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6 Key Tips to Write Great Product Descriptions (With Examples)

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6 Key Tips to Write Great Product Descriptions (With Examples)

If you own an e-commerce website, your product descriptions are a low-hanging fruit to help you make more sales.

A great product description tells a story—the story of who your product is for and how your product can help them get what they want.

Because when it comes to sales, it’s not about what your product does. It’s about how your product helps your customers achieve the life they imagine in their heads.

But what does that mean? And how do you get more people to click “Buy now” after reading your product descriptions? Let’s set the scene with a few great examples.

Fantastic product description examples you can learn from

One of my favorite examples of a stellar product description is Thursday Boot Co.’s President Lace-Up Boot. Let’s take a look:

Thursday Boots mission statement
Thursday Boots mission statement

There are a few key things here that make this description so good:

  • It knows its audience: Men who want a boot that looks good, stands up to hard use, and doesn’t require constant cleaning and caring.
  • It makes you a part of its story and mission: making the highest-quality boots that are priced fairly and ethically.
  • It highlights the quality of the materials—Kevlar laces and USA-grown tier 1 cattle hides.

Here’s another product description example from Solo Stove’s smokeless fire pit:

Solo Stove Bonfire 2.0 product description
Solo Stove smokeless firepit description

Just like Thursday Boot Co., Solo Stove does a great job of knowing its audience. Anyone who’s sat around a fire knows what teary eyes and smelly clothes feel like.

Notice how its actual “product description” is only two short sentences. It cuts straight to what the product is with zero fluff above the fold, then goes into explaining the features in more detail beneath the product images and specs.

Solo Stove also does a great job of using video to enhance its product descriptions.

Lastly, let’s look at one of my favorite products of all time: chocolate.

Endangered Species Chocolate is my favorite chocolate brand. The chocolate is decadent, delicious, and, best of all, the brand gives 10% of its profit to help save endangered species.

Why am I telling you this? Aside from wanting to convince you to enlighten your palate, I’m hoping you’ll see these are all points that help the brand write delicious product descriptions that convert.

Endangered Chocolate 88% cacao chocolate bar

It uses its descriptions to describe the experience you will have when you buy one of the bars. This helps you to imagine the taste in your mouth. And if you can imagine it, you’re one step closer to making that experience a reality and clicking the “buy” button.

This is the power of using words to help your customers visualize themselves owning, using, or consuming your product. If they can see it in their minds, they are much more likely to buy.

By studying other brands’ copywriting, you can improve your own.

6 tips to write product descriptions that convert

Ready to start writing? Here are six tips for crafting the best product descriptions possible:

1. Above all else, know your audience

Convincing someone to buy something without understanding their needs, wants, and desires is difficult, to say the least. If you want your descriptions to be as effective as possible, you need to know your audience well.

Specifically, you need to know the answers to the following questions:

  • What are the characteristics of the target segment or of an ideal customer? (Age, gender, interests, personality, life situation, etc.).
  • What pain point does my product help them solve? What lifestyle does it help them live?

If we look at the three examples I gave above, we can answer these questions. 

President Lace-Up Boot: 

  • Male, likely aged 25–45, cares about his appearance but also needs a boot that can function, hold up, and look good.
  • It helps the wearer have practical footwear that looks good, feels good, and doesn’t break the bank.

Solo Stove:

  • Multiple age ranges and genders, but likely a family-oriented person aged 30–45 or possibly someone who enjoys hosting parties. I would create more than one buyer persona in this case.
  • It helps them host wonderful gatherings around a smokeless, beautiful fire.

Endangered Species Chocolate:

  • Likely someone a bit older (30+) with more money to spend on indulgences and who cares about the planet as well as great chocolate.
  • It helps them enjoy a delicious treat and take a moment for themselves.

Notice that I didn’t say, “Gives them a good shoe to wear” or “Gives them a pit to make a fire.” There’s more to it than that—it’s about the ultimate desired outcome: Having the perfect fire to make the perfect party or the perfect boot to look good and feel good without breaking the bank.

