July 6, 2021

What to Put in Your Product Information

What to Put in Your Product Information

Society’s reliance on the Internet has gone even further during the pandemic. Most everyday activities have shifted to the digital space, from working, learning, socialising, and shopping. This trend has led the e-commerce industry in Europe to boom. Digital marketing analyst Alexandra Rotar forecasts a €477 billion rise in total e-commerce revenue by 2025, nearly double its value in 2017 (€248 billion).
Signs are pointing to a rosy future for digital businesses and e-commerce entrepreneurs. But as more and more brands open online, the competition becomes greater – the internet can get saturated very quickly. This is why you must take the necessary steps to stand out and have your products noticed. Start with creating the best possible product information with the following:

Search Engine Optimization (SEO) Keywords

SEO keywords are essentially the words and phrases in your content – in this case, listings – that let people find your product through search engines like Google. These are usually the search words that people use to look for products. For example, someone might type “black tennis shoes” on Google to look for this particular product. Sellers who have the words “black tennis shoes” in the product information may help them appear higher up on the search results page.
Moreover, most popular e-commerce websites like Amazon also have their own ranking algorithm. On top of gaining more visibility on Google, the right keywords will give you the chance to be one of the top results on selling sites. These words and phrases will be used throughout the different portions of your product listing.

Essential Product Attributes

It’s not enough to stuff keywords into the information. It has to be done deftly and unobtrusively, all while detailing essential product attributes. As emphasized by digital marketing firm Ayima, skillful and organic-sounding keyword implementation helps drive traffic and ensures excellent listing performance. The obvious overuse of keywords may be counterintuitive, so aim to be as strategic as possible. This is evident in one of the firm’s biggest clients, eBay. For one, the eBay ranking algorithm called Cassini doesn’t just take keywords into account, it’s also very information-based. It will rank you higher if you put in more specific information such as product brand, colour, price range, and condition – infused with keywords. The right words should be injected into useful information, not just to rank up, but also to engage prospects.

A How-To Section

An information page serves as a primer for your product. With a how-to section, you’ll be providing all the necessary information a buyer would need to know. This prevents them from going to other sources to learn more about your product. And you don’t want that to happen as straying from your listing may lead them to alternative purchases.
When writing this section, think about potential customer concerns. For electronics, include steps on how to use the product. For clothing items, you can talk about proper care and washing instructions. Whatever product you sell, you want to provide as much value for buyers as possible.

Short Brand Story

As Nextdoor’s head of marketing Maryam Banikarim says, “Humans need narrative and they need a way to be able to connect with each other, and stories will play that role.” This is especially true today when consumers buy only from brands they trust and identify with. Buyers need a reason to support your brand to connect with you and understand who you are.
It doesn’t have to chronicle your brand from day one to the present. It just has to talk a bit about the history of your brand, your vision, and the development of the specific product. This shows that you value buyers as part of your brand story. Adding this bit of information also helps build brand loyalty and love.
Put all these things together and add your brand personality.
When you’ve got your amazing product information, you can put them all in one place at Katana PIM. Having product listings on multiple platforms is an easier and more convenient experience when you have the right tools to help you. This makes product information management and distribution a complete breeze.

Written exclusively for Katanapim.com 
by Auburn Cheers

Get your product information together and scale your business

Get Katana PIM to manage and distribute your product data without the hassle.

Request a demo

Recommended Readings

Cycleon acquires Katana PIM system
January 10, 2019

Cycleon, the internationally renowned reseller, has decided to aqcuire our Katana PIM system to store its product information.

Why you should pay attention to PIM
July 27, 2019

‍In this era of omnichannel e-commerce, online stores face interesting challenges. Due to an increased demand from customers for online shopping, evidenced by growing online marketplaces and D2C (Direct To Consumer) shops, the demand for Product Information Management-systems has been growing.

© 2020 Katana PIM