Moz Q&A is closed.
After more than 13 years, and tens of thousands of questions, Moz Q&A closed on 12th December 2024. Whilst we’re not completely removing the content - many posts will still be possible to view - we have locked both new posts and new replies. More details here.
How do you make product pages unique when there are thousands of products?
-
When an ecommerce site has 200 product pages, this is fine. It's time consuming, but I can write 200 unique paragraphs describing the product and it's not an insane amount of work for one person. But when there are 10,000+ product pages... what is the best way for one person to go about this? Risk the page being thin and just bullet point a couple of "need-to-know" info bits, or take the time to prioritise what products could benefit the most from the unique content and get cracking with a paragraph for each?
Or do you just forego having truly unique copy on each product page and just aim to optimise the category pages for the longtail?
Just wondering how you guys deal with thousands of product pages really. Starting to feel as if I should re-evaluate my strategy and wanted to get some idea on what others are doing...
Notes:
- Product pages already have reviews, helps with adding more unique user-generated content to each page.
- There's dynamic content e.g. "You may be interested in...", "Related products", etc.
-
you can try any page editor plugin if you are using WordPress CMS. It's easy to use them to make the product design. You can see here some samples of product design.
-
Our dependent information is completed like katom and has the most records feasible which we thought is relevant article.
-
This is an amazing answer (if there was an option to mark it as such, I would have). Thank you.
You, sir/madam, are a machine and I'm not surprised this has taken you years. Unfortunately, I don't work in-house for this particular ecommerce site so I only have a few hours a month to work on this. The site's been around for a few years, the physical department store itself over a century, and I've only been working on it for over a year. There's over 10,000 product pages split across hundreds of categories and there are hundreds of separate landing pages based on brand, range, designer, sets, etc (I've been culling a lot of these...).
The vast majority of products contain duplicate descriptions across the whole brand range, so I've mainly been getting rid of those to strengthen the category page so that there's not dozens to hundreds of duplicate paragraphs shared with the category page. But the product pages look so bare with what's left of the description.
I think I'll take a leaf from your book though and go through the most popular categories, aiming for 100 words per product. With smaller ecommerce sites, this would seem obvious to me, but I just wasn't sure whether time could be better spent elsewhere with a larger site.
-
take the time to prioritise what products could benefit the most from the unique content and get cracking with a paragraph for each?
If your website is already up and running this is a way to prioritize which pages to do first.
Just wondering how you guys deal with thousands of product pages really. Starting to feel as if I should re-evaluate my strategy and wanted to get some idea on what others are doing...
We have thousands of product pages. All of our product pages have at least 100 words of unique content and at least one photo that we have taken at our office. Most product pages have a few hundred words of unique content.
When a new product arrives, I take one to my office and write a page about it. A lot of what we sell is unique tools suited for a specific industry and I write what this tool is used for, how it is used, how to select it. If you are selling something, you should be able to explain it easily to people. That is what we believe.
Our better selling products have 500 to 1000 words of unique content plus multiple photos. As we receive email questions from potential customers we often add them to the product description. We intentionally write information about characteristics of products that have resulted in a return. We believe that it is better to kill a few sales than accept a return, especially if the return comes back in less than brand new condition.
Our best selling products usually have the same description described above PLUS one or two separate article pages about how to select the product, how to use, how to maintain, how to repair. If the tool us used for a specific type of work we often have articles about that type of work. As an example, if we sell kitchen knives we might have articles about how to slice vegetables, hot to slice meat.
Our retail websites have more pages of content about the products that we sell and the activities that they are used in than they have product pages. These article pages pull in more traffic than product pages and we make money from ads that are displayed on those pages. About 1/3 of our sales arrive at our site through a content page, about 1/3 arrive on a product pages and 1/3 are people who directly navigate to the website.
Content is the strategy for producing all of our income. Our retail sites have large content libraries and our information sites have small stores. All pages display ads, even product pages, but ads from our direct competitors are usually blocked.
We are very careful about the products that we sell. We only sell products that we know enough about to write substantive content. We only sell products that will be around for a while. We can't justify writing content for temporary products. If we have a new product that we are uncertain about we write a short description, then after we have sold a number of them we get right to work on substantive content, that usually increases the sales because the rankings go up and more long tail traffic arrives.
