Mastering SEO Product Descriptions for Cosmetics (+ Examples)

Picture a busy mom googling for a quick and effective makeup remover oil. She finds a product with a description that promises to remove everything from waterproof eyeliner to sweat-proof makeup, emulsify instantly with cold water, and leave her skin immaculately clean—just before her children scream out for her yet again. 

S.O.L.D!

This very meet-cute between a brand and a customer is the ultimate magic of SEO product descriptions. 

Whether you’re selling on Amazon, Etsy, or your own website, nailing product descriptions is the supercharged booster your sales needs. 

Understanding SEO Product Descriptions

What Are SEO Product Descriptions?

An SEO product description is a detailed, keyword-optimized pitch that informs, persuades your customers, and helps your product rank higher in search engine results.

Importance for Beauty Marketers

For beauty marketers, SEO product descriptions help level the playing field against industry giants and household names, getting your brand's products to stand out in a crowded market and building brand recognition over time. 

In saturated ecom spaces like Amazon, Shopify, Sephora, or Ulta, this can mean a possible transaction or a definite scroll past before you even have the chance to boast your unique features and thousands-spent clinically proven stats. 

Writing Ecommerce Product Descriptions That Swoon and Sell

Nail the Right Keywords

A compelling product description starts with the right keyword. It bridges the gap between your product and the need your audience is looking for, signing for the searchers and the search engine to your way. 

To identify the perfect keywords for your products, follow these steps:

1.Use product’s features and benefits as “seed keywords”: Put your best selling points on display to attract your audience and answer their desire. Chances are, it’s the large text in your product name. 

For example: “high shine lip gloss,” “breathable foundation,” “long-lasting lip liner,” etc. 

2. Find long-tail keywords with keyword tools: 

Seed keywords are really broad, which means many of your competitors are already fighting tooth and nail for the top ranking spots. Targeting long-tail keywords allows you to have a less intense race, achieving the same results with much less time and resources.

Keywords Everywhere, Moz Keyword Explorer, Ahrefs, and Semrush are fantastic tools that can help you find those golden long-tail keywords.

Simply input your seed keywords and browse.

3.Niche down your options: The ideal keywords should have sizable traffic and a low to medium keyword difficulty rate.

4.Embed your keywords into the description: Write e-commerce product descriptions with a well-balanced mix of your target keywords. Don’t try stuffing in too many, as it will alert the search engine to low-quality content and affect your performance.

Take these product description examples to guide yours.

Highlight Benefits Over Features

Translate the product’s features into benefits. The constant question running through your customers’ minds is simple: “What can this do for me?”

It matters not that your sunscreen has an oil-free formula, but that the sunscreen doesn’t clog pores and is lightweight, making it a stress-free choice for acne-prone skin. At every point of your SEO product descriptions, ask yourself, “So what?”
“So what if the serum is rich in antioxidants? So what if it has encapsulated retinol? So what’s in it for the user?” Keep your descriptions in check with these questions to stay engaging, relevant, and golden.

Paint a Transformed Lifestyle

A beauty routine transcends the notion of a mere daily task, it’s a deeply personal ritual. To beauty and lifestyle product customers, the items are not just tools but extensions of their identity, enhancing their sense of self and well-being.

The more detailed you narrate how your products contribute to a better, happier future for your customers, the closer they are to the checkout.

Let them feel you’re one of them and have known better by using tone, slang, and jargon that resonate with your audience.
People don’t just buy solutions but transformation: A fragrance that transports them to another time and space, a rouge that makes their lips resemble those of an elegant French girl, a makeup palette that evokes pride in their artistic heritage with each use. 

Check out these product description examples to inspire yours.

Use Bullet Points

Everyone likes to know the most with the least reading. What’s new. 

So, make it easy for your audience to grasp your unique selling points with bullet points for easy scanning and understanding. 

Pro Tips for SEO Product Description

Optimize target keyword placements

Check out the following places and make sure your target keyword is included for optimal SEO performance. 

1.Meta Descriptions: Write a compelling meta description that includes your main keyword. Keep the length at the ideal of under 160 characters.

2. Alt Text: Use descriptive alt text with your target keywords embedded for your images. 

3. Product description: Use your main keyword in the title, first 100 words, and naturally throughout the description.

*Read more about SEO strategies for attracting clients

Diversify text formats

Even when your copy is short, mixing up different text formats can make it much more memorable. 

By strategically using bold to highlight key points, italics to emphasize subtle nuances or convey a classy vibe, and different fonts to break up phrases and sections, you can create a visually engaging and easily digestible piece. 

This approach not only draws the reader’s eye to important details but also enhances the overall readability and retention of the message. Also, make sure your font is easy to read on both mobile devices and larger screens for a seamless customer experience. 

Hire an SEO Product Description Writer

Feeling overwhelmed by all those product pages that need a revamp? Have 99 problems piled on top of updating your product descriptions?

An SEO product description writer, who can take that load off your shoulders and transform them into swoon-worthy descriptions, is just an email away.

Drop me a line at nganphan.freelancewrite@gmail.com for brilliant product descriptions that match up your brilliant brand.