Common SEO product description mistakes (and how to correct them)

Did you know that a few small tweaks to your e-commerce site could dramatically increase your traffic and sales?

Writing amazing product descriptions that stand out from the rest is one of the most powerful ways to improve your SEO and get better results.

Here’s some of the most common mistakes people make with their product descriptions, and how to fix them.

There are lots of stores out there that don’t have product descriptions at all, just a picture. This misses out on a huge opportunity, because Google won’t know what your page is about.

Even simple products need compelling copy that will motivate your customers to buy. Take the example of a silver necklace. A photo of it might look very nice, but without content, there is nothing encouraging a potential customer to buy it.

If a photo was the only thing on your product page, it would be considered thin content, which is very hard to rank and wouldn’t come up in searches.

A description of some of the advantages of the necklace, like being hypoallergenic, combined with a description of the necklace itself – how it contains a stone that shines as brilliantly as a diamond, already makes it more interesting. Add to that a story about buying it for someone very special to you and it suddenly becomes a far more desirable item – and ranks more highly on Google.

By adding a description to your page, you tell Google what your page is about, and help your customers really appreciate your product and what it could do for them.

If you want to increase your search traffic, make sure you include keywords that customers are actually searching for.

By doing some simple keyword research yourself, you can come up with lots of keywords to include in your title, description and content that will help boost your relevance and traffic.

Take the example of a search for ‘light bulbs’. Optimising your copy for ‘incandescent light bulbs’ and not just ‘light bulbs’ could be the difference between showing up in searches or never being seen at all by potential customers.

Keyword research can also give you good ideas on features or benefits to include. In the light bulb example, people could be searching for:

• The spectrum of the bulbs

• The efficiency of the bulbs

• Types of wattage

• If they are recyclable

These are all important points to address in your description to increase your chances of ranking for more terms.

But a word of warning – although keywords are essential, it’s important to avoid keyword stuffing. It can be tempting to use too many keywords on product pages, but you don’t want Google to see your page as having thin content that is stuffed with keywords!

If you’re selling something that a lot of other sites also stock, a common mistake is using the manufacturer’s description for the product. This results in duplicate content, which means Google sees your page as the same as your competitors, meaning it will be very hard to rank.

Creating unique descriptions isn’t always easy when you are selling hundreds or even thousands of products, but investing this time is essential if you want to rank on Google.

You’ve spent a lot of time, money, and effort on your online store, yet your sales are not what you had hoped for.

The key thing you could be missing is your buyers’ trust. If your descriptions are bland and purely functional, you are missing out on a powerful connection you could have with the customer.

Let’s look at that necklace again:

“Our necklaces are the best. They are made of sterling silver and built to last. We offer free delivery on orders over £50. Quality is guaranteed! We are the number one company and the best…”

or…

“You are a woman that knows exactly what she is looking for in a piece of jewellery This timeless necklace is made of stunning sterling silver that will complement any outfit. Nestled within the hypoallergenic pendant is a stone that shines as brilliantly as a diamond. You can dress down with your jeans or wear this with your favourite dress. If you need a necklace that will take you effortlessly from day to night, this is your perfect match.”

In these examples, the first description disregards the customer and focuses only on the features of the necklace. The second example helps the customer feel a connection with the product, making them think it is something they would like in their life.

It’s no good getting your potential customers to your product page if they leave in three seconds. You need to make sure you capture their attention right away.

Consider the difference between these two examples:

2015 Mini Cooper diesel. Silver, one owner. Good condition.

Or you could hook your customer with something like this:

Dreamed of owning a Mini since you were young? Make your dreams a reality and get out on the open road. Nothing thrills like a car with the roof down on a sunny day and our silver Mini Cooper is affordable luxury just for you. Comfortable and stylish cream leather seats complement the immaculate silver paintwork. This 2015 diesel model is low mileage with one careful previous owner.

By hooking the audience with an exciting introduction, you draw the reader in, get them to continue reading and, most importantly, buy your product.

There are two types of potential customers - the in-depth researchers and the skimmers – and you need to appeal to both of them.

You can win the trust of them both with a long well-formatted description which includes bullet points. That way the researchers get all the in-depth information they need, while the skimmers can head straight to the bullet points.

If you have long paragraphs, readers are inclined to get tired and bounce away from the page. By keeping paragraphs short and using sub-headings and bullet points to break up the text, it’s easier to keep your reader engaged.

Your product page is your salesman. You need to be sure it can engage your customers and close the deal.

Like any good sales pitch, the closing sentences should sum up what you are offering and give your product that final push to increase your chances of converting to a sale.

Here is an example of how to seal the deal with your final paragraph:

If you want a smooth ride that is reliable, exciting and comes with many premium features, then the 2015 Mini Cooper is right for you. With just one owner and very low mileage, this car is practically new and begging to be driven on the open road. Finance options are available to help you secure this vehicle today. If you want a fun and reliable car, contact us using the form below today, before someone else does.

That paragraph perfectly sums up the car’s main features and encourages the buyer to go ahead with their purchase. 

Don’t forget that the text nearest the “buy now” button may be the only thing your buyer reads, so you need to make sure it contains all of the most important information.

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