The eCommerce product page. The so very often forgotten and neglected piece of the eCommerce SEO pie. Whats more your product description has such a profound impact on your eCommerce sites SEO, rankings and even conversions and thus revenue.
Many of today’s larger eCommerce stores receive their data or descriptions from a data feed, or vendor data sheet, which means that you are sharing all description text with everyone else receiving the same data feed.
So how can your site stand out from the crowd?
Why would the search engines choose to rank your product page over the other dozens or even hundreds of sites with the exact same product and description on their site?
The reality is, not only does it make it harder for you to rank ahead of your peers, its actually places you at risk of being looked upon as a content scraper by Google.
That is where the MyWriters.com team comes in, we have been creating product descriptions for some of the worlds largest eCommerce and retailing sites. A product description is not simply a bulleted list of features, no that is what a feature list is for. A product description can vary from a playful tone, a very descriptive tone, or a salesy tone, or story based description, (in fact check out this blog post on story based descriptions) this generally depends upon your niche as we are not gonna be too playful if you are selling medical supplies. The best style for eCommerce content and product descriptions is subjective, but typically an eCommerce description is going to describe the product or usage scenarios of the product while also explaining the benefits of purchasing that product from your store.
We find that more times than not, it benefits you to NOT replace your eCommerce descriptions, but to just ADD more content to them.
Meaning if you are selling 2 inch long wood screws with a counter sink made of copper you can only say that so many ways. So you will list that it is a wood screw, copper, 2 inches long, counter sink – same as everyone else – because that is what it is. But in addition to that, you should add 150 to 350 words of a UNIQUE product description. The product description will talk about the product, or scenarios in which you could use the product. This will make your entire product description page unique in comparison to other people selling the same product. The compelling description will also keep your visitors engaged longer as well as possibly even entertained, and the longer you keep a visitor on your site, the higher your conversion rates go up. This is a often neglected one time cost that pays dividends many, many times in return.
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