Would the Mona Lisa be hanging in the Louvre if Da Vinci hadn't done his SEO? Your work deserves to be seen and keywords will get it in front of the right people. To optimise your product descriptions for search engines, think about what words people would use to find your product online and include them in your product description. For example, some words to include for the product above could be
kingfisher, bird, British wildlife and nature. So, instead of calling it 'men's tee number 1', call it Kingfisher T-shirt and use the rest of those words in the description. The more accurate and informative your production description, the easier it is for people to find your brand and purchase from you.
2. Include your brand keywords
Alongside using words that represent your product, include more general key words that represent your brand. For a sustainable clothing brand like Rapanui, it means including words like renewable, organic, natural and cotton. Including these words helps the Kingfisher tee show up in searches for sustainable clothing brands, as well as searches for t-shirts with birds on. All of this stuff together is what people mean when they talk about SEO. Write naturally, helpfully and in a descriptive way. Pepper in words that people might use to show up in search results and you're good to go.
3. Just chat to your customer
The best product descriptions match their ideal customers' tone of voice. Matching the way your customer speaks will make it easier for them to understand your writing and help your product connect with them on an emotional level (this hugely encourages them to hit checkout). A great way to understand your customer's tone of voice is to imagine how you would speak to them if you were selling your product to them face-to-face. Think about what you'd say and how you'd say it, then use that language in your writing. For example, if you were selling to a surfer you might use words like rad, stoked and awesome. Another way to find your customer's tone of voice is to look at other brands you think they'd like and see what kind of stuff they write. Make a word cloud of terms that people will use to search for your product, words that represent your brand and language your customer uses.
4. The full stop is your friend
Great product descriptions can be skim-read in a few seconds and tell you everything you need to know. If a customer is thinking about buying, a short powerful product description will be a quick final boost of encouragement. Try to avoid lengthy complicated product descriptions as they can distract the customer from buying. To help keep your product descriptions short, start by listing the best qualities of your product in bullet points, then turn those bullet points into sentences. Pick out terms from your word cloud to use in your points. Get rid of any Yeah, yeah sentences. These are phrases customers read and think yeah, yeah, everyone says that such as excellent quality, or available in many different colours. Add in some personality by being as specific as possible about your product and explaining why each feature is so good. Google also favours unique, descriptive product descriptions so writing is this way is great for SEO, too. Generally it takes people a little while to warm up when they're writing. An easy way to remove fluffiness from your product descriptions is to delete the first and last sentences.
5. Go on, tell me a story
Show your brand's values and link your product to the world by including mini stories within your product descriptions. For example, Rapanui's product description quotes Greta Thunberg, then goes on to explain how their design is fighting against climate change. If your brand has feminist values, include quotes that resonate with you. All about wildlife? Add in some nature facts. If your designs are inspired by musicians add in some lyrics. Are you ready to help people connect with your products and increase your sales? Boost your product descriptions today.
