Anyone running an e-commerce business automatically seeks an answer to “How can I increase my online shop sales?” However, there are many answers to that question. In today’s entry we suggest only one of the ways – online shop unique product descriptions – an exemplification of SEO-driven approach to content marketing.
Here’s the thing – you run an online store, but you are not quite satisfied with your sales? Have you ever tried to figure out the causes, or did you rather assume that it’s how the market is, the growth takes time, and your time will come? If you haven’t had yet – you most certainly will – every e-commerce entrepreneur eventually faces that dilemma (after all, the appetites only continue to grow). What’s a businessman to do, then? In today’s entry, we will discuss one – seemingly trivial – way out – optimizing your unique online store product descriptions.
Boosting Sales – How Tos, or Will Quality Online Shop Product Descriptions Do?
Any e-commerce entrepreneur was asking themselves the first of the questions above. The answer to it seems relatively simple, and seems already implied in the 2nd question – product descriptions – both textual and visual – sell and can boost sales, too. In our previous entries we discussed the fundamentals of e-commerce platforms’ SEO, and the essential character of content marketing there – content is still considered “the king”, after all. But consider this pickle – in our online shop there are many products, differing, however, only in colours or coming in different sizes? It seems impossible or pointless to write several short pieces of content about the same, save the tiny details differing, products! How to tackle the content duplication issues, then? One way is to go for “Let’s copy-paste the official product description, from the official brand’s website.” That’s no-go.
In today’s entry we’ll discuss the impact that product descriptions have – unique or duplicated – not only on sales, but also Google search results online shop visibility.
Google continues to stress its appreciation for unique content
That is the most important perspective to consider when coming up with ways to increase traffic in your online shop and improve sales. Featuring duplicated content on pages has been a reason enough for Google to grant manual penalties or filters for some time now. E-commerces may be struggling with this issue or its consequences, often without being even fully aware of where it stems from. After all, many online shops simply extract the content from official sites and re-publish it on theirs. As Google Penguin rages, one might get the impression that other “Google animals” keep rather it calm. However, it’s only an illusion – Panda is there, watching you!
Seemingly a nice little creature, isn’t it?
What’s the deal with that zoo above, anyway? An information for those being only at the outset of their SEO careers, or e-commerce entrepreneurs seeking ways to increase their online sales – it’s the second one that you better be tight with. Panda algorithm is one of the flagship Google Search Engine algorithms. Its job is to keep all the Google index clean from all websites featuring worthless or shamelessly duplicate content. Content created with no humans, only robots in mind is on Panda’s blacklist, too (keyword stuffing).
How to write valuable product descriptions for online shops?
Launching an e-commerce, say an online shop, you need to mind the product descriptions – their purpose is not only to merely showcase the product, but to straightforwardly sell it. Ultimately, it’s impossible for an online customer to have a first hand experience with a product, or to consult a salesman about it in person. The ultimate conversion factors are therefore elsewhere – largely, in the product description. To come up with the basic tips on online shop content creation, it pays off to take a closer look at few top e-commerce retailers. Below is our selection of ultimate product content creation essentials:
- Do not stuff the product description with superlative cliches such as “best”, “most durable”, etc. It may have worked 20 years ago. Today, the potential customer, if flooded with such laudatory content, will jump to conclusion, that the shop offers only lip-service, but no rock-solid product quality.
- Instead of a lip-service, give your customer a KISS – Keep It Short & Simple – the content needs to be to the point, always! Focus on the specifics – but add some magic, too – words like “innovative”, “leading”, or simple “fresh” still do sell! Are you a coffee maker retailer? Try “automated”, “barista”, “multi-functional”, and don’t forget the actuals specification that would support those claims – this structure will help you succeed more just promises.
- Try to feel the audience – figure out the potential customer profile, when are they likely to convert, and what do they need to do so. Tools like Google Trends come in handy for that. For example – jumpers – zero sales in July, but in mid-December they’re a dream come true. To reach a potential customer most effectively, focus your marketing efforts – set a Google Ads campaign to kick in as the December starts, and continue displaying ads until the Xmas is over. Try to tailor the product description for that circumstances, too. Try, for instance: “Rushing? Just as the pitch-black espresso stream from our coffee maker – a shot ready in less than 30 seconds – to make you even more unstoppable!”
- Always state the selling value in bold letters – easier said than done, but if you want to show that you’re offering real value, be able to verbalize it – not just claim it’s there. Customers are most effectively influenced by the vivid depiction of their personal gain, once they got the product. If offering a coffee maker that’s able to brew two coffees at once, portray the morning coffee tasting in a perfect harmony with a significant other right by one’s side – without risk that one brew will go cold.
- But keep the search engines’ crawls in mind, too – product descriptions are not only for customers, to “help” them decide. They need to stay in line with search engine algorithms’ preferences, thus supporting your SEO. As we mentioned above – Google values uniqueness above all else. Its crawls will then visit a website featuring lots of content, only unique, without internal duplication, than others. To create quality SEO-wise product descriptions, you can either do it yourself, or get in touch with an agency. However, before you do, look up some tips on keyword placement rules for content creators and general keyword selection for an e-commerce.
- NEVER COPY-PASTE! Many online stores in that – copy-and-pasting product descriptions from the official sources, say, the manufacturer’s website. And that decision seems rational – it’s an official content, after all, but Google will still dub it as plagiarism… BUT GET THIS. The ultimate most common mistake is getting the product descriptions – word for word – from one’s competitors’ sites. Do that, and you’ll NEVER outrun them in SERPs – even if you feature more products in more competitive prices.
- Also, another big e-commerce content mistake is making their products’ descriptions too long, too boring, and too generic. Yeah, you may score some points for unique content volume, but you risk high bounce rate, as large blocks of text scare users off. The e-commerce marketing golden mean is therefore a mix of to-the-point-no-BS product specification with an inconspicuous sales poetry glazing on top – and, above all, knowing thy customer before you write a word of a product description.
- Feed on the customer feedback – if adding a product evaluation widget is possible, go ahead! Later you may be able to support the product description with quality evidence – “X customers rated this product 5 out of 5”.
- If it’s in the picture, put that into the words, too – but keep mind that the images generally affect people more than text. No one needs an “image culture” prompt, after all… However, for a conversion increase, both elements – text and images – need to go hand in hand. You should not go into the details about the coffee types or their particular aromas, if you don’t state before the general information – coffee makers manufacturer, model, and the general benefits.
In an evergreen discussion, content-oriented marketers and SEO specialists argue, what influences the rankings more – on-site content or quality backlinks. In e-commerce industry, however, some reconciliation is possible, necessary even – both in-store product descriptions and link building are equally crucial. Neither works without other in place. To increase sales, build brand awareness, and surpass the competitors – all is quite feasible, takes only time, sticking to some general rules, or hiring an agency.