If you can figure out exactly what your audience wants and needs, then you can paint a picture with your words that can sell your product for you.

If you don’t know the answers to these questions, it’s time to do some market research. Read forums, ask questions, and always try to get authentic customer feedback. Even consider sending an email asking for people’s feedback and try to get them to let you hop on a phone or video call. This insight is invaluable and can be worth giving free products or discounts to get.

2. Tell a story

Good copywriting gets the reader invested. You want them to feel like they’re a part of your story or mission.

In the words of world-renowned copywriter David Ogilvy, “The worst fault a salesman can commit is to be a bore.” People want to be entertained and fascinated, and your descriptions are no exception.

Obviously, this is easier done with some products than others. It’s pretty difficult to tell an interesting story about something as simple as a standard phone charging cable or a roll of paper towels. But that doesn’t mean it can’t be done.

One of my favorite ways a brand has done this is Squatty Potty and its slogan “Unkink Your Colon”:

Squatty Potty funny product description

It combines humor with storytelling to make an extremely compelling product description. And it keeps it going all the way through its product page.

Squatty Potty brand mission

The “story” is, as a species, we have evolved to poop while squatting, not sitting. The squatty potty helps you to do what humans were designed to do in the unnatural environment we call a bathroom.

Not all products lend themselves so well to this type of humorous storytelling. But if you can find an interesting angle for your products, it can help you create a selling point.

3. Write with SEO in mind

If you care about getting free, recurring customers, you should care about search engine optimization (SEO). That means optimizing your product pages so they can rank for keywords people search on Google and other search engines.

Optimizing your product descriptions starts with knowing what keyword you want your page to rank for—which means you need to do some keyword research.

The easiest way to do that is to search for your product on Ahrefs’ Keywords Explorer, look at the Related terms report, and leave it at the default view. It shows you keywords that pages ranking at the top 10 positions for the keyword on the input also rank for.

For example, let’s say I want to sell a purple bikini. It brings back 38 related keywords:

Related terms report, via Ahrefs' Keywords Explorer

The keyword “purple bikini” is searched for ~3,000 times per month. But there are other keywords like “purple bathing suits,” “purple bikini set,” etc., that are also searched for.

In this case, the keyword I typed in happened to be the best target keyword for the page. But that won’t always be the case. Had we typed “lavender bikini,” we would have found that “purple bikini” would be a better keyword to target due to its higher traffic potential.

These related terms can help you further optimize your product page for the main target keyword.

For example, we can talk about “purple swimsuit” and “purple bikini set” in our product description to increase our page’s relevancy for the keyword “purple bikini” and help our chances of ranking on Google.

You can use these keywords in your page headers, the description itself, image alt text, and more. Just add them wherever it feels natural and makes sense without trying to force them in too many times. Think of it as a way of varying your word choices (which is one of my tips to become a better writer, by the way).

This is part of the deeper process of on-page SEO—something every e-commerce business owner should learn. 

4. Use ads to test copy

Enough about SEO. Let’s talk about pay-per-click (PPC) ads and how to use them to improve your product copy.

If you’re already running search ads, then use excerpts from the winning ad copies in your product descriptions. You’ve already got the data that they work.

If you’re not running ads, you can still spy on competitors’ ads to see what kind of copy is working for them. Just Google your product…

Google search results for "affordable men's suits"

… and take note of any common trends among the ads. In this example, the word “Designer” sticks out to me. If I try other keywords, I can see that’s a common trend:

Google search results for "stylish men's suits"

This tells me using words like “Designer” and advertising combo pricing may be a good thing to include in your product descriptions.

To make this even better and faster, you can spy on your competitors’ ads with the Ads report inside Ahrefs’ Site Explorer.

