Want More Buyers? Use Unique Product Descriptions

Thursday, January 19th, 2012
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When it comes to ecommerce, having unique product is of paramount importance. By not creating unique product descriptions, you throw away an immense Search Engine Optimization (SEO) opportunity.

With Google’s continual algorithm updates, providing unique content is a must, and that extends to product descriptions. Google’s Panda update of last year shifted the focus of search to relevant, well-written content. What won’t pass for quality content? Duplicate product descriptions or black-hat techniques like keyword stuffing. While using the manufacturer’s description of the product is fine and actually helpful, it’s vital to create your own additional unique product descriptions where you can establish tone and utilize keywords.

Unique product descriptions will lead to higher rankings in organic searches. You can use some important keywords from the manufacturer’s description as long as you remember to incorporate established target keywords. This will help your product pages achieve higher rankings than those of competing retailers. While there might be several other retailers selling that same bottle of Malbec, a product description that includes unique keywords will give you the edge in page rankings to sell your inventory.

It’s important to go beyond the bare minimum of including the producer’s description for several reasons. Look at it this way: if all you tell me about a Malbec is that it’s red or if you simply give the winery’s own notes, you eliminate the opportunity to establish a knowledgeable, helpful, and customer-oriented tone.

On the other hand, if you provide detailed, personal tasting notes and information about what foods pair well with the wine, consumers will see you as a reliable source of information about the wine. The average user is more likely to trust a website that has actually invested some time in detailed, researched product descriptions. You can establish trust with your customers and create your own niche in online retail.

So, remember that unique product descriptions are vital for two reasons: more relevance in search queries through the use of important keywords, and improved presentation, tone, and branding for your potential customers.

*This guest post was written by BestRank – a leading search engine marketing firm.

Shauna has a background in information technology and is currently a Senior Account Executive at Nexternal . She has been creating and cultivating client relationships with brands since 2007, offering her clients both eCommerce and online marketing insight.

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