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How can you write SEO-friendly product descriptions that sound natural?

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Product descriptions are essential for e-commerce websites, as they can influence the buying decisions of potential customers. However, writing product descriptions that are both SEO-friendly and natural-sounding can be challenging. You want to include relevant keywords that help your products rank higher on search engines, but you also want to avoid keyword stuffing, duplication, and bland language that turn off your readers. How can you balance these goals and write product descriptions that attract and convert? Here are some tips to help you out.

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1 Understand your target audience

Before you start writing, you need to know who you are writing for. What are their needs, preferences, pain points, and motivations? How do they search for your products online? What kind of tone, style, and vocabulary do they respond to? By understanding your target audience, you can tailor your product descriptions to match their expectations and interests. You can also use tools like Google Analytics, Keyword Planner, or AnswerThePublic to find out what keywords and phrases they use to find your products.

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Maria Suescum

A blend of Engineering proficiency and Digital Marketing acumen to lead Marketing teams and projects, driving strategic thinking, Design, Data Analysis, and Innovation to achieve business success!
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When writing blogs for different brands, I have discovered Google to be a great tool. Not only with keywords, but with completing a search query. Google does this whenever you begin to type a query, and completes it with the most popular searches. It not only helps you with assertive keyword sets, but with how the audience elaborates that query. It gives you the key to how people think and ask when looking for a certain topic. Another good tool is Search the Public, which gives you multiple queries just how people type and search for the word or term you are asking for.

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2 Highlight the benefits and features

One of the main goals of product descriptions is to persuade your readers that your products can solve their problems or fulfill their desires. To do that, you need to highlight the benefits and features of your products in a clear and compelling way. Benefits are the outcomes or results that your products provide, while features are the attributes or characteristics that make your products unique or superior. For example, if you are selling a laptop, a benefit could be "work faster and smarter with a powerful processor", while a feature could be "10th generation Intel Core i7". You should always link the features to the benefits, and use emotional triggers and sensory words to make your descriptions more vivid and engaging.

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Ian Ferguson

Head of SEO at Venture Stream | Growing Organic Visibility for 10+ Years
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Don't rely on AI like ChatGPT too much. While it's a powerful tool, Google and other search engines are cracking down on AI-generated content. While site owners may have seen initial spikes in traffic, they saw heavy drops lining up with Google's algorithm updates. While AI is only going to get more sophisticated, there are certain tells which give it away (such as it using Z's in content no matter how many times you tell it to write in British English!). Currently, AI just stitches bits of the internet together, so doesn't add anything new to the internet and doesn't offer a fresh perspective. Without heavy edits, you're one algorithm update away from the cliff edge.

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3 Use keywords strategically

Keywords are the words and phrases that your target audience uses to search for your products online. They are also the words and phrases that search engines use to match your products with the search queries. Therefore, using keywords strategically in your product descriptions can help you improve your SEO ranking and visibility. However, you should avoid keyword stuffing, which is the practice of using too many keywords or repeating them unnaturally in your content. Keyword stuffing can harm your SEO performance and readability, as it can make your descriptions look spammy and irrelevant. Instead, you should use keywords sparingly and naturally, and focus on the intent and context of your content. You should also use variations, synonyms, and long-tail keywords to diversify your keyword portfolio and target different search intents.

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Lee'Ann Burgess

Founder, Social Vibe Marketing, Inc. | LinkedIn? Certified Marketing Expert | Global Market Strategist | Social Impact | Sustainability
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Write for the end user while keeping the search engine in mind. Make sure there’s a human element that speaks to the products’ features and benefits. Tools like semrush and Ahrefs are great for a deeper dive into keyword discovery and research, and find what competitors are ranking for to help craft meaningful content that converts.

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Tyler Carter

Dad of 3 | Director, Growth and Development at Carter House Copy + mompark.io | Angel Investor
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Being strategic with keywords enhances online visibility, ensuring that your content is discoverable by search engines. By aligning your keywords with what your target audience is likely to search for, you increase the chances of your content appearing on the first page of Google as opposed to the second, third, or worse (who’s ever made it to the second page?). Also, strategically chosen keywords contribute to the clarity and relevance of your content. That makes your content more appealing to both search engines and human readers. They serve as a bridge between what users seek and what you offer, facilitating effective communication. Ultimately, keywords ensure that your content reaches the right audience and fulfills their needs.

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Amanda Kostro Miller

Conversion-Crazy Copywriter + SEO Writer | Bashing Benchmarks + Breaking Company Sales Records | Registered Dietitian Nutritionist Marketing Writer
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You can strategically place your target keywords within the product title, category tags, URLs and image alt text. However, it must sound natural and logical to the reader. Don't keyword stuff! Then, add in some additional keywords or longtail keywords into the product description body text.

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4 Optimize the format and structure

The format and structure of your product descriptions can have an impact on both your SEO performance and user experience. To make them easy to read, scan, and understand, as well as compatible with different devices and platforms, you should use short sentences and paragraphs, breaking up your text with headings, subheadings, bullet points, and white space. Additionally, bold, italics, or colors can be used to emphasize important words or phrases. For code blocks, such as HTML, CSS, or JavaScript snippets, use

tags to make them stand out and readable. Images, videos, or graphics can also be used to complement the text and visually showcase your products. Furthermore, meta titles and descriptions, alt tags, and URL slugs should be used to optimize your product pages for search engines and social media.
###### Write unique and original content
One of the worst mistakes you can make when writing product descriptions is to copy or duplicate content from other sources, such as your competitors, manufacturers, or suppliers. This can hurt your SEO ranking and reputation, as search engines penalize duplicate content and favor original and unique content. Moreover, it can also hurt your conversion rate and trust, as your readers can easily spot generic and copied content and lose interest in your products. Therefore, you should always write unique and original content for your product descriptions, and avoid using templates or formulas that make your content sound boring and repetitive. You should also use tools like Copyscape, Grammarly, or Hemingway to check your content for plagiarism, grammar, and readability issues.
###### Test and measure your results
Finally, you should always test and measure the results of your product descriptions, and see how they affect your SEO ranking and conversion rate. You can use tools like Google Search Console, Google Analytics, or A/B testing software to track and analyze your performance metrics, such as impressions, clicks, bounce rate, dwell time, conversions, and revenue. You can also use tools like Hotjar, UserTesting, or SurveyMonkey to collect feedback from your users, and see how they perceive and interact with your product descriptions. By testing and measuring your results, you can identify what works and what doesn't, and make improvements accordingly.
######Here’s what else to consider
This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you write SEO-friendly product descriptions that sound natural?

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1 Understand your target audience

2 Highlight the benefits and features

3 Use keywords strategically

4 Optimize the format and structure

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How can you write SEO-friendly product descriptions that sound natural?

1

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3

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1 Understand your target audience

2 Highlight the benefits and features

3 Use keywords strategically

4 Optimize the format and structure

Marketing

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