Ads report, via Ahrefs' Site Explorer

This will let you see their ad copies across all of their ads, and you can check multiple competitors to see the trends and overlaps of what makes them successful. This is because ads that drive the most traffic and cost the most are likely to be optimized and tested, so you can steal what’s already been found to convert.

5. Make it look good

Your product page doesn’t need to just sound good—it needs to look good too.

This encompasses a lot of things:

  • Using better words to describe your products
  • Formatting your description in a way that’s easy to scan
  • Breaking up large paragraphs and cutting fluff
  • Using high-quality photos and videos
  • Breaking up the page visually

The brand examples I gave at the beginning of this article do this really well. They don’t just have some product photos with a description and a “buy” button—their whole product page is a landing page created to convert the visitor.

Thursday Boots product page

They break up the page into sections using a mix of beautiful product photos with brief descriptions, video overviews, and close-ups that explain the minute details. If you don’t know how to structure your website like this yourself and can’t find a template you like, it may be worth hiring a web designer to build it for you.

Beyond the structure of the page, you should also focus on improving the words you use to describe your products. Instead of just saying it’s “durable” or “high quality,” take a more poetic and enticing approach.

Jacob McMillen shares a great tip in his guide to copywriting that is beneficial here—use bulleted lists that describe a feature of the product, then follow that up with the added benefit while utilizing power words. 

For example:

  • Enzyme washed for added softness
  • Dye process creates variations of color, making each tee truly unique
  • Tees pre-shrunk, so they will fit the same forever

Words such as “unique” or “forever” are power words. Check out this list of power words for more ideas to vary your wording and keep it interesting.

6. Cut the fluff

Hopefully at this point, you’ve meticulously brooded over every word of your descriptions. You’ve formatted them with thoughtful use of bulleted lists, sections, and media.

But there’s one more thing you need to do to polish your description: Ruthlessly cut the fluff.

When you’re done writing, sleep on it first, then read your product descriptions out loud the next day. By reading them out loud, it will be painfully obvious where you’ve added unnecessary, extra wording or which sentences sound strange.

Some big culprits include the overuse of the word “that,” writing in passive voice instead of active voice, and using weak verbs instead of stronger, more expressive ones.

Let’s take an example. Here’s a product description:

Our lovely, fluffy down pillow is made by hand in a factory in Indiana by people who put a lot of care into every stitch. This pillow is sure to get rid of your insomnia and help you sleep like a baby.

Good, but let’s cut the fluff and see what we can improve:

Our luxurious down pillows are hand-crafted with love in every stitch. Sewn right here in Indiana, these pillows will make your insomnia a thing of the past. Sleep like a baby again.

See how the second is more direct and uses stronger verbs with fewer words? That’s what you’re aiming for. Strong, expressive, and concise.

Final thoughts

As digital entrepreneurs, our website is our 24/7 sales machine. Every second we put into improving it is a second invested in an automated money machine.

Learning how to perfect your product descriptions—and your product pages—is one of the ways you can get a bigger ROI from your business.

Ready to learn more? Check out these other guides:

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How To Get More Traffic By Fixing Keyword Cannibalizations

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How To Get More Traffic By Fixing Keyword Cannibalizations

This post was sponsored by DinoRANK. The opinions expressed in this article are the sponsor’s own.

Google is a great source of qualified and recurring traffic for your business – that’s a fact.

Many people say that the key to SEO success is to establish yourself as an authoritative source for all the keywords in your industry, even niche keywords.

Unfortunately, your competition is doing the same thing. In some cases, you may even be competing with yourself.

Everyone is creating the same content to rank high on Google. So, you need to set yourself apart.

Your competition may be using the same niche keywords as you, but are they optimizing their domain’s SEO by cleaning up cannibalized content and keyword cannibalization?

They may not be; so, this is a great way to propel your website to the top of Google.

What Is Keyword Cannibalization In SEO?

As you may know, sometimes two or more URLs on the same domain may rank for the same keyword or group of keywords.

