Product descriptions in marketplace SEO

Product descriptions in marketplace SEO are used to boost the listing’s ranking in the marketplace, reaching more potential customers. High quality product descriptions, providing relevant information in an engaging manner, can help sellers distinguish their listings from the competition, and with a proper use of keywords in the description, can boost the listing to the top of the search results page.

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Product description is one of the most important aspects of a listing - it provides shoppers with all the information they need to make an informed purchasing decision. However, in addition to providing crucial information about the product, product descriptions are also significant factors in marketplace SEO and shopping experience. 

Product descriptions in marketplace SEO are used to boost the listing’s ranking in the marketplace, reaching more potential customers. High quality product descriptions, providing relevant information in an engaging manner, can help sellers distinguish their listings from the competition, and with a proper use of keywords in the description, can boost the listing to the top of the search results page, guaranteeing more traffic from relevant shoppers. 

High quality product descriptions can also help shoppers make an easy purchasing decision, which makes for a much better shopping experience. Giving shoppers all the information they need also improves the shoppers’ satisfaction and contributes to less returns and negative feedback. In addition, if shoppers feel they are given all the information they need, and find the listing engaging, their confidence in the store will grow, ensuring they will return in the future.

Product descriptions are a critical part of any product listing, both from SEO and shopping experience point of view. High quality product description, providing shoppers with all the relevant information about the product in an engaging manner, can help improve the listing’s ranking, increase its visibility in the marketplace, and strengthen the store’s brand.  

How to Create high Quality Descriptions

Full and Accurate Information

• Provide shoppers with a full and accurate description of the product. Transparency is important to shoppers.  
• Explosive claims and exaggerations can raise suspicion and hurt the credibility of the listing, so refraining from those is a good practice.

Engaging Content

• Encourage shoppers to purchase by creating clear, informative and engaging product descriptions.
• Keep the product description easy to read by avoiding technical terms and long and boring blocks of text. 

Emphasize the Benefits

• Beside highlighting the product’s attributes, it is recommended to tell shoppers in what way the product may benefit them specifically.
• Whenever possible, show shoppers how the product may benefit them by providing real life examples.

Know Your Customers

• Familiarize yourself with your potential customer base and learn what their preferences are. 
• Write product descriptions in a manner that will cater to the preferences of that potential customer base. 

Proper Presentation

• Try to avoid big blocks of texts, as they can be tedious to read. Break text into shorter paragraphs and use bullet points for a more engaging and easy to read text. 
• Headers and titles within the product description can also help break the text into a much more manageable read. 

Incorporating these tips into your product listings can help you create a much better shopping experience, and move the listings up in the rankings to appear at the top of the search results page. 

Keyword Incorporation in Descriptions

As discussed, keywords are an important part of any listing. However, when we incorporate keywords and keyphrases into our descriptions, we must do it strategically and with thought, otherwise the result might have a bad impact.

Following are tips for proper incorporation of keywords in product descriptions:

• Headers and Titles - Embed the most important keywords in the headers and titles of the product description - this will help search engines understand what the listing is about. Use secondary and related keywords in subheaders.
• Maintain Text Flow - Product descriptions should be engaging and easy to read. Keep that in mind when adding keywords, making sure the description remains legible and easy to read. Be careful not to add keywords in a way that seems forced and out of place with the rest of the text.
• Remember Your Target Audience - Remember you are writing for people, not machines. Do not risk hurting the flow of the text by adding keywords out of place, just for the sake of adding them.  
• Don’t Force It - It is the quality of the product description that counts, not the number of keywords. Forcing keywords into the text, by adding many irrelevant keywords or repeating the same keywords time after time, can actually hurt the performance of the listing, so it is important to avoid overstuffing the description with keywords.    
  

These tips can help sellers improve their listings for marketplace SEO, boosting them up in the rankings and reaching a wider target audience. Following these rules can also help sellers avoid sanctions by marketplaces for violating their keyword policies. Proper Incorporation of keywords in product description contributes to listings’ marketplace rankings and helps more potential shoppers reach it.