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Guides & Advice

Adding a new product to your ecommerce site – Part Two: For search

By Scott Bradley / November 20th 2018

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When you manage an ecommerce site and add a new product to it, you’ll want to make sure potential buyers can find your product online, will want to buy it, and are able to make a purchase.

In the second part of our three-part series about adding a new product to your ecommerce site, we look at what to think about when doing this for search.

Researching the market

The first thing to do when thinking about adding a new product to your ecommerce site for search is to research your market. What other ecommerce sites are you competing with in your sector that sell that type of product? How is your product similar to theirs? How is it different?

You should also do keyword research around your product. How are people searching for that product? What keywords are your competitors using to attract people with an intent to buy? How big are search volumes for them? You can then discover the most effective search terms of those products and use them.

For instance, imagine the product you’re adding to your site is a kitchen appliance, like a new type of microwave oven. In this case, you would use search terms of other microwave ovens.

Illustration of 3 people carrying out desk research

Capitalising on comparative products

If your product is something that’s new to your market, you should capitalise on comparative products – those that are the closest to it, in terms of similarity.

Going back to the example of the microwave oven, imagine this product is a completely new idea. In this case, you would consider the closest variant of that product, such as other hi-tech ovens or microwaves.

Focusing on comparative products, like this, allows you to do two things:

1. It distinguishes your product from others, allowing you to show how your product is better.

2. It allows you to target keywords similar to those other products, so you can try to capitalise on the audience searching for them

In doing this, you can create a landing page – a web page that serves as another entry point for your website – to promote your product. This can consist of on-page content that distinguishes your product from others and includes those keywords you’re targeting, as well as images. It should also include links to a page where users can purchase your new item.

Content could include a product description using the search terms of those comparative products. This could include your page title, meta titles, and meta descriptions. Part one of this series discusses this in detail.

Creating a product description

Content

When it comes to writing a description for your product, you should aim to do two things:

1. Highlight the product’s features – what it does, the problems it solves, the solutions it provides.

For example, going back to the example of the microwave oven, it’s features would include that it:

  • Cooks meals quickly and simply
  • Prepares and cooks food in multiple ways, including microwave, grill and oven-bake
  • Doesn’t require a turntable, like a traditional microwave, so you can cook food in dishes of many different sizes

2. Highlight the product’s benefits – the secondary-tier benefits of your product and the added value they give.

For example, the benefit of each of these features could be that it:

  • Gives you more time to relax and enjoy your evenings, before and after cooking, like with family and friends
  • Widens the choice of quality foods you can provide for your family, making them appreciate your food more and enjoy meals times
  • Makes you feel like you have a higher social status by having the latest technology in your home
Illustration of 2 people reading a product description - one one paper, the other on a tablet computer

Keeping the user in mind

When writing a product description, you should aim to use the same style as your other site content – with the USER in mind. This includes being:

  • Unique – You should focus on the product’s unique selling points (USPs), like those mentioned above. Highlight key information first, without copying your other product descriptions. You should then pivot to brand in the CTA, which can link to your checkout page to purchase that product.
  • Substantive – You should aim to write enough to provide key information about the product and help sell it, while avoiding unnecessary padding. This should include explaining how the product solves a problem.
  • Engaging – You should aim to be informative, relating to the customers’ needs. You should also help the audience visualise using your product.
  • Relevant – You should talk about the individual product more than you talk about the product area. For instance, explain to the user the specific benefits of a suit you’re selling, and why it would benefit them, as opposed to talking about suiting in general.

Structure

With all this in mind, the structure of your product description should be as follows:

INTRO

Introduce the product, highlight relevant potential users and the sectors using it.

MAIN TEXT

Provide a sense of context for the product. This includes highlighting its features and benefits in relation to:

  • Your industry
  • Your customers’ needs
  • The problems the product solves

CONCLUSION

Highlight relevant and complementary products, or the category the item belongs to.

Provide a link for the user to purchase the product, or a way that they can answer additional questions about it, such as via a blog or your contacts page.

Helping your ecommerce site grow through SEO

Getting your SEO right is essential when adding new products to your ecommerce site. From knowing your market, to writing engaging product descriptions, there are ways to use SEO to ensure your audience buy your latest offering. In turn, this can help you to build and develop your site and your business.

We’d love to explore how our SEO and content marketing strategies could grow your website and deliver results for your business. To arrange a brief telephone conversation with a member of our team, call 08447 550 350 or get in touch.