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You’ve launched the products. The photos are strong. The site looks great. But traffic is low, rankings are weak, and the only thing showing up in Google is your brand name.
Sound familiar?
The problem might be hiding in plain sight: your product descriptions. They’re often rushed, copied, or filled with generic buzzwords. But here’s the opportunity: a well-written, search-friendly product description can rank for years and keep driving traffic long after launch.
This guide is for business owners and ecommerce managers who want to get more mileage out of every product page. No fluff, no jargon, just practical advice that works.
Why this matters: SEO scales your best products
Think of SEO as your most consistent sales channel. It doesn’t sleep, it doesn’t need a budget, and once it works, it compounds.
But it only works if your product pages are set up to win. The right description can:
- Rank for long-tail searches
- Attract new customers without paid ads
- Build trust and answer questions upfront
- Improve conversion rates by matching buyer intent
Weak copy means missed traffic and confused users. Strong copy turns searchers into buyers.
Key Tip: Your product descriptions aren’t for you.
This is where a lot of brands trip up. They write from their own perspective, focusing on specs or brand values. But what customers search for, care about, and actually read is different.
The best product descriptions are written for real people, solving real problems, not to impress a product manager.
What good SEO product descriptions look like
Let’s break it down into four parts:
- Headline: Clear and keyword-led
- Opening sentence: Speak to the problem or use case
- Body: Highlight key features and benefits, not just specs
- Close: Reinforce trust, availability, or urgency
You don’t need to write essays. In fact, short and sharp usually performs best. But every word should pull its weight.
Step-by-step: How to write SEO-friendly product descriptions
Step 1: Start with real keyword research
Guessing what customers search for is risky. Use tools like:
- Google Search Console (see what’s already working)
- Ahrefs or SEMrush (find related queries)
- AnswerThePublic (see phrased questions)
Example: You sell wool blankets. Customers don’t just search “wool blanket”. They search “best wool blanket for winter”, “NZ wool throw for sofa”, or “eco wool blankets for allergies”. That’s where you focus.
Step 2: Match search intent
There are three types of product page visitors:
- Browsers: Still comparing options
- Buyers: Ready to check out
- Researchers: Looking for specific info
Your copy needs to help all three. That means including:
- Real benefits, not just features
- Common use cases or scenarios
- Answers to typical buyer questions
Example: Instead of saying “100% merino wool”, say “Made with ultra-soft merino wool to keep you warm without itching — even on sensitive skin”.
Step 3: Use clear, searchable language
Drop the jargon. Use plain English. Be specific. Your copy should sound like something a person would type into Google.
Instead of:Premium quality construction featuring advanced yarn-blend technology.
Try:Woven from durable natural fibres that hold shape and colour over time.
Step 4: Structure your content for skimming
Use headings, bullet points, and short paragraphs. Make it easy for both humans and search engines to scan.
Include:
- A short intro paragraph
- Bullet list of key benefits or specs
- Optional FAQs or care instructions
Example: A skincare product might list:
- Fragrance-free and non-irritating
- Suitable for eczema-prone skin
- Clinically tested in NZ labs
Step 5: Optimise metadata and images
Search engines don’t just look at your visible text. They also scan:
- Title tags (use product name plus keywords)
- Meta descriptions (write a short, benefit-led summary)
- Image alt text (describe what the photo shows)
- URL slugs (keep them clean and readable)
Example:
- Title tag: Organic Merino Wool Blanket | NZ-Made Winter Throw
- Meta description: Stay warm with our NZ-made wool blanket. Soft, breathable, and ideal for sensitive skin. Ships fast across New Zealand.
Common mistakes (and how to fix them)
Mistake 1: Copying manufacturer descriptions
These are often generic, duplicated across many sites, and not written for SEO. They won’t help you rank and they won’t sell your product.
Fix it: Rewrite in your brand voice, using customer language.
Mistake 2: Writing for everyone
Trying to appeal to all shoppers at once waters down your message.
Fix it: Focus on your ideal customer. Think about what they need, what they fear, and what they value.
Mistake 3: Overstuffing keywords
Cramming in keywords makes your copy hard to read and signals poor quality to Google.
Fix it: Use keywords naturally. Focus on readability first.
Mistake 4: Ignoring mobile experience
Most shoppers browse on mobile. Long blocks of text or unclear layouts can kill conversions.
Fix it: Preview your product pages on mobile and trim the fluff.
Mistake 5: Skipping updates
Set-and-forget doesn’t cut it. Search behaviour changes. So do your products.
Fix it: Revisit top pages every 6–12 months to update keywords, features, or formats.
Objection: “We don’t have time to rewrite every product”
Fair. But start with your top sellers. Updating even 10 to 20 key pages can have a measurable impact.
Think of it like product packaging. You wouldn’t send out a best-seller in a plain box. The words on your page are your packaging in search.
What to do now
1. Pick your top 10 products
Focus on your bestsellers or most searched-for pages.
2. Research real search terms
Use Google autocomplete or tools like AnswerThePublic.
3. Rewrite one description properly
Short, clear, specific, with real benefits and keywords.
4. Optimise the metadata
Add a keyword-rich title tag, meta description, and image alt text.
5. Track results
Monitor traffic, rankings, and conversion rate over time.
Done right, SEO product descriptions can drive results for years with no ongoing ad spend. If you’d like a second opinion on your top pages, we’re happy to take a look.
