Our team at Exclusive Concepts has been doing a lot of posts on the Farmer/Panda update and many of us have mentioned that content is top priority now. I’d like to take a few minutes and expand on what everyone else has been saying. If your site has been hit in the Farmer/Panda update, it could be for a number of reasons, but if you have duplicated content, poor content or no content at all, chances are it could be because of one or more of these reasons.
Category pages and product pages are two different beasts – category pages obviously include information about a range of products, giving an overall umbrella view of what’s actually in that category, while product pages obviously focus on something more specific. Like most people, I find it easier to come up with a lot of content for category pages, but product pages tend to stump me, which is why, I think, many of our clients end up putting manufacturer’s content on their product pages, thus hurting their site with duplicate content. If you’ve done this or have realized your product page content is being duplicated, you may be feeling a little overwhelmed right now with rewriting everything.
Here are a few tips that will make the process quicker and more efficient.
- Focus on the most important product descriptions first – that means the products that are the best sellers, the things that make you the most money, or the items of which you have the largest inventory.
- Know your product and know your products well. The customer had the option of going to the manufacturer’s site, but they came to yours instead. Whatever the reason, make sure they stay there by demonstrating an understanding of the product. Many times manufacturers use vocabulary that’s over the purchaser’s head so take this opportunity to go a bit further and really inform the reader using layman’s terms.
- Answer questions that buyers would want to know like – Why is this a best-seller? How does it differentiate itself from similar products? Why should I buy this one instead of a similar version? This is your opportunity to be an expert on the product you’re selling, but also make other people experts.
- If you don’t have a consistent or clear voice for your site, this is a great opportunity to create one. Tone is so important when writing for people browsing your site, and knowing your audience is the first step to doing a good job. So, make sure you get it right. For example, if you sell children’s clothes, you need to remember that even though the products are for younger kids, it’s going to be parents and grandparents making the purchases. If you sell teen or tween clothing, teenagers may be the ones browsing the site, but a combination of parents and teens are the ones making the purchases, so creating a tone that’s appropriate for both audiences is the challenge.
Writing original, helpful content is what will drive natural traffic to your site, convert more browsers into buyers and ultimately build more customer loyalty. If you sell hundreds of products, writing 200-300 words of content per page may seem like a daunting task, but if you create a list of most important product pages first, create a writing schedule and tackle each description like an expert, this project will be done in no time!