Product descriptions, usually placed next to the products’ images, are necessary to help readers understand what they are buying. These descriptions not only aid customers in understanding their purchase but also assist Google in recognizing and ranking your products in search results with jewelry SEO.
Writing product descriptions can be complicated, but you must do it right; otherwise, you could lose potential customers.
This article will show you how to use SEO for jewelry stores and optimize your product descriptions. These eight (8) simple tips on product description optimization are needed to:
- Improve visibility in search engine results.
- Attract potential customers through well-structured titles and descriptions.
- Boost sales and stand out in the competitive online jewelry market.
1. Structuring a Product Description for Jewelry SEO
Like writing blogs and articles, product descriptions adhere to the same structure, although shorter; thus, conveying information concisely within the limited text space can be challenging.
Organizing the product description content in a user-friendly and optimized way for search engines is always advisable. Below is a format you can use as a guide, but note that different products may need other word length requirements:
- Keep it concise and clear with targeted keywords for better visibility.
- Aim for 5 to 10 words or no more than 60 characters.
- Focus on including relevant keywords for jewelry store SEO.
- Around 150 to 160 characters to ensure the description fits within search engine limits.
Detailed Description (Body Copy):
- 100 to 300 words for standard products.
- 300 to 500 words for more complex or technical products; avoid jargon.
- Make the content easily skimmable with short sentences, bullet points, or other formatting techniques to break up text and make it more digestible for readers.
- Include benefit-focused information about the product rather than just listing features for a customer-centric approach.
Headers (H2, H3, H4):
- It should be concise but informative, at 3 to 10 words for H2 headers.
- Use H3 and H4 headers for subsections with similar or shorter word lengths.
Call to Action (CTA):
- Place a strong CTA strategically with targeted keywords for optimal visibility of your jewelry stores, such as “Shop Now,” “Discover More,” or “Get Yours Today.”
Following this format is optimal for readability, so the content is neither too brief nor excessively detailed to capture and maintain the reader’s attention. Users tend to read only a small percentage of text on a page, with attention diminishing past 50%.
In jewelry SEO, longer content receives more links and higher rankings, which signals the importance of creating blog content for more visibility. But, for product descriptions, the goal is to be brief and to the point while providing enough information to be informative and engaging.
2. Use of Easy-to-Read Fonts
The choice of fonts also impacts how your customers engage with the product information. Easy-to-read fonts create a more pleasant and effective communication experience. The most common fonts used are sans-serif and serif.
When information is presented in easy-to-read fonts, customers can quickly and comfortably absorb the details about a product. This, in turn, enhances customer satisfaction and engagement, as individuals are more likely to stay engaged with content that is visually accessible and doesn’t pose a challenge to read.
Case studies and experiments show improved conversions, time on the website, and lower bounce rates after adjusting font sizes for better readability.
3. Adding User Generated Content
Over 63% of consumers prefer to buy from online stores with customer reviews. Customers trust reviews 12 times more than manufacturer-provided product descriptions. Adding reviews and ratings to product descriptions builds trust and credibility by demonstrating authentic customer experiences.
Customer reviews improve your website’s overall jewelry SEO and provide valuable insights for potential buyers. Encouraging customer feedback fosters a more connected and trustworthy relationship with the brand.
4. Specification of Metal, Materials, and Purity
Be transparent about the details of the materials used in describing the jewelry SEO. Customers may have specific expectations regarding the jewelry’s appearance, durability, or maintenance. Being clear about these things reduces the likelihood of misconceptions and post-purchase dissatisfaction.
Close to half of online shoppers have returned purchased items because they received products that did not match the provided descriptions. Also, 79% of them demanded free return shipping.
To avoid the hassle of product returns, always be honest and open with your product descriptions so customers can fully trust your brand.
5. Emotional Description
Use specific and evocative connotative adjectives instead of generic terms that may not convey a strong image or emotion. Rather than simply describing a piece of jewelry as “beautiful” or “stylish,” use adjectives that paint a more detailed and appealing picture, such as “elegant,” “captivating,” “sparkling,” or “timeless.” You can also use powerful terms like “limited time” and “exclusive offers” to create a sense of urgency and exclusivity.
Using connotative adjectives in jewelry SEO product descriptions enhances the emotional appeal and specificity of the content. But don’t overdo it. Be sure they accurately represent the quality and offering of the jewelry.
6. Emphasize Product Differences
Draw attention to the unique qualities of your jewelry. Focus on features such as being handcrafted, made from rare materials, or lab-grown, and offering customization options.
If the jewelry has any certifications (e.g., quality, authenticity), mention them. This highlights what sets your collections apart from others in the market.
7. Be Careful with Duplicate Content
It’s common for e-commerce SEO websites to create similar descriptions for similar products of different quality, colors, sizes, lengths, etc. John Mueller of Google clarifies that duplicate content is not a negative signal; however, writing unique descriptions helps Google rank pages for broadly similar products.
Duplicate content could not demote the website, but Google might show only one or two pages with the duplicated content in search results. Thus, John Mueller recommends avoiding complete duplication in product descriptions.
Instead of using duplicate content, use unique visual elements for each piece, such as colors, gemstones, or distinctive features of the jewelry.
Jewelry Store SEO with JSM
Product descriptions for jewelry SEO are for your customers and Google. Make sure to create something that benefits both as much as it did to your jewelry stores. Monitor the performance of your optimized descriptions following the guidelines above and make adjustments as needed.
With these strategies, you’re on your way to standing out in the competitive online jewelry market. Stay updated with e-commerce SEO. Contact Jewelry Store Marketers, and our SEO services can provide more tips for optimizing your website for jewelry SEO!
Guy has been building websites and helping companies online for over 15 years. He has worked in the jewelry industry for close to 30 years now. As the CEO of Jewelry Store Marketers, Guy leads the company to provide excellent services in website design and development, search engine optimization and more.