When we were growing up, a trip to town required two things: a bit of cash and a friend to stand in the changing rooms oohing and ahhing (and urghing). These days, online shopping has taken the place of ‘going into town’ for the majority of your customer base. Competition is fierce online and brands are under more pressure than ever to make sure their site is the go-to for trend-focused apparel. Investing in flawless product descriptions is one of the most reliable ways to put your brand above the rest and start securing more loyal customers.
Whether you need to deal with a backlog or just switch things up going forward, we’ll help you iron out a process that works for you. Using our own five-star brand of project management, handy file-sharing software (like Dropbox, Google Drive and WeTransfer) and a whole lot of razor-sharp initiative, we’ve built processes for our clients which have, in their words, ‘completely revolutionised’ how they handle their product descriptions.
SEO is a complex recipe with various ingredients and keywords still play their part. But to avoid being too light-footed or heavy-handed, you need cleverly structured, thoughtful copy that search engines will love.
Each search engine has a duty to its customers: to serve up the finest results. If it crawls your website and finds it heaving with errors (or even just lightly dusted), chances are their customers won't be pleased. So, alas, you’ll be sidelined.
It’s no good having a nice product description for your best-selling fashion items and leaving the others to twist in the wind. Consistency is absolutely key to SEO, your customers and your own sense of brand fluidity.
It might seem simplest to scoop out your apparel supplier’s copy and use it on your site. But, being the supplier, chances are their copy will be held in regard above yours and therefore it’s you that’ll get penalised for duplicate content.
SEO thrives on fresh on-page content. Most brands have seasonal drops and capsule collections. Ordering product copy as they arrive means you’ll get a fresh injection of relevant terms on a regular basis.
Want to be the first result for ‘sweaters’? Almost impossible. But if you’re selling ‘black V-neck cashmere sweaters’, the SEO task becomes simpler. Shoppers know what they want and product copy is a great way to bring targeted traffic right to your page.