Why Invest in Product Content

Have you ever thought deeply from first principles about what purposes of Product Content (Images, Titles, Bulletpoints, Descriptions, Backend Keywords) actually are?

Product Content as a Translator

Product content serves as a translator that helps the customer make the jump from a search term query from a customer with their own set of intentions and individual needs. To your physical product being delivered to their door.

Product Content as Persuasion

If its not already obvious, the product page is for SELLING. If you picked up the phone and called a potential buyer of your product, within seconds the point the conversation where the customer looks to you to tell them why they need your product arises. The better you understand the specific needs of the customer and explain to them how all their wants and needs and more are met by them thus reducing their risk, saving them time and money and increasing their perceived social status or self perception. The product page allows you do to exactly this kind of persuasive selling which serves as a vital part of what content should be thought as.

Product Content as a Customer Screening Process

Based on the kind of position your content present your product with, you can quickly screen out certain kinds of customers. For example, if you sell thin belts that men will sometimes buy, but women make up 99% of the customer base for, and the conversion rate for women is much higher as well. If you present your product as a "Women's Belt" rather than just as a Belt, you will avoid the bad, less relevent traffic that you would otherwise get. When you do not sell in mass on these less relavent keywords, Amazon punishes your product and puts you in the back of the line. That is why being more specific and highly targeted in your positioning strategy is often the best way to rank on Amazon.

Product Content as SEO

Despite what you may have heard about SEO being "writing for robots" or below the dignity of some respectable copy writers. SEO at is core is simply including the verbatim keywords or close variations of them in prominent parts of content which send strong signals to the search Algorithm that your product is highly relevant. Now ofcourse, if its not relevant or the rest of the content is trash, your product won't content and in turn won't rank on that keyword. But good SEO price of admission to get the chance to be shown in from of customers in the first place and cannot be counted as unimportant.