Guide to Writing Product Pages

Creating Product Pages—

— Ensure the product title is the one and only H1 of the page

— Know your audience

Understand your target demographic and design the content accordingly. 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? (Age, gender, interests, personality, life situation, etc.).
• What lifestyle does it help them live?

— Focus on the benefits

Customers want to know what's in it for them. Focus on the benefits. Explain how the product solves a problem, saves time or money, or improves their life somehow. Use customer-centric language and appeal to their emotions.

— Keep the content short and to the point

Google won’t likely rank your product page if it has no content. But at the same time, if the product page is exceedingly content-heavy, Google may struggle to identify what the purpose of the page is. The same goes for your customers, keep the content short and to the point.

When writing content:

• Avoid jargon and use simple language to describe your products
• Cultivate a tone that appeals to relevant demographics
• Format your description in a way that’s easy to scan
• Break up large paragraphs and cut the fluff
• Includes helpful information- product specifications or technical details

— Writing SEO-friendly content

• Avoid wordy sentences
• Don't use the passive voice
• Use headings and subheadings in order for good page presentation

“Sometimes those small differences do play a role in regards to how people perceive your website. If, for example, you have something that is on a financial topic and people come to you and say “well your information is okay but it’s presented in a way that looks very amateurish,” – then that could reflect how your website is perceived. And in the long run could reflect something that is visible in search as well.” — Google Search Advocate John Mueller.

— Do not reuse content from other pages

Do not plagiarise content from other sites or pages within your own website, such as category pages. Content must be unique to each page to see the SEO benefit.

Summary

• Write for your target audience
• Write clear and concise content
• Break the content down into parts
• Focus on helping the visitor rather than focusing on the search engine