You spend hours curating the perfect products for your boutique. But when someone searches “navy blue midi dress” or “Madewell jeans size 28,” are they finding YOUR products?
Probably not. And it’s not because your products aren’t great—it’s because Google has no idea what you’re selling.
Here’s the problem: Most boutique product pages either have no description at all, or they have descriptions written for someone who’s already standing in front of the product.
But people searching online can’t see your products. They need you to describe them. And so does Google.
Why Product Descriptions Matter for SEO
When someone searches for a specific product, Google looks at every product page on the internet and tries to find the best match.
It’s looking for pages that mention:
- The product type (dress, top, jeans, etc.)
- Key features (color, style, length, material)
- The brand
- Use cases (work wear, casual, dressy, etc.)
If your product page says nothing—or just says “cute dress!”—Google has nothing to match against the search. You won’t show up.
Your competitor with a detailed description will.
📖 What Google Is Looking For
Google's algorithm scans text on your product pages looking for specific words and phrases that match what people search. No relevant text = no match = no traffic. It's that simple.
The Product Description Formula
You don’t need to write 500-word essays. You just need to include the right information in 2-4 sentences.
Here’s the formula:
[What it is] + [Key features] + [How to wear/style it] + [Brand if notable]
Let’s break that down:
1. What It Is
Start with the obvious: what category of product is this?
- “This midi dress…”
- “These high-waisted jeans…”
- “This oversized cardigan…”
- “These ankle boots…”
This tells Google (and customers) exactly what they’re looking at.
2. Key Features
Include specifics that people actually search for:
- Color: navy, black, cream, floral print, leopard
- Length: midi, maxi, mini, cropped, ankle
- Fit: oversized, fitted, relaxed, slim, boyfriend
- Material: cotton, denim, silk, linen, cashmere
- Details: pockets, buttons, zipper, v-neck, high-waisted
These are all search terms. “Black midi dress” is a much more common search than just “dress.”
3. How to Wear/Style It
This is where you differentiate from competitors. Describe:
- When to wear it (work, weekend, date night, brunch)
- How to style it (with sneakers, with heels, layered, tucked in)
- What season (summer, fall, year-round)
This adds more searchable keywords AND helps customers picture themselves wearing it.
4. Brand (If Notable)
If it’s from a brand people search for (Free People, Madewell, Anthropologie, etc.), mention it.
“This midi dress from Free People…” immediately signals to Google that your page is relevant for “Free People dress” searches.
💡 Example: Bad vs. Good
Bad description:
"Cute dress! Perfect for summer. Available in multiple sizes."
Good description:
"This navy blue midi dress from Madewell features a flattering A-line silhouette with flutter sleeves and hidden side pockets. Made from lightweight cotton perfect for warm weather. Dress it up with heels for dinner or keep it casual with sneakers for weekend brunch."
The second one uses specific search terms: navy, blue, midi, dress, Madewell, A-line, flutter sleeves, cotton. Someone searching any of those terms could find this product.
The Quick-Write Method (For When You’re Busy)
Writing descriptions for 200 products sounds overwhelming. Here’s how to do it faster:
Create templates for common product types, then customize:
Dress template:
“This [length] dress from [brand] features [key detail] and [key detail]. Made from [material], perfect for [occasion]. Pair with [styling suggestion].”
Jeans template:
“These [fit style] jeans from [brand] feature a [rise] rise and [length] inseam. Made from [material] with [stretch/no stretch]. Perfect for [occasion].”
Top template:
“This [style] top features [key detail] and [neckline]. Made from [material], ideal for [season/occasion]. Style with [bottoms] for [look].”
Fill in the brackets, spend 2 minutes per product, and you’re done.
What About Manufacturer Descriptions?
If your brand sends you descriptions, you might be tempted to just copy/paste those.
Don’t.
Here’s why: 50 other boutiques are using the exact same description. Google sees duplicate content and doesn’t know which store to show.
What to do instead:
Take the manufacturer description and add to it:
- Your styling suggestions
- What customers in your area love about it
- How it fits (if you’ve tried it on)
- What pieces from your store pair well with it
Even adding one unique sentence makes your version different enough to stand out.
✅ Start With Best-Sellers
Don't try to write descriptions for everything at once. Start with your 20 best-selling items. Those are the ones people are most likely to search for anyway. Then work your way through the rest when you have time.
Special Case: Collection/Category Pages
Don’t forget about your collection pages (Dresses, Tops, New Arrivals, etc.).
These need descriptions too. And they’re often EASIER to rank because there’s less competition.
Collection description formula:
“Shop our curated collection of [category] from [brands you carry]. Find [types of products in collection] perfect for [occasions/seasons]. Browse [specific styles or features].”
Example for “Dresses” collection:
“Shop our curated collection of dresses from Free People, Madewell, and Anthropologie. Find midi dresses, maxi dresses, and casual sundresses perfect for any occasion—from work to weekend. Browse floral prints, solid colors, and versatile styles that transition from day to night.”
This targets searches like:
- “Dresses [your city]”
- “Free People dresses”
- “Midi dress boutique”
- “Casual sundresses”
Avoiding Common Mistakes
Mistake #1: Using the Same Description for Every Color
If you have a dress in three colors, don’t use the exact same description. Change the color reference:
- “This navy blue midi dress…”
- “This cream midi dress…”
- “This black midi dress…”
This lets you show up for color-specific searches.
Mistake #2: Not Updating Seasonal Items
When summer ends, update your product descriptions to reflect fall styling:
“Perfect for summer” → “Layer with a denim jacket for fall”
This keeps products relevant year-round.
Mistake #3: Writing for Fashion Insiders
Don’t say: “This silhouette features a dropped waist with asymmetrical hemline detailing.”
Do say: “This flowy dress has a relaxed fit with a unique hem that hits mid-calf.”
Use words real people search for, not fashion industry jargon.
⚠️ Important Note
Google takes 2-4 weeks to re-index your pages after you update descriptions. Don't expect instant results. But once Google re-crawls your site, you'll start showing up for new searches.
What Happens When You Do This Right
Here’s what boutiques see after adding detailed product descriptions:
- Individual products showing up in Google searches
- Traffic from long-tail searches (“navy blue midi dress cotton pockets”)
- Customers finding specific products they’re looking for
- Fewer “Is this available?” questions (description answers it)
One boutique owner told us she rewrote descriptions for 50 products, and within a month, traffic to those product pages doubled. Not because her products got better—because Google finally knew what she was selling.
The 30-Minute Weekly Habit
Set a timer for 30 minutes once a week. Write descriptions for 10-15 products.
In 8 weeks, you’ll have covered 100+ products.
By the end of 6 months, your entire catalog will be optimized.
That’s the difference between being invisible and being found.
People ARE searching for what you sell. They just need to be able to find it.