Since its first release over 18 months ago, Google’s Panda release has been negatively affecting the rankings of pages with duplicate content.
This is of particular concern for online retailers who often rely on manufacturers to provide descriptions for products. The implication being that just copy-pasting the stock description from a supplier will actually have a negative impact on your SEO rankings. A simple google of “product descriptions and SEO ranking” will provide multiple articles on the topic of why verbatim copying of manufacturer product descriptions is a very bad thing indeed.
The solution is to provide a unique description for a product, either by paraphrasing the manufacturer description, or providing a better, more inspiring description of your own. This gives you the opportunity to include key words that people are likely to be looking for and structure the copy for SEO. Manufacturers are unlikely to be writing their copy with SEO in mind.
Another alternative to providing duplicate content and affecting the ranking of your site is providing no content at all, and by design or due to lack of resource, this is what many sites do. Our trials have shown that product descriptions can have a major impact on sales. Not all customers read them of course, but no two customers are alike. In one trial with a major department store, several high end dresses paid for the investment in product content 10 times over in just two weeks from the extra delivered gross profit.
Great copy is just one of the ways product content improves profitability. The investment in good product descriptions drives extra sales and lowers the marketing cost of improved organic search ranking. It also helps reduce returns, which you can read more about in our other article this month on returns.
Getting this return on investment and improving your rankings, takes time and money across the full range of a web site, which is why we created SKUcopy. A simple way to deliver great copy quickly, cheaply and effectively. All we need is whatever images, and content you already have. Just a URL will do.
Drop us a line to learn how we can rapidly start creating copy for your site.
To read more on googles approach to duplicate content, follow this link: Link to Google
Follow us on LinkedIn for more updates: Follow SKUvantage