When you open up an eCommerce store, there are so many things to think about. You want it to look good, you want to build a customer base, and you want to make sure the customer experience is smooth. In fact, there’s so much to think about that unique product descriptions are probably the last thing on your mind. eCommerce store owners should recognize the value of relevant and engaging SEO friendly product descriptions.
Far too many store owners take the easy route—doing little more than copying and pasting product descriptions from the manufacturer. In the long run, that’s really not going to do anything to help your traffic.
Why can’t you just copy and paste?
You should never (never ever!) use the manufacturer’s product descriptions verbatim on your website. Manufacturers send the same materials to all of their retailers. That means that, theoretically, there are already hundreds of sites out there using the exact same product descriptions.
Search engines like Google actually penalize duplicate content. Why? Because hundreds of pages with the exact same copy makes it virtually impossible for search engines to know which one to rank first.
Having unique and original product descriptions is one of the most important things you can do to benefit your search engine listings. Outside of the duplicate content issue, you’ll also find that the manufacturer’s product description isn’t really keyword-rich. If your goal is to attract customers searching for the types of products that you sell, you need to make sure that the copy is optimized with relevant keywords.
On top of helping your organic search rankings, unique and keyword-rich product descriptions help you to have ideal landing pages in shopping engines.
What to do for good product descriptions
- First thing is first, you need to make sure that you find the right balance between explaining the details about the product and describing the benefits to the customer.
- Use relevant keyword phrases throughout the product description copy. This will help search engines recognize the page’s relevance to potential customers’ search queries.
- It’s also a good practice to make sure that the product images have keyword-rich alt attributes.
- The product descriptions themselves should be at least 80 words. This gives you enough space to address the main points and include keyword phrases without getting overwhelming.
Writing original product descriptions can be a daunting task, and does take time to master. Consider hiring a professional particularly for your biggest ticket or higher profit items first. SEO optimized product descriptions that are “bot” and human readable are always worth the investment.
After all, a confused Googlebot is no help to anyone!