A product description serves two audiences simultaneously: Google's crawlers, which are reading text to understand what the page is about and whether it deserves to rank; and customers, who are reading to decide whether to buy. Failing either one costs you - either traffic or conversion.
The conflict is usually overstated. Well-written product descriptions naturally contain the information Google looks for, because the information customers need to make a purchase decision is also the information that signals relevance to search engines.
What a good product description contains
The product name and key descriptors in the first sentence. Not stuffed - naturally placed. "The Merino Wool Crew Neck is knitted from 100% New Zealand merino and available in seven colours." This sentence contains the product name, the material, the origin, and the key attribute. It reads naturally and contains the terms a customer searching for a merino wool jumper would use.
The primary use case or occasion. Who is this for and when would they use it? This is what customers are actually asking themselves. "Lightweight enough for spring evenings, warm enough for an unheated office" is more useful than "versatile knitwear for all occasions."
The differentiating features. What makes this product worth buying over the alternatives? Materials, construction, certifications, origin, process, guarantees. These justify the price and build trust. A three-sentence product description that says nothing specific about what makes the product worth buying is a missed opportunity.
The practical details. Dimensions, weight, materials, care instructions - the information that prevents the purchase from being wrong. A customer who buys a rug only to discover it's 10cm shorter than they needed in both directions returns it. A customer who read the dimensions didn't have that problem.
A natural mention of the key search term. Once, naturally, in a way that reads as if it belongs. "This men's linen shirt" - not "men's linen shirt men's linen shirt buy men's linen shirt online."
The structure that works
For most products, a three-part structure covers everything:
Opening paragraph (2–3 sentences): What is this, who is it for, and what makes it worth considering? Lead with the most compelling thing about it.
Feature list (4–6 bullet points): The specific, factual details - materials, dimensions, certifications, care, country of manufacture. Bullets are easier to scan than a second prose paragraph and customers on mobile pages appreciate them.
Closing line (optional): A brief note about use case, gifting, or pairing with other products. "Ships in our signature packaging - makes an ideal gift." One sentence, adds context without padding.
Total length: 100–300 words for most products. More for complex or high-consideration products where customers need more information to feel confident. Less is only acceptable if the product is genuinely simple and the photography communicates what words don't need to.
What to avoid
Manufacturer copy. If you're selling products you didn't make, the manufacturer's description is already on every other retailer's site. Google sees it as duplicate content and won't rank any one store's version preferentially. Write your own description, even if it covers the same information.
Generic superlatives. "Premium quality", "exceptional craftsmanship", "perfect for any occasion" - these say nothing and read as filler. Replace every superlative with a specific: not "premium quality" but "knitted on 7-gauge needles from extra-fine 16.5 micron merino."
One-sentence descriptions. A single sentence tells Google there's not much here worth ranking highly. More importantly, it tells customers you haven't told them enough to make a purchase decision. One-sentence descriptions are responsible for a significant portion of abandoned product page sessions.
Keyword stuffing. Repeating the target keyword phrase in every paragraph reads badly to customers and is actively penalised by Google. Use the primary keyword once, use natural variants (synonyms, related terms) throughout, and write for a human reader first.
Prioritising your catalogue
Rewriting product descriptions across a large catalogue is a significant project. Prioritise in this order:
- Your ten best-selling products - these drive the most revenue and benefit the most from conversion improvement
- Products with organic search traffic - check Google Search Console for product pages already receiving impressions; better descriptions help them rank higher
- High-ticket products - the higher the price, the more the description has to do to earn the purchase
- New arrivals before they're promoted - launch with a strong description rather than retrofitting later
If your catalogue is large, a pragmatic approach is to write strong descriptions for the top tier and use a consistent template for the rest - a template that ensures the key elements (material, dimensions, care) are present even if the prose isn't individually crafted. Something is significantly better than a single sentence or a manufacturer description.
