How To Write Product Titles

Summary

The product title is critically important for our success. 

Search engines compare a customer's query with the name of our product, and then decide whether it is a good match. If a customer is searching for a "Red Fluffy Boxing Shoe" then it is more likely that our products will be shown in the search results if our product titles have some matching elements.

To write a good product title you will need to have some understanding of the product on offer and how it sits in the context of the entire product range that we sell. This will help you to add good synonyms and help the customer find what they're looking for. 

Writing a good product title takes practice.

Watch this screencast to get an overview of the entire process. You can apply this method to any product title writing. The product used in the screencast is just an example.


Format of the Product Title

The product title should fit closely with the manufacturer's title, but doesn't have to be identical.

The title will usually follow a standard sequence of words. Brand name followed by product type, some characteristics and then perhaps a size or other unique characteristic.

Example 1 - Shelta Avalon Vinyl Beach Umbrella 200cm UPF50
  • Shelta is the brand name.
  • Avalon is the name of this actual product.
  • Vinyl denotes a unique characteristic about this product that sets it apart from others in the range.
  • Beach Umbrella is the type of thing (category) it is.
Example 2 - Apple iPhone 5s with Bumper
  • Apple is the brand name
  • iPhone identifies what the product is
  • 5s identifies a unique characteristic and type of product
  • with Bumper indicates that this product comes with an additional thing/accessory
  • Because the product name contains the word "phone" we don't need to add "phone" at the end of the product name.

Don't Use These Words

  • Don't include words like "New" in the title. The product won't always be new but the URL will get indexed in the search engines. 
  • Don't include any punctuation such as ! * - . _ or ( )

Add More Value To The Title

"Como 8 Person Family Canvas Tent" is more useful to a customer than "Como Canvas Tent".

With the addition of descriptive words the customer is able to quickly read that not only is this a tent made of canvas, but it is also suitable for up to 8 people, and that means possibly a family.

However, these are not just random words that have been added to the product title. For example, we would never add "best" or "popular" or non-factual words to the product title. We don't add opinions to titles, just facts.

The best words to add to product titles are keywords. We sometimes also refer to these as synonyms. A "keyword" is a label used by search engines to categorise all the information on the Internet. In this example you'll notice that we have used both "8 person" and "family". These two keyword phrases could be interchanged as they have relatively similar meanings.

"OZtrail Deluxe Gazebo 3m x 3m Portable Shade" is better than "OZtrail Deluxe Gazebo". By adding in the dimensions "3m x 3m" we are helping customers to understand the size of the product. And by adding "Portable Shade" we are helping customers to understand that this is not a wooden gazebo that sits in the backyard, but is instead a lightweight metal and fabric canopy structure. 

This example shows that sometimes it is important to add a keyword/synonym to the heading title in order to give the primary word (gazebo) more context.

Do not include too many keyword synonyms eg: "Como 8 Person Man Family Large Canvas Tent Tents". This looks like spam to both search engines and customers.

Syntax Rules

  • Write The Product Titles Like This With Uppercase At The Beginning Of Each Word. Keep It Consistent.
  • If you are using size, such as 3 metres, keep it consistent every single time. Do not use "3 metres" in one title and "3m" in another.
Good example: OZtrail Deluxe Gazebo 3m x 3m Marquee
Bad example: OZtrail deluxe gazebo
Bad example: OZtrail 2m x 3 metres Gazebo
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