Product descriptions

When I’m asked to give SEO Tips for Ecommerce Websites, one of the very first things I always mention is the importance of product descriptions.

That’s why today I want to explain this crucial topic in this article.

I’ve been working for nearly a decade on SEO projects for e-commerce websites, one very common issue I find from an SEO perspective is too short product descriptions.

I must say that most e-commerce websites I’ve analysed have this issue. A reason might be that they want clients to contact them personally.

However, good product descriptions are not just about selling, but also about SEO and helping clients find their sites through the search engines.

They generally sell incredible products through elegant websites with remarkable product images. However, their sites offer unfortunately too short information about the individual products displayed. This way, their websites are missing out on valuable SEO and sales opportunities.

In this article, I’d like to share with you in this email a couple of tips and ideas on how you could increase the products’ content-length:


Specify whether they are natural, synthetic, reconstituted or cultured. Include whether any materials have been heat-treated, chemically treated, stabilized or dyed.


Give the length from end to end, and specify where the measurement starts. Specify the sizes, in millimetres, of the major pieces that comprise the jewellery, including the primary beads, any dangles or pendants, and even, if you like, the clasp.


It depends on the type of product you sell, but if it is not already a part of the standard text elsewhere on your store website, and if it’s an element your prospective customers may want to know about, include what kind of container (gift box or bag) is included.


Describe details. If, for example, you have fine jewellery e-commerce, specificy what kind of clasp is used in your earrings, such as lobster claw, box clasp, or toggle clasp. This helps customers who may prefer one clasp type over another.

Tell the Product’s Story

Include any interesting details about the source of the materials or your challenges or inspiration for creating it. If, for instance, an item or part of it has an interesting story behind it, tell it. Your customers will be intrigued.

Titles and Description & SEO

Describe as much as possible about the item, both in the title and in the description. (This gets back to the long-tail keyword) Think creatively.

The Product Description is your virtual Shop Assistant

Include all essential facts such as size, material content, weight, and anything else that a prospective shopper would need to know. Shoppers may or not want to contact you via email or telephone to know the details of the product. So to close the sale, ensure you provide answers to all possible queries in the description itself.

The Unique Selling Proposal

Show the unique selling proposal of each item with a specific destination such as a Best For: (for example “The bride that seeks a unique women’s wedding ring“)

Notable Features

Add any Notable Feature(s): (such as “Medieval inspired design”, for example)

A purchase often elicits strong emotions from potential buyers, especially in some niche. When you’re selling online, your product descriptions are where you make the pitch to prospects. The more the emotional and expensive nature of your products, the more they will demand a descriptive writing style that clearly explains the features while highlighting the aesthetic aspects of the piece.

Here’s the video version of this article:

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