There’s no doubt that writing up product descriptions is hard work. Product descriptions are possibly the hardest of all web copy to write. They have to persuade the user to buy the product, but at the same time avoid scaring them off with too much marketing pushiness. They can clinch the deal, or they can turn the user away. Even worse, every product needs a description, and if you’re interested in the search engine optimisation of your site, each description needs to be unique. Getting rid of every word of manufacturer descriptions can be a mammoth task if you have been using them on your site. Part of the problem can be overcome by simply rewriting the manufacturer descriptions, but for good SEO content it’s better to start from scratch. It can be helpful to consult your SEO expert for product content, and you can talk to us at SEO Consult. In the meantime, there is some research any business can do for themselves. The first thing to note is basic information. Both online and offline, shoppers want to know specific details about a product. The manufacturer’s information should include basic product specifications, but if it doesn’t it may be time to get out a set of scales and a ruler. Having the product specs on hand will also save time when you approach a writer. Next, browse the web. Consumer reviews are a great source of information for product descriptions, not only because they reveal customer thinking but because they can provide keywords and terms that you may have missed. Internet users are a great resource for your site’s SEO. Note any terms that you’re unfamiliar with. When looking at consumer reviews, think about what your users will want to know about your products. Note the reasons consumers give for buying the product and whether there were any complaints about its function. Negative reviews are just as important as positive ones. Some customers will provide handy hints on how to use the product, or unexpected bonuses of owning the product. These can all be worked into your description copy to sell the product on your site. It’s also a good idea to see if the product has won any awards, gained good reviews from noteworthy people or has any major faults. This last is very important to acknowledge in the product description. If you found a negative review, it’s likely your site users will as well. Confronting the product’s problems and offering a solution, such as free returns when the user is unsatisfied, can convince users to buy from you rather than from your competition. Your research can also provide you with ideas on how to use your product description to further your site’s SEO. Unexpected keywords are a boon when looking at consumer reviews. Related products are another. Keep an eye out for suggestions of items that go well with that product. You can then use this information to point that page’s link power to a suitable main page.
source: http://www.seoconsult.co.uk/SEOBlog/onpage-optimisation/how-to-write-great-seo-descriptions.html
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