Company website Product Edit Manual

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Write at the beginning:

At present, most of the products in the Enterprise Web site are sold offline, online transactions are relatively few, products as an indispensable part of the enterprise Web site, editing every product page is particularly important. But most of the products displayed in the corporate web site, in addition to an old picture is a parameter or more simple is a contact, this is feasible? Today's enterprises gradually from the online competition deduction to online competition. Products as the most competitive part of the enterprise, online display to customers to see the products also want to optimize the editing of every detail, highlighting the advantages of products, selling points, etc., in order to be in the network of the Red Sea invincible. For the editorial Enterprise website product, the author can only discuss together with everybody, the wrong place please correct.

The following will be from a website product page examples, first from the search engine and customer perspective analysis;

From the search engine aspect:

1 Word requirements: Naming the title should not too long should not be too short, long should not be included, to ensure its simplicity, not in a product naming disorderly piling keywords. (generally no more than 13 words 26 bytes)

2) Naming requirements: If you want to get a product page search rankings, can be subdivided into this category of products visitors will search the keyword + product model to give a name, remember only the search volume is small long tail keyword, and is the key word from left to right.

3 Classification requirements: the category of the URL can be spelled, the product to the model name URL, this classification is clear, search engines are also easier to distinguish, so that the entire structure of the site is also more clear.

4 product Picture: Not too large, too small will reduce its pixel caused by not clear, the product map is best not to exceed 500K, whether the impact of loading speed will result in opening the product page is very slow.

5 Product Description: All by the image composition in the search engine can not be done, figure + text (Figure 0) and Mao more by the spider favorite, but to be aware of is to ensure that each product description of the difference, can not repeat the high (the content shown below repeat high), it is not appropriate to include, not to mention from a product page can get rankings.

(Fig. 0 Product Description of a website)

6 within the chain layout: appropriate in the product description of internal links can effectively increase the weight of the site and enhance the spider crawl depth, generally within 1000 words within the description we can join 1~5 internal links. Internal links also contain product labels, if the program can be set as far as possible to set a good label, the role is still very large, it is easy to effectively classify the content of the site, other people's Big site millions page is by the label organization.

SEO settings: Program background can set the title (can be longer than the product name, suffix for the company or brand name end), keywords (product keywords), description (Intercept the product content first paragraph can).

Summary: Product page Even if the rankings can hardly bring visitors (Product List page is feasible), so in the product of SEO we have to do but try to play down, focus on the customer's point of view to edit a product is the focus.

From visiting clients:

1 Word requirements: Try to ensure its simplicity, the number of words not more than 10 for good.

2 Naming requirements: In addition to professional accuracy, if the peer too much, can be appropriate to add a number of differentiated elements, so that visitors have more eye-catching results. But note the number of words, the following examples;

(Figure 1 Product name "Commercial 3P Air Energy water heater (South series)")

(Figure 2 Product name "commercial 3P roof air Energy heater")

From Figure 1 and Figure 2, we have a more memorable and useful name for that product. Above 2 product naming is good, the general enterprise website may be directly named "3p Air energy heater", figure-1 product naming method is most suitable, the title contains the use, model, area, customer at a glance, If the southern visitors to browse the product, the impression will be greatly increased, which is the charm of the product naming good.

3 Classification requirements: Product page URL for the "brand Letter + product model name" (the author of the subsequent changes, the original for the full spell tm-18dsxingdichufenghuanbaokongtiao, enough frightening length, visitors dizzy spiders are not included, of course, can be customized under the premise of the URL ), the product classification to the "Environmental protection air-conditioning fixed speed machine", and above for "environmentally friendly air-conditioning", the top for the ' Product Center ', the first not brokered unreasonable, but most of the site is done.

(Fig. 3 Screenshot of a website product page)

4 Product Picture: The page (Figure 3) No special effects, it can not see the larger picture, and the following figure (Figure 4) has been added to the "View large map" link, you can click to view the larger product map, more able to show the product details and consumer awareness.

