Yesterday in a presentation to members of the International Casual Furnishings Association, our founder Brian Offenberger stated it may be advantageous for manufacturers to offer multiple product description promotional text options for the same item to their dealer network.
Here’s the rationale behind Brian’s thinking.
If a manufacturer has 400 dealers in their network, and all 400 dealers use the same exact description of the product in their online promotional copy, it confuses search engines like Google. Google sees 400 pieces of duplicate content, something Google does not like. Google penalizes duplicate content in search rankings. This may impact your overall marketing efforts.
Writing multiple descriptions for the same product helps you minimize this issue.
In addition, multiple descriptions offer a different ways people can find your products online.
One easy technique Brian discussed was dealers customizing product descriptions by tailoring them to their geographic location. Manufacturers that write descriptions which allow their dealers to insert the name of their city get several advantages. They help their dealers by allowing the geographic reference (which helps the dealer’s location market search engine rankings) and they get different descriptions (which avoids the impacts to search engines as discussed above)
Right On – No Bull Marketing helps companies like yours write product descriptions that actually make sales. For more information, email Greg@RightOn-NoBull.com or call Greg at 602-412-3168, extension 810.