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When writing your descriptions, always ask yourself: Does this help the online buyer? Does it inform them, enlighten them, and, ultimately, help them make a purchase decision? If you start from square one using this approach, you’re already on the ideal path to writing amazing product descriptions for SEO.
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SEO for Product Descriptions: 5 Steps with Results, Use Cases & Examples
For high-volume online retailers, SEO can play a major role in growing not only organic traffic but conversions and overall sales:
One month after migrating from Demandware, BackJoy saw a 102% increase in sales from organic traffic and a 71% increase in revenue
Nine months after migrating from Magento, iHeartRaves experienced a 130% YoY increase in organic traffic and a 227% increase in revenue
In under a year after moving to Shopify Plus, TULA’s site sessions jumped 95%, organic search traffic 101%, and total transactions 297%
In this article, we’ll examine five steps to optimize your SEO for product descriptions. If you’re curious about getting similar results … schedule a Shopify Plus demo today.
This is a special guest post by Julia McCoy, content marketer, entrepreneur, and bestselling author.
You’re confident about your storefront’s onsite performance. Your page speeds are top notch, your images are professionally shot, and a recent iteration of testing has taken your conversion rate optimization to a new level.
Unfortunately, even if your product descriptions are optimized to sell, that fact alone may not be enough to impact the bottom line. After all, no one can buy your products if they can’t find them.
And, if you’re not number one … you might as well not exist.
SEO product descriptions effects on retailer and general merchandize CTRs through organic search
Retailer and general merchandise CTRs from February 2018 via Advanced Web Ranking
Worse, according to Statista, the average CTR for paid search in ecommerce is a mere 2.69% (that’s the equivalent of being eternally ranked immediately below position five).
SEO for product descriptions brings up a host of difficult questions:
Which keywords should you target?
What’s the perfect description length?
Should you write for engines or people?
Where and how often should you use keywords?
Getting the answers right is essential. Here’s how to do it …
Write for Buyers, Not Bots
Major on Benefits (Include Features)
Target the Right SEO Product Keywords
Let Buyer “Awareness” Drive Your PDP Length
Create Unique SEO Product Descriptions for Each PDP
1. Write for Buyers, Not Bots
The number one rule for good SEO any time, anywhere, is to write for people first … not the search engine web crawlers.
Here’s why: what’s good for your audience is good for search engines, because their main concern is usability.
The whole point of search is to help users find exactly what they’re looking for. If your product descriptions align with this goal, you’re going to please Google and rank well.
For Full Article: https://www.shopify.com/enterprise/seo-product-descriptions