This is a huge trap that lingerie businesses fall into, because while you aren’t punished by Google for having duplicate photos you are punished in terms of search engine ranking for having duplicate product descriptions. This effect is amplified based on how many products you have, so larger stores can really hurt themselves by ignoring this issue.
Product descriptions: everyone hates writing them, but everyone also needs them. Even worse, it’s always really tempting if you’re a retailer to just use the wholesaler’s version to save yourself some time. After all, product descriptions fall into the same category as catalogue photos on the surface. They’re both produced by a company to make your life easier and to give you a more detailed view of products that are new or that you haven’t seen in person.
On top of the copycat content issue, you need to consider how Google categorizes you. Google still doesn’t have an easy time deciding what purpose pictures of women in their underwear are being used for and it’s easy to get caught in the crossfire of the eternally shifting secret formula that they use to determine it. Writing your own descriptions with this in mind can help the crawler categorize your store or website properly so you’re less vulnerable to the up and down dance of the algorithm.
While writing product descriptions are never fun, they should be viewed as opportunities versus a boring and time sucking task. A great product description can educate, entertain, help your search engine ranking and help generate more profits. Today I’m offering a few quick tips to help you help your lingerie product descriptions do more for you.
Figure out how to call a spade a spade.
Anyone who has ever looked at the list of banned hashtags on Instagram knows that lingerie is a loaded term. While you can’t get around that issue completely if you are a lingerie business, you do need to think about ways to describe your products that are less likely to lead to censorship of your website or social media accounts. Thinking about this issue will actually help you overall, since it will help you develop a list of long tail keywords that will help you connect with customers over specific issues and help the crawler categorize your business more accurately.
Here are some common and SEO friendly terms you can use to replace the word “lingerie:
- Fashion bras
- High waist panty, bikini panty, etc
- T-shirt bra
- Basic bra
As you can see, the list is both useful and potentially endless. Think about what your customers are searching for and brainstorm terms that they want to see!
Figure out how you are going to talk about plus-size merchandise.
The plus-size side of the market has taken off so much that this is now a standard concern for most businesses! There has been a ton of discussion over the past few years of how to talk about plus-size customers and it should extend to your SEO strategies. While more stores are branding themselves as inclusive sizing rather than plus-size versus core size, that won’t help you in terms of SEO. Plus-size and curvy are still common search terms (although curvy can also be a frequently banned term on social media), as are full-figured and to some extent full-busted.
Remember to check the banned hashtag list on Instagram when building your keyword plan.
Just because something is banned on Instagram doesn’t mean that you can’t use it on your website (or we could never talk about #eggplantparm on the internet) but it does mean that you want to be aware that you’re using it. In a perfect world your keywords on your website and on social media will match up fairly well, so it’s good to keep checking the list to make sure you’re not innocently using some keyword that will get your account shadow banned. To check the latest banned hashtags, just Google “banned instagram hashtags” for an updated list.
Think like your customers.
When you’re writing a product description make sure to think about what educational information your customers can use to make a purchasing decision. For example, if you’re writing about a teddy or a bodysuit, does it work for a certain cup size range? How stretchy is it? How breathable is the fabric? All of these are issues that your customers may potentially care about, but you probably shouldn’t include them all. Think hard about what your customers want reassurance about when they make a purchase and include the relevant educational information so they can go ahead and click the “buy” button.
Make a template so everyone is on the same page.
One of the incredibly popular services I offer is the creation of a template to go along with a larger batch of product descriptions. Most businesses don’t have a dedicated employee who deals with product descriptions, so it’s a realistic assumption that a group of people will have to write in the same voice. A template helps people keep the same format and linguistic style so anyone can pick up where another employee left off.
Even if you don’t hire me, this is a shortcut you can adopt for your own business! Take a look at your product descriptions (which are probably pretty similar already) and then make template for future descriptions. This can include keyword focus suggestions, language suggestions, word counts and more. It takes more time, but you’ll save time in the future and make it easier for your employees to create higher quality descriptions in less time.
How do you feel about writing product descriptions? Do you love it or hate it?