Websites for growing businesses

The Do’s and Don’ts of Writing Product Descriptions for Ecommerce Websites

One of the most important aspects of content for an ecommerce website is well-written product descriptions. When writing this content, your baseline goals are to describe the items and entice online shoppers to make the purchase. A good product description, however, serves other important purposes such as assuring your site visitors that your merchandise is superior to that of your competitors whether that pertains to product features, reliability, price etc.

Venturing further, informative product descriptions will improve search performance for the most relevant queries; earning higher rankings in organic search engine results pages (SERPs). In other words, if someone searches for a “blue widget with a green button,” it will help if your product description mentions that the widget for sale is blue and has a green button.

With the above goals in mind, this post helps identify some do’s and don’ts for writing effective product descriptions.

DO strike a balance between persuasive marketing copy and writing for SEO.

If you manage your website’s content and are looking for writing tips, a Google search offers a plethora of suggestions for creating winning product descriptions. Some information may seem helpful, but not all sites offer comprehensive digital marketing advice. A few sites may focus on just the creative approach. These sites will tell you to use words like “brilliant” instead of “pretty.” Other sites emphasize SEO techniques such as using the appropriate keyword research. If you solely employ an SEO-friendly approach, however, you could end up with phrases like “cheap handbags” that may only target one particular audience. Balance is key to hitting the important objectives of staying appealing to your potential customers and performing highly in search engines.

DO keep a target audience in mind.

Your digital marketing campaign should not try to attract ALL possible customers. Some ecommerce businesses, such as the food industry or a supply company, may be able create product descriptions for a broad array of customers. Other niche businesses, like fashion or specialty services, may have to identify a key demographic and/or stick to a particular brand identity. The identity could be framed by age, price, gender, etc. Once you have an identity in mind, conduct the proper keyword research to discover the search terms your potential customers are using to find products like yours.

DON’T rely on manufacturer descriptions.

Creative marketers and SEO experts both agree on this tip. Manufacturer descriptions are often bare bones, lacking the persuasive language to convince online shoppers that your products are superior to your competitors.

Ecommerce website owners often copy product descriptions directly from the manufacturer’s website, which can result in hundreds or thousands of online stores using the same description for the same product page.

When Google encounters this type of duplicate content, their search algorithm will filter pages out of search results. Even when the duplicates aren’t filtered out, the manufacturer’s own website will often outperform sites with duplicate product descriptions because they were the first to publish.

If you are a retailer with too much merchandise to write unique product descriptions, consider hiring an SEO firm with experience writing optimized product descriptions for successful online stores.

DO highlight any relevant features of your products.

This may seem obvious, but many product descriptions leave out critical descriptive information about product attributes. Length is often the concern that constrains the amount of details in the descriptions. Nevertheless, you need to include noteworthy features of a product.

Possible considerations include:

  • Is your merchandise available for a discount?
  • Do your items have unique characteristics or features?
  • Are your products known for being durable and/or contain a warranty?
  • Do your items cater to special needs? (i.e. gluten-free, petite sizes, paraben free, etc.)
  • Do you have any reviews or testimonials?

Thorough keyword research is the best way to identify the product attributes you need to highlight. Keyword research reveals what your potential customers are searching for, and you should use their language in your descriptions.

Further analysis by you or an SEO firm will also uncover the terms your competitors are using. While you want to stand out from the pack, if your competitor performs well in search, a page or two from their book may be the right idea.

DON’T forget to make sure the content is visually appealing.

When writing your product descriptions, pay attention to how your content is presented. Digital marketing experts will advise you to adhere to visual guidelines such as using tabs, bulleted lists, enough white space, shorter paragraphs, etc. This will prevent your content from appearing too wordy and will allow your site visitors to skim the product description yet still see all the main points. Images are also a good idea. Just be sure that the images are optimized for site speed purposes and contain SEO-friendly alt tag descriptions.

Though you may be tempted to implement ecommerce SEO strategies yourself, there is no denying that optimization is a time consuming process. More significantly, if you are untrained in this area of marketing, a mistake with your wording or application could prevent your page from appearing in user searches.

