In order to be successful and highly marketable, your product must be correctly, cleverly and effectively marketed, i.e. included in the portfolio, using an appropriate textual description. It’s not easy and it pays to spend time and care on this issue, as it is what brings business success. We offer a few tips and ways to take the optimal route and be attractive to search engines, product comparators and customers alike.
1.Original vs. duplicate description
One of the biggest dilemmas in creating optimal and effective product copy. Search engines like Google and Seznam love and favor original copy over copy that is compatible with other websites or e-commerce sites. So from an organic search and SEO perspective, it is clearly necessary to be unique! If you are adopting product names and descriptions word for word from a supplier, like most of your competitors, you are unlikely to be displayed in the top positions by the search engine. In contrast, from the point of view of commodity search engines and comparison engines such as Heureka, Goods or Google Shopping, it is advantageous to achieve a certain degree of duplication with competitors, precisely so that your product appears with other identical products, can be compared and not be left alone somewhere where no one can find it. So now marketing, content and SEO specialist advise!
2. Look for the most effective compromise or no extremes are good
It is important to think about products individually and not go to either extreme, i.e. neither completely duplicate crawling nor completely original text.
In general, if we have an original, unique product with little or no competition, matching it with the commodity search engines is not that important. However, if it is a mass-marketed product, it is important to fit into the right commodity box through duplicate text but remain attractive and therefore original to organic search engines.
How to follow both rules? It’s challenging, but not impossible. The ideal is to keep some of the duplicate text and add some of the original text. It is also possible to insert the duplicate text into the feed that is sent to the product search engine and include the original text on the product page itself. Or enter a short and a long description for the product, one of which will be duplicate and the other original. Increasing good organic searchability also helps to prolink products to social networks or interest and clicks from potential customers caused by a good and original description. But again, everything in moderation, because search engines are very smart indeed. Achieving effective organic search is the result of consistent long-term work, but when you put your mind to it, the “free” visitor is the best one.
3. Keep creativity at bay with the title
A separate chapter of this issue is the product name. Here, too much creativity and originality doesn’t pay off, as users are likely to search for the exact official product name or what most competitors name it in a commodity search engine. Taken to the extreme, a user is more likely to type “Iphone 7” into a search engine than “latest apple phone” :D.
4. Use EAN
An important piece of information that can make the job of ranking a product correctly a lot easier is the use of EAN, the 13-digit identification code.If a product has it and you list it, a product search engine like Goods or Heureka requires only a 40% duplication to rank it correctly.If you don’t use EAN, up to a 90% match is required.
At Zebu we are experienced specialists in working with effective product ranking. For many clients, this knowledge has helped us increase sales and searchability many times over and saved them online marketing costs. Learn about us. Schedule a no-obligation consultation or attend a workshop. We will advise, help, teach!