When this happens, Google does not know which piece of content to show on search engine results pages (SERPs).

When these URLs compete for the same search terms, it is called SEO cannibalization.

How Cleaning Up Cannibalization Can Instantly Boost Your Rankings

When you and your competition are ranking for the same keywords, yet your position on SERPs is lower, you may have a cannibalization issue.

If your content is cannibalizing itself, you not only have to fight your competitors for a top position – you also have to fight your own pages.

There’s enough competition out there without having it at home, right?

Cannibalization is a detrimental factor when URLs compete with each other. They can even harm your domain authority if there are too many of them, especially if you haven’t told Google that there is a clear difference between two similar pieces of content.

As you can see, cannibalizations have a negative influence on your domain’s SEO.

To solve the cannibalization problem, we must first know how to find them.

How To Find Cannibalization On Your Website

There are different ways to find cannibalization on your domain:

  • The Manual Way
  • The Easy Way

How To Find Cannibalized Keywords By Hand

There are two ways to locate content and keyword cannibalization without using a tool:

  1. Use a rank tracker or Google Search Console to see which positions your pages are ranking in the search results, as well as the keywords they are ranking for; then, find matching URLs for the same keywords.
  2. Review your site’s content manually to see if there are several pages that address the same topic or include the same keywords. Then, go to Google and search for that keyword you suspect you are cannibalizing and check if you really do it or not; this can also help you prevent it from happening.

How To Locate Keyword Cannibalization With A Single Click

Using DinoRANK, you can simply click one button and instantly see all your cannibalized content.

All you’ll need to do is create a project in the tool, and sync it with your Google Analytics and Google Search Console account. DinoRANK does the rest.

Screenshot from DinoRANK.com, January 2023

See what content is cannibalized on your website now →

Now, once you have located all the cannibalizations that affect your website, what decision should you make? 

What Is The Best Way To Fix Cannibalization?

Once you have found the cannibalizations on your website, you can take these steps to solve the problem:

  • Join or merge two URLs into one.
  • Make a 301 redirect.
  • Make a shift in focus to one of the two contents and de-optimize or optimize for the word that it cannibalizes.
  • Place a canonical tag in one of the two URLs.
  • Remove one of the two contents if you consider it thin content or duplicate content.

How Do I Pick The Best Method?

What analysis should you do when facing cannibalization to perform the most optimal action?

Let’s say that you have 2 URLs of the same domain that are positioned for the same keyword; 1 URL is in position 5, and the other URL is in position 7 on the SERPs.

In this case, you should:

  1. Check the content of both pages to see if they are addressing the same topic or include the same keywords. If so, they are probably competing with each other and causing cannibalization.
  2. Review the page authority of each page, as measured by the number of inbound links, quality of links, site structure, etc. The page with higher authority will likely perform better in search results.
  3. Check the traffic received by each page to see which one is receiving more visits, and analyze which URL is responding better to the search intention of that or those keywords.
  4. Check the conversion rates of each page to see which is generating more sales or conversion actions.

Once the analysis is done, you will have enough elements to recognize what action you should take in each cannibalization.

Still not sure?

Don’t worry. DinoRANK will show you recommendations on how to proceed, depending on the case.

How To Get More Traffic By Fixing Keyword Cannibalizations Quickly & EffectivelyScreenshot from DinoRANK.com, January 2023

Usually, content is consolidated into one of the two cannibalized URLs (the one with higher authority or higher traffic), and the discarded URL should become a 301 redirect.

The impact of this repair is usually positive in a very high number of cases. 

Although if both contents fulfill their function (for example, one URL belongs to the product card and the other to a blog post), a better option would be to optimize or de-optimize the content as appropriate or choose to implement a canonical tag to one of the URLs to indicate to search engines which is the main page.

In any case, it is important to continuously monitor the performance of the pages and make adjustments if necessary to avoid cannibalization in the future; with DinoRANK you will have this under control.

