This morning while surfing ArtFire’s Forums I ran across this post made by Tony, COO and Executive Vice President of Marketing For ArtFire*.  I posted a link on our Forum Face Book Page but evidently it couldn’t be viewed.  If you get only one new idea that is helpful to you in writing titles and descriptions, it will have been worthwhile to post it here.

Copywriting

Copy writing is a profession.  Do not confuse this with copyright ( the intellectual property protection).  Copywriters create good text to describe products.  That text online sells product AND entices search engines.

This is not as easy as it looks.   But, with a little practice, a few tips and basic strategies you can dramatically improve both the traffic to your items and your item sales with good copy.  You don’t have to hire a professional copywriter to get improved results.

Why are we talking about copy writing? Panda 2.2

Whenever Google makes a significant change to their search algorithm, that change will often get a codename.  Algorithm changes are considered signifigant when they result in noticeable search result changes.  The most recent change Google made was the “Panda Update”, with the most recent version being Panda 2.2.  This update significantly altered around 10% of search results in the US.

What’s different with the Panda 2.2 update?

The Panda update has much more aggressive relevancy and quality filters.  Specifically, Google is trying to kill off scraper sites and content farms.  These sites scrape content (sometimes rearranging it) and try to outrank the original page in Google.  Then they attach adwords or affiliate marketing to monetize that traffic.   They are automated content thieves.  Users don’t like them and Google does not like them.

Google has applied a series of machine learning algorithms in Panda 2.2 .  This set of filters looks for.

1) Is the content in depth?  Scrapers have little content and a lot of ads.

2) Is the site focused on selling ads or serving content?  Those articles that require you to page through 5 pages to read 500 words are an example of what Google is trying to kill off.

3) Is the content liked/linked by lots of people?  Social media shares, twitter back-links, facebook links and general link sharing among a larger diverse group of people indicates that the content is “good quality”.

4) Is the content relevant?  Does it have not only the main keywords but keywords in it that indicate it is really about this topic.  For example does a blog post about “soap” also mention “spa day”, “bath”, “clean”, “fresh” etc.?


Testing new strategies
We’re going to put together a multi-part strategy test that anyone interested in improving their SEO can participate in. 

To start, you’ll need 5 of your best products.  Pick your show pieces, new favorites or best candidates and we’re going to test them.  These should be a range of price points and preferably NOT your current top traffic/sellers ( because we’re going to create completely new listings for these products, you also need something to compare against). 

If possible you’ll want something that has multiple quantities, because if the product sells, we don’t want to lose the SEO juice that has been built on these pages.

Part A is copy on the page.   That is covered below.

Part B is back links with anchor text. 

Part C is community ( cross-artist) social media promotion

Using a group  of artists to cross promote via social media test products to trigger the “diverse social sharing” metric we suspect is added in Panda 2.2.  This may prove to be the biggest change in google and a reason ArtFire guilds may eventually be a significant ecommerce strategy.


Part A Strategy (COPY ONLY)

The best possible product descriptions and titles for the most recent Panda 2.2 Update to Google would:

1) Be over 250 words long ( the mid average for blog posts)

2) Have a keyword researched titles with unique keywords at the front of the title (e.g. Australian Fire Opal Sterling Silver Heart Pendant NOT Heart Pendant: sterling Silver and Australian Fire Opal)

Focus your title on a specific keyword phrase that somebody who’s looking for your product would actually use.  Imagine how a blind person with a screen reader would experience your studio.  Would they know what you’re selling or would they be easily confused. 

3) Have the keywords repeated once in the first paragraph.  If you’ve picked a keyword phrase, make sure its in both your title and description. Included other related or contextual keywords as part of your description.

4) Have relevant, high quality content making up the rest of the description and inspiration. Full sentences, talking about the product or its use. 

So – how do you write so much about a product?  Here’s 30 ideas to start, please post your descriptions here so we can improve them as a group.

>>>

30 ways to describe your product

1)     What was the inspiration for making it?

2)     How did you source the materials?

3)     Where did the materials come from

4)     Where was the product made?

5)     Why did you use a particular technique?

6)     Who taught you to make this item?

7)     What is the moment you know it is done?

8)     When did you decide to create this item?

9)     What is the process for making this?

10)  How is your making process secret/special/unique?

11)  How will I feel using it?

12)  Who really needs it?

13)  Who has told you they love it and why?

14)  What events/occasions is it perfect for?

15)  Why will I want to buy more of these?

16)  What surprising uses have buyers found for it?

17)  Who buys it over and over?

18)  What awards has it won?

19)  What problem does it solve?

20)  Why is it better than alternatives?

21)  Who loves it as a gift?

22)  What goes perfectly with it?

23)  Who is the artist behind the product?

24)  Where was this first made?

25)  What complimentary products go perfect with this?

26)  What advantage will this give me over my friends/co-workers?

27)  Where will it ship from?

28)  Where is the most exotic place it has shipped to?

29)  Why is this item so special?

30)  Why is it the perfect style/form/method?

*This post was edited by ArtfireMarketing On: Jul 12, 2011 at 11:51am MST  

Tony, COO and Executive Vice President of Marketing

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