How do I write product descriptions, blog posts, etc. to help my site's SEO ranking?

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When people talk about copywriting for Search Engine Optimization (SEO), they are referring to the keywords within the text found on the pages of your website. It is important to perform keyword research to determine the terms that people are actually using when searching for a particular topic or product. Once you determine the most valuable keywords (i.e. highly searched keywords) you should compose your web sites content accordingly.

Writing search engine optimized copy (e.g. product descriptions, blog posts, etc.) is an important component of any SEO strategy as it will help your website rank better in search engine results, especially on Google. The goal of SEO copywriting is to create informative content that includes the important keywords several times without sounding unnatural – as this may deter visitors to your site. Some professional SEO technicians stuff keywords repeatedly into an article, in an effort to make a page rank better, but we don’t recommend doing that as it is obvious and sounds "off" to your customers.

6 Important Things To Do When Writing for SEO

Make sure it is 100% unique and not copied from anywhere else. You can rewrite other people’s descriptions, but make sure everything is paraphrased (written in your own words). This is extremely important!
Duplicate content is content that appears on the Internet in more than one place. When there are more than one piece of identical content on the Internet, it is difficult for search engines to decide which version is more relevant to a given search query. To provide the best search experience, search engines will rarely show multiple, duplicate pieces of content and thus, are forced to choose which version is most likely to be the original (or best). If you've taken your content from a source such as your products' manufacturer, you will probably not out-rank them in SEO, so always re-write the descriptions. From a customer standpoint, this can also help you put a personal spin on your descriptions, separating you from your competitors.
Use the important keywords several times. While you don't want to spam the search engines (or your customers) with the same words over and over again, using the important keywords throughout your website will help with your ranking on Google/Yahoo/Bing, etc.


Make an attempt to answer the searcher’s questions. That entails making sure that you know your target market and are attracting this audience to your website. One you have pinpointed your target market; make sure that the content on your site is relevant to them by providing useful, compelling information.

Vary the length of each article from 200 words on up to over a 1000 words, with a general average of 400-500 words across all the articles. Varying the length of your articles makes it less obvious that you are “stuffing” SEO content on your site.

Make sure the copy accomplishes the goal of the site, whether it is to get a visitor to call you or to purchase a product on your site. Copy that is easy to understand and informative greatly impacts conversions (turning visitors into paying customers). Placing visible call-to-action buttons also help site visitors perform intended goals (e.g. Buy now, Apply now, View our job listings, etc.)

Use the Heading formatting (Heading 1, Heading 2, ..., Heading 6) in your WYSIWYG editor within BigCommerce. Heading 1 defines the most important heading, while Heading 6 tag defines the least important heading. When writing your on-page copy, it is important for you to use these headings to bring the most attention to most important content. Targeting keywords in headings can help you achieve better search engine results.
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Drew N, Community Manager

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Posted 5 years ago

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