When we talk about the top SEO factors for an ecommerce store, collection descriptions are at the top of the list. They’re not just descriptions – they’re valuable content for your site.

According to 54% of SEO experts, creating quality content is the most effective SEO strategy. Collection descriptions are content pieces that not only help your pages rank better in Google search results but also help increase your conversion rates. 

I know many people don’t read collection descriptions when they land on a collection page because they’re short on time. But that doesn’t mean all users skip them.

So let’s get right to it and talk about why collection descriptions are so important and how to write them to get the best results. 

I’ll share a must-have checklist for writing collection descriptions and give you a real-life example of a great collection description.

What is Collection Description and Why You Need to Write It?

A collection description is the text that shows up under the collection title on your collection page.

When you don’t have a collection description, it’s like walking into a store where the shopkeeper just stands there silently instead of telling you about the products’ benefits and how you might use them.

A good description helps your visitors and Google better understand what your collection is all about.

How to write a Collection Description

I’ve split this topic into two parts to make it easier to understand. The first part is a checklist that your collection description should go through. The second part covers the practical steps you need to follow – without these steps, things might get confusing.

Writing Checklist for a Collection Description

Well, before writing the collection description, I have a checklist I made after writing many descriptions that ranked well in search results. I’ve noticed a few key points that everyone includes in their descriptions.

• Top Collection Pages: Before you start writing collection descriptions, pick the pages that get lots of searches so you’ll make more sales.
• Share Information: Don’t make your description too sales-focused. Instead, share useful information (at least 40%) like what makes this collection good and who would like it most.
• Keep Concise: Don’t use too many words just to fit in keywords. People don’t have much time to read descriptions.
• CTA Addition: Add a call-to-action at the end of your description. Keep it short – between 150 to 250 characters.
• Don’t Forget the SEO Juice: Link to a blog post, about 2-4 recommended products, and 1-2 other collections.
• Testimonials (extra points): You might want to include a short 1-2 sentence comment from a happy customer as proof that others like your products. (For example: “They are the best perfume sellers, I got the same perfume I liked at a reasonable price”)

When you’re not sure what to write, check what your competitors are doing for similar collections and follow their approach.

How to Write a Collection Description: Practical Example?

Now I’d like to go beyond just the checklist and share a real-life practical example of how to write a good collection description.

Now I’d like to go beyond just the checklist and share a real-life practical example of how to write a good collection description.

Let me walk you through a step-by-step process with an actual example:

First, let’s imagine we’re writing a description for an “Armaf Perfume for Men” on an e-commerce website.

Example: Armaf Perfume for Men

1. Keyword Research 

To do good keyword research, make sure your main keyword is very relevant to your topic. When you have too many keywords in your SEO tool, you should:

• Select the targeted location you want to rank in.
• Focus on relevance rather than Keyword Difficulty (don’t worry about Keyword Difficulty)
• If you find many high-volume keywords, filter for those with more than 50 searches
• Add question-based keywords naturally in your content descriptions or use them as headings

For more information, you can check out my detailed post >> How to find keywords for SEO

2. Create Content

After doing keyword research and making a list, the next step is writing content.

If you know your products and collections well, I highly recommend writing it yourself. That way, you’ll get the best quality content. But if you’re not familiar with your collection, you might need help from AI tools like ChatGPT, Claude AI, or Bard.

To get the best results, use this prompt.

3. SEO Optimization

After getting the content, make it easier to read and more engaging. Add keywords naturally in the description so it flows well. If there’s no CTA, throw one in, and use H1, H2, and H3 headings to keep things clear and organized.

Final Thoughts – Wahaj Ansari

Don’t take collection descriptions too lightly or too seriously. They help with rankings, and if they’re not written or optimized, they can hurt your SEO and conversions. So, stay on top of it! First, take care of the important collection descriptions. Once those are done, move on to the less popular ones. After that, focus on writing product descriptions for well-known products. Finally, tackle the ones that don’t get much attention. Follow this approach, and you’ll see results!