It may take a while, so don’t get frustrated, this step is important for you to build a foundation for your site.
Research, Research, Research
It’s a rough world out there for online retailers. In the adult products world, you are competing with literally thousands of other sites to get a customer. Look around. Use different search engines for the same common terms that you associate with your products. Take notes. Lots of notes. See if you can find a pattern to the sites that have the best search result location, the top 3 – 5 spots. Go to the site, read the product descriptions and look at the product names. Take a look at the pricing. Look for patterns in different categories of products that you are most familiar with. After a while, you should notice that certain key search terms lead you to different sites than you expect, with product information that makes you think to yourself “Hey – that’s easy, I can write better descriptions that these!”.
Focus, Focus, Focus
Now that you have found what we will call your “expertise”, locate those products on your site in the product editor. Make a list of all the products that match your expertise. It may as few as 20 products, or well over 100 products. Try to categorize these products in a way that makes sense to you – remember, you are the expert, you can do it better. Creating a spreadsheet to do this is a great way to get organized. I suggest a column for the SKU (part number), a column for the title of the product, a column for the current system description, a column for the current system category, and 3 more blank columns. These last three columns use as follows: 1 “categorization” column, 1 “product name” column, and 1 “description” column.
|SKU||Product Name||Current Description||Current Category||Categorization||New Product Name||New Description|
|ABC123||Silly Widget||This widget is great for beginners and advanced users alike.||Widgets|
The Categorization column is used to group what you feel are common products within your selection of 20 – 100 products. Some common these they share – perhaps shape, features, or even color. Be creative – but think like a person shopping. The Product Name column – use a name that the customer is expecting, and make sure you keep it within the categorization you chose. Now, the big one. The new Description column. Write a summary of what you like about the product. Use a first person reference from time to time to give the customer a feeling that you really understand and know this product. Research different features – the weight, where the weight of the product is (tip, base, center, etc) – the deep tone of purple it is, or what you understand the strength of the vibration is. Make sure you hit the highlights from the manufacturers data about the product – length, circumference, batteries used, material, warranty – anything you can find. Keep a theme amongst your chosen products so you appear to be an expert about these items. You want people who come to your site to enjoy your detail, but you also want search engines to classify your site as an authority. It takes time, and a lot of work, but once you start to get recognized, things take off quickly.
Dumb it down
Don’t outsmart your shoppers – remember, they need to find you, and if you use terms that are not common, they will not find you in the numbers you want. If you wrote your sentences using an 8th grade level of reading – you need to find a 6th grader and ask them to re-write it to a 5th grade level. This is more the average reading level for users on the Internet.
No Need to Fluff
Believe it or not. If you use too many words or terms that are not familiar to the average consumer, you will make it more difficult for people to use a search engine to locate your products. Think of it this way: if you wrote a description that said “Super fantastic gyroscopic action on this product!”, a person entering “”twirling toy” is not going to find you on the first or second page of results – synonyms are treated with a lower score than exact matches. You don’t want to sound like a 5 year old either, so make sure your sentences are grammatically correct, your words are spelled correctly, and you are mixing in common terms with your description.