When it comes to Internet retailers, getting found in search results is often just as important as the right location is to brick-and-mortar retailers. When a big part of online success comes down to words, why settle for selling what everyone else is?
All retailers, no matter what their channel of choice, often sell the same products as at least some of their competitors. If you are a big enough fish, you can command enough power to at least obfuscate that fact . . . different product names, model numbers, etc. -- of course the underlying product is often still the same, anyway. Ever wonder how some retailers offer those huge pricing guarantees if you find the same product elsewhere at a lower price -- much easier to do when you have your own guarantee with the manufacturer that no one else can carry that same model.
But online retail is a bit more challenging, because aside from brand loyalty or being at a convenient location, the difference is often about search results . . . obtaining those highly coveted top rankings for the right searches. I began our duplicate content discussion by focusing on the duplicate content filter or penalty topic and the challenges of external content duplication. What better way to bridge the gap from external to internal, or on-site content duplication, than by talking about sales copy.
... Read the full post at CNET's CES 2010 blog- prev
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