15 Apr Using Long-tail Keywords in Your Product Description Pages to Drive SEO
Long-tail keywords help increase SEO
This is because they’re typically easier to rank for and may better mimic the types of phrases individuals enter when searching for products or services. And while most ecommerce marketers include long-tail phrases in blog posts and other longer texts, many brands are leaving these components out of product descriptions.
That leaves the door cracked for companies willing to put a bit of extra effort into PDs to slip in and win more top spots in the SERPs. Here’s what you need to know about including long-tail keywords in your product description pages.
What Are Long-Tail Keywords?
Long-tail keywords are three-to-five word (and sometimes longer) phrases that are highly specific to your products and the user’s intent in searching.
For example, if you sell kitchen cutlery, you might try to rank for “kitchen knives.” Since that’s a high-competition key phrase, you might also include long-tail keywords such as those below for better results in the search engines.
- 8-inch chef’s knife
- 4-piece steak knife set
- Best knives for cutting meat
- Small paring knives
Discover the long-tail keywords likely to perform the best for your pages with keyword research. You can start with tools from SEMrush or Neil Patel or use your own analytics. If even this is too much effort for you, you can use apps like Clever ecommerce, which do the Keyword research for you for free and make your Google Ads campaigns in only 5 simple steps.
Where Should They Go in Your Product Description Pages?
Remember that keywords are the salt in the content marketing recipe: a little goes a long way in seasoning your pages for proper SEO. In a 50- or even 200-word product description, you may only need to include each long-tail key phrase once, but where you include them is important.
Keywords are more powerful when you place them:
- In titles and subheadings
- In the first and last sentence
- In alt attributes, including alt image captions
When possible, pair your keywords with brand or exact product mentions. For example, “4-piece steak knife set” might become “J.A. Henckels 4-piece steak knife set.”
You can also place related phrases organically throughout, but with Google putting an emphasis on quality, never let keywords get the best of readability. You should never force a search term into your page unnaturally, so feel free to include stop words and punctuation to help the flow of your pages.
Keyword Intent and Matching Copy
Product and category description pages should rest heavily on feature/benefit writing, which helps the reader see themselves using the product and tells them how they can benefit from doing so. Experienced product description writers use this tactic to build excitement, create an emotional response and spur your visitors to click that “add to cart” button.
But your pages should also take searcher intent into account. For example, someone searching for “best santoku knife for home use” is probably in a different part of the buying journey than someone searching specifically for “Dexter-Russel Santoku knife.” In the first case, the person is likely still information gathering; they’re interested in learning more about these types of knives and which one might be right for their kitchen. In the second case, the person doesn’t need to be sold on the brand, but may need to know why a specific knife from Dexter-Russel meets their needs.
Start and End With Long-Tail Keywords for Positive SEO Benefits
Begin the process of creating product description pages with strong keyword research that includes long-tail phrases. Consider the intent of these searches and create feature/benefit copy that’s seasoned lightly with keywords in all the right places. Taking just a little extra time in the PD process can result in sales-boosting SEO wins.
If you want to know more about SEO, don’t hesitate and download the Ultimate Paid and SEO guide for ecommerce.