Product descriptions in an online store are much more than technical information – they can be a decisive factor in both customer experience and search engine visibility. When a rich description is maintained in a PIM system, the content remains consistent, is more discoverable, and also supports paid advertising. Thus, PIM is the engine of an SEO/SEM strategy. The Adeona PIM system takes this even further with artificial intelligence and dynamic attributes that further enhance the SEO/SEM strategy.
Why is a rich product description crucial for SEO/SEM success?
Search engines don’t just value product dimensions and SKUs – they look for customer-centric content that matches the search intent. Customers can have very different ways of finding the right product for their needs: some search by exact product name, some by purpose, some by problem-solving. A search engine should find a product in all of these different ways. In addition to providing information to the buyer, a rich product description should also create trust, credibility, and increase purchase intent. A rich product description provides a comprehensive view of what both the customer and the search engine need on the product page:
- keywords and synonyms, which reach more search terms
- long tail keywords (long tail keywords, i.e. search terms of 3-5 words or longer, for example "oak veneer door panel for the kitchen")
- FAQ content, which supports Google People Also Ask sections
- alt texts and captions, which improve visibility in image search
- a customer-oriented story, which converts visitors into buyers
Additionally, content can highlight the benefits and usability of the product, which makes it easier for the customer to make a purchasing decision. All this content should be produced and managed in PIM; this way it always stays up to date across all channels – online store, catalogs and marketing.
The role of PIM: more than a product information repository
PIM (Product Information Management) is not just a place to store technical product information. It is enriched product information management system, which combines facts and customer-oriented content. In addition to basic information, it is worth adding additional product-related information to the PIM system as comprehensively as possible. Consider at least the following:
- technical data (dimensions, colors, materials, SKUs, certificates)
- enriched descriptions (titles, benefits, usage contexts)
- keywords and SEO texts
- images, videos, alt texts and language versions
A centralized product information management system, or PIM, can help avoid data duplication and ensure that content is both consistent and search engine friendly.
The power of structure – this is how a product page serves both the customer and the search engine
A good enriched description is built on clear elements that support your SEO/SEM strategy:
- Heading (H1) – Product name + main feature → most important keywords immediately visible.
- Short intro – A concise sales pitch that also works as advertising text in SEM campaigns.
- Lists – Quick benefits → user-friendly and easily structured for search engines.
- Extended description – Context of use, story and so-called long-tail keywords.
- Operating and maintenance instructions – Increase trust and reduce returns.
- Images and alt texts – Support both user experience and image search.
- FAQ – Increases visibility in search results and speeds up customer decision-making.
- Clear call to action (CTA) – Purchasing, contacting or ordering a sample has been made easy.
When these are managed in PIM, content is updated uniformly across different channels – without manual copying.
SEO/SEM benefits through PIM
SEO improves when keywords, structures and FAQ content are produced centrally and can be duplicated into different languages.
SEM becomes more effective because the text pieces (headlines, intros, lists) obtained from PIM increase the quality scores of the ads and lower the cost per click.
Structured data can be formed from PIM sorted data, in which case the search engine shows the user expanded or rich search results (rich snippets) that contain additional information (for example, price, stock availability, reviews, recipes).
Adeona PIM brings added value: artificial intelligence and dynamic attributes
Developed by Adeona Adeona PIM is built to support businesses that want to maximize their online store discoverability and SEM advertising effectiveness. We have introduced two features that take SEO/SEM strategy to the next level:
1. Artificial intelligence to support enriched descriptions
- Quickly create keyword-rich, customer-focused descriptions.
- Suggests long-tail keywords and synonyms.
- Ensures content consistency and speeds up production.
👉 Read more about artificial intelligence in Adeona PIM
2. Dynamic attributes
- Enables a flexible way to manage product features and SEO-friendly content.
- Gives you the freedom to add usage contexts and search terms without heavy changes.
- Keeps content scalable and easily updated.
👉 Explore dynamic attributes
Summary: why PIM is the cornerstone of an SEO/SEM strategy
Enriched product descriptions are not just a customer service – they are a strategic tool for search engine visibility and advertising effectivenessUp-to-date, comprehensive and accurate product information provides an appropriate picture of the product. This creates trust and supports the customer's purchasing decision.
When rich content is managed in PIM:
- Unity remains on all channels.
- Discoverability improves in search engines with the help of keywords and structured data.
- Efficiency increases when the same content also supports SEM advertising and lowers costs.
Adeona PIM combines these benefits and also offers an artificial intelligence tool and dynamic attributes that make your SEO/SEM strategy even more effective.
