Strategy for product content page development.

[mcg1103]

I have a project to work on product and landing pages for a website with 5000+ SKU's.

I am looking to hire a content writer to do this but I want a strategy in place to develop these pages. I have googled a bit and they mostly talk about the body of the page.  I am looking for best practices for the entire page, Title, H1, Meta and body.

Any good tutorials for this type of project anyone can recommend?

Anyone with experience doing this type of project?

Thanks,

Mark

[Kelly_Edwards]

Hi Mark,

It depends what keywords you're going to target for each product page but I'd say that it would be best to first create a map of keywords and pages to also map back to your personas from a content marketing point of view.

This will then make sure that you're not going to cannibalise any keywords or landing pages with potential duplicate content.

A few resources here on structure of page titles etc:

https://moz.com/academy/on-page-keywords

Hope that's helpful?

Kelly

[mcg1103]

Thanks for the response. What do you mean by "personas" in this context?

We do have many products that are similar so duplicate content will be an issue.  We currently have lots of pages that the Title = H1 = URL = Meta Description = Meta Keywords.  Do you know of a best practice to differentiate these fields?

I went on our site to find an example.  The first product I looked at has this affliction.  Also there are two H1 fields both the same.

https://www.circuitspecialists.com/cnc-xpro-controller-v3.html

[Kelly_Edwards]

Hi Mark,

By personas I mean focusing the content on the needs of the customer as a priority - so making sure that the landing pages you're sending out for copywriting are focused on addressing their needs (like needing fast turn around etc that also address your business USPs?) - more for category pages etc than product pages, but product pages should still be focused on your key audience and their needs.

This should increase engagement with the pages from a customer point of view (which increases engagement and can have a positive impact on rankings).

Usually you'd have a format like this for meta:

H1=unique primary keywords
Meta title = Primary keyword - secondary keyword | Website name (<56 chars)
Meta description = Add in the primary keyword but describe the product - after all, people use it to decide whether to click through (<156 chars)
keywords: Do not fill in the keywords field - it's largely not used and can be seen as spammy.

Also - never have 2 H1s. It may be worth you pulling the site through a tool like ScreamingFrog to find all your duplicate H1s? A page should only have 1 H1, so I'd change that second one to a H2, or add a benefits driven title instead so it's not duplicated?

Hope all that helps

[mcg1103]

You are a proponent of adding the website name in the title?  You mean the Title, not the Meta Title correct?  And you are recommending nothing in the Meta keywords?

The second H1 on our site is all part of the template so should be a quick change.  I think it can be completly removed does not need to be changed to H2 as it is just a duplicate of the other H1... I think will need to check it out.

Thanks so much for the input.

-mark