One of the most common pitfalls we see on e-commerce websites is that of reposting manufacturer descriptions. This is an understandable mistake. Copying and pasting several hundred descriptions is certainly faster than copying them. Some sites even use RSS feeds or product feeds to fill their site, further reducing the time it takes to produce and publish content.
However, Google and your visitors will not appreciate the lack of effort. Moreover, your business and website will suffer. Your brands will also be adversely affected. Below are five reasons to rewrite ecommerce content or have someone rewrite it for you.
1 – Google Duplicate Content
Google hates duplicate content, and with years of practice, they recognize very well the site where the content was originally posted. Using a content creator means that you run the risk of the page not appearing in search results. Instead, it could be redirected to the omitted results section of the search results pages. Even if your site does not display results, it will be much harder to rank than the original content than you would have written it.
2- We’ve seen it before
Visitors to your site will also approve of your lack of effort. Modern consumers are well educated. They know how to shop around and they know how to browse through several websites that offer the products they are looking for. As such, they will recognize you when you simply reposted your existing content. They will get a description or line in the product description, identify it and send it to the back memory. They will certainly not remember your brand in a positive light.
3 – Keyword targeting
Content rewriting also means that you can use different or additional keywords in your original work. Keep in mind that hundreds or hundreds of pages can have the same content, meaning they are targeting the same keyword. They contain the same content as you, which means that you will not benefit from the page. Writing your own descriptions means you can use targeted phrases from keyword research, and you can benefit from natural long-tail keywords.
4 – narrative voice
There are many elements to brand recognition. In addition to the design of your website, it is also important to consistently use your logo, company name and other elements, even the narrative voice you use on every page of your website. By using duplicate content you are giving yourself the right to include your own narrative voice. Copy the content, add your calls to action, and use your voice to promote the products you sell.
5 – Extended descriptions
Manufacturers know that their content will be used by many websites. Like claiming to be the first to index its own content, many will only compose a few lines. By writing your own content, you can increase the amount of your content. You can spread ideas, you can include FAQs, you can link relevant guides to your site. In fact, by writing your own content, you have complete editorial freedom to do whatever you want.
Original ecommerce content will get better results than duplicate content. Ensure it is of high quality, try to include rich media such as images or videos and create better content than your competitors (which include producers at the moment). You will get bigger results.
by Matt Jackson