How to Write Shopify Product Descriptions for Google, AI Search and Customers

If I could only fix one thing on most of the stores I look at, it would often be the product descriptions.

So many stores use the exact text the supplier provided. It's the same text dozens of other stores use, it talks about features instead of what the buyer gets, and it rarely answers the questions people actually have. That hurts you twice: Google has little reason to show your page over everyone else's, and shoppers who do find it aren't convinced.

After about ten years of running Shopify stores, and helping more than 1,500 store owners with my team, this is the simple way I write product descriptions that work for Google, for AI search and for the shoppers reading them.

Quick answer: how do I write a product description that ranks and sells?

Write it yourself, for one clear type of buyer. Use the words they search for in your title and opening, lead with the main benefit, answer their questions about size, material, delivery and returns, and keep it easy to scan. State the key facts plainly so AI assistants can quote them, then add a meta description and image alt text so Google understands the page.

1. Know who it's for

A description written for "everyone" convinces no one. Before you write a word, decide who the product is really for and what they want from it. A lightweight rain jacket for hikers is sold differently from one for city commuters, even if it's the same jacket.

2. Find the words shoppers use

Type your product into Google and look at the suggestions that appear, and the "People also ask" questions further down. Those are the words real people use. If shoppers search "waterproof hiking jacket for women" and your page says "Ladies' Outdoor Shell", you're harder to find.

The fix: pick one main phrase per product and use it naturally in the title, the first sentence and once or twice in the description. Don't stuff it in everywhere. Write for people first.

3. Write a title that says what it is

Product titles like "The Aurora" mean nothing to a new shopper or to Google. A good title says what the product is, and adds the most important detail, like the material, size or who it's for.

For example: "Aurora Women's Waterproof Hiking Jacket, Lightweight and Packable" tells everyone exactly what they're looking at.

4. Lead with the main benefit

Shoppers scan the first line or two, then decide whether to keep reading. Use that space for the one thing that matters most to your buyer, not for the brand story or a list of materials.

For example: "Stay dry on the trail without the bulk. It folds into its own pocket and weighs less than a water bottle." The features can come next.

5. Make it easy to scan

Long paragraphs on a phone screen look like hard work. Break the key points into three to five short bullets, each one starting with the benefit and then the feature that delivers it.

6. Answer the questions buyers ask

What size should I get? What's it made of? How do I wash it? What's in the box? When will it arrive? What if it doesn't fit? Every question left unanswered is a reason to leave the page, or to message you and wait.

The fix: look at the questions customers send you by email and chat, and answer the common ones on the page. A short FAQ at the bottom works well, and it helps Google and AI assistants understand your product too.

7. Write it in your own words

If your description is copied from the supplier, Google sees the same text on many other stores and has no reason to rank yours. Shoppers who compare stores see it too.

The fix: rewrite every description in your own voice, even if you keep the same facts. Start with your best sellers, because that's where the change pays off fastest.

8. Don't forget the hidden parts

Two small things help Google a lot. The meta description is the short summary shown under your page in search results, and image alt text describes each photo for search engines and screen readers. Most stores leave both empty. I cover both in my 15-point SEO audit.

9. Make it easy for AI search to understand

More shoppers now ask ChatGPT, Google's AI answers and other assistants what to buy. These tools pull facts from product pages, so pages with clear, specific statements are easier for them to understand and recommend.

The fix: state the key facts plainly, like "Made from 100% merino wool" or "Fits laptops up to 15 inches", instead of hiding them in vague marketing language. Keep details consistent across your store, add FAQs, and make sure your theme includes product structured data so search engines can read your price, stock and reviews. I go deeper in how to get your store recommended by ChatGPT and Google AI.

Start with your best sellers

You don't need to rewrite every product this week. Start with the ten products that already get the most visits or sales, because better descriptions there make a difference straight away. Then work through the rest a few at a time.

Frequently asked questions

How long should a product description be?

Long enough to answer the buyer's questions, and no longer. For a simple product that might be a short paragraph and a few bullets. For an expensive or technical product, more detail helps people decide.

Is it really a problem to use the supplier's description?

It makes your page look like every other store selling the same product, to Google and to shoppers. Rewriting it in your own words is one of the simplest ways to stand out.

Can I use AI to write my product descriptions?

It can help with a first draft, but always edit it. Add the real details only you know, check every fact, and make it sound like your store. Generic text is easy to spot.

Should every product have FAQs?

Not every product needs them, but your best sellers and anything people often ask about should have a few. They save you replying to the same messages again and again.

Want to know which of your product pages need the most work? Run the free store audit, read 7 product page fixes that turn browsers into buyers, or message me on WhatsApp.

Brian Cole, Naxatech