The content surrounding products needs to satisfy different criteria to other web content. In other areas of a web site, you have a certain amount of flexibility with content. The content of your home page can reflect your business’ personality or be used to engage users. The content on product pages, however, needs to sell the product and inform.

It can be advisable to consult a professional for product description content, and you can talk to our experts at SEO Consult. Having a search engine optimisation professional write your content guarantees that every part of your site is working for your SEO. There are some questions you will need to answer regardless of where your content is written.

• What are the best aspects of the product? These should be mentioned early on in the description. It’s important not to over-sell the product. To avoid this, it can be helpful to simply mention what the product can be used for
• What are the worst aspects of the product? This is just as important as the product’s good points. Internet users frequently compare shopping sites and are unlikely to be unaware of a product’s deficiencies. Providing an explanation can help to sell the product and encourage them to buy from you specifically
• Has the product won awards? The benefits of mentioning these should be obvious. High safety standards are also worth mentioning
• Has the product been the source of warnings? While these are technically negatives, they are important to mention for the same reasons as point number two. Mentioning warnings is also important for your business legally
• Who buys this product? Your product description can make the product more human, and therefore more likeable, by referencing the types of people who use it. This is an old marketing trick. Customers are more likely to buy something if the description already fits them. For example, a baby walker could be sold to ‘parents concerned for the safety of their children’, or to parents who want to ensure ‘baby has plenty of fun time during the day’
• Does this product go well with other products you sell? Many retail sites now feature a helpful ‘you might be interested in’ box on their products pages. Every product presents an opportunity to cross-sell, but don’t overdo it. Users hate being continually told that they should buy more products. Only mention products that make sense together. For example, a user browsing for a set of children’s finger paints might appreciate knowing that you also sell art smocks. A user browsing for a bike will not appreciate having a pirate costume foisted on their attention

It can be helpful to look at product reviews on sites like Amazon when you’re doing preliminary product research. Consumer reviews are a great source of information for everything from complaints to unexpected uses of a product. Featuring your own review section on your site can also be a great addition to your SEO plan.

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