Product Page Meta Descriptions that Convert
Meta descriptions are one of the most important elements of a product page SEO effort. Writing meta descriptions properly can be the difference between getting the search engine hits needed or being left hanging, wondering whether or not customers will ever be able to find your website. By using these key tips, merchants can create better meta descriptions that will help to meet or exceed SEO goals.

Why Are Product Page Meta Descriptions Important?

Product Page Meta Descriptions, and general meta descriptions must be contained in 160 characters or less, are the short, descriptive blurbs that searchers find listed in search engines when trying to decide which site to visit. These descriptions are the information that will encourage searchers to click on your site instead of a competitor. A good meta description will fulfill the following:

  • Establish that the content on the page will answer the searcher’s query.
  • Show customers that you’re an authority on their chosen topic.
  • Showcase professional nature and reliability
  • Display how a specific product can answer customers’ pain points
  • Encourage customers to check out more about the products

Poor product page meta descriptions, on the other hand, can discourage readers from visiting before they even click on the first link. For this reason, it’s critical to create clear, compelling, and complete product page meta descriptions that will entice customers to click and encourage them to learn more about the products offered.

1. Answer Pain Points

When customers search for products, think about what is it that they’re hoping to accomplish. What are their questions? What are their concerns? Are there specific terms or phrases associated with this specific product that set it apart from others of its kind? Be sure to include those keywords and phrases in the meta description.

For example, a party supply merchant selling plastic dinnerware may fulfill concern by writing “Stylish and durable plastic dinnerware sets available in multiple colors, designs, and package options. 10 – 75 Piece Dinnerware Sets available” This description answers concerns party-throwing customers have about selections available.

Another example of an apparel merchant selling men’s work pants: “Legendary toughness that works. These work pants are heroically durable and come in all shapes and sizes. Shop cargo pants, carpenter pants and more.”  When merchants fully understand their customer pain points and write product descriptions to answer them, they’re much more likely to successfully attract a new and organic audience.

2. Use Sensory Description

Customers are used to being able to touch feel, try on, or hold products in their hands at a brick and mortar shop. Great product page meta descriptions will try to fulfill these behaviors and engage the senses. Use meta descriptions to describe texture, smell, and, if relevant, taste. Discuss what customers will see. Evoke the senses to help customers learn to know more about how much a product will fulfill a specific need.

3. Write Unique Descriptions

While it is possible to copy and paste meta descriptions from the manufacturer, it’s best to create unique and compelling content. Original descriptions will ensure that Google and other search engines do not register content as duplicative. Merchants should also look at competitor product page meta descriptions for ideas, keywords, and verbiage to help generate unique descriptions.  

4. Share Unique Selling Points

When customers are frantically researching products online, use this search opportunity to set yourself apart from the competition. Merchants can add in what makes their businesses different from all the others offering the same or similar product.

For example, add terms like free shipping, fast shipping, free returns, quick customer service, or high-quality goods to differentiate yourself from the market. In reality, when prices and products are similar, customers will choose the merchant with reliable shipping and customer service. By including selling points in the product page meta descriptions for products, customers will get a better idea of what they can expect, and what sets your business apart from the competition. Write meta descriptions that will make customers love your brand.

Product page meta descriptions can make a big difference in the way customers (and search engines) first see your brand and website. Create solid meta descriptions that transform customers’ interest into a sale.

There are several ways to get started on optimizing meta descriptions, sometimes it’s updating category at a time or creating a full overhaul strategy. Struggling to get started? Contact us today to learn more about how we can help create meta descriptions that convert.

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