Wondering why your online store is not doing well in the search engines? Start by looking at your product descriptions. Most online sellers use the manufacturer descriptions when describing their products. Do you? If so, do you expect the search engines to treat your site any different from the other online merchants out there using the same default descriptions?

The most useful tip we can give is to spend time and write detailed, comprehensive product descriptions. Answer the traditional questions like Who, What, When, Why, Where and How? For example: Who would use this product? How would they use it? Why would they use it?

As you write your product descriptions, try to address your target market and add character or a persona to your descriptions. It will make your product descriptions easier to read, as well as address your customers at their level. Its ok to show some personality.

Finally, while it is suggested to embed keywords into your descriptions, do not stuff them in there just for the sake of using them. For example (keyword is “blue coat”):

“This blue coat by North Face is a great blue coat for winter. Everyone will love your blue coat as it is made of blue cotton fabric and wind resistent outershell. You will be the talk of the town in your new blue coat.”

While my example is “over the top”, it hopefully illustrates the point. Always have someone else read your product descriptions and give you feedback. They should read naturally. When read out loud it should sound natural. Remember, you want to impress your site’s customers, as they buy from you, not Google.