Search Engine Optimisation (SEO)

When writing copy for your products, it’s important to have SEO in mind. Optimising your
content for both search engines like Google and our own on-site search bar will help customers
to find your product.

Here are a few things that you can do to ensure your copy is optimised and your product pages
draw in more customers…

Keywords

Keywords are essential for generating organic traffic. Organic traffic means customers who
stumble upon your product page by searching relevant terms, usually equating to a large
percentage of traffic. Ensuring you have the right words in the product name, key product
features, description, and specifications will help customers to find the item in Google and on
our website.

However, using too many keywords can also have a negative impact on SEO as Google will
penalise the product page, and subsequently our site, for “keyword stuffing”. Utilise synonyms
to avoid repeating words (e.g. for a throw, you could also use ‘blanket’ or ‘home accessory’ or
‘soft furnishing’), but make sure that they are placed naturally within the text and that the copy
still flows well.

The title of your product should be featured within the first sentence of your description,
preferably near the start as search engines attribute the most value to the first words of text.

Content Length

Product descriptions that are too short (one sentence or less) are undesirable. They cannot
contain all the keywords that are essential for your product and will be much harder to find. It
also prevents Google from clearly understanding what your product is.

Whilst your description should contain your product title, it should never be just the name of the
product.

On the other hand, overly long descriptions will likely contain a lot of unnecessary text and be
cut off by the max character length on our product pages. This will create a poor customer
experience and may result in diminished sales. There is no good reason for including long and
superfluous sentences that contribute no SEO value to the page. Unless your product has a huge
array of features, try to stick to a maximum of 5 sentences – even this will be too much for most
household items.