and uses of a product. Its main objective is to inform and persuade the potential customer to make a purchase.

When optimized for SEO, it helps the product appear in relevant searches, increasing visibility and sales.

• Inform the customer : Provides details about the product.
• Persuade to purchase : Highlight the benefits and advantages of the product.
• Improve SEO : Helps the product appear in relevant searches.

How to identify the right keywords for your product?

Choosing the right keywords is the first step to writing effective SEO product copy. These words are the terms that users use to search for products similar to yours.

1. Research your market : Use tools like Google Keyword Planner, SEMrush or Ahrefs to find relevant keywords.
2. Analyze the competition : See what keywords your competitors are using in their product descriptions.
3. Include long-tail keywords : These are more specific and less competitive phrases that can attract a more segmented audience with greater purchasing intent.

How to structure a product description for SEO?

A good structure is key to an effective product description. Make sure it is easy to read and scan for both users and search engines.

• Attractive and clear title : Include the main keyword and highlight the product name.
• Concise introduction : Provides a brief summary of what the product does.
• Detailed Features : Lists the main features of the product.
• Clear benefits : Explain how the product can improve the user's life.
• Implicit calls to action : Although not explicit, they suggest how the product can solve problems or meet needs.

How to use keywords in the product description?

The integration of keywords should be natural and fluid, avoiding keyword stuffing that can penalize your site.

• Product Title : Includes the main keyword.
• First paragraph : Use the keyword naturally.
• Subtitles : Includes secondary and related keywords.
• Body text : Integrate keywords organically into product descriptions and benefits.
• Metadata : Make sure to include keywords in the meta description and alt tags of the images.

How to write descriptions that convert?

It's not enough to attract traffic; It is crucial to convert those visitors into buyers. Here are some strategies for writing persuasive descriptions.

• Focus on benefits : More than just technical features, explain how the product will benefit the user.
• Use evocative language : Words that evoke emotions can persuade more effectively.
• Include social proof : Testimonials and reviews can increase buyer confidence.
• Maintain clarity : Use simple, direct language that is easy to understand.

The importance of images and videos in product descriptions

Visual content is essential to complement product descriptions. Images and videos not only attract users more, but they can also improve SEO.

• High-quality images : Make sure they are clear, well-lit, and show the product from multiple angles.
• Demonstration videos : Videos that show the product in use can increase the conversion rate.
• Optimized alt tags : Use keywords in image alt tags to improve search.

How to measure and improve your product descriptions

Finally, it's important to measure the performance of your product descriptions and make adjustments as necessary.

• Web analytics : Use tools like Google Analytics to track the performance of your product pages.
• A/B Testing : Experiment with different versions of descriptions to see which converts best.
• Customer feedback : Listen to what your customers say about the descriptions and adjust accordingly.

Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses; I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and enhancing digital businesses in more than 7 countries and generating more than 1,500 million pesos.