News Latest Working Keyword Rich Copy into Product Pages | Working Keyword Rich Copy into Product Pages |
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| Monday, 13 August 2007 | |
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When I speak with small business owners that run e-commerce sites about the need to have "enough copy" on each page, many of them respond by telling me there just isn't enough information about a product to create any amount of content. I can understand how it might seem that way, especially if you are taking catalog content and shifting it to the web. Nonetheless, it's absolutely essential that these types of companies learn to look beyond "product specs" as their source of online content. There's no set number as far as how many words of content you need to have on a page for it to be able to rank well, but common thought is that you should have at least a couple hundred words. Anything less simply leaves the search engines with too few words to find a "dominant" keyword phrase and leaves them believing that your page isn't about much of anything. Miriam Ellis over at SEO Igloo (Thanks Matt!) has a great post about this very topic. She talks about the work she did creating keyword rich content for a client who sells jewelry online. Taken as a whole, e-commerce product pages must be one of the most neglected bunch of documents on the Internet. A business owner slaps up a page with a title, maybe some dimensions or product specifications, a photo and a price, and then steps away from the computer, wrongly assuming that they?ve done all their is to do. Let me urge small e-commerce business owners to jump out of this rut of assumption by calling your attention to three important fact: About 80% of Internet searches are informational, not transactional. People are not nearly as likely to link to product pages as they are to informational pages. The Googlebot is majorly bored by pages with only a handful of words on them. Where does this leave us with our 50-100 product website that badly needs more exposure, more visitors, more links and more sales? Miriam goes on to explore five different perspectives you can use to view your product. Each of these perspectives can offer up inspiration for relevant content and at least one of them will apply to almost anything you can sell online. In talking about coming up with content for her jewelry site, she explains how a writer might use the "psychology" perspective to brainstorm ideas. 4. Psychology Why might a customer choose red garnets, green jasper, or blue turquoise? Our research can teach us that there are several schools of thought striving to answer these questions. We can write oodles about these theories of Color Symbolism, Color Psychology and Chromotherapy in relationship to the gemstones in our jewelry piece. We can look to New Age beliefs and talk about the somewhat magical properties currently being assigned to gems. It may seem like a daunting task to add content to all of your product pages. In fact, if you have a large site, it's almost guaranteed to be a daunting task. The good news is that you don't have to write all of this content at once. Miriam reminds her readers that even if they only tackle a single product page each day, they'll eventually work their way through all of them. In the meantime, every day will bring a new opportunity to rank and a new chance to convert customers that have been drawn in by the new content. Don't let your product pages wallow in obscurity by limiting them to a short bullet list of product specs. Give your pages a little flair and let your products tell your customers a story. Your search engine rankings will thank you for it. Read more at: http://www.searchengineguide.com/searchbrief/senews/010481.html. Comments (0)
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