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Why Every Product Needs a Unique Description

You might think that it's acceptable to post on your business website the product descriptions that your manufacturers or suppliers give you. The truth, however, is that you'll almost surely boost your sales by describing every item on your site in a new and different way. In short, distinctive material is a key to successful content marketing.

You might think that it's acceptable to post on your business website the product descriptions that your manufacturers or suppliers give you. The truth, however, is that you'll almost surely boost your sales by describing every item on your site in a new and different way. In short, distinctive material is a key to successful content marketing.

The first–and perhaps the strongest–reason to include unique descriptions is that major search engines prefer them. Search engine algorithms reward websites that avoid repeating themselves and others. That's because entirely original sites are the most likely to offer valuable information. Therefore, when you recycle your words or when you put up the supplier's descriptions that many other online merchants use, your website will show up much further down on search engine results pages–if it even appears at all.

When you're the author of your product descriptions, you can provide complete and specific information about the benefits of each item. Just be careful not to write too much, and divide longer paragraphs in half; you don't want readers to lose interest. Additionally, be certain that you're incorporating plenty of keywords throughout. To find the most helpful and relevant keywords, you can always turn to a resource like Google AdWords Keyword Planner.

Moreover, by customizing your descriptions, you can create a richer experience for your website's visitors. You can appeal to their senses and engage their emotions. Imagine boring, commonplace, and merely functional text about a raincoat compared to vivid prose about wearing that coat and strolling in the rain with a sweetheart. Indeed, stirring portrayals of merchandise can induce people to purchase and can thus give you an advantage over your competitors.

What's more, you can keep your website copy consistent in terms of tone and style when you compose all of it–or when you hire talented, experienced writers to create it for you. That way, you'll be able to establish a true personality for your brand, one that Internet shoppers will come to know and trust over time.

Finally, when you devise product descriptions that you're especially proud of, offer links to them on your various social media accounts, including SlideShare and Google+.


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