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Wondering how to convert users into buyers on your ecommerce site? Don’t know how to drive target traffic to your website? Want to make your product pages compelling for users?
Well, no worries. It’s quite simple; focus on product descriptions.
Yes. Product descriptions. This is what influences purchase behavior and helps rank your website a lot better on search engines. As far as SEO is concerned, focusing on writing stand-out product descriptions is vital. In fact, it is one of the top 3 strategies for SEO growth for every digital marketer.
Since Google is leveraging high-end AI to understand content way better, it is a great opportunity to capitalize on long tail search queries and search intent and rank better in Google. In financial terms, product information and descriptions for eCommerce industry are also increasingly growing in significance. However, your concern is well taken when you argue that writing gripping product descriptions that will rank in search engines is a huge task.
Moreover, one is not talking about a few product details or descriptions here; this is a large scale exercise because there are tens and thousands of product descriptions for an ecommerce business. This is precisely why many ecommerce sites don’t write original product descriptions but copy from other sites or sources. Google finds it difficult to identify the original and duplicate sites for product descriptions. Therefore, Google either penalizes those sites or gives ranking to only the authority sites.
Small sites that don’t carry original product descriptions don’t get visibility due to this. So it affects the business in a big way. The big ecommerce plays have the resources to hire content writers and get them to write great product descriptions. They can afford it. But small sites cannot afford it. In the context of quantity of products, it is nearly impossible to get the product descriptions re-written.
Some sites opt for selective treatment. They get the product descriptions re-written for some key products. This may or may not work but they will anyway lose the website traffic for the rest of the products. In all, product description needs a better strategy but it is necessary to understand why product descriptions are so vital and why they matter for ecommerce sites so much.
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