Don’t bog yourself down with content writing and the other SEO techniques required for ecommerce businesses. Hire an expert SEO firm like Paramaya Web Consulting to increase your customers and maintain your productivity. Call 678-824-5560 to schedule a consultation now!

How to Create SEO Goals for Your Law Firm

This post was written by our staff SEO writer, Nancy Rapp, who has a law degree and works as a professor of legal studies. Her unique background allows her to view the world of law firm SEO from the eyes of both an attorney and a web consultant.

Law books and gavel

As we ring in the New Year, we create new goals for the upcoming year. As lawyers, deciding to devote resources to search engine optimization (SEO) is an excellent resolution. Unfortunately, the more intricate concepts of law firm SEO are not part of our knowledge base. As a result, lawyers risk approaching SEO in an inefficient manner that will blow through their budgets without accomplishing much. This post will help clarify how to identify and pursue appropriate SEO goals for your practice.

1. Identify your target client.

Law firm SEO requires more than just identifying your practice area. Saying “I want more DUI cases,” for example, simply isn’t enough. Do you want felony DUI cases? Do you want to represent underage offenders? How about commercial drivers? Even if you want to attract all of the above clients, marketing to Susie the college student’s parents is different than how you would appeal to Stan the repeat offender. Once you determine your target client base, customized content can be written to achieve your goal. Experienced law firm SEO specialists will create personas for your ideal clients and will match your website’s content to the digital behavior of your potential clients.

2. Recognize the difference between direct marketing and branding.

A reputable SEO firm will explain to you that there are (at least!) two different approaches to law firm SEO. In short, direct marketing is specifically designed to acquire business while branding helps draw traffic to your site and helps you gain a positive reputation. Although it may be tempting to focus on the SEO that will seemingly be a quicker return on investment, brand awareness is particularly important for law firms.

Not only do lawyers have a sea of competitors, but many potential clients do research before taking legal action. Consider family law, for example. Robert the stay-at-home dad may do a Google search to see if he qualifies for spousal support before contacting a family law attorney. Rebecca the CEO may want to see if a possible move to a new state will force her to lose custody of her children.

Having informative, keyword driven content will help you rank higher in Google and in turn, you will be Robert or Rebecca’s source of information. Being Robert and Rebecca’s resource will put you on their radar for when they need an attorney in the future.

There is also a caveat to direct marketing in the legal world: We can’t expect all site visitors to turn into clients. Perhaps a potential client realized that she doesn’t have a legitimate claim. Similarly, a potential client may not want to pay the appropriate legal fees or wait for an available appointment or trial date. Thus, SEO goals associated with branding are more attainable and realistic than assuming you will make more money by investing in SEO. Proper law firm SEO will certainly bring you more business, but there is no magic trick to turn all site visitors into clients.

3. Realize that you will need to think outside the box with your SEO tactics.

In a perfect world, SEO for lawyers would simply require strong legal content and a bit of reputation builders such as testimonials and case examples. Unfortunately, the more digital our society becomes, the more our websites have to keep up with the trends. For example, you may cringe at the thought of appearing on camera, but videos are an important feature for your website. Forbes predicts that 82% of all web traffic will be for videos by 2021. Thus, if your digital marketing agency suggests you make a brief video discussing your practice area, it’s prudent to listen.

Content also needs to be written to accommodate new and current SEO trends such as adapting content for voice search and long-tail keyword research. Accordingly, don’t be tempted to change the wording of the content your SEO content writer produces. While you may cringe at more colloquial phrases such “high on drugs” or “wreck my car,” including content with common vernacular will assist in the readability of your site to potential clients as well as help you rank higher on the search engine pages.

4. Avoid the temptation to ignore the importance of SEO if your practice doesn’t immediately see results.

Practically nothing happens quickly in the legal world. As such, we should also keep a “slow and steady” mindset for our SEO goals. SEO authority cautions that “Be Patient” and “Temper Expectations” are 2 important SEO guidelines for any business. Though adding the right content can sometimes give your website an immediate boost in the search rankings, time is the true test for website optimization. You may rank #4 one day and then appear on the second page of the search results a week later. This is why Google Search Console estimates your ranking position based on 28 day cycles. A consistently high performing site with several audits a year will earn more rewards than only conducting a brief SEO overhaul.

