search optimization

I must confess it’s been too long since my last post – but work is work and there’s much to be done.  Today I’m working with a customer on writing product descriptions for their site, and what I am reminded up is often times when we work with our customers, we tell them to do this and that to help sell their products online, but we don’t always explain the logic behind what we are telling them.

I had to take a breath to and explain the why’s of all the what’s I was requesting of them – and in hind sight it’s a practice I will introduce with all clients to give a clear picture of how to write effective product descriptions for your small busines web site (or really any web site content).  The basic concept to remember is this:

If we write FOR Google, the web site content is RIGHT for Google.

What I mean by this… There are several key elements of content related to your product.  Consider your users and how they will search for your products.  Know your search competition and keyterms that you will target and work those into all the key areas on your product page.

If we are talking about a database driven eCommerce site – then there are probably some standards in place on how your products are organized.  You may not realize it but each component of your product related data in your database can affect how your products get indexed and/or ranked.

Start with your web site’s product categories:  If you have many products and they are broken into categories – name your categories in such a way that Google can sort them out, and your users can find products easily on your site.   I’ve seen product categories that make absolutely no sense that not a living soul would search on.  Know your search terms and think about them when writing your product categories logically.

Name your products accordingly in your database:   I’ve seen many cases where a customer provides product data for upload into their web site’s product database and the product title is merely a SKU number that means nothing to nobody.  Generally speaking I don’t recommend using a SKU in your product title.   Your product name – again – should include the terminolgy that your users will find your products under.  Consider also – if you are uploading your products into Google Base (Google’s shopping engine), product names need to be carefully considered.    

I should note that in some circumstances it is necessary to use the SKU.  You may have a site that sells replacement parts for machinery where people WILL search by a part number or SKU.  In that situation you absolutely want that SKU in the product name.  

Next consider your product images:  If your product images are named product.jpg or abc123.jpg what the heck is Google going to do with that?  If your product images are names using search terms that relate to your product title, then Google is more likely to pick them up in Google Images also.  Your Alt-Tags should also be written in such a way to compliment your image title and product name – using variations of the same keyterms that you are looking to get ranking on.  In watching traffic for your website, using tools like Google Analytics, you may find yourself suprised by how much traffic comes from Google Images.

Adding product documentation helps:  If you have supporting documentation for whatever product you are selling, be sure to include a download link for that documentation.  Consider also, when naming your documenation that you don’t name it sales_presentation.pdf or something generic – AGAIN – use your web site’s relevent keyterms based on your keyword research.  I’ve had great luck in getting documentation indexed in Google, driving traffic to some of the small business websites I market.

Write a GOOD product description:    Your product description needs to be written in a such a way that Google can determine what that specific product page is all about, in order to get it indexed.  If there is no product description, it doesn’t say much about your product (literally).  Sometimes it can be challenging to write a good product description because frankly there isn’t always a lot to say, but you can work in related product you recommend, look for ways to use multiple variations of your keyterms for that product, and write for Google.  Most people know what they are looking for before they hit your product page, and chances are they are not reading the description.  Doesn’t mean you shouldn’t write it.  You definitely need to write it.

In short (ok maybe not so short) – these are tips for writing effective product content for your eCommerce website or small business website.  They’ve proven effective for me, and I’ve been fortunate to gain ranking on highly competitive keyterms using these techniques.

Keep in mind, there is a whole internet marketing plan in place for any given small business website I market, and each unique to their needs.  These plans also include things like online press releases, email marketing campaigns, social media activities, linking strategies and so much more than one can list in a short paragraph.  

You want Google to see your site like it’s looking at it through 3-D glasses.  It needs to stand out, and Google needs to know that the content you provide is relevant, and your products are important enough to gain that organic ranking we all work for.   Work all the steps of your marketing plan to make your site jump off the page at Google – and your users or potential customers will have a much better chance of finding you.

Write FOR Google = RIGHT for Google… Remember that. Everybody will tell you differently, I tell you this is what works for me and for the small business websites I market.

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