Having a description on your e-commerce product pages is a great start to getting SEO lift, but unfortunately it isn’t the only relevant factor in optimizing your site’s pages. Below are five mistakes often made in the creation of these pages and advice on how to avoid them.
1. No SEO Strategy
Yes, it’s important to have a product description on each of your hundreds, thousands, or even millions of product pages. However, this content should fit into a broader SEO strategy. What words and phrases are people using when they want to find the products on your site? Who do you see as your primary audience? Do you want to tailor the voice of the description to that audience?
Resources like Google’s keyword tool and keywordtool.io can help you determine what your customers are searching so you can write content better tailored to them and more importantly, to their search.
2. Using the Manufacturer’s Description
Although manufacturers do provide an accurate description of a product, be cautious when posting them as the primary description on your e-commerce product pages. Search engines frown upon duplicate content across pages.
If you are using this description in addition to the product’s manufacturer and any other retailers selling the same product, you will be penalized. Technologies such as advanced natural language generation (Advanced NLG) can help you address this issue by writing unique descriptions for all your products using the same attribute data, while also adding flare and injecting your brand voice in the content.
3. Over-Optimizing Keywords
While keywords are important, there is a risk of overusing them. If your description is jam packed with keywords, search engines will penalize you for over-optimization of keywords.
Again, this is another place that Advanced NLG can come to the rescue. NLG technology measures keyword density and frequency in order to ensure that certain keywords and keyword phrases are used in a limited amount, and once that threshold is reached, it will choose other keywords and keyword phrases from its’ custom library.
4. Ignoring the Meta Description
A unique and engaging product description will certainly lift your SEO ranking, but there’s even more you can do, and yes, more you can automate. Unique meta descriptions entice searchers to click to your site and immediately proves that your page is relevant to what they are looking for. This can seem like a daunting task when considering the amount of product pages you may have, but with Advanced NLG, unique meta description tags will automatically be generated.
5. Duplicate Page Titles
Although it can seem like such a small element on your page, page titles are very important. Similar to duplicate content across your e-commerce product pages, duplicate page titles can also be an issue in the eyes of search engines. This can be difficult when selling similar items from a variety of brands, but a focus on unique keyword phrases can prevent this issue and are also more likely to be relevant to what your customers are searching.