Product Address: http://www.tmrs.com.cn/productview/syrb-nf5p.html

(Fig. 4 Screenshot of a website product page)

5) Product Description:

Part One: Anatomical product details

The best results are shown in pictures, dissect every detail the best is beautiful clear picture of the product structure (accessories, etc.), occasionally appear a few big characters, can do so best, said that the author of the product description or more easily think of Taobao sellers practice, in fact, the product description of the enterprise website can also refer to the description of Taobao products, Have you seen the impulse to buy? Okay, you did it!

Part II: Increasing product comparison

Around, every consumer's psychology is so, the Enterprise boss is also, if your product is not unique is where there are sold anywhere can buy the kind, then why consumers will choose us? product quality or service? Since all the same products, since they are the same why buy our? The author has also had a long period of Taobao sellers experience, so I think standing in a consumer perspective to do one thing more can get customers favor.

Since to compare, then we can move out some unnamed and the same type of products for comparison, with a form to show the best results, because this article for the Enterprise Product Editor Knowledge introduction, not example Taobao commodity case. The following is the author found a comparison of the failure of the Product description page, please see the screenshot below:

Mo said product comparison What, is the product picture is also the wood, but the product list sees the product picture clicks to come in does not show, directly is the hard and the text several lines to end, may the enterprise relative customer speaking more loves Baidu Spider. (Don't take the joke seriously)

(Fig. 5 Screenshot of a website product page)

Part III: Integration into Customer cases

This is particularly important to incorporate the customer's use case into the product description, it turns out that when a mature product appears, consumers are more concerned about the product has been used in the customer case content (who bought this product, the effect is very good ah what), rather than your product can be more powerful. This decision to deal with a large number of factors, if it is Taobao to sell things, you can say that the picture, volume does not say, at least accounted for more than 25% of the proportion.

Part IV: Overall differentiation display

Product homogeneity serious today, although the difference is difficult to do, but does not represent do not do, no matter which industry, can reflect the service of their products to show the difference, then how to show the difference of their products service?

The product is the same? There are many differences that can be displayed, the author cited the following points:

1 The product uses the customer: where is the customer, from the big enterprise? Can you do a return visit for the classic customer show?

2 Product Evaluation content: This basically relies on own personnel to operate, the bad good all wants the day, the appropriate increase.

3 after the sale of products: Peer sales did not write or the scope of harsh, you have found a breakthrough?

4 Additional gifts: Buy a gift? The same as the price of others you have to send, change is I also buy your products, small gifts of great value, long-term can catch big fish.

5 Product Use Commitment: Beyond the product itself risk-free commitment is there? Is this a trick to consumers? In fact, there is no risk of commitment to the enterprise to realize the value of the commitment and do not have to pay what this is not better? Well, see here believe a lot of friends will scold the writer is what, What is the use of products or service commitments made without hurting consumers ' rights and interests? The service is always trampled on the product, and the cost is very low or none.

(Figure 6 Product tail content of a website)

More ....

Note: Do a good product template can be replicated all the station? If the product is not much not recommended, try to maintain each product description more than 30% of the difference (different), the same to consumers feel is plagiarism or overflow feeling.

Summary: The last 5 points the author examples of 5 aspects to highlight the overall product differentiation. Can do these points are relatively successful, but very few, it seems that the company's Web site engaged in people still need to learn more Taobao sellers, because they are the master of this, and learn easy to do it is not difficult.

Written at the end:

Write is the station Product Editor Handbook, write to the end seems to be the same as marketing content (no digress?), the author also has not discussed the actual practice, the specific case will not be disclosed. In fact, look at the last part of the content is easy to see: The consumer is worried about a few parts of the beginning to solve the various problems of consumers, consumers will help you solve the problem of sales transactions.

Enterprise Website product editing knowledge Point, first summed up here, due to the time and other restrictions, the author of the work of the industry did not do all these, the product release a very simple, want to bring the customer will not be so easy, only the details of the amplification operation, a good small change every day may be. Finally, the peers can only stop at you. Previous: The site of the website of the editorial manual, the next share "corporate website Case Editor Handbook", thank you for your reading.

First A5, content source: Ye Weiqing if need to reprint please contact email yeweiqingdeboke@163.com