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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
Avoid the Duplicate Content Penalty
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.
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
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
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
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
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
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.
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
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