Chances are, when you run a decent-size eCommerce store, you will have quite a few products that are similar. You have the same product in different colors and sizes, for example, it can be difficult to optimize them since they are so similar.
The real challenge is keeping things unique.
Duplicate Content from Manufacturers
You might have products that you are selling from distributors that hundreds of others are also selling online. Many companies go the route of bringing in a data feed. Often it’s imported or through an API, but it more than likely comes straight from the manufacturer. Frequently, the information is limited and if it happens that everyone else is using it too, it’s duplicated all over the web.
You need to give the search engines a reason to rank you over those hundreds of other websites. But if you are using that same content, there is nothing that will make you stand out for those search engines.
I have talked to others about this, both SEO experts space and online store owners, and it’s a very common problem.
It makes it challenging for the search engines to tell one website from another and rank one piece of content higher or lower than another. Imagine what it’s like for the customer who is looking to buy. They are searching for something on the internet and what they see is nothing but a lot of duplication. There is nothing to entice them to click through.
Write Your Own Product Descriptions
The generic description that the manufacturer gives you is most likely short, incomplete and duplicated. The solution is to write your own. Use the content they provide as a starting point. Then take the time to create your own descriptions and add information. Your final goal is that both the search engines and the users will find something unique in your website, so they want to purchase from you versus somebody else.
By taking a bit of time and writing your own product descriptions, you will make both the search engines and your potential customers happier.