In the crowded online world of competitive product content, modern retailers are looking to make their product data shine as a cut above the rest. But how should brands be looking to best optimise their products? Here are our five top tips.
Augment the Content
In 1996, Bill Gates claimed that ‘content is king’. Over two decades have passed, but his theory must be the key mantra for leading retail businesses looking to dominate in digital marketplaces. Keeping content engaging, audience relevant and with all key attributes will not only help to boost product visibility from a SEO point of view, but will also aid brand awareness and consumer confidence. However, a word of warning: whilst creativity helps to give added sparkle to descriptions, keep a keen focus on keywords to ensure that they are SEO-friendly. Strike a balance between unique and engaging whilst also meeting the keyword requirements of the Google ranking gods…
“Content is king.” Bill Gates 1996
Computer Says No
Don’t you just hate it when you’ve finally tracked down that item that you’ve been obsessing over, only to find that it’s out of stock? Well, digital marketplaces such as eBay or Amazon hate it too and having to cancel orders due to insufficient stock can take a heavy impact on your customer rating. The danger of listing products on various channels is that it can be difficult to keep an eye on stock levels. Utilising an inventory management system will help to see your central stock pool, keeping a single view of stock and will help to prevent disappointed customers.
More than Words
It’s not only product descriptions that have the opportunity to improve engagement; videos and images can also help too. They say that a picture tells a thousand words, so ensuring that you have invested in good quality photos from a variety of perspectives can not only help to boost the appeal of your products, but can also considerably increase the level of customer engagement across both your product pages and on social media.
I Never Meta Description I Didn’t Like
When optimising your product data, don’t forget to include relevant metadata for your product images. Ensuring that appropriate ALT tags describe the image and including relevant keywords in product descriptions and titles will help with your products’ SEO visibility. Search engines such as Google will make use of this information as context surrounding your image so that it can better understand the content on the page.
You Don’t Say It Best When You Say Nothing At All
Picture the scene: the SEO Content Writer is on holiday and no-one is covering her work whilst she’s off. New stock arrives and the Merchandising Manager demands that the new products be published online; it’s only wasting money by sitting in the warehouse, after all. However, the descriptions for that product haven’t been written – it can’t make that much difference… can it? The temptation to release products too early and without matching descriptions is understandably great, but utilising software such as a PIM solution means that these situations can be avoided. Choosing a solution with a PXM approach such as OMIO PIM means that workflow can be more controlled, with teams aware of where a product is at each stage of its lifecycle.