What They Are & Easy methods to Write Them

What Is an website positioning Product Description?

An website positioning product description is written content material that’s designed to tell consumers a couple of product, convert consumers into clients, and enhance the product’s visibility in unpaid search outcomes. Ecommerce websites can use website positioning product descriptions on product pages to rank increased for related key phrases in Google.

For instance, right here’s a product description from Hydro Flask:

an example of a product description from Hydro Flask

This helps the web page rank for key phrases like “64 oz water bottle”:

an example of "64 oz Wide Mouth" water bottle from Hydro Flask in Google SERP

This key phrase alone will get 9,900 searches per 30 days, based on Semrush’s Key phrase Overview instrument. And it has business search intent (i.e., customers are doing analysis earlier than making a purchase order choice).

search volume and intent metrics highlighted for “64 oz water bottle” in Semrush’s Keyword Overview tool

So, you may see the worth in doing website positioning for product pages.

You may also use website positioning product descriptions in different areas, comparable to:

Easy methods to Write website positioning Product Descriptions

Learn to write a product description that generates natural site visitors and conversions.

Listed below are seven greatest practices:

1. Optimize for Goal Key phrases

When doing website positioning for merchandise, goal key phrases are search queries you wish to rank for.

Utilizing goal key phrases in product descriptions can assist you rank increased in search outcomes. As a result of it helps show your product is related to the person.

To search out what folks search on Google, carry out key phrase analysis with Semrush’s Key phrase Magic Device.

Enter a phrase or phrase associated to your product. 

Then, select your nation and click on “Search.”

search for "water bottle" in Keyword Magic Tool

You’ll see key phrases that comprise your beginning time period(s) or an in depth variation.

To deal with key phrases that folks use whereas purchasing, filter for transactional search intent.

Like this:

filter for transactional search intent in Keyword Magic Tool results for "water bottle" keyword

In the event you’re optimizing your product feed, filter for key phrases that set off product itemizing advertisements. And different Google Purchasing-related SERP options.

Like this:

an example of filtering for for keywords that trigger product listing ads in Keyword Magic tool

When you’ve completed making use of filters, select goal key phrases. Ensuring your product matches what the searcher is searching for.

Typically, extra particular key phrases are higher for website positioning product descriptions. Despite the fact that their search volumes are prone to be decrease.


Lengthy-tail key phrases are likely to have decrease key phrase issue scores. That means it’s simpler to rank on Google’s first web page.

volume and keyword difficulty columns highlighted in the results for "water bottle" related keyword

Plus, particular key phrases appeal to extremely focused site visitors. That means your gross sales conversion charge needs to be increased.

Consider it this fashion:

Who’s extra possible to purchase a 64oz chrome steel water bottle: Somebody who searches for that precise factor, or somebody who searches “water bottles”?

No matter key phrases you select, incorporate them naturally.

Don’t write one thing like this:

Keep hydrated with our 64oz Stainless Metal Water Bottle, your final hydration companion! This 64oz chrome steel water bottle, constructed from high quality chrome steel, is the water bottle for all of your hydration wants. Neglect about different water bottles, this chrome steel bottle with a 64oz capability retains your water cool all day. In the event you’re in quest of a water bottle, then our 64oz Stainless Metal Water Bottle, that includes chrome steel development, is the very best water bottle alternative for you.

Forcing key phrases into your website positioning product descriptions is a observe generally known as key phrase stuffing. It’s in opposition to Google’s spam policies. And it could possibly put potential clients off, too.

Tip: Discover key phrases on your Amazon product descriptions with the Key phrase Wizard for Amazon.

2. Undertake the Proper Tone of Voice

Tone of voice refers back to the persona behind your model’s writing. 

Choosing the proper tone of voice—and utilizing it constantly—helps you construct a model identification. And interact your target market.

So, it’s vital that it shines via in your website positioning optimized product descriptions.

For instance, Firebox makes use of humor to emphasise the quirkiness of its merchandise:

Freshly Baked Bread Slippers," which includes sentences like "Gluten-free for all you coeliacs out there.

