Concise and keyword-rich website content drives retail marketing success
Managing a team of copywriters to create keyword-rich descriptions of his products has led one retailer's site to become his organisation's primary source of revenue, with natural search emerging as the website's top traffic driver.
According to Eric Deniger, chief executive of clothing and footwear outlet Working Person's Store, his aim when he began building site content in 2006 was to feature more than simply "run-of-the-mill" product descriptions.
Instead, he aimed to take a keyword-rich approach using conversational descriptions that could be customised for different website-user demographics, leading him to create a site that is now his company's most effective marketing channel.
"We want to make sure that we maintain a position of technical aptitude in the marketplace, far beyond the retailers who copy and paste the bullet points from the manufacturer's website," he tells MarketingSherpa.
Deniger acknowledges that implementation required "a lot of work" but the copywriting strategy paid off, with 71.93 per cent of his site's traffic now arriving from organic Google search results.
His top tips for building and maintaining effective content include developing a "high-value" strategy centred on brand details, approaching copywriting conversationally and wittily and keeping product descriptions "concise, yet full of relevant information".
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Written by on October 30th, 2009 with no comments.
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