Product Description and SEO

Using SEO Best Practices In Your Item Descriptions

Search Engine Optimization (SEO) plays an important role in helping a potential customer find your product when they type a query into a search engine like Google, Yahoo! or Bing. The higher your item is ranked, the more likely it is that a prospective customer will see your product over the thousands of other options.

An item's SEO ranking is derived from its item descriptions. Good item descriptions are written for humans but include SEO tactics, like keywords, that help both search engines and prospective customers find what they are looking for. Your item listings on should always include the item description attributes shown in the image below.

SEO image showing Description attributes

SEO best practices

You should always add the Product Name, the Brand name,  and the most important keywords to each of the description fields. Below we have listed what to include in each description.

  • Product Name
    • At least 50 characters in length.
    • Create a unique product name that isn't used elsewhere.
    • Include the Brand name and any specific attributes that make the item stand out.
  • Short Description
    • At least 500 characters in length, with a maximum of 1000 characters or between 5 to 10 sentences.
    • Include the Product Name.
    • Include the Brand name.
    • Include keywords describing the item's features and benefits.
  • Long Description
    • At least 1000 characters in length with a maximum of 4000 characters or a list of between 10 and 30 features and benefits.
    • Include the Product Name.
    • Include the Brand name.
    • Make sure that your list Includes the keywords that describe the item's features and benefits.
  • Shelf Description
    • Include the 3 most important benefits and features of your item.
    • Include keywords in the description.
  • Image filename (used in the image URL)
    • Include your image filename in the item's image URL. Keep in mind that the maximum URL length is less than 2000 characters.
    • Include as much of the Product Name as you can.
  • Image Alt-Text 
    • At least 25 characters in length with a maximum of 150 characters or between 5 to 30 keywords.
    • Include the Product Name.
    • Include the Brand name.
    • Include any of the item’s keywords that describe the image.