In this competitive world of digital marketing, the
most apparent dilemma for any webmaster is what should be the priority? A
well-defined content or backlinks? Which one of these will derive more traffic
and business for them? To be honest, there is no straight forward answer to
this. It depends on the type of product and website. A page containing lots of
text will work well for websites that publish journals and scientific study
reports and findings. However, in the case of an e-commerce website, a clearly
defined page with product description, which is pleasing to eyes, is a better
bet for SEO experts.
most apparent dilemma for any webmaster is what should be the priority? A
well-defined content or backlinks? Which one of these will derive more traffic
and business for them? To be honest, there is no straight forward answer to
this. It depends on the type of product and website. A page containing lots of
text will work well for websites that publish journals and scientific study
reports and findings. However, in the case of an e-commerce website, a clearly
defined page with product description, which is pleasing to eyes, is a better
bet for SEO experts.
Content always has the upper hand:
Anyone familiar with SEO strategies knows backlinks are
essential to secure better search rankings; however, while building a product
page, you can’t rely on links unless you have well-drafted content that
attracts the user. Also, depending on your niche getting backlinks remains a
tough ask. Getting links for top trending blogs and topics is still okay and
somewhat organic. However, getting a backlink for a specific e-Commerce product
page can ask for a lot. Key is to develop great content for your product and
below are a few points which will help you draft the product description
essential to secure better search rankings; however, while building a product
page, you can’t rely on links unless you have well-drafted content that
attracts the user. Also, depending on your niche getting backlinks remains a
tough ask. Getting links for top trending blogs and topics is still okay and
somewhat organic. However, getting a backlink for a specific e-Commerce product
page can ask for a lot. Key is to develop great content for your product and
below are a few points which will help you draft the product description
– Word Count – Make sure the word count fulfills
the intent of the product and search. If you can describe a product
functionality in 100 words, let’s stick to it—no point in writing a long
paragraph.
the intent of the product and search. If you can describe a product
functionality in 100 words, let’s stick to it—no point in writing a long
paragraph.
– Page loading speed – This is a crucial SEO
factor and can be a deal-breaker; if not, you are not careful. Many things can
ensure better page speed like the use of clear but lighter images, proper page
design, and structure, links on the page should be working fine. Broken links
can slow down page speed.
factor and can be a deal-breaker; if not, you are not careful. Many things can
ensure better page speed like the use of clear but lighter images, proper page
design, and structure, links on the page should be working fine. Broken links
can slow down page speed.
– Image Quality – While images should not be too
heavy, it doesn’t mean we put blurry images that are poorly aligned. The
product description demands high-quality images with all relevant details. The
best way is to follow the standard guidelines in terms of image size and
resolution.
heavy, it doesn’t mean we put blurry images that are poorly aligned. The
product description demands high-quality images with all relevant details. The
best way is to follow the standard guidelines in terms of image size and
resolution.
– Product Name & Logo – Your product and
website is a brand, and while creating product description, make sure the
product name is correctly written, clearly visible, and readable. The use of
the logo is also a must for branding; it makes it easy for users to
differentiate between another similar product and yours.
website is a brand, and while creating product description, make sure the
product name is correctly written, clearly visible, and readable. The use of
the logo is also a must for branding; it makes it easy for users to
differentiate between another similar product and yours.
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What about Links?
Coming back to the dilemma of links and content, as
mentioned in the beginning, it all depends on the type of product you are
trying to sell. Some of the websites use stand-alone pages for product
descriptions without any links and have a separate page that links to blogs,
YouTube, and other channels. This is good from an SEO perspective, as well.
Once the user is on the product page, they have all the necessary information
which they are looking for and not being pushed to click on links and move out
of the page. Let’s wear users’ hat. You want to buy a product, and on the
product page, you see too many links that take you to blogs about the product,
YouTube or social media pages, and so on. Don’t you think it will be better if
the user can focus solely on product description and qualities which is
displayed by a great page content rather than links? The product page should be
all about the product and give users what they are looking for by catering to
their search intent. Below pointers can help in achieving this:
mentioned in the beginning, it all depends on the type of product you are
trying to sell. Some of the websites use stand-alone pages for product
descriptions without any links and have a separate page that links to blogs,
YouTube, and other channels. This is good from an SEO perspective, as well.
Once the user is on the product page, they have all the necessary information
which they are looking for and not being pushed to click on links and move out
of the page. Let’s wear users’ hat. You want to buy a product, and on the
product page, you see too many links that take you to blogs about the product,
YouTube or social media pages, and so on. Don’t you think it will be better if
the user can focus solely on product description and qualities which is
displayed by a great page content rather than links? The product page should be
all about the product and give users what they are looking for by catering to
their search intent. Below pointers can help in achieving this:
– Satisfactory Answers – A bit of research can
help you find what the user is looking for. Check different platforms and
forums to see what is the trend in terms of user expectations and areas of
concern. Once you know what the user is looking for making sure to answer them
satisfactorily in the product description.
help you find what the user is looking for. Check different platforms and
forums to see what is the trend in terms of user expectations and areas of
concern. Once you know what the user is looking for making sure to answer them
satisfactorily in the product description.
– Relevant and Catchy Product Description: Once
you know what users are looking for, lack of other similar products. Ensure
that the product description is to the point and talks about key features, any
unique feature should be called out, mention how your brand is different from
others, and what benefits users will gain. Stick the basics; keep it crisp,
relevant, and interesting.
you know what users are looking for, lack of other similar products. Ensure
that the product description is to the point and talks about key features, any
unique feature should be called out, mention how your brand is different from
others, and what benefits users will gain. Stick the basics; keep it crisp,
relevant, and interesting.
– Answer Design – This is part of the overall
design while creating product descriptions. You need to take care of how you
are communicating it to the user. Use of bullet lists explaining the features
one by one and clearly can give great user experience. This also helps in the search optimization of the page.
design while creating product descriptions. You need to take care of how you
are communicating it to the user. Use of bullet lists explaining the features
one by one and clearly can give great user experience. This also helps in the search optimization of the page.
Conclusion:
It’s clear that great content makes the product page
more user-friendly and helps boost the SEO of the page. Word Count is not
important. However, a relevant product description answering the user’s intent
and need is what matters.
more user-friendly and helps boost the SEO of the page. Word Count is not
important. However, a relevant product description answering the user’s intent
and need is what matters.
