27If you’re launching an e-commerce store or want to revamp your product descriptions, you’re probably wondering how to do it in an SEO-friendly way.

Persuasive meta and product descriptions are critical for your e-commerce website performance. We probably don’t have to tell you that the higher your website traffic, the more users will end up in your store because it will score high ranks in SERP.

Here are 5 tips for writing SEO and meta product descriptions.

1. How to know what customers search for when they look for specific products?

In general, it’s a good idea to conduct some keyword research and learn more about how customers in your niche search for the keywords that describe your products. To do that, you can use Google Keyword Explorer or a third-party solution like BuzzSumo.

Different target groups search for the same things in different ways so you’ll probably be choosing between one of several options. At that point, it’s also good to understand that Google will recognize that certain words are related to one another. Expect Google to equate them and present both options in the search results – no matter what the search term was.

But to know that for sure, do some sample searches and see what your direct competitors are up to. Don’t forget that you might encounter some false positives simply because your niche is very competitive.

2. Can you use the same description for multiple products variants?

From the SEO perspective, it makes sense to do that – that is, unless you have a separate page for each variant of the product (for example, the same product in different colors). But you’ll be providing a much better user experience if you list all of them in a single page where users can quickly select the colors they want to add to the cart. For that reason, you can include one universal description on your product page and add the color options as a drop-down menu or other functionality.

3. Does the keyword must always be at the beginning of all product and meta descriptions?

That’s not necessary. Just make sure that your keywords are in the title and the H1 headings. Apart from that, the only thing you need to remember is that the keywords you’re using are useful to both your target audience and search engines who are trying to understand what your page is about.

4. Why does my keyword search on Google lead me directly to my blog instead of product pages?

Consider the intent of the user who types the keyword. For example, if he or she uses a keyword phrase like “chocolate decorations,” Google might bring them results for phrases such as “how to make chocolate decorations,” “how to use chocolate decorations,” or even “where to buy chocolate decorations.”

If you see that type of content, it means that your keyword has several “how-to” intentions and not only a purchase intention that would lead users directly to a product page. In that case, it’s a good idea to make your blog posts as helpful as possible and include a strong Call-to-Action with a link to your product page.

5. Here are some tips for writing killer meta descriptions

Have a look at your direct competitors to check how your descriptions compare to theirs. For example, if they’re using pricing in their meta descriptions, it’s a good idea to include it as well. Or if you offer free shipping, be sure to add that information in your meta description too.

Don’t forget that the meta description works like a Google ad. If you make it attractive, people will click through it. Also, remember that Google doesn’t consider the meta description as a ranking factor for your website. Still, an excellent description can significantly impact the click-through rate from the SERPs, and that’s something to which Google does pay attention.

The takeaway

Whenever you have doubts about writing your meta and product descriptions, consider what your customers want and what would help them most to find the products you sell.

That’s especially important if you’re targeting audiences who access your website from mobile devices. Instead of asking them to visit separate pages all the time, it’s better to include more functionalities on a single page. When writing your product and meta descriptions, it pays to consider your customers rather than search engines.

Have you got any questions about writing effective product and meta descriptions? Share your thoughts in comments to help us all learn the best SEO practices for e-commerce.