5 Reasons Why You Should Be Rewriting Manufacturers Descriptions

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5 Reasons Why You Should Be Rewriting Manufacturers Descriptions

When it comes to eCommerce, we tend to just republish the manufacturers plain old set and forget descriptions.  Most people don't even think twice about it.  They just put the item on their site, copy and paste the description and then come back in a few weeks when they're not getting any traffic and making money lol.  I know that doing the copy and paste method is certainly quicker than writing everything yourself, but it has absolutely no value since your pages won't get indexed in the search engines.  Some people even auto populate their listings through feeds which makes it quicker to get duplicate descriptions on your pages 5 Reasons Why You Should Be Rewriting Manufacturers Descriptions

The people that do get to your pages won't be too happy to see the exact same boiler plate descriptions on your site and they will usually leave because your website has no flavor.  Google won't be impressed by your duplicate listing either and they won't show you any love.  This also won't go over well if you're trying to brand your website in order to become an authority within your niche since you're using copied content.

5 Reasons Why You Should Be Rewriting Manufacturers Descriptions

Avoid the Duplicate Content Penalty
For a while now Google has been hitting websites pretty hard if they're found with duplicate content.  This doesn't mean that you can't get ranked for your desired keywords, it just means that your rankings won't be in front of the people you want them to lol.  By using the manufacturers descriptions you're likely using content that is already indexed on the web.  I'm sure you're not the first person to think of doing this either, so there could be duplicates upon duplicates out there as well.  Basically you'll get lost in a sea of duplicate content and you'll have to rely on social media marketing and PPC to bring in traffic since you won't be hitting the top 5 pages of the SERPs anytime soon.  Your websites pages will likely get omitted from the results due to it being identical to many other ones out there.  Google wants quality content shown to it's users, and for this reason you need to write up your own unique descriptions for each product.

Visitors Won't Like You Very Much
People coming to your website will almost instantly know that you have duplicate content which was just copied and then pasted into the description box.  They will most likely disapprove of your efforts because you really didn't do anything.  People today will shop around for a while before they make a purchasing decision and they will likely check out the manufacturer before they get to your website, if they do at all.  They will see the same exact description between the two sites and instantly discredit you as an authority website, which is never good because they now will not purchase from you.

Specific Keyword Targeting
When you rewrite the manufacturers descriptions you're able to target more keywords than what they were trying to do, if they were even trying.  Sometimes you'll find a manufacturer that doesn't even optimize their own descriptions because they don't know how or just don't care, but this is good for you because now you can take over where they screwed up 5 Reasons Why You Should Be Rewriting Manufacturers Descriptions  If they didn't optimize for their own keywords, you have a fighting chance to get your website ranked for them and bring in traffic which sees you as the authority because you have unique descriptions.  You can also add in another keyword, similar to the first, in order to target multiple listings within the SERPs 5 Reasons Why You Should Be Rewriting Manufacturers Descriptions

Your Own Narrative
When it comes to branding your website, you will want your own voice (typing style) to speak for you.  By copying the manufacturers descriptions you won't have a voice and people will see this.  But if you're typing in your own manner to show people what the product is all about, you will convince more people to purchase directly from you because they will see you as a person and not a copy cat 5 Reasons Why You Should Be Rewriting Manufacturers Descriptions  Avoid duplicate content and become the authority by branding your website with your own narrative!

Additional Content in Descriptions
When it comes to the manufacturers writing up their own descriptions, they usually don't get into much detail.  They know that their brand is basically selling the product so they don't have to add too much detail to the item itself in order to make a sale.  But on your website you have creative freedom to write as much as you want.  Youc an expand the descriptions to be a paragraph long and full of descriptive detail about the product which will encourage people to purchase from you rather than someone else 5 Reasons Why You Should Be Rewriting Manufacturers Descriptions  This plays into adding more keywords to your descriptions as well.  Remember, content is king and you should always be using it on your websites to pull in traffic 5 Reasons Why You Should Be Rewriting Manufacturers Descriptions

Original content will always bring in more traffic from the SERPs due to it getting indexed.  If you don't edit the manufacturers descriptions you're just setting yourself behind them and you won't make as many sales as you should be.

In Conclusion:
Take a day or a week, depending on how many products you have listed, and rewrite the descriptions so that they are in your own words and don't forget to expand on them so that you can get more content in there with some additional keywords as well.  Your viewers will see that you are unique and that you're not just some copy cat blogger trying to make a quick buck 5 Reasons Why You Should Be Rewriting Manufacturers Descriptions

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I couldn't agree more with what you've written.

If you truly want to be successful with your blog or website you should ALWAYS avoid any sort of copying. It doesn't matter what it is, it is bad. Not only for your image but also for your Google rankings and most importantly, your clients. You should ask yourself. If you were in your reader's shoes, would you really approve of being a copy cat? I don't think so.

