SEO And The Power of Product Descriptions
Product Descriptions. Anyone who has worked in e-tail, can tell you how boring these can be. What do you say about the plain white pair of trainers that look like the other 54 pairs of white trainers you’ve already written about and published. I think I can honestly say that white trainers were my kryptonite when it came to not only product descriptions but also photographing and editing.
In my career I’ve written roughly 5,000 product descriptions, if not more! So I know a thing or two about what you should and shouldn’t write. Unlike category descriptions and general SEO content, you’re product descriptions have to resonate with the customers as well as tick all the SEO boxes.
It wasn’t until product 3,501 that it struck me that I had no love for the product descriptions I was writing – so why should the customer. Are my descriptions helping to sell the product? Are they interesting? Do they entice the customer to read more? Well the honest answer is no. I was writing just the same old bog standard crap that everyone was writing on their product descriptions. It had to change. So when a new young clothing company approached me about product descriptions, I threw the product description bible in the bin and showed them a new way of description writing.
Google loves good content, lots of it and engaging. So we started writing product descriptions that were more like mini stories, or ramblings of a barfly style novel.
For example, here are a few cute product descriptions for student clothing;
If David Attenborough wore dresses, then we’re sure this would be a staple piece in his wardrobe. Dinosaurs aren’t just for kids and palaeontologists, go wild and add some Rawr! to your outfit this season.
When someone says Knitted Jumper, do you automatically think of some naff cast off that a great aunt knitted from 40 years ago? Well not anymore! This raglan knitted jumper is an absolute beaut and also available in a Grey Navy combo.
Now was it Elvis or James Dean who introduced the world to this awesome jacket? Either way I’m sure you’ll have some of the older generation telling you all about it from back in their day. We can all agree that this classic jacket is a keeper!
Keep your actual product selling points just that, bullet points. Don’t bog down the SEO product description with boring things like “material made form 100% cotton”. Give some life to your product description, make people giggle, then they might be inclined to share it via social media.
It’s good to start the product description with a question of some kind or strong statement. As shown above, talking about David Attenborough and dresses… yes really. It catches the customers eye to keep reading. Just as long as you get your keyword in there, write something creative!