Importance of Good Product Descriptions - Interview with Deepak Goyal, Co-Founder of eZdia Marketing
Not all content is created equally in the world of online marketing. The value of relevant and engaging content can be measured by traffic, social sharing, and most importantly, conversions. Still, many businesses take the easy route with product descriptions and do little more than copy and paste from the manufacturer's brochures or website. According to the folks at eZdia Marketing, that's precisely what "not" to do.
I spoke with Deepak Goyal, Co-Founder at eZdia, to learn more about what constitutes good product content. "First thing's first, don't ever just use out-of-the-box product content," Goyal explains. ”The manufacturer sends same material to hundreds of e-retailers, and search engines like Google penalize duplicate content, because a hundred pages are writing exactly same thing it's difficult to distinguish whom to rank first."
Ezdia knows a bit about optimized content. The company is a brand partner for content creation. With a global network of writers, editors, and subject matter experts, eZdia develops product and marketing content for enterprise companies.
"We tell our clients that writing original product descriptions is the single most impactful thing they can do to benefit their search engine listings," says eZdia's Goyal. In fact, addressing content at the product description level enables you hone in on precisely the desired keywords. "Out-of-the-box product content is not keyword rich," Goyal explains. "If Samsung provides a content for a new LED TV, where content reads like 'this TV has 1080p resolution,' that's bad for SEO. No one searches for 'this TV.'"
For each client, eZdia conducts an audit of existing content, looking for certain elements of bad content writing.
What to Avoid
- Content that includes cliche descriptions such as 'leader in', 'state-of-the-art', 'cutting edge', 'the most advanced' and other such biz-blah.
- Product descriptions that use too many technical words, or words unfamiliar to a general audience.
- Inaccurate content--descriptions that don't accurately reflect the products they are depicting.