Manufacturers’ product descriptions vs SEO

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Many online stores, especially those operating as a drop-shipping ones have to import the assortment from the manufacturer. Product descriptions are a part of it. This way, online stores publish content on their website with lightning speed. The questions arises – is such practice really effective and contributes to improvement of positioning. Today we are going to shed more light on this issue…

What affects SEO texts effects?

In order for the texts to be visible in the search engines, a few quality requirements must be met. Those are:

  • reliable information;
  • clear structure;
  • usage of key phrases;
  • uniqueness.

Every condition has to be fulfilled to bring results in Google. However, the last one mentioned is the most problematic in case of descriptions provided by a manufacturer.

Manufacturers descriptions vs positioning

If the manufacturer grants a non-exclusive licence that enables us to use product descriptions created by them, then every store or repository may use those.

This means that it could have been several websites that publish exactly the same content and this does not meet the basic SEO feature – uniqueness.

Therefore, a user who is looking for a product using Google will find a number of portals (including the one our manufacturer owns). Finding the differences or any specific issue that distinguish our enterprise from its competitors remain impossible! How could I fix this? Write your own product descriptions!

Unique descriptions as the SEO basis

Writing descriptions from scratch seems difficult and time-consuming (it really us), but it pays off in terms of business results. Thanks to them, the online store does not only position itself, but improve effectiveness of the offer and expert brand image too.

So if you can choose between copying the descriptions from the manufacturer website or rewriting those and create the new ones, then we recommend the second solution.

It takes time or money as there are no shortcuts in successful marketing. Solid and unique content is the absolute basis that help us increase online store sales. As we have already established, the manufacturer’s descriptions are not helpful here.

Bart Ciesielski

Experienced copywriter who explores the secrets of marketing and positioning. In his articles, he refers to the contemporary achievements of psychology and the philosophy of language, creating cross-sectional content. As a member of the Content Writer team, he takes care of technological and organizational solutions that increase the quality of work. Privately, he reads a lot of books, learns new languages ​​and composes piano pieces.

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