Ideal product descriptions. What instructions to give to copywriter?
-
I plan to hire a copywriter to write high quality unique product descriptions for luxury products in one of our ecommerce sites.
Apart from being well written and unique, any suggestions on what specifications to give to copywriter?
E.g. length of text per product, obviously no keyword stuffing, but any instructions regarding keywords? Any good posts or specifications you can refer me to on the topic?thanks
-
Additional reference sources on this topic below:
31 things i need to see in your e-commerce product page
9 simple ways to write product descriptions
-
I would second what Everette mentioned about talking to your customers. Write for them and what they want to know. Answer the questions they ask. That way you are not just optimizing for SEO, but for conversions.
-
Hello Icourse,
The keywords can be tweaked later by your SEO if needed. At this point, other than the top one or two keyword phrases for that product, they should focus on providing visitors with all of the information they will need to make a purchasing decision.
I like to check with customer service to find out what questions people have been asking about various products. For example, if they tell me a lot of customers call in about whether Item A will work with Item D I will be sure to include "Works with Item D." in the product description, perhaps under an FAQ or Specs. tab on the product page. If it is a new site, or if you don't have a customer service department, Q&A sites like Yahoo Answers often provide some good ideas.
In my experience, the more detail the better as long as it is presented well. You don't want one long page of text, but if you can provide all of the specs, options, instructions and details on the product page it will not only help your rankings, but will probably save you money in call center costs.
The more instructions you give a good copywriter the worse their writing will be, in my opinion. If they are professionals (you get what you pay for with copywriting!) and are writing high quality copy about luxury products I would just let them at it in small chunks. You can have your SEO make minor adjustments and recommendations as they go.
I will leave this question open for discussion.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Duplicate products - is this fix acceptable?
Hey Mozzers, Questions around this have been asked time and time again. But i have a specific example I would like some advice on. I have 2 products, Product 1: https://goo.gl/Gzo1WC
On-Page Optimization | | ATP
Product 2: https://goo.gl/VbrHQJ As you can see, the products are almost identical bar some technical specifications. The owner of the business wants them listing as 2 products, combining them into a single listing with configurable options is not an option. As such I have simply made one a canonical of the other. Whilst not ideal this seems to be the best "SEO" fix. Option 2: My second option is to rewrite the descriptions to they are different - not too hard on this product and a future options when i have more time, however.... I am presented with a similar problem for another product where there are 23 versions of the same product, i cannot rewrite the same info this many times. They are different sizes, ranges, capacities, resolutions and accuracies and must be listed separately but contain all the same features and basic product information. The basic info is too important not to talk about, and talking about all the technical specs would be too much and teaching the customers likely to buy them to suck eggs. As such I have taken the 23 products and broken them down into 5 similar groups of 2 to 6 products. I have then picked 1 product from each group and written a unique description and changed all similar products in its group to match choosing 1product in each group as the canonical for all the others. So 23 same products become 5 unique products with 18 duplicated products pointing to them as canonicals. Any product pointing to another only differs in technical info, 95% of the page is the same. Whilst obviously not ideal, Is this an acceptable use of canonicals?0 -
Keywords on Title Tag and Meta Description?
I have question regarding the use of keywords on title tag and meta description. I will take my website as example... Title Tag: Web Design Company & Digital Marketing Agency in Jakarta Meta Description: Coriate is a full-service website design & Internet marketing firm in Indonesia. We offer the best web solutions and SEO service in the industry. My questions: Is it good? Because I followed Blue Fountain Media. They don't use same keyword on title tag and meta description. You can see on title tag I use "web design" while on meta description I use "website design". Or should I use "web design" on meta description too? Blue Fountain Media doesn't use their company name on title tag. But when I search "Blue Fountain Media" on Google, it only showed their company name. How? Their title tag was "Website Design Company & Digital Marketing Agency in NYC | BFM". Is it necessary to use H1? Because as you can see on my company website Coriate there's no H1.
On-Page Optimization | | Japracool0 -
Google not displaying my page title and meta description
Google is automatically picking up random text from my page and displaying it in place of the page title and meta description on the SERP. What can I do to avoid this? I want my page title and meta description to show up on the SERP. The url of my website is: wishpicker dot com Thanks in advance!
On-Page Optimization | | seomanicster0 -
What's the best practice for handling duplicate content of product descriptions with a drop-shipper?
We write our own product descriptions for merchandise we sell on our website. However, we also work with drop-shippers, and some of them simply take our content and post it on their site (same photos, exact ad copy, etc...). I'm concerned that we'll loose the value of our content because Google will consider it duplicated. We don't want the value of our content undermined... What's the best practice for avoiding any problems with Google? Thanks, Adam
On-Page Optimization | | Adam-Perlman0 -
Using product prices in title tags & other ways to improve CTR
I'm about to launch a new website and was just wondering if anyone had tried this before; On product pages i thought it may be a good idea to include prices, with a message to save more when the customer buys more. Something along the lines of this; [Product name] at/from [Brand name] - Only [Price] [Buy # to save] Etc. Does anyone have any experience with using this in title tags (along with some variation of offering a saving when bulk buying) etc? Any comments would be hugely appreciated! Thanks! [EDIT] Should also just note that we are very competitive on pricing - Looked at more than 70 competitors and we're offering better quality products (than the ones from [supposedly top] competitors we've sampled) for lower prices.
On-Page Optimization | | tea0 -
Page titles and descriptions
A website has several wigets to show Each wiget with its own page The wigets mostly just vary in size How would you suggest titles be done? Example: Wiget 1ft Wiget 2ft Wiget 3 ft an so on........ Would this trigger a duplicate content issue given “Wiget” leads in the page title?
On-Page Optimization | | APICDA0 -
Is giving away something for a Google Review bad?
I have a friend whose client is giving away something for free if you leave a Google Review for his site. I recall that being not well liked by Google and could potentially end up in a Penalty. The site is ranking really poorly in Google but well in Yahoo/Bing so I am wondering if that is what happened. What are you opinions?
On-Page Optimization | | netviper0 -
Use 301 redirects when deleting old products?
I'm removing old products (wines) from my site, and I've been using 301 redirects for each product page back to the winery page. My question is, am I using best practice? I want people who search for these now nonexistent products to go to the winery page where they will see what is now available. But does google approve? I've also tried leaving the product's page intact but saying that it is no longer available and putting a link in the text that points to the winery page. Which is better, in the eyes of the god google? Thanks!
On-Page Optimization | | JeanYates0