When setting up your ecommerce shop it’s essential to get your product titles and descriptions right.
You need people to find your products AND want to buy them.
Most ecommerce shopping carts will use the product title (or name) to create the title tags for the product web page and this is key to appearing well ranked for relevant searches. It will also be used in your Google Shopping Products feed.
So you need to think about how buyers might phrase their search and carry out keyword research before you create your titles.
Things to consider:
If you sell different variations of a product – colour is the obvious one – think about listing each one as a separate product. People often search for a specific colour and if you use a drop down box within a single product your item will be much less visible.
Ensure you include ALL the important keywords. Many online shop owners make the mistake of omitting the most important keyword because it is obvious from the context of the shop. But this will greatly reduce the chance of your product appearing in search results. An example: Let’s say your shop is called My Ribbon Shop and you only sell ribbon. You must include the word ribbon in every product title. If you call your product “3mm red double sided satin” it is unlikely to appear if someone searches Google for “3mm red satin ribbon”.
Place the most important keywords at the start of the title. This may be the brand if it is well known but it can be more effective to put the brand name at the end or leave it off. Check out this article on creating page titles.
Set up internal search monitoring within Google Analytics. This will give you valuable insights into the items your visitors are looking for – and the way they are phrasing their searches.
This is where you can give all the detailed information about the item and really sell it to the customer.
You don’t need to write a long essay, but this is your opportunity to engage with the customer so don’t waste it. Think about the type of person buying your product and what will interest them. Suggest ways your product can be used “This ribbon is perfect for gift packaging or wedding favours”, or the type of person it will appeal to “Great gift for the geek in your family”. And when you have many variations of the same product, make sure each description is different in some way. This can be really hard when writing descriptions for basic products (like ribbon) but it’s worth the effort.
Don’t simply copy the manufacturer’s description word for word – you need to set yourself apart when selling products which are stocked by many other stores.
Remember to include all the important information – dimensions, quantity (it’s amazing how many shops forget to mention how many items are in a pack), material, washing instructions.
And make sure you include your keywords in the description too.
The other thing to check is your meta description. Although this is no longer used by Google when ranking a page, this is often used for the couple of lines of description which appear under the link in the search results, so make sure this is informative and enticing.
Taking our red ribbon as an example, here are the search results showing the title and description tags.
And here is the product page:
Notice that the meta description (shown on the search results) is not the same as the product description. A good meta description will encourage the searcher to click your link. This particular store uses exactly the same description apart from the actual colour for every shade of ribbon, which could be improved, but it’s a lot better than much of the competition.