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.”
“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.
Quality product descriptions can transform e-commerce conversion rates. Goyal says it’s common to see increases of 30-100%. “By writing quality e-commerce copy,” he explains, “a business can differentiate itself from the pack, and create a huge competitive advantage.”
So how do you accomplish this? eZdia offers these product writing main points.
What to Do
- Produce content that strikes the balance between explaining details about the product and at the same time, describing why the product benefits and matters to the customer.
- Create meaningful internal linking to other similar product and category pages within your site.
- Write 250-300 words of content on a product page, whenever possible, with a minimum of 80 words.
- By all means, give your product images a consistent file-naming convention and keyword-rich alt attributes. Here’s a great reference for image naming.
- Lastly, test and track. Continue to make small tweaks to your product descriptions. Test and track your results to acheive the best conversion rates.