Whereas Nike empowers audiences with robust and assured language:

Product description for trainers, which begins: "When your workouts wade into the nitty-gritty, the Nike Free Metcon 5 can meet you in the depths..."

For assist with tone of voice, use Semrush’s website positioning Writing Assistant.

The instrument analyzes your textual content in actual time. And highlights sentences which might be too informal or formal, based mostly in your goal tone.

Semrush’s SEO Writing Assistant helps you adjust tone of voice

The website positioning Writing Assistant additionally scores your originality, readability, and website positioning. 

In the event you need assistance rephrasing or composing content material, benefit from the Good Author instruments. 

Smart Writer tools highlighted on the right side in SEO Writing Assistant

3. Show Your Product’s Worth

To steer folks to purchase your product, it’s essential present the worth that’s in it for them.

So, use the following pointers when writing product descriptions:

Translate Options into Advantages

It’s vital to clarify the profit behind every product characteristic.

For instance, folks don’t actually care that this Dyson vacuum cleaner has nylon bristles. However they do care that these bristles “take away cussed dust and pet hair from carpets and rugs.”

an example of Dyson vacuum cleaner product description: "Stiff, dense nylon bristles agitate and remove stubborn dirt and pet hair from carpets and rugs.”

Use Way of life Copywriting

Way of life copywriting is about promoting the experiences a product can supply.

It paints an image of a life the target market wishes. To faucet into their aspirations and feelings. And, in the end, immediate purchases.

Let’s say you’re writing an website positioning product description for mountaineering boots.

In addition to speaking about options and advantages, you can speak about adventures within the wilderness. Enjoyable days out with the household. Or no matter appeals to your target market.

In the event you haven’t already, create purchaser personas (profiles that characterize every kind of goal buyer).

All through this course of, you’ll outline your goal clients’ objectives, values, and ache factors. And doc them for simple reference.

Right here’s an instance created with the Semrush Persona instrument:

an example of a buyer persona created with the Semrush Persona tool

Help Your Claims

When making claims about your product, it’s essential again them up. As a way to construct belief together with your potential clients.

Many entrepreneurs fall into the entice of constructing generic and unsubstantiated claims—for instance, saying {that a} product is “simple to make use of.”

As a substitute, clarify the best way to use the product. And let readers come to that conclusion themselves.

Information and figures may also encourage confidence in your merchandise.

For instance, right here’s a part of Amazon’s product description for the Kindle Paperwhite:

Kindle Paperwhite is IPX8 rated to shield in opposition to unintentional immersion in up to two meters of contemporary water for up to 60 minutes, and up to 0.25 meters of seawater for up to 3 minutes.

4. Enhance Readability

Make your website positioning product descriptions simple to learn. In order that consumers can discover and take up info extra simply. 

Listed below are a couple of easy suggestions you should use:

  • Use correct spellings and grammar (instruments like Grammarly can assist)
  • Exchange advanced phrases with brief, acquainted phrases
  • Take away pointless phrases to maintain your writing concise
  • Preserve sentences brief (underneath 20 phrases)
  • Keep away from the passive voice
  • Break up textual content utilizing line areas, headers, bullet factors, and so on.

Questioning how lengthy a product description needs to be?

Get a really helpful textual content size and readability rating on your product web page with Semrush’s website positioning Content material Template.

Enter your goal key phrase(s), select your location and machine, then click on “Create content material template.”

SEO Content Template tool

The instrument will analyze your prime 10 Google rivals. And construct a content material temporary accordingly.

Scroll right down to the “Key suggestions” part:

an example of “Key recommendations (based on your Google top 10 rivals” section in SEO Content Template tool

See how rivals use your goal key phrases, too. 

These website positioning description examples can assist you write your individual content material. And optimize it successfully.