How To Optimize Or De-Optimize Content That Is Cannibalizing

Search engines use algorithms to determine the relevance of a web page for a given search query, and one of the ways they do this is by identifying the keywords that appear most frequently on a page, relative to the keywords that appear on other similar pages.

Before optimizing or de-optimizing one of the two contents, it’s important to know all the keywords for each URL being cannibalized.

Then, you’ll need to analyze their semantic content with TF*IDF analysis.

So, analyzing a URL whose content you want to optimize/promote for a specific keyword with TF*IDF will allow you to understand which keywords are relevant to that content.

How To Get More Traffic By Fixing Keyword Cannibalizations Quickly & EffectivelyScreenshot from DinoRANK.com, January 2023

Expanding and semantically optimizing content that is already ranking highly, whether it is cannibalizing or not, is one of the best ways to gain more relevance for those terms that only received impressions or a few clicks. This is because you are now providing a greater semantic richness to that content.

With DinoRANK, you can use TF*IDF analysis on already published URLs to see how to optimize them.

You can also use this feature when you want to create new content based on a keyword or a group of keywords you want to rank for.

How To Get More Traffic By Fixing Keyword Cannibalizations Quickly & EffectivelyScreenshot from DinoRANK.com, January 2023

DinoRANK arranges the information visually, separating the graph into three filter layers: one keyword, two keywords, and three keywords.

How To Get More Traffic By Fixing Keyword Cannibalizations Quickly & EffectivelyScreenshot from DinoRANK.com, January 2023

In addition to the recommendations, you will also be able to quickly see the header structure used by your most direct competitors in Google’s Top 10.

In a very short time, you’ll discover opportunities and content ideas with an optimal heading structure, including the related semantic keywords needed to rank.

If, in addition, this semantic content extension is complemented by some internal links to that optimized URL, and you do it with anchor text of the primary keyword or exact semantic keywords, you will strengthen the authority and the typicality of that URL you want to promote.

With internal links, you derive a greater semantic context and strengthen the authority of that page already optimized, thanks to the semantic prominence analysis TF*IDF.

If you want to use these features to work the SEO of your projects in a simple but effective way, you can try DinoRANK.

All the SEO your website needs can be found in DinoRANK.



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Microsoft Announces ChatGPT Capabilities Coming To Bing

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Microsoft Announces ChatGPT Capabilities Coming To Bing

Microsoft announced today that it is bringing cutting-edge AI capabilities to its Bing search engine, with the addition of a new ChatGPT-like feature.

Microsoft revealed its plans for integrating ChatGPT at a private event held at its Redmond headquarters today, which centered around its partnership with OpenAI.

Unlike recent virtual events, this particular press conference was held in person and not broadcast online.

During the event, Microsoft CEO Satya Nadella highlighted the significance of this new feature and how it will revolutionize the way people interact with search engines.

“I think this technology is going to reshape pretty much every software category,” says Nadella.

Nadella proclaimed, “The race starts today,” and Microsoft is going to “move and move fast.”

The event attendees were given a sneak peek at the latest search experience, which Microsoft refers to as “your AI-powered copilot for the web.”

This new experience combines the all-new Bing search engine and Edge web browser, which are designed to complement each other.

Nadella explained that the new Bing would provide direct answers to questions and encourage users to be more creative.

He also stated that the current search experience is not working as efficiently as it should be, as 40% of the time, people click on search links and then immediately click back.

This clearly indicates that the search experience needs to be updated and improved. Nadella claims that the search engine user experience hasn’t changed in 20 years, and it’s time for Microsoft to adapt.

Introducing The New Bing

The new Bing is powered by a next-generation language model from OpenAI, which has been specifically customized for search purposes. It’s even more powerful than the ChatGPT model.

Microsoft has implemented a new way of working with OpenAI called the “prometheus model,” which enhances the relevancy of answers, annotates them, keeps them up to date, and more.

