Generic product descriptions can harm your search ranking. Google said it!
March 22, 2010 • Glenn Murray
Google’s Head of Spam, Matt Cutts, recently revealed what SEO copywriters have known for years: including generic product copy (e.g. manufacturer supplied) in your product descriptions can cause problems with your search ranking.
So yes, you’re far better off writing your own product descriptions.
Don’t worry, it’s not as scary as it sounds!
I know that sounds scary, especially if you have a big catalog. But it doesn’t have to be that scary. Whether you write them yourself, or you engage an SEO copywriter to do it (not me, as I’ll have to charge too much), the key to streamlining is knowing what you want to say.
Questions to ask yourself before writing your product descriptions (or having someone else write them)
For each product, ask yourself the following questions:
- What is the product?
- What benefit does it promise for the reader?
- Do you have any stats, research, photos or testimonials to validate this claim?
- What are its noteworthy features, and can you supply information about them?
- What variations are available (e.g. colors, sizes)?
- How would your reader achieve their objectives without this product?
- What makes this product better than competing products?
- Why should readers buy from you and not some other retailer of the same product?
- Do you know of any barriers to sale that might make a reader less likely to buy from you?
- Can you think of any other questions a reader might ask themselves while reading your copy and/or thinking about this product?
- What is the call to action for this page (i.e. what do you want the reader to do immediately after reading this page? Call you? Email you? etc.)
- Primary Keyword Phrase for this page (for SEO)
- Secondary Keywords for this page (for SEO)
Note that I’m assuming you know your reader and your brand personality, etc.
Once you have answers to all the above questions, you’ll find most SEO copywriters will be far less daunted by the task. Although it’ll always be a high-volume job, at least you have your information together, and THAT is the key to a happy copywriter. If you don’t, there’s no way they can complete the job in an efficient and hassle-free way, which means they’ll either do it badly, stop doing it, or charge you more than you bargained for.
SEO Copywriters who can help you write your product descriptions
Below is a list of SEO copywriters who can help with your product descriptions.
(SEO copywriters, please comment: If you’re a genuine SEO copywriter who can write good product descriptions, even at high volume, please feel free to list your name and link to your website below. I’ll be moderating the comments to ensure quality.)