Woocommerce Product Description

WooCommerce is one of the leading platforms for online stores. WooCommerce is an SEO-friendly platform. However, it doesn’t mean that if you use WooCommerce, your website will be ranked high automatically. If you want to make your products visible online, you should put extra effort into SEO optimization. You need to master the art of SEO writing to improve WooCommerce product descriptions:

Target audience

Before you start writing, you should define your target audience. Why it’s so important? It will allow you to understand what you should write in your product description and, most importantly, what keywords you should use.

Know your customers

You should analyze the demographics and psychographics of your target audience (age, income, lifestyles, attitudes, beliefs) 

Imagine that you sell jewelry for women. You may target two types of customers:

• Target group #1: Women, 30+ years old, married, have kids; middle-income level. 

This group of customers buys jewelry to wear for special occasions like birthday parties and weddings. They search for earrings and necklaces that will match any outfit.

• Target group #2: Men, 30+ years old, not married; high income level. This group of customers buys jewelry as gifts for girlfriends to make an impression. 

This group of customers looks for sophisticated jewelry that stands out.

If you want to sell earrings to these two target groups, you should adjust the descriptions of your product accordingly. 

Here is an example of a product description you can use to grab the attention of the first group, the women.

If you create a product description for the second target group, you should use words like “breathtaking” and “glittering”. That’s exactly what wealthy men are looking for when shopping for fancy gifts.

The better you understand your target audience and its buying intent, the more compelling the product description you will create. Therefore, we highly suggest you focus on target audience research before moving to the next steps.

Keywords usage

The proper use of keywords is crucial for SEO success. You should research keywords thoroughly before jumping to product description writing. You should analyze the search queries of your target audience and choose the keywords that will more likely bring you more traffic and sales.

Let’s get back to our example where you sell earrings. You need to find keywords for this product.

What focus keywords will you use? Will you opt for a very specific, long-tail keyword “ruby flower stud earrings”, or will you choose the less specific keyword “buy ruby earrings”? 

Use keyword research tools

Analyze these keywords using Google Keyword Planner, Ahrefs, Ubersuggest, or similar tools. You should find out which of these keywords are associated with the lowest competition level and the highest traffic.

According to information provided by Ubersuggest, the keyword “buy ruby earrings” has a high SEO difficulty level. So you should opt for another keyword, for instance, “buy ruby stud earrings”. This keyword will bring you less traffic, yet the traffic itself will be of higher quality.

Using keyword research tools, you can also find relevant secondary keywords. Here is an example of such keywords:

• Ruby earrings
• Flower earrings 
• Diamond stud earrings
• Stud earrings 14k gold
• Buy ruby earrings online
• Best ruby earrings to buy

Choose target-audience-specific keywords

Naturally, you need to choose the keywords with your target audience in mind. For example, if your buyers are the men who shop for gifts, you should be aware that they will not use search queries like “ruby flower stud earrings”. Instead, they will Google phrases like “best earring gift” or “fancy earrings”.

Think wider 

Note that different people name the same product differently. For instance, people who consider buying ruby earrings may use the word “red gems” instead of “ruby”. 

Try to think like a customer:

• How would you name your product?
• What features of the product would be the most important for you? 

Research the keywords that come to your mind and add them to your keyword list.

Incorporate keywords naturally

Search engines do not tolerate keyword stuffing. So don’t include keywords in each and every sentence. To get the best results, you maintain the natural keyword distribution. Use keywords only in those sentences where it makes sense. 

Quality of product copy

1. Make it useful and relevant 

WooCommerce product description should include information about the key features and benefits of the product. Also, it should describe how it feels like to hold/use/wear your product. 

2. Tap into customers’ feelings

What will people get if they buy your product? They will get something more than just a physical item, don’t they? 

You should understand one important thing. People are not really interested in your products. They are interested in the feelings they can get from buying and using your product.

Here is an example of a well-written WooCommerce description. The seller of the blanket states that his product can help customers “transform their sleep space to a relaxing oasis”. That’s a great phrase that grabs the target audience’s attention.

3. Provide explanation

When you make a statement that your product is comfortable, compact, easy-to-use, etc., make sure to provide some proves or explanation.

Take a look at the following product description. It not only states that earrings are “comfortable”, but also explains why it’s comfy to wear them while sleeping.

4. Keep it short

If you want to grab and retain the attention of modern customers, you should keep your product descriptions short and concise.

5. Present the most important information upfront

The vast majority of website visitors read only the first sentence of the product description. So when you write a detailed description, make sure to put the most important information first. 

6. Create unique product copies

Whether you offer 20 or 200 products, you should create unique copies for each of them. 

7. Write for people

What does it mean? It means you should make your texts engaging and interesting to read. You should create product descriptions for real people and then optimize them for search engines, not vice versa. 

On-page SEO

Here are two important things you should do to boost your on-page SEO:

1. Optimize your product page titles

Every product page has its title tag. The title is the first thing that search engine crawlers read and the first thing that customers see when they discover your product page.

If you want to promote your products effectively, you should write product page titles with these SEO tips in mind:

• Include SEO keyword
• Use descriptive adjectives
• Make each product title unique
• Put your domain name at the end of the title
• Keep your title under 50-60 characters
• Consider adding call to action words like shop, buy, get a discount

2. Write meta description

Web crawlers and users use the meta description to check whether your product page is relevant to the given search query. If you write a winning meta description, you will drive more traffic to your website.

Here are a few tips that will help you create an effective product meta description:

• Make it informative and descriptive
• Include SEO keywords
• Keep it short – under 160 characters
• Try not to use the stop words like ‘an’, ‘the’, ’and’ etc
• Include the product name and key features and characteristics

3. Competitors

If you want your eCommerce business to succeed, you should watch your competitors like a hawk. You should analyze their SEO strategies and learn from their best practices.

If you notice that one of the competitive websites has recently gotten to the top of the search results page, analyze the changes that have been incorporated. Check product descriptions, page titles, and meta descriptions for updates. 

How to optimize product descriptions in WooCommerce

By default, WooCommerce doesn’t come with special SEO options to improve your product content. Using Yoast SEO, you get the standard SEO analysis, but with WooCommerce SEO, you’ll get the special product-specific analysis. 

1. Add a new product, fill in the product name, and set a focus keyphrase in Yoast SEO
2. Fill in the rest of the product data — don’t forget the product identifiers!
3. Add product categories and tags
4. Set a product image
5. Write an enticing short description for your product
6. Write a great product description
7. Be sure to follow the SEO tips from Yoast SEO to optimize the description
8. Don’t forget to improve the readability
9. Add more images — don’t forget the alt-text! 
10. Fill in a nice meta description and SEO titles
11. Check the Google Preview — adjust if needed
12. Do a final check of your product