Back to basics – Section three: Who’s doing it well?

Below are 3 examples of great product content. These retailers have taken into consideration some SEO best practices and matched that with well-written and engaging copy that is helpful for the user.

TESCO’S UNIQUE CONTENT

Tesco stands out from competitors with their unique product descriptions, creating content for the most popular fitness tracker on the market, Fitbit. This description explains the key features of the product in an uncomplicated way, and is the ideal length to appeal to Tesco’s key demographic.

The content is also optimised for relevant brand and non-brand keywords and will therefore appear on search engine pages for both specific and non-specific searches related to the product.

NIKE’S ATTENTION-GRABBING COPY

Nike break their content for Flyknit trainers into easy-to-digest sections that won’t lose users’ attention.

They add in an aspect of storytelling to their content. Explaining a little about why and how this particular shoe came to be, Nike add an emotional value that persuades the customer to buy. This may not work for all brands, but Nike have established a tone of voice that reflects the quality of their products.

SEPHORA’S USE OF HEADING TAGS

Sephora use subheading tags to structure their content, making it more favourable for search engines. <H1> to <H6> tags are rewarded by search engines because the content is more likely to be user-friendly and easily scannable.

Helpful heading tags allow users to quickly find the information they are looking for, reducing the likelihood that they will give up and abandon the page.

The benefits of great product content are two-fold. They help customers, and as a result improve your brand’s value, plus they improve SEO, increasing your site’s visibility online. And, these benefits are just a few steps away. Here’s the 4-step process you need to follow to write successful product descriptions:

1. Find content and SEO resources
You may need to look for external help if your product catalogue is large, or is updated regularly

2. Know your target audience
Create or revisit your customer personas and review your competitors

3. Research the product and search terms
Make sure you know what you’re writing about and have found the relevant keywords for each product

4. Produce helpful, well-written content that’s SEO optimised
Always write for the customer first and avoid keyword stuffing

To please customers and SERPs, writing product content needs to be an integrated approach. SEO insight and keyword trends inform the content but ultimately, it needs to fulfil the needs of your customers.

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