How to Win at Organic Search

Do you know how to win in organic search? This is key for a successful product listing. Creating successful copy in e-commerce involves much more than just hiring a writer. You need a copywriter who is skilled in specifically crafting product descriptions, but also someone who understands the value of keywords. 

June 8, 2020 - By Jill Cappaert - Director of Creative Services and Copywriting


As someone who has been a copywriter for most of my career, I’d love to think that shoppers click on product listings and read every single word of copy that I’ve written. However, that’s simply not the case! If you are not winning in search, then chances are that consumers may never even find your product to be able to read about it. It is critical to have SEO knowledge that is specific to each platform. Some people find platforms like Amazon to be very intimidating, but it is really all about just learning the format of the platform and the rules that apply.

Here are a few tips specific to Amazon to help you win at product descriptions:

  1. Have an informative title. Titles should clearly state what the product is, and what the benefit is (where possible when not bound by character limits). This is very important. When a consumer is scrolling through their shopping experience, they may keep scrolling if they don’t understand what a product is or what it does right away. Be clear and informative.
  2. Create a strong priority of communication. The most informative information about the product and benefits should be outlined in the first three bullet points for the most visibility. Most consumers are shopping via mobile, so they will only see the first three bullet points before they must push a button that says, “read more”, in most cases. Give them the most valuable information upfront. Then they will keep reading.
  3. Use the real estate you have. I am referring product descriptions here. You are less bound by character limits in this area, so use the space that you have to go into depth about the product including additional benefits, use cases, and more. This is really an opportunity to add in keywords to help your product rank higher in search.
  4. Don’t skip on search terms. You’ve spent all your time crafting a great listing and informing your customer about your product. But have you also optimized the backend keywords? Backend keywords, or search terms, are extremely important to optimize a listing. The relevance of search terms is a necessity, but it also helps broaden where the product shows up in search. A consumer may not know that your product exists; however, their search may be related to a problem that needs to be addressed, so keywords should be reflective of such. For example, if a consumer searches for “sun protection clothing,” then you would want that to be in the backend keywords if you are selling a rash guard.

Although using keywords is critical to winning in organic search, you still need the product description to be “on tone” with your brand voice. If your listing is nothing but a keyword dump, it won’t make sense on your product page, and the consumer won’t get much out of it. Utilize your brand’s personality and tone when writing so that it stands out from other listings. Together, marrying your brand voice with SEO best practices is the key to product listing success.

If you’re unsure where to start with finding the most relevant search terms for your product, or you don’t have the capability to staff your own writer, let HINGE COMMERCE help. Together, we will create a strategy for your brand and products that is tailored to your needs.

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