SEO: Product Descriptions Are a Blind Spot for Ecommerce Merchants

Marketing Tips and Search Engine

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Unique product descriptions avoid duplicate content and thus help brands and retailers rank on search results. Retailer Fleet Feet created its own description of Nike's Zoom Vaporfly 4% Flyknit running shoe, enabling it to rank on page one.

Distinctive product descriptions keep away from duplicate content and thus help manufacturers and retailers rank on search results. Retailer Fleet Ft created its personal description of Nike’s Zoom Vaporfly 4% Flyknit operating shoe, enabling it to rank on page one.

Why does the ecommerce group have such a blind spot in terms of unique product descriptions?

Search engine optimizers understand the harm of duplicate content. The identical content material on multiple pages of a website creates competitors between these pages and reduces the probability that any of them will rank in search results.

Syndicated product descriptions produce duplicate content, too. The one difference is that it’s duplicating that content on other websites, giving all of them the same on-page relevance.

Why is duplicate product copy accepted so blindly? The reply will depend on whether or not you’re the syndicator or the location using the syndicated content.

Brands, Manufacturers

Big manufacturers and manufacturers resembling Nike have little to lose by letting resellers use their product content. The websites of these large corporations are nearly unassailable based mostly on hyperlink authority, contextual relevance for his or her merchandise, and serps’ choice for rating well-known manufacturers.

Thus in the event you’re Nike or an identical megabrand, what if hundreds of small — and not so small — retailers use your syndicated product content? The probability that any of them will outrank you in your personal branded merchandise is extraordinarily small.

But what number of corporations sell $1 billion value of their merchandise on-line per quarter, comparable to Nike?

Even outstanding manufacturers are dealing with strain in search engine results from their retail frenemies. The brands should help the retailers’ capacity to sell their products. In any case, the retail channel is usually a bigger income than the brands’ direct-to-consumer efforts. Manufacturers want these retailers to symbolize products accurately, to entice consumers. And a good way to try this is to feed product copy that the retailers can use verbatim on their websites.

However brands need to promote on-line, too. web optimization is a vital source of visitors. And having a robust, defensible web optimization technique requires distinctive, related content.

So how do manufacturers have their cake (product info for retailers) and eat it (unique information for their very own sites), too? They feed one set of product descriptions to their retail channel and write deluxe, ultra-detailed descriptions for their own website.

Before dismissing this as unworkable or too costly, manufacturers should experiment with high-margin or high-demand merchandise. Begin with one product, or 10, or all the products in a single line. Perhaps use the products that want probably the most rating help. Write distinctive, bulleted, high-value descriptions for each merchandise.

Then let the check run for, say, three months after Google indexes the new descriptions. If Google doesn’t often crawl your merchandise, go into Search Console’s URL Inspection Software to request indexing for the pages you’ve optimized.

Brands sometimes have platform restrictions that make it troublesome to ship one set of product copy to retailers and one other for their very own websites. Brands typically use the identical product management software for both.

If that’s the case, ask your developer group for a workaround. Perhaps they will briefly hard-code product copy into the check pages. Maybe they might devise a extra elegant answer.


Utilizing syndicated content material is an issue for retailers, as nicely. Good content material is dear, particularly for a large product catalog. By chance misrepresenting product details can be costly when it comes to returns and customer support queries. And product turnover from a number of brands can create a endless cycle of content creation.

How can retailers afford to write down distinctive content for all of those products?

How can they not afford it?

How can retailers afford to write down distinctive content for all of these merchandise? How can they not afford it?

Think about sporting goods retailers battling for search rankings for the $250 Nike Vaporfly 4% Flyknit, a flagship operating shoe. Nike supplies a product description that features two sentences of romance copy, 5 bullets of benefits, and 6 bullets of product details — all of which Nike presents to on-line retailers.

Many retailers use it. But not the ones that rank on page one in Google.

Not one of the page-one retailers — Fleet Ft, JackRabbit, Dick’s Sporting Items, Eastbay — use Nike’s romance copy or descriptive bullets. Every starts with Nike’s model and then adds a singular voice and elegance.

For example, Fleet Feet expands on Nike’s reference to marathons by first referring to the profitable marathoners who wore the shoe. Then Fleet Ft dives into the shoe’s details. JackRabbit explains the benefits of the shoe’s know-how in plain English. Dick’s Sporting Goods breaks the shoe’s general description into bulleted groups in step with its different products. And Eastbay offers an extended description with extra contextual relevance.

In other words, every of them has an angle. They don’t merely reorder the words, which search engines like google and yahoo have lengthy caught up with.

Turn your content optimization tools and skills toward your product pages. Attempt a three-month check and measure the outcomes.