Unique Product Descriptions – SEO Tip Week 40
This is a niche SEO tip, but if you fall into the category of those who resell products and are going against many other competitors selling the same item you will find this extremely valuable. If the manufacturer supplies you with the product description then it is likely that many of your competitors are using that same description which means you may be devaluing your product page because the search engines see your product page as duplicate content. Or your page might not even show up as Google would consider your site duplicated material not relevant enough to make the cut due to lack of popularity when compared against other sites showing the same results.
Here is a perfect example of how duplicate content can hurt your site rankings and your traffic. I picked a random child’s toy: Turbo Twist Math by Leap Frog. I did a search using the manufacturer’s initial text in the product description (“Be a Math Whiz with Turbo Twist Math”) and here are my Google search results. If you visit the link you will see only one result with the following text underneath:
“In order to show you the most relevant results, we have omitted some entries very similar to the 1 already displayed.
If you like, you can repeat the search with the omitted results included.”
Google is telling you that this description is used so often that they are only showing you one result. You must expand the list to see other results which is still only 6 which could mean they are not even including the dozens or hundreds of other similar listings in the results. This is an extreme case since I’ve searched for a specific phrase, but the theory still applies: Duplicate content will hurt your rankings.
You will have a much better chance of showing in the search results if you add your own unique information about the product you are selling or the service you are providing. This is good for SEO but also for better converting potential customers. Feel free to interject your own opinions or thoughts on why the product is useful and include information your visitors might be wary to know. Anything you can write of add to distinguish your product information from other sites will help.
Being different is better.