If you’re like most ecommerce website owners, you’re ignoring one of the most valuable tools at your disposal to improve SEO, drive traffic and increase sales. I’m talking about the product descriptions you post on your ecommerce site. If you’re just putting in the product descriptions that manufacturers provide, you’re not taking full advantage of the power of product descriptions.
Copying and pasting product descriptions from manufacturers is a common mistake small business owners make. But in fact, this is just about the worst thing you can do. Why? Because since all retailers get the same product descriptions from manufacturers they buy from, that means there are hundreds or even thousands of competing ecommerce sites using the same product descriptions. This can actually lead Google to penalize your site, hurting your search engine rank.
So what should you do when it comes to product descriptions?
Writing original product descriptions is an art that can take a while to learn. The trick is to write copy that appeals to humans, while also using keywords that make it attractive to search engine spiders.
You may want to use an experienced online marketing copywriter with experience in SEO to write product descriptions at first. Have the expert write product descriptions for important items, such as your highest profit-margin items or big-ticket products. Learn from his or her work and practice until you can write unique, compelling product descriptions on your own.
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