Product Description Workflow
Product Description Workflow
Given how competitive online shopping is, optimising your product descriptions for SEO is an essential part of a successful e-commerce strategy to reach the right audience and capture market share.
By using the right keywords and phrases, businesses can make sure that their products are put in front of their ideal audience.
However for many e-commerce companies, creating SEO-optimized product descriptions and their variants is a labor intensive task.
In this article we are going to look at Mark's Product Description workflow, to take the guesswork out of finding your audience, and create product descriptions that convert into sales.
Step 1: Select the Product Description workflow
From the menu on the left hand side of the dashboard, click on the Workflows section, and select Product Description.
It should look something like this:
Step 2: Enter your brief
This is where you enter the details about the product you are looking to sell. When entering your product details, think about including the following:
* Company name
* Product name
* Product Benefits - people don’t buy products - they buy results. What are the benefits of your product?
* Product Specifications - the technical stuff - include the dimensions, weight, etc.
* Product Variants - are there variations of this product? Create all of your variants all at once. Remember to include what makes them different from the other versions of your product.
For this example, let's make up a product called Mark's Marvellous Marmalade - because I love both jam and alliteration:
You'll notice in this example I've saved the flavours until the variant step, as I wanted each product description to take into account that not all variants will taste the same.
This same logic can be applied, different colours, shapes, speeds, etc, etc.
Step 3: Configure your SEO
This is where we choose our keyword that we want to target, to make sure the content generated is built with this keyword in mind.
This step is incredibly important for making sure we attract, relevant, organic traffic, designed to capture search queries with Commercial or Transactional intent.
When thinking about which keyword to target, we evaluate the following:
Competition: Competitive density on this keyword to win a bid for pay-per-click ads. The higher the value, the higher the competition (maximum is 1).
Search Volume: The average number of times users have searched for a given keyword per month over the last 12 months.
Keyword difficulty: An estimate of how difficult it would be to rank well in organic search results. For SEO purposes, this metric is more interesting than the competition metric.
Trend: The interest of searchers in a particular keyword during the last 12 months.
Intent: The reason why a searcher was looking for a particular topic.
For more on finding, analyzing, and targeting keywords, check out our full keyword research guide.
For this example, let's go with marmalade fruit:
After choosing my primary keyword, we can run a SERP (search engine results page) analysis to populate our semantic field.
This allows us to tailor our product description even more, making sure that content generated uses the words that best describe our product.
Step 4: Review
Mark will generate the following:
Meta Title: Meta Titles are the titles of web pages, which are displayed in search engine results pages (SERPs). They should be descriptive and concise as they are intended to describe content and purpose. Unlike blog article titles which are designed to attract readers.
Meta Descriptions: Meta descriptions are brief summaries of the content found on a webpage. They should be written in a way that accurately reflects the content of the page, while also being interesting enough to encourage users to click on the link.
Product Description: This is the section that really shows your product off. Including your product benefits, specifications, name, etc; all put together around your primary and semantic keywords.
FAQ section: Possible frequently asked questions about your product.
Switch between your variants along the top of the screen.
Here you'll see why it's worth including what makes them different from the other versions in the variant step. The descriptions generated have very different flavour profiles, and the outcome reflects that.
And that's it!
Now you're ready to create SEO-optimized Product Descriptions, meta titles, meta descriptions, and faq sections; for all of your products in no time.
Happy writing! 🤖
Updated on: 24/05/2023