Getting your products seen is one of the greatest battles of online retailing. Nailing SEO on these pages is arguably more important than on your homepage – it’s the product pages that are often the customer’s last stop before checking out.
Every unique product page must be optimised with its own metadata. That’s a huge workload. So why wouldn’t you save yourself some time and effort and make a template that will kind of work for all of the t-shirts you’re selling? Though it feels like a smart solution, duplicating content in this manner is actually counter-productive. From an SEO perspective, it’s confusing.
Imagine you went into the shop to buy apple juice, but the descriptions for apple, pineapple, orange, and cranberry juice were all the same. You’d be confused. The same thing applies to consumers, and to Google. When the search engine can’t delineate clearly between your product pages it sees them as duplicates, and that’s what harms your SERP ranking.
It’s vital, therefore, that every data set is regularly updated for every channel. But when the process is manual, human error can lead to incorrect, irrelevant, or missing information. Errors that don’t seem important initially could seriously harm the discoverability of your online store. There must be an easier, safer way of doing it for 1,000s of products, that doesn’t require laborious manual input. Right?