Don’t make the mistake of using duplicate content product descriptions. Here’s what you need to know about keeping your descriptions original.
Most people understand these days that duplicate content is one of the things to avoid online. Especially when you start up a content marketing strategy, one of the first things you will learn is that the content you create should be unique.
But what about when it comes to product descriptions?
Here, too, duplicate content should be avoided. The problem is that, for many companies, this involves a lot of time and effort. If you have 500 or 1,000 product descriptions that all have manufacturer copy, making them all unique is not a small job.
But it’s still essential. Why?
Unique content gets more search engine visibility
Quite simply, duplicate content becomes invisible in the search engines. If you have a page of content that is exactly the same as an existing page of content, Google is only going to show one of them in the search results.
Google’s aim is to provide its users with the most relevant results. That does not mean providing them with page after page of identical content.
To even stand a chance of making your content visible in search, it needs to be unique – and the same is true of product descriptions.
Make sure your products are visible
If you stick with the manufacturer copy for your product descriptions, this is going to be duplicate content. Dozens of other stores will be using the exact same copy, meaning your descriptions will not be shown in the search results.
Depending on your store, you might want to drive a lot of targeted traffic to your store via searches in Google and other search engines. But you can forget about that if you use duplicate content product descriptions.
The solution is simple
If you’re in the situation where you have lots of product descriptions that use the manufacturer’s copy rather than your own unique copy, the solution is simple enough.
You have to rewrite them.
At its most basic, this could simply involve taking the same information as in the original description and rewriting it out so that the words and sentences are unique to ensure your descriptions can actually be found in search.
However, it might be worth going a step further.
Optimise your product descriptions
The better option is to optimise your descriptions by using a keyword in each one that will drive more searches. Then, rather than just rewrite them, you are creating optimised SEO product descriptions that will work harder for you over the months and years to come.
At the same time, take this opportunity to make them more compelling. The original descriptions are often dull and feature-heavy. Add some personality to them, bring out the benefits and make them entice the shopper to add them to the cart rather than ignore them.
Because, at the end of the day, driving visitors is not enough. You need to convert those visitors into buyers if you want to make money.
Need to rewrite your descriptions?
If you have lots of duplicate content product descriptions in your store, I’ll make them unique as well as make them more compelling to convert buyers.
Contact me with the details, and let’s make sure your product descriptions are pulling their weight.
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