Create product texts with both SEO and the user in focus

Geir Halvorsen

Senior SEO Specialist

Creating SEO-friendly product texts for e-commerce can feel challenging, but really shouldn't. Here we list 4 simple points that can help you create great content for your e-commerce store.

How do your customers search to find your product?

Do a keyword analysis and try to put yourself in your customers' shoes. Make sure the most important keywords are included in headings, text content, any bullet lists, and above all in the page title and meta description. To find out which keywords your customers use, there are plenty of tools available. My favourites are Ahrefs and Semrush keyword tools, but these cost money and may be a bit overkill if you only need to analyse occasionally. If you're looking for a free tool, I would recommend Google Ads Keyword Planner.

What problem or need does your product solve?

Create good explanatory and helpful text content. Put a little extra effort into making the content easy to consume, for example by breaking up longer texts with explanatory subheadings. Create bullet lists that describe the product or make it easier to see the benefits of your product. Google appreciates everything that improves usability. Make sure your content is unique and not, for example, copied from a supplier's website. Copied content lowers Google's impression of your website and can negatively affect your ranking.

Clear title and meta description

Make sure the product's or page's title and meta description are clear and descriptive of the page's content. A title should be compelling and descriptive in order to trigger a reaction from the searcher. Make sure important keywords are included in the title and try to make the text a little unique. We always want to create an "ad" that stands out from the crowd to increase clicks on your "ad" compared to your competitors.

An example of a good and clear title and meta description:

There are free tools online that help you craft a good title and meta description. Here you can see directly whether you stay within Google's limits for how long a text can be, and you can also see how the "ad" will look.

Write for people

Often the pursuit of well-ranking keywords can take focus away from the goal — actually reaching people through searches made by humans with content meant to be read by humans. One of Google's recommendations is to "Create pages with the visitor as the primary goal, not search robots". That may sound obvious, but it's easy to lose sight of when you're trying to include all the important keywords and unique selling points.

Summary

• Find out your customers' search habits — do a keyword analysis
• Make sure your content is explanatory and helpful
• Create a clear, compelling, and descriptive title and meta description
• Write for people, not search robots