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.
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?