How can you create unique pages that optimize both SEO and onsite customer engagement? Here's a first look at how it all works!
One of the most common complaints about small business e-commerce sites is the seeming push and pull between SEO and copywriting. It's hard enough to write a single product description of any kind, much less craft dozens or hundreds of unique listings for items that are almost identical. After combing online thesauruses for synonyms, you can quickly use up all the available options. But if we look closely enough, we can see that, in reality, the two sets of requirements—SEO and copywriting—have very similar goals, are well matched, and if handled properly, don't really conflict at all.
We've talked elsewhere in general about what Google considers to be duplicate content, and how to avoid it. Google is actually more lenient on this issue than most people think, but it's still important to differentiate each listing from the others as much as possible to ensure that all your listings are considered for placement in search results.
From the copywriting point of view, uniqueness is also very important as part of your sales strategy. It helps you to:
Meeting the Uniqueness Challenge
So how do you achieve this ideal selling environment, where every listing in your shop becomes its own well-defined little universe? It helps to remember that this is a basic part of doing business—the need to continually be as creative as possible in your interaction with customers and in maximizing the SEO value of your copy. Unfortunately, there isn't a universal, 10-step process to get there. Each business has different goals, is at a different stage in its growth, must appeal to its own specific customers and has its own individual style.
And there's also the human factor. There's a certain psychology involved in the sales process. It's critical to understand the relevant aspects of human behavior, know something about typical buying patterns, and connect effectively with people who are in a purchasing frame of mind. To optimize all of this requires imagination, some talent, and a lot of hard work.
Stay tuned for more details in coming weeks! In the meantime, if you have any questions, feel free to comment. And browse the blog for more tips on copywriting, SEO, marketing and social media.
Barbara Clavan provides copywriting, coaching and consulting services to high-growth businesses, high-profile individuals and creative entrepreneurs.
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