A product description has two jobs: convince a customer to buy, and give Google enough information to rank your page.
Most ecommerce product descriptions fail at both.
They're either three vague sentences that don't explain anything useful, or a wall of technical specs with no sense of who should care. Here's how to write descriptions that do both jobs well.
Why Most Product Descriptions Don't Work
The most common mistakes:
Too short. Under 100 words gives Google almost nothing to index. Pages with thin content rarely rank, and even if they do, they don't convert because customers don't have enough information to feel confident buying.
Copied from the manufacturer. Google identifies duplicate content quickly. If you're using the same description as 50 other stores, Google picks one version to rank (usually not yours) and ignores the rest.
Feature-focused, not benefit-focused. "Made from 420D nylon with YKK zippers" is a feature list. "Holds up to daily commutes and weekend trips without fraying at the seams — zippers rated for 10,000+ open/close cycles" is a benefit with a feature as proof. The second version sells.
No keyword research. If you're not including the words your customers actually type into Google, you won't rank for them. It's that simple.
The Formula That Works
A good product description has five components:
1. Opening benefit line (with your primary keyword)
Lead with the most compelling reason to buy — not the most impressive technical spec. Include your primary keyword naturally.
Bad: "Premium full-grain leather wallet with 6 card slots."
Good: "The last men's leather wallet you'll ever need — full-grain leather that develops a unique patina over years of daily use."
Both are for the same product. The second makes you want to read more.
2. Who it's for
One or two sentences that paint a picture of the ideal customer. This serves two purposes: it helps the right customer self-select, and it naturally introduces long-tail keywords.
"Perfect for frequent travellers who hate checking bags. The slim profile fits in any trouser pocket without the bulk."
3. Key features as bullets
Bullets are easier to scan, and Google parses structured content more effectively. Each bullet should answer a question a customer might have:
- What material? What quality?
- What size/dimensions?
- What does it come with?
- What compatibility or limitations?
- How is it maintained?
4. Reassurance
Address the objection before the customer has it. Returns policy. Warranty. Manufacturing location. Certifications. Even a short sentence ("Handmade in Portugal. Ships in 2–3 business days.") increases conversions by reducing uncertainty.
5. Soft call to action
You don't need "BUY NOW" in a product description. A soft nudge is enough: "Perfect as a gift or a treat for yourself." or "Add to cart and start your 30-day trial."
Keyword Research in 15 Minutes (Free Method)
Before you write, spend 15 minutes finding out how your customers actually describe what you sell.
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Google autocomplete: Type your product name into Google and note every suggestion that appears. These are real searches people make.
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"People Also Ask" boxes: Scroll down the search results. Every question in this box is something your potential customers are asking. Answer them in your description.
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"Related searches": At the bottom of the results page. These are keyword variations worth working into your copy.
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Amazon reviews: Search for your product type on Amazon and read the 4-star reviews. Customers describe products in their own language — and that language is exactly what other customers search for.
Your primary keyword should appear in:
- The first sentence of your description
- At least one bullet point
- Your product's meta title (the SEO title, separate from the page title)
- At least one image's alt text
Don't repeat it unnaturally — 2–3 times in the full description is plenty.
Optimal Length
Short-form products (accessories, consumables, simple items): 150–250 words
Mid-range products (clothing, home goods, tech accessories): 250–400 words
High-consideration products (furniture, electronics, professional tools): 400–600 words
Longer isn't always better. But under 150 words is almost always too short for both SEO and conversion.
Before and After Example
Before (common, ineffective):
Premium stainless steel water bottle. 500ml capacity. BPA-free. Dishwasher safe. Available in 6 colours.
That's 16 words. Google has almost nothing to work with. A customer has no reason to choose this over 100 identical listings.
After:
Stay hydrated through the longest days with this 500ml stainless steel water bottle — insulated to keep drinks cold for 24 hours and hot for 12. Made from food-grade 18/8 stainless steel with no plastic liner, no metallic taste, and no BPA.
Designed for people who carry it everywhere: the slim profile fits most cup holders and bag side pockets, and the leak-proof lid means you can toss it in your bag without thinking twice.
- 500ml capacity (perfect for a full day at the office or the gym)
- Double-wall vacuum insulation — cold drinks stay cold, hot drinks stay hot
- Food-grade 18/8 stainless steel — no plastic, no BPA
- Dishwasher safe lid, hand wash recommended for the bottle
- Available in 6 matte colours — scratch-resistant coating
Ships within 2 business days. Free returns within 30 days.
That's ~160 words. It includes natural keyword variations (stainless steel water bottle, insulated, BPA-free, 500ml), answers likely objections, and gives a customer a reason to choose this specific product.
Common Mistakes to Avoid
Writing for Google first. If your copy sounds robotic or forced, it will hurt conversion rates — which is also a ranking signal Google measures. Write for humans. Keywords should fit naturally.
Ignoring mobile readers. Most product page traffic is mobile. Long paragraphs are hard to read on a phone. Break text into short paragraphs, use bullets liberally, and front-load the most important information.
Forgetting alt text. Every product image should have descriptive alt text that includes your keyword. "Navy blue stainless steel water bottle on a desk" is correct. "product-image-3.jpg" is not.
Not updating old descriptions. As you learn which keywords your customers use (Search Console shows you this), go back and update older product descriptions to reflect that language.
Want a detailed walkthrough of everything in this post? The Ecommerce SEO Playbook covers product descriptions, keyword research, and 5 more chapters — free. Download it here →
