The short answer
Be specific, be helpful, and mark it up. Google's guidance is to create helpful, people-first content. AI assistants pull facts they can verify and quote, so clear, factual sentences get cited more easily than vague marketing language.
1. Start with the answer
Open with one sentence that says what it is, who it's for, and why it's good. Example: "A 12 oz hand-poured soy candle with a 50-hour burn time, made for slow mornings."
2. Use the words shoppers use
Look at Google autocomplete and "People also ask" for your product. If people search "unscented soy candle," say that, not "olfactory-neutral wax vessel."
3. Add specific facts
Materials, dimensions, weight, care, compatibility, what's in the box, shipping time. Specific facts help shoppers decide and give AI systems something concrete to cite.
4. Answer objections with an FAQ
Add 3 to 5 real questions. These also work well as FAQ structured data.
5. Add structured data
Use schema.org Product markup with name, image, description, price and availability. Google documents which properties it supports for merchant listings. Newcomer generates this JSON-LD automatically for every product.
6. Write unique copy
Don't paste the manufacturer's description. Duplicate text gives search engines no reason to prefer your page.
7. Keep titles and meta descriptions tight
Aim for a title under ~60 characters and a meta description under ~155 so they display well in results.
Checklist
- Clear first sentence
- Customer vocabulary
- Concrete facts
- FAQ section
- Product + FAQ structured data
- Original photos and copy
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Questions, answered.
How long should a product description be?
Long enough to answer the main questions. For most products, 100 to 300 words plus a spec list and FAQ works well.
Does structured data improve rankings?
It doesn't directly boost rankings, but it makes your page eligible for rich results and helps search engines understand it.
What is GEO?
Generative engine optimization: making content easy for AI assistants to understand, trust and cite.