The search index has also been improved by applying the AI model to the core search algorithm, which Nadella calls the largest jump in relevance ever.

It runs on a new user experience with an expanded search box that accepts up to 1,000 characters. Examples shared during the event look exactly like recent leaks.

The new Bing includes a chatbot that behaves similarly to ChatGPT, allowing users to interact with Bing in a natural language.

Bing’s new ChatGPT-like feature will take it a step further by allowing users to have an actual conversation with the search engine, with the ability to follow up on previous questions and provide more context for their search.

The new Bing is now available for a limited preview on desktop, and anyone can try it out by visiting Bing.com and performing sample searches.

You can also sign up to be notified when it becomes more widely available.

The preview will be expanded to millions of users in the near future, and a mobile version will be available soon.

The New Edge Browser

The chat interface Microsoft demonstrated in Bing is available as a sidebar feature in Edge, allowing users to access it without navigating to the Bing website. The interface can run alongside any webpage and interact with it.

During a demonstration, the AI assistant in Edge could summarize a 15-page PDF with one click and even translate a code snippet from Stack Overflow into another programming language.

Another benefit of the Edge browser’s “AI co-pilot” is having it complete tasks for you, such as filling out forms and writing emails.

In Summary

Microsoft has made a substantial leap in search engine technology by integrating a ChatGPT-like feature in its Bing search engine.

The new Bing is powered by a next-generation language model from OpenAI, which takes key learnings and advancements from ChatGPT and GPT-3.5.

Bing with the AI co-pilot is now available for a limited preview on desktop, and a mobile version will be available soon.

Additionally, the chat interface will be available as a sidebar feature in the new Edge browser, which has the ability to summarize information, translate code, and even complete tasks.


Source: Microsoft

Featured Image: Poetra.RH/Shutterstock



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From Competitors To Partners: Conductor Acquires Searchmetrics

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From Competitors To Partners: Conductor Acquires Searchmetrics

Conductor, a leading enterprise organic marketing platform, has acquired European-based competitor, Searchmetrics, to accelerate its expansion in the European market.

After acquiring ContentKing in 2022, the acquisition of Searchmetrics continues to strengthen Conductor’s position in the industry.

Seth Besmertnik, Conductor’s CEO and co-founder, said that the acquisition would bring the best of what Searchmetrics does to Conductor and its shared customers:

“Searchmetrics has been a competitor almost since we started Conductor, with a strong data foundation and a powerful presence in the European market. We are excited to bring the best of what Searchmetrics does to Conductor and to our now shared customers. Our goal is for customers to greatly benefit from this acquisition through delivery of more product value on a global scale.”

 

Matt Colebourne, the CEO of Searchmetrics, expressed his excitement for the company to join Conductor, calling it the “definitive global leader”:

“Conductor is indisputably the SEO space market leader. For years, we’ve admired their commitment to innovation for customers and their efforts to foster a dynamic and rewarding workplace culture for employees. By joining Conductor, we bring the best of what we do along with a large European customer base—solidifying Conductor as the definitive global leader. We cannot wait to build more for customers going forward.”

 

Ken Ogenbratt, Searchmetrics’s Chief Financial Officer, said the acquisition is a “pivotal step” for the SEO industry as the two companies move forward as partners with the opportunity to drive even greater value to customers.

With this acquisition, Conductor continues its commitment to creating a single, global platform that integrates all parts of the SEO workflow.

With Searchmetrics’ strong European presence and solid customer base, the acquisition will significantly accelerate Conductor’s growth in Europe.

Conductor has completed its second acquisition in a year with the purchase of Searchmetrics, which follows the company’s significant funding round from Bregal Sagemount in 2021.

This acquisition is seen as a sign of Conductor’s recent growth. It is expected to solidify its position as a leading player in the SEO space by incorporating the strengths of both companies for their shared customers.


Featured Image: dotshock/Shutterstock



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