It doesn’t matter whether a text is descriptive or narrative; there are some requirements that are the same for all texts. They should be accurate, unique, and contain all the necessary information.
What belongs in a good product description?
The classical structure of a product text begins with a detailed product description in the form of continuous text (approx. 200-300 words). Afterwards, you can reiterate the most important points in a list of keywords. Many store owners also show special features and highlights as bullet points. The use of subheadings and key points is important because readers are often quite selective in the parts they choose to pay attention to – pages are usually skim-read, long paragraphs are skipped, and bullet points are used as orientation points.
The most important content elements of a product page include:
- Dimensions, size, weight
- Technical details
- Additional information e.g. instructions, manuals
- Links to related products or accessories
An important issue is the use of relevant keywords or keyword combinations. Relevant keywords should appear in the text, but make sure you don’t over-optimize! If you fill the texts with too many keywords (known as keyword stuffing), you will find yourself penalized by Google.