You have heard it before and I am here to remind you again. Content is the KEY to get your online store Search Engine Optimization (SEO).

Most of us when setting up our first online store we will rely on the description provided by the manufacturer. Let’s say you are selling Entertainment Centers. You have the stock image provided from the manufacturer, the dimensions, specs and a brief description of the Entertainment Center.

Just as if you where to open a retail location; you will need to research your demographics but most importantly you will need to know your competitors. You might find them on every corner or even next door. You may be in a shopping mall with a large retailer as an anchor store. This might bring you some foot traffic but you want to convert that into a sale.

How do you distinguish yourself from your competitors to get the traffic

Well, just as you would in a retail store, you will want to have eye catching displays, display what the customers are looking for and provide them with that extra service and support not found elsewhere.

With your online store it is your content that will stand out for you. Content is what will get you to stand out from the competition, followed by Customer service, price, feedback etc…

What has worked for me is Content. Especially now, I do not want to spend money with Adwords. This can be extremely costly.

Keep in mind that most manufacturers will have the description crated by someone overseas that may not be familiar with our market trends.

This is where you personal knowledge of the item gives you the advantage. Keep in mind the description provided usually will have name of the collection, color of finish and the obvious the item. Most of the lines of products I offer, I have at some point had on the floor on display or even in my own home. If you do not have a retail or showroom, visit the manufacturer’s showroom. Contact your sales rep, take you Camera and take notes.

Now, with so many online stores in a hurry to set up, they will just add it to the inventory as is. The Search engines will pick it up but it will be looked as Duplicate Content.

Duplicate Content is when other sites have the same description. How will Search Engines will look at it? Well, it will come down to Who Had it First, What is the Relevancy, When was it Posted and How many keywords.

To end up on Google’s first page of searches you want to offer Unique Content:

• Incorporate your own personal knowledge of the item with the manufacturers description.
• Provide additional images
• Label your images accordingly
• Tags
• Provide customers review
• BLOG create articles and updates
• Have your keywords throughout the page – not saturated

Your goal is to catch the search engines attention and the way to do that is with unique content. If done correctly, you will attract the attention of the search engines rather quickly. This can take time and work. So do be patient. You can also submit your product information directly to Froogle for free. Most shopping carts offer this service.

Think about how you would search for the Keyword “Entertainment Center”

Possibilities could be:

1. Entertainment Cabinet
2. Wall Entertainment Unit
3. Entertainment Wall Center
4. Complete Wall Entertainment

Or perhaps the user may even type the Name of the Manufacture and Name of Collection. Think about possible mis-spellings.

Always keep your customer’s needs in mind. If you are selling children’s items, you definitely want to offer parents the reassurance that your products meet all safety standards. Providing articles, updates on membership sites and offering links to reputable Consumer agencies. The customer is a lot more likely to buy from the store offering the most information vs. the best price. The search engines will pick up your Unique Content and rank you higher, thereby sending your more leads for free. With the proper tools you will convert those leads into sales.

A few Tips:

• Review previous email sent to you
• Check your competitions feedbacks
• Read the Consumer Reports
• Talk to your Sales Representative
• Use Google Keyword Tool

The Google Keyword tools is an amazing tool that offers you in a glimpse the popularity of the keyword. You may also use long tail keywords.

Quick reference- check out this video on how to use the Google Keyword Tool

What tools do you use to help you rank higher on the search engines? Do you find yourself creating your own description of the item or do you use the manufacturers description? Do you use Froogle or any other Shopping site to bring you traffic? I hope some of this information is helpful. You will be surprised how effective creating Unique Content will benefit your ranking and ultimately your sales.