SEO Product Descriptions – How, What and Why?

Let’s face it—product descriptions can make or break a sale. But here’s the thing: it’s not just about describing the product; it’s about creating an experience. You need to weave together engaging, relatable content that speaks to your audience’s needs while giving search engines something to smile about.

What Are SEO Product Descriptions?

Hopefully you know what a product description is – it’s the text used to describe products on websites and ecommerce platforms. An SEO product description is exactly the same, except it’s also designed to increase your products visibility in unpaid search results – AKA Google. They are the go-to tool for ecommerce sites to use on product pages so that they can rank highly for the relevant keywords.

Of course, it’s not just ecommerce sites that can benefit from SEO product descriptions. They can also be useful for:

  • Online marketplaces – Any online marketplace listing can get you ranked higher on Google with the right product description.
  • Social media platforms – Some platforms (like Facebook and Instagram) let you put together product catalogues that can be found through search.
  • Google merchant centre – Can significantly improve the success of your Google Shopping Ads.

Basically, anywhere you are listing your product for sale, you should be creating a compelling, SEO-friendly product description to go with it. 

How To Write Product Descriptions For Google

Or in other words, how to write properly optimised product descriptions. 

Paint a Vivid Picture: Forget bland descriptions. You want to transport your potential buyer into the moment. Instead of saying, “Our coffee is delicious,” let them taste it: “Indulge in a velvety, full-bodied coffee with rich notes of caramel that linger long after your last sip.” A description like this invites the customer to imagine the sensory experience, which is crucial when you’re selling online and can’t rely on touch or taste.

Write Like You’re Having a Chat: Who are you writing for? Not tech experts or industry insiders—real people. Avoid jargon and make your descriptions easy to digest. If you’re talking about “Active Noise Cancellation,” tell them what it means: “Say goodbye to distractions—our headphones let you immerse yourself completely in the music, no matter where you are.” It’s relatable, engaging, and simple.

Stay Search-Friendly, Not Search-Obsessed: While SEO matters, don’t stuff your content with keywords. Google doesn’t appreciate keyword overload, and neither will your customers. Instead, do your research, find out what people are searching for, and then weave those keywords in naturally. A well-placed “sustainable vegan leather bag” won’t just keep search engines happy; it will appeal to eco-conscious customers who value style and ethics​.

Prove It!: Your customers want proof. Don’t just say your product is “easy to use”—show them how. Use detailed, benefit-driven examples like “Our hiking boots are designed for adventure, offering water-resistant protection for those rainy days on the trail.” Real benefits connect your product with real-life use, making the decision to buy easier​.

SEO Boost Without the Fuss: You want that search ranking? Structured data is your secret weapon. Schema markup can turn your product page into a goldmine of rich snippets—think product ratings, price, and even size information that shows up right in the search results. It’s more visibility for your product and less hassle for the customer.

With the right balance of conversational tone, SEO tactics, and clear benefits, your product descriptions can do more than rank—they can resonate and convert.

Need some help? SEO product descriptions come under my ‘miscellaneous wordy stuff’ package, and start at just £5 per description. So if you’d rather outsource the job, you know where the contact button is.