man thinking about something with graphic light bulb

My Reasons For Keeping Bulk Text On Product Pages

So, DistilledODN did a study the other day on how effective it would be to remove SEO text that is below the fold (you have to scroll to see it) on your product pages.
 
Now, there was no definitive answer to this question and their recommendation was to test it for yourself and see.
Here's a snippet and quote  from Jon Muller (Google) below:

"Many e-commerce websites optimize their categories by adding a big chunk of text under the product listings. Nothing except an h1 heading above the fold. I don't consider this good usability since users need to scroll all the way down to read this. Does Google treat this content the same as any other or would you for improving rankings recommend putting the category text above the fold?"

"From our point of view, that's essentially keyword stuffing. So that's something...which I would try to avoid".

"I’d try to stick to really informative content and put that in place where you think that users will be able to see it. Especially if it is content that you want to provide for users. And more than that I would think about what you can do to make those pages rank well without having to put a giant paragraph of content below the page".

"Fair enough," I say.
 
However, from personal experience and following a flexible content marketing strategy. I only see 100% upside to having a bulk of RELEVANT AND USEFUL text below the fold on your pages.
 
Studying the heat map results on our product pages, I can see that a percentage of our customers do read this content.
 
Also - Our customer service teams have the ability to point customers in the right direction to answer a question or query and can also copy and paste this text into email answers to customers.
 
SEO WISE - I think having "relevant" and "useful" content on any page has to be encouraged, I think. The more relevant the content, the more useful it is in the search results.
 
Do your product pages have a lot of text content?
 
Is it right to have so much on a product page, or is it just overkill?
 
Let me know your thoughts. 👇

recording in 4k

eCommerce Stores Are Missing A Trick By Not Using Video (especially 4K)

I don't need to tell you about the advantages of using video on your product pages.

Video marketing is no longer on its way. It's here and businesses are now starting to feel the POSITIVE impact.

This is becoming more apparent in eCommerce especially.

With the competition hotting up by the day, it's important for merchants to continuously update their product pages with video content to help their visitors come to an informed decision.

Also,

It allows them to remarket to their prospects with the exact same video that was on that product page.

By doing this, you are getting so much more out of the video you produced instead of it just sitting there lonely on YouTube.

little boy standing in the field lonely

According to HubSpot’s, 97% of businesses said that video helped them increase their users’ understanding of their product or service and 81% linked it to a direct increase in sales.

Not bad, not bad....

Better still, shoot them in 4K

Video SEO

Speaking of YouTube, I have a tiny little rant about what I am seeing.

Seriously, this makes my blood boil (even the BIG PLAYERS are doing this)!!*!*!

Now, I hope most of you realise that YouTube is a search engine, right?

That means people will generally find your video by doing a search and YouTube matching that search to your title and description.

This means that you need to ensure the keywords are both in your title and description of every video.

Also,

Sorry, this another one.

Make sure that you have a detailed description of what the video is about.

Writing a couple of lines of text and calling it a day may have been OK in 2005. However, in order to compete on a level playing field, you really need to ensure you video SEO is on point.

So what are the advantages?

1) 4K Gives You More Options - Allows you to zoom in cleanly without losing focus
2) It's simple, it just looks better - Good looking product videos means improved conversions
3) Stabilise your footage post-production - A lot easier with higher quality shots
4) Storage is now a lot cheaper! - enough said
5) The YouTube algorithm prefers them - Just like they will with 360 videos (that's for another post)

Embrace the change before your competitors do!

I guarantee, in 5 years time, you will be glad you did.

If not, come back here and tell me where things went wrong.

Have you embraced the change yet?

Image credit: Joey Huang@onice