Of course, copying it is far quicker and it therefore saves time but that doesn't mean it yields any good results. It might even produce negative ones. So, do as Razzy said and rewrite it- put some effort and time into it and you will see it paying off in the end.

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Oh, well, I did not know that google penalizes you if you use manufacturers description when advertising their products, that's a new one for me. Interesting article, indeed. But I find it a bit silly. You can't really add much to certain products, transcription drugs for example. If you have no idea what it is and what it does, I would rather use their own description instead of making stuff up

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I agree with you. When I visited a eCommerce site, and I can always see the same descriptions and images all around. Even though it's the same product, I would prefer to go and look for a different description, as I think the seller might be more sincere in writing her/his own words instead of just copying and pasting. I would also think the customer service from this seller might be better than others.

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First of all you should only try to sell products that you are genuinely interested. Secondly you should only sell products that you believe is good. When you are trying to sell a product, a simple description will not work. Your content must be developed in a way that it is a genuine review of the product. In order to provide review like description of the product, you should avoid copying manufacturer's description.This will be termed duplicate and Google may penalize you.

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I believe that the descriptions of manufacturers are very good for the most part, but I think we should revise them because:

  • Details and information that users need are often missing.
  • People are always looking for new information and new content can be the differential so that your store sells in place of the competition.
  • In the matter of SEO, it is essential that your site has original content, so it is important that you differentiate yourself from the manufacturer's website.

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It is important to rewrite the description as there could be a lot of things that could be missing in it. Sometimes we forget to write the things that users are looking for. People are always looking for the different features so try to rewrite those features in the description. It is important to have the product description totally different than anywhere else it is listed.

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People take plagiarism for granted this days. I don't even understand why someone would chose to copy a clearly copyrighted content.

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For a while now Google has been hitting websites pretty hard if they're found with duplicate content.
Really? How did you work that out Raz when no duplicate content penalty actually exists?

Do you mean content that is duplicated on the same site (such as in another location on the same site)?
Or do you mean, content that is duplicated on another site somewhere?

Either way, there is no penalty for the latter which is what you're saying.

According to Google: Duplicate content generally refers to substantive blocks of content within or across domains that either completely match other content or are appreciably similar. Mostly, this is not deceptive in origin. People mistake duplicate content for a penalty because of how Google handles it.

There are so many myths around duplicate content that people actually think it causes a penalty and that their pages will compete against each other and hurt their website. I see forum posts, Reddit threads, technical audits, tools, and even SEO news websites publishing articles that show people clearly don’t understand how Google treats duplicate content.

Google tried to kill off the myths around duplicate content years ago. Susan Moska posted on the Google Webmaster blog in 2008: Let’s put this to bed once and for all, folks: There’s no such thing as a “duplicate content penalty.” At least, not in the way most people mean when they say that.

You can help your fellow webmasters by not perpetuating the myth of duplicate content penalties!

People mistake duplicate content for a penalty because of how Google handles it. Really, the duplicates are just being filtered in the search results. You can see this for yourself by adding &filter=0 to the end of the URL and removing the filtering.

What are Google’s thoughts on duplicate content?

  • Many great posts have been published by Googlers. I’m going to give you a summary of the best parts, but I recommend reading over the posts as well.
  • Duplicate content doesn’t cause your site to be penalized.
  • Googlers know that users want diversity in the search results and not the same article over and over, so they choose to consolidate and show only one version.
  • Google actually designed algorithms to prevent duplicate content from affecting webmasters. These algorithms group the various versions into a cluster, the “best” URL in the cluster is displayed, and they actually consolidate various signals (such as links) from pages within that cluster to the one being shown. They even went as far as saying, “If you don’t want to worry about sorting through duplication on your site, you can let us worry about it instead.”
  • Duplicate content is not grounds for action unless its intent is to manipulate search results.
About the worst thing that can happen from this filtering is that a less desirable version of the page will be shown in search results. Google tries to determine the original source of the content and display that one.

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Well, I couldn't agree less. This is an era whereby a lot of the written contents you see online are rewritten garbage. I found it hilarious when I saw some guys sharing an index of articles between themselves on a forum a while back. I mean, why the need to copy someone's work when you can sit down and write in your own voice. That is why I tend to identify a rewritten piece no matter how one twist it.

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This reminds me of the compact car that was made in China. It is a people’s car that was supposed to be the most salable car in that genre because of the cheap price. The car’s name was Chery and it was just a so-so car. The main problem was the manufacturer’s deScription that it was so difficult to understand so the prospective buyers were turned off. In fact, the name itself was supposed to be Cheery but it was wrongly translated to Chery.

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