subject: Big Search Engine Optimization Impact From A Few Little Words [print this page] Product descriptions are often seen as the hard, boring part of website content creation. While your introductory paragraphs may see five different rounds of revisions, ecommerce consulting firms often note that product descriptions are little more than copy-pasted bullet points from the manufacturer.
Yet this is a huge volume of content, and a great search engine optimization opportunity as well as a way to help your customers connect emotionally with a product. If you can see the potential but are wondering where to start and how to manage the process of updating your product descriptions for SEO marketing, we give you a run-through.
1.Set the tone for your content
You need to be able to direct your content writers in the style, length and essential features of your product descriptions - or to have these consistent for writing them yourself. Use the personality of both your corporate brand, and the product itself in your descriptions. This is a base step that needs to be considered even before search engine optimization or viral marketing for the products.
2.Always use technical data - but always link it to benefits
If there is nothing concrete in your product descriptions, customers sense it straight away. Likewise, having nothing but the bare facts will discourage them from making an emotional connection. Use the facts in your description, but don't make them the whole of it. This should be a part of your base web marketing strategy and your paid search engine marketing ads as well.
3.Don't allow creative burnout to occur
If you are writing the product descriptions yourself and find that you have used the same adjective in more than three descriptions, have a break. Not just a fifteen minute one - leave that entire product category alone for a few days. If you are using hired writers, rotate them through categories and ensure the workload isn't too high, if you want to focus on creative quality for the descriptions as part of your internet marketing strategy.
4.Make sure the pictures support the words
Google won't care about the pictures, but your customers certainly will. And who's paying you?! Make sure you have shots of the products from several angles, isolated from the background (i.e., on a full black or white background), that can be enlarged. This will be important in some industries more than others.
5.Appoint a manager or an outside reviewer
If you are writing the descriptions yourself, an ecommerce consulting firm or internet marketing services company is useful for both editing, reviewing consumer friendliness, and the next point below - SEO. If you have an in-house team, a manager should set deadlines, hire writers, review and edit content, give feedback, etc.
6.Do the search engine optimization last
Have a dedicated SEO marketing team, rather than the writers themselves, do the keyword inclusions. Let your writers know the keywords, but don't give guidelines on density levels - do this later. This encourages mostly natural sounding content, while ensuring that Google is happy.
