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Why Your State-of-the-Art, Innovative, Cutting-Edge Content Isn’t Working

By | July 15, 2013

applesThe short answer? It’s cliché. And, it’s also really annoying.

I won’t bore you with the details, because you already clearly understand the importance of original content. Not all content is created equally, and the value of high-quality, relevant and engaging content is obvious in terms of traffic, social sharing and most of all, conversions.

Especially for e-commerce websites, copying and pasting manufacturer’s descriptions has been a common practice. But think about it, those same product descriptions are being sent to hundreds of other e-commerce retailers. That means Google is seeing this same content on hundreds and hundreds of sites across the Internet. So what are the odds you’ll rank first for it? Pretty slim.

You might not want to hear this, but writing original product descriptions is probably the single most impactful thing an e-commerce website can do to benefit their search engine rankings. Not only will this help differentiate your content, but it will also allow you to specifically target your most important keywords.

But, before you start pumping out product descriptions, there are some things to keep in mind:

  • DO NOT keyword stuff your new content. That’s just as bad as using the manufacturer’s descriptions.
  • DO NOT use spammy and cliché phrases such as state-of-the-art, innovative, cutting edge. No one is impressed by that.
  • DO NOT use too much technical jargon that your customers won’t understand. Keep it simple.
  • DO NOT use inaccurate or vague product descriptions. Use descriptions that accurately reflect the products you are selling.
  • DO NOT change a few words in your current descriptions and think that will count as original content.

So how should you tackle your product descriptions?

  • DO create product descriptions that work to craft a balance between explaining the specifications of the products as well as the benefits.
  • DO use internal linking to show off coordinating or similar products.
  • DO add a little of your company’s personality into your descriptions. Show what makes you different.
  • DO highlight some of the useful applications for the products you sell.
  • DO include calls to action encouraging customers to make a purchase or to learn more.

Sound a little intimidating? The idea is an easy one to grasp, but the execution can be a major investment in your time and creativity. But if you’re committed, the investment will be well worth it in the end. 

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Prepare for the August 2014 shopping search transition with Google Shopping and data feed optimization:

Guide: The New Google Shopping

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About Angela Verlei

Angela Verlei is a Senior Content Strategist at Fathom, and has been working as a copywriter with the company for more than three years. She is a graduate of Baldwin-Wallace College, and her experience leans toward the creative side of content creation, SEO and marketing. These skills have steered her to become the lead e-commerce and retail writer at Fathom. Angela specializes in guiding the creation and delivery of cohesive and creative content strategies to exceed client goals. Outside of the office, Angela enjoys using baking and scrapbooking as an outlet for her creativity.

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