Lessons From Writing
100,000 Product Descriptions
What Converts and What Ranks
Clayton Lainsbury, CEO | Crowd Content | [email protected]
About Crowd Content
We help retailers, agencies and brands
create content at scale
• 3000+ US Based Writers
• Veteran Production Team
• Over 100,000,000 words written
Product Page Content Elements
1. Product Description
2. Q&A
3. User Reviews
4. Buying Guides
5. Tech Specs
6. Images
7. Performance Charts
8. Rich Media & Video
9. Metadata
Source: https://www.marketingprofs.com/charts/2017/33209/the-three-content-types-that-most-influence-e-commerce-purchases
Keyword Research
It takes some work for a small site.
For a site with thousands of SKUs,
it’s a big task.
How Much Effort Can you Spend?
• Every page and section?
• Category pages only?
• Category Pages and high-priority
product pages?
Deciding Which Pages To Optimize
• How many SKUs?
• What are your top sellers?
• What has the highest margin?
• Do you need to tell a story?
• What’s the search traffic?
• What resources do you have?
Keyword Research Methods
1. Google Keyword Planner
2. SEMrush’s Keyword Magic
3. Moz’s Keyword Explorer
4. SEMrush’s competitor reports
5. Amazon product listings
6. Internal Search
Mapping Keywords to Content
Buying Stage Asset Type Keyword Type Example
Awareness Category Page General + Broad Tents
ConsiderationCategory or
Product PageLong-tail Pop Up Tents
Decision Product PagesLong-tail +
commercial intentBuy Coleman
Pop Up Tent
Template for Creating Keywords
[Brand] + [Model Name/Series] +
[Descriptor] + [Generic Product Term]
For example:
[Acme] + [Lagoon Series] +
[blue] + [widget]
Tent example:
[Coleman] + [Sundome] +
[4 person] + [tent]
Template for Creating Keywords
Primary Keyword
[Brand] + [Model Name/Series] +
[Descriptor] + [Generic Product Term]
Secondary Keyword
[Descriptor] + [Generic Product Term]
Content Length
It’s going to vary based on a few factors:
1. Types of products you sell
2. How much have your competitors
written?
3. How many words do your keywords
take up?
Content Freshness
Photo Credit: https://www.searchenginejournal.com/google-algorithm-history/freshness-update/
Don’t Stuff This Up
KEYWORD: Frigidaire French-door
refrigerator
VARIANT 1: 30-inch Frigidaire
French-door refrigerator
VARIANT 2: stainless steel Frigidaire
French-door refrigerator
Speak To Your Audience
If you’re selling a high-end luxury
brand you may opt for a more
lifestyle/aspirational tone:
“Wear this Michael Kors cashmere
sweater as you board your private
jet for a weekend in Dubai.”
Keep a Positive Tone
DON’T: This Maytag microwave’s
built-in crisper ensures foods won’t
get soggy.
DO: This Maytag microwave’s built-in
crisper ensures crisp foods that are
perfectly cooked.
Start Strong
DON’T: This durable Urban Armor
case protects your phone from
scratches and dings.
DO: Protect your phone from
scratches and dings with this durable
Urban Armor case.
Stay in The Present
DON’T: This PlayStation controller
will make marathon gaming sessions
more enjoyable.
DO: This PlayStation controller
makes even marathon gaming
sessions more enjoyable.
Employ Storytelling
"It’s possible a 4-panel hat constructed by
hand, with love, for a larger-than-life
character named Stormy Kromer could have
been as iconic. We’ll never know. Ida stitched
together 6-panels in 1903, and the rest is
history. Rich, warm, wonderfully-fitted history.
Few things age perfectly. This is one of
them.”https://bushsmarts.com
Let Your Brand Shine Through
"Campers of comfort. We know how horrid
it is when your sleeping bag feels like a
straight jacket. So we’ve made sure ours
are super soft and wide enough for the
most fidgety of feet.”
https://www.anorakonline.co.uk/