"See how competitors use your target keywords" section in SEO Content Template tool

Whenever you’ve completed reviewing your temporary, return to the highest of the web page. The place you’ll discover numerous choices:

  • Order content material writing: Ship the temporary to knowledgeable author
  • Export to DOC: Save your temporary as a .docx file
  • Actual-time Content material Verify: Use your temporary within the website positioning Writing Assistant
"Order content writing," "Export to DOC" and "Real-time Content Check" buttons highlighted in SEO Content Template tool

5. Use AI to Your Benefit

AI copywriting instruments could make it faster to jot down website positioning product descriptions.

For instance, the AI Writing Assistant has instruments for:

  • Amazon Product Descriptions
  • Ecommerce Description Bullet Factors
  • Ecommerce Product Names
  • Ecommerce Product Descriptions
  • Product Descriptions

Create your free account and select the instrument you’d like to make use of.

a sample of tools in AI Writing Assistant

Then, fill out the shape and select the variety of outcomes you need.

Click on “Generate” once you’re accomplished.

Amazon Product Descriptions tool

Select your favourite outcome. And click on “Verify Plagiarism” to make sure the textual content is unique.

"Check Plagiarism" with Amazon Product Descriptions tool

You’ll be able to then copy or save your product description.

once you are satisfied, copy or save your product description from Amazon Product Descriptions tool

No matter AI instrument you employ, it’s essential to fact-check your content material earlier than publishing.

And for the very best outcomes, make different enhancements manually. Primarily based on the guidelines on this information. 

The extra your website positioning product descriptions are tailor-made to your model and target market, the higher their outcomes needs to be.

Tip: For a similar purpose, keep away from utilizing fill-in-the-blanks product description templates. Boilerplate content material provides much less worth to the reader and should hurt your website positioning.

6. Add Structured Knowledge

In the event you add structured information (or schema markup) to your product pages, Google can create wealthy snippets.

These are enhanced search outcomes. Which might drive extra site visitors to your website.

For instance, the outcome under contains the product’s ranking and worth. In addition to weight and peak info. All due to product structured data.

an example of Google search results which includes the product’s rating and price

To get began, go to Google’s Structured Data Markup Helper.

Choose “Merchandise.”

Then, enter your product web page URL and click on “Begin Tagging.”

enter your product page URL to Google’s Structured Data Markup Helper

Subsequent, spotlight your website positioning product description and click on “Description.”

how to tag your SEO product descriptions in Structured Data Markup Helper

Repeat this course of to tag different components. Together with the product identify, worth, and combination ranking.

Whenever you’re completed, click on “CREATE HTML.”

“CREATE HTML” button highlighted in the top right corner of the tool

Then, click on “End” and comply with the directions offered.

“CREA"Finish” button highlighted in the top right corner of the tool

As soon as your web page is up to date, test all the pieces’s working with Google’s Rich Results Test.

Tip: Product website positioning goes far past descriptions. For extra recommendation, study website positioning for touchdown pages.

7. Embody Helpful Info

Give consumers all the data they may must make a buying choice.

Product descriptions ought to embody options, advantages, and technical specs. However the very best descriptions may also embody utilization and upkeep directions, packaging and environmental info, FAQs, comparability tables, testimonials, and extra.

Listed below are another components to incorporate in your product pages:

  • Name to motion buttons (e.g., “Purchase Now”)
  • Product photographs and movies
  • Pricing and particular provides
  • Supply and returns info
  • Inventory availability
  • Hyperlinks to associated merchandise or classes
  • Buyer evaluations
  • Awards and accolades
  • Social sharing buttons
  • Stay chat

Amazon, Walmart, and Apple are the largest retail websites in search, based on the Semrush Rank for July 2023. So, attempt their websites for product website positioning examples.

Easy methods to Rent a Skilled Author

In the event you’re brief on time or need higher outcomes, think about hiring knowledgeable author on your website positioning product descriptions.

On Semrush’s Content material Market, you may order product descriptions in minutes. And also you’ll pay a set charge based mostly on phrase rely alone.

Click on “Order Now” underneath the service you need.

Then, fill out the temporary to let our workforce know what you want.

hire a professional writer for your SEO product descriptions with Semrush’s Content Marketplace

We’ll match you with a educated author who’s suited to your trade. And ship your distinctive product descriptions inside 5 working days.