5. Remember to evaluate the technical aspects of your site.

SEO for lawyers involves more than the glitz of web design and profound content. Improving user experience is an important goal that requires the use of technical evaluations. Does your site have broken links? How fast is your load time? Are you mobile-friendly? Are your pictures optimized? These are only a brief sample of the technical components of SEO. If you choose to do your own SEO, be sure to only perform the tasks you feel fully comfortable implementing yourself. Technical errors are certain to send your site visitors to other websites, thus losing them as potential clients.

Should you decide to hire an SEO firm for your law practice, be sure to consider one with experience in the legal field. Paramaya Web Consulting has years of experience in SEO for lawyers and has an attorney on staff to best assist with legal content and marketing. Contact us today at 678-824-5560 for a free initial consultation!

SEO Resolutions for Growing Your Small Business

Online marketing for small business: SEO, content writing, links, titlesAs we prepare to ring in 2018, we create our New Year’s resolutions. If you are a small business owner, there’s no doubt you hope for growth and significant profits from your company. A critical step towards achieving those goals is devoting time and energy to search engine optimization (SEO.) Perhaps you have done some keyword management or allocated funds to pay-per-click advertisements. SEO for small businesses, however, involves a web of digital marketing activities to increase your gains.

In order to cover many of your bases, here are some simple SEO resolutions to focus on in the New Year:

Spend time on image optimization.

Think of the time you spend browsing the internet and social media. Most of the items we read or click on have at least one image. Stock images are a good start, but customized images and infographics are eye-catching and establish credibility. If your small business is an ecommerce company, images of your products are paramount to your success.

There is more to image optimization, however, than just picking a good photo. Skilled SEO firms apply keyword research to the descriptions, file names and alt tags in order to use the image to improve search rankings. Images must also be optimized to load properly and quickly to not lose your site visitors interest.

Make your content more user friendly.

The need for content is obvious even to an SEO novice. Small business content includes descriptions of products and services, company information and reviews, if possible. A blog and updated evergreen content are also important as they maintain your customers’ interest, increase your credibility and increase site visits.

There is a difference, however, between having content and having good content. SEO content writers understand the importance of content that users will actually read and understand and also know the critical tips for improving readability. For example, the spacing of the text is important as “research shows that the presence of white space in web text increases understanding by up to 20%.” Tricks like adding lists, shorter sentences and paragraphs and headings all improve user experience and keep them on your webpage longer. In turn, search engines measure the activity on the page and will improve your site’s ranking position.

Improve your site’s compatibility with voice search.

This holiday’s hot gift items included electronics like the Amazon Echo and Google Home. These items plus the popularity of Siri increase the pervasiveness of voice search. In order to optimize your site for voice search, small business SEO requires time devoted to long-tail keyword searches. These searches have a more conversational tone and often answer a question. For example, a small law practice can’t just focus on ranking for “family law attorney.” Instead, “child custody attorney near me” may be an important law firm SEO phrase to try to target. Experienced SEO agencies will conduct keyword research and plan for long tail searches as well as the common phrases in order to target voice search users and standard searches.

Increase your business’ credibility with content marketing.

Link building is part of off-page optimization that many small businesses attempt but often miss the main objectives. Just having your site be part of a directory isn’t enough. Your inbound links should come from high-quality, authoritative sources.

If you run an ecommerce business, for example, target popular bloggers and influencers and encourage them to review your products. If you are a member of a medical practice, ensure that your contact information is correct on influential sites such as Rate My Doctor and Health Grades. Experienced SEO firms understand the different off-page optimization strategies that work best for each type of small business and strive for maximum, quality exposure.

Paramaya Web Consulting specializes in SEO for small business and focuses on the growth that best suits your business’ needs. Whether you want to improve your ecommerce sales, increase brand awareness for your law firm or medical practice, or simply expand your business’ reach, contact us today for a free initial consultation.