Ecommerce, Product Content & Google Metrics

[BeckyKey]

Hi

I know Google has many different variations of what they consider to be thin content. I wondered if anyone has an idea of the best metric to determine what content you need to improve on your site?

I work on a large e-commerce site so there are a thousands of product pages - all with product descriptions similar [but not duplicate] to competitors.

I guess in terms of quantity, these pages don't have huge amounts of written content, so I'm wondering what Google classes as 'thin' on a product page:

1. Does Google just expect a conversion to deem that product page useful? And if not, what's the best metric to identify what works vs. what doesn't on product pages in Google's eyes.

2. If adding lots of product pages on mass is bad and will decrease overall authority? The content isn't duplicate, but may be fairly similar to other sites selling the same thing.

I'm trying to get our reviews added directly to product pages rather than in a pop up to improve the unique content and I'm starting to write guides, FAQ's and I'll work towards getting video started - however, I'm the only SEO & we don't have much resource so this all takes time.

If anyone else has any advice on steps to take that would be great

[ronell-smith]

Hi Becky,

None immediately come to mind. But I'd start by looking at examples from some of the high-end brands:

• Jewelers

• Apparel (including Nike, Louis Vuitton, etc.)

Let me know what you find.

RS

[BeckyKey]

Great thank you.

Can I ask if you have any good examples of product listing pages?

This is another one I struggle with, no one wants content on these pages - but then they are simply a list of products which is hard to rank.

Becky

[ronell-smith]

You're very welcome, Becky. I hope this helps in some small way, at least.

RS

[BeckyKey]

Great thanks for the advice, I'll take a read.

We definitely have options, I guess when you compete with the likes of amazon it's hard to think of new ways to show in search when they dominate.

Thanks!

[ronell-smith]

There are lots of questions going on here. I'll answer two of the most pressing:

1. The best explanation of what Google deems thin content had be found here. And for a great analysis of what comprises thin content and what you should do about it, read this.
2. I spent years creating ecomm product descriptions, so I know well the problems of trying to stay away from duplicating efforts/content while crafting a message that resonated with the audience. In my opinion, the brand that does this the best is REI.

• Their descriptions are rich and unique

• They have a review tab for each product

• The image for each product is vivid

• They focus more on the user than they do trying to derive SEO value

• I'm convinced that if you spend some time perusing the site, you'll have ample options for how you can smartly move forward.

RS