By selling products across multiple channels, you’re already on the right track.
Listing your products on a personal site and across a few popular marketplaces gives shoppers more opportunities to find your brand.
But by simply copying and pasting the same product description onto each platform, your products might as well be nonexistent to shoppers.
When it comes to product copy, one size doesn’t fit all. Each platform has its own search engine that helps shoppers find relevant products to what they searched for. Each search engine has a unique algorithm for deciding which products to show on search result pages, and in what order. Optimizing copy helps your products reach the top of shoppers’ search result pages.
Make it easy for shoppers to discover your products by following these SEO best practices for the top sales channels:
SEO Best Practices For Product Descriptions On Your Website
A website is a product’s home base. With no guidelines or restrictions to adhere to, content can be written as long and detailed as desired.
Your website’s product page should be published first, with longer, more detailed content than what’s posted on other platforms. That way, when someone Googles a product, your website will come up before the listings on other channels.
Create a list of broad and long-tail keywords to target in your content. Keyword ideas can be found on Google’s autocomplete feature, Google Keyword Planner, and from Google Search Console.
Use a standard template for all website product pages. That way, shoppers can instantly catch onto the format and find the information they need. For example, if you put the color of the item at the end of the title and in the first bullet point of one listing, you should apply that same format across all other listings. Doing so will make it easy for shoppers to find it quickly.
Your product page title should include 1-2 broad keywords. You may want to include a catchy product name or a pun to catch the buyer’s attention, if it’s appropriate for your ecommerce niche. A unique meta description can be achieved with a few extra keywords to optimize your sales page for Google.
A bulleted list of 4-6 items should highlight the most important product features, followed by their benefits. For example, a feature would be: Uses 2 AA batteries, not included. The benefit would be “convenient cordless operation.”
Then, the body of the product description can be as long and detailed as necessary. Make sure the most important keywords are repeated in the beginning of the copy and in any subheadings, when possible. You want to be sure that it reads naturally and doesn’t look like “keyword stuffing” to the reader.
On all of your product pages, for any sales channel, you should use imagery and creative copy to evoke emotion.
Social signals are an important ranking factor in Google’s algorithm, so make your product page share-ready with Pinterest graphics.
SEO Best Practices For eBay Product Descriptions
eBay’s search engine looks for keywords in the product title. Keywords used in your subtitle and description are only “seen” if shoppers click the “include description” box. Since eBay’s search engine doesn’t automatically pick up keywords used in subtitles, I would advise against paying extra for them.
On eBay, product titles can be up to 80 characters long. Max out those 80 characters to include as many keywords as possible. Nonsensical, keyword-stuffed product titles are the norm on eBay, but your title doesn’t have to sacrifice readability for keyword optimization. You can use commas and properly capitalized words to make the title reader-friendly.
Though the body of your product description is less important to the search engines than the title, still optimize it with keywords. It should be an even bigger priority to gain your customer’s trust and having a good product description is the first step. eBay is generally seen as more of a riskier place to shop than, say, Amazon. So, focus on creating a trustworthy product listing.
One of the perks of using eBay is the option to add HTML and edit ALT tags on your images. Make ALT tags very descriptive. They’re meant to help visually impaired shoppers use their software to see the image, but they can also have SEO benefits.
Use bold headings to break descriptions into skimmable sections. Build authority and include details and product uses, instructions and troubleshooting information. Use this copy to build buyer confidence in a somewhat shady marketplace.
SEO Best Practices For Amazon Product Descriptions
Amazon’s search results are based on two ranking factors: relevance and reviews.
Depending on your product category, the maximum title length will be 50-100 characters. Unlike eBay, Amazon has a set product title format, as follows:
[Brand] + [Feature] + [Material] + [Key Ingredient] + [Product Type] + [Model Number] + [Size] + [package count] + [Color] + [Flavor]
Bullet points are an important ranking factor – and sales tool. Include target keywords in the first 100 characters (approx. 15 words) of each bullet, followed by the product benefit. The purpose of bullet points are to make it easy for shoppers to make a choice, so keep them brief with a maximum of 2-3 sentences each.
Amazon combats keyword stuffing by giving the option of adding backend keywords. Use all five of them – just make sure they don’t already exist in your product title, bullets, or description.
Product reviews are also important for ranking on Amazon. Keywords in reviews may be used by the search engines, and products with more reviews rank higher, especially when sorted by “Average Customer Review.”
Need more product reviews? Just ask! Include a product insert and ask for a review in your automated sales follow-up emails.
Increase the chances of getting positive reviews by creating listings that are detailed and easy to understand – never misleading. Look at reviews on competing products to see what customers have liked and disliked, and use that feedback to make your own customers happy.
SEO Best Practices For Etsy Product Descriptions
Etsy’s search engine is fickle – for both shoppers and sellers.
Their algorithm has changed frequently to make search results easier for shoppers to navigate. However, this can mean unpredictable visibility for sellers.
No need to worry. If you veer away from keyword stuffing and keep listings neat, relevant and accurate, these algorithm changes should only benefit your shop.
Your keywords should not only describe the product, but who it’s for – is the product for moms, kids, or babies? What kind of decor or fashion does it best complement – rustic, modern, or nautical?
The title can be up to 140 characters long, but only the first 55 characters will come up on Google search, and just 28 characters show up in Etsy search listings, so the main target keywords should come first.
To separate keywords and make your listing title easier to read, use separators like commas, vertical lines, dashes, and slashes. Choose just one of these separators to use consistently across all product listings.
On Etsy, it’s common for sellers to repeat words in different keyword strings, for example: Anchor Necklace, Nautical Necklace, Silver Necklace. This is unique to Etsy, and at the moment it seems to work for targeting specific keyword phrases, but it’s better to use different words to make the most of your limited title space. For example, try: Anchor Pendant, Nautical Jewelry, Silver Necklace.
While the product description doesn’t affect Etsy’s search engine results, the first 120 characters will show up in a Google search. Also, the first 300 characters are usually included as a Pinterest description when someone Pins a photo from your listing. So, take the time to optimize the descriptions for the shoppers.
Start with a strong product description for your personal website, then create optimized versions for each sales channel. It seems like a lot of work at first, but once you knock out the first few items, you’ll get the hang of creating optimized content quickly.
Need help creating ecommerce product pages across multiple sales channels? Work with a specialized ecommerce copywriter so you can focus on fulfilling orders.
Author Bio: Lindsay Pevny is a freelance copywriter, blogger and content strategist for ecommerce businesses at ThatProductDescriptionWriter.com. When she’s not helping her clients reach more customers on the web, you’ll find her making pizza or playing with her dogs Matilda and Cow.