None of this was built overnight. It has taken years. It has been built a few products at a time, a few pages each time we add new products. We are a small three person company with 1.5 people working to service sales and 1.5 working on content. We work on content every day, every day, every day. Content is the focus, sales occur as they occur.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
On-page SEO
This is a question for the organic SEO experts, once you added the main keyword that you want to rank for in the homepage title, meta title plus meta description, perhaps once or twice in the text on the homepage. How often do you then write it in the content marketing, say blog posts, we want to rank higher on Google for "SEO agencies Cardiff" however if you mention this in the blog posts too much say once a week, this could lead to over optimisation issues?
On-Page Optimization | | sarahwalsh1 -
Will it upset Google if I aggregate product page reviews up into a product category page?
We have reviews on our product pages and we are considering averaging those reviews out and putting them on specific category pages in order for the average product ratings to be displayed in search results. Each averaged category review would be only for the products within it's category, and all reviews are from users of the site, no 3rd party reviews. For example, averaging the reviews from all of our boxes products pages, and listing that average review on the boxes category page. My question is, will this be doing anything wrong in the eyes of Google, and if so how so? -Derick
On-Page Optimization | | Deluxe0 -
How do I fix duplicate page issue on Shopify with duplicate products because of collections.
I'm working with a new client with a site built on Shopify. Most of their products appear in four collections. This is creating a duplicate content challenge for us. Can anyone suggest specific code to add to resolve this problem. I'm also interested in other ideas solutions, such as "don't use collections" if that's the best approach. I appreciate your insights. Thank you!
On-Page Optimization | | quiltedkoala0 -
Listing all services on one page vs separate pages per service
My company offers several generalized categories with more specific services underneath each category. Currently the way it's structured is if you click "Voice" you get a full description of each voice service we offer. I have a feeling this is shooting us in the foot. Would it be better to have a general overview of the services we offer on the "Voice" page that then links to the specified service? The blurb about the service on the overview page would be unique, not taken from the actual specific service's page.
On-Page Optimization | | AMATechTel0 -
Noindex child pages (whose content is included on parent pages)?
I'm sorry if there have been questions close to this before... I've using WordPress less like a blogging platform and more like a CMS for years now... For content management purposes we organize a lot of content around Parent/Child page (and custom-post-type) relationships; the Child pages are included as tabbed content on the Parent page. Should I be noindexing these child pages, since their content is already on the site, in full, on their Parent pages (ie. duplicate content)? Or does it not matter, since the crawlers may not go to all of the tabbed content? None of the pages have shown up in Moz's "High Priority Issues" as duplicate content but it still seems like I'm making the Parent pages suffer needlessly... Anything obvious I'm not taking into consideration? By the by, this is my first post here @ Moz, which I'm loving; this site and the forums are such a great resource! Anyways, thanks in advance!
On-Page Optimization | | rsigg0 -
H1 Tags on Volusion Product Pages
So I'm working with a client who has no heading tags on his site and I'm wondering if there is an ideal method to implementing these on the product pages specifically, as the wording I ideally want to specify is is the product title, which i can't really code with an H1. Has anyone run into this issue? If so, what was your solution? Also, how vital are these heading tags on the product pages, anyways? If the Volusion SEO expert could chime in, that would be much appreciated. Thanks everyone!
On-Page Optimization | | BrandLabs0 -
Different page for each product colour?
Hi Guys, I've just read an ecommerce article that suggests it's a good idea to have a different page for each colour that the product comes in. However surely this will mean duplicate content? What are your thoughts? Have you put this tactic into motion and how did it go? Thanks, Dan
On-Page Optimization | | Sparkstone0 -
ECommerce Product Meta Descriptions vs. Product Descriptions
Wondering if using on-page product descriptions as the individual product meta descriptions is a best practice for an eCommerce site? Instead of writing two product descriptions (one regular and one meta), I am thinking if the product copy is SEO rich, we'd be good to use just the one for both purposes. Thoughts? Ideas? Suggestions? Seems that many companies follow this practice. Thanks!
On-Page Optimization | | kennyrowe1