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6 Key Tips to Write Great Product Descriptions (With Examples)

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6 Key Tips to Write Great Product Descriptions (With Examples)

If you own an e-commerce website, your product descriptions are a low-hanging fruit to help you make more sales.

A great product description tells a story—the story of who your product is for and how your product can help them get what they want.

Because when it comes to sales, it’s not about what your product does. It’s about how your product helps your customers achieve the life they imagine in their heads.

But what does that mean? And how do you get more people to click “Buy now” after reading your product descriptions? Let’s set the scene with a few great examples.

Fantastic product description examples you can learn from

One of my favorite examples of a stellar product description is Thursday Boot Co.’s President Lace-Up Boot. Let’s take a look:

Thursday Boots mission statement
Thursday Boots mission statement

There are a few key things here that make this description so good:

  • It knows its audience: Men who want a boot that looks good, stands up to hard use, and doesn’t require constant cleaning and caring.
  • It makes you a part of its story and mission: making the highest-quality boots that are priced fairly and ethically.
  • It highlights the quality of the materials—Kevlar laces and USA-grown tier 1 cattle hides.

Here’s another product description example from Solo Stove’s smokeless fire pit:

Solo Stove Bonfire 2.0 product description
Solo Stove smokeless firepit description

Just like Thursday Boot Co., Solo Stove does a great job of knowing its audience. Anyone who’s sat around a fire knows what teary eyes and smelly clothes feel like.

Notice how its actual “product description” is only two short sentences. It cuts straight to what the product is with zero fluff above the fold, then goes into explaining the features in more detail beneath the product images and specs.

Solo Stove also does a great job of using video to enhance its product descriptions.

Lastly, let’s look at one of my favorite products of all time: chocolate.

Endangered Species Chocolate is my favorite chocolate brand. The chocolate is decadent, delicious, and, best of all, the brand gives 10% of its profit to help save endangered species.

Why am I telling you this? Aside from wanting to convince you to enlighten your palate, I’m hoping you’ll see these are all points that help the brand write delicious product descriptions that convert.

Endangered Chocolate 88% cacao chocolate bar

It uses its descriptions to describe the experience you will have when you buy one of the bars. This helps you to imagine the taste in your mouth. And if you can imagine it, you’re one step closer to making that experience a reality and clicking the “buy” button.

This is the power of using words to help your customers visualize themselves owning, using, or consuming your product. If they can see it in their minds, they are much more likely to buy.

By studying other brands’ copywriting, you can improve your own.

6 tips to write product descriptions that convert

Ready to start writing? Here are six tips for crafting the best product descriptions possible:

1. Above all else, know your audience

Convincing someone to buy something without understanding their needs, wants, and desires is difficult, to say the least. If you want your descriptions to be as effective as possible, you need to know your audience well.

Specifically, you need to know the answers to the following questions:

  • What are the characteristics of the target segment or of an ideal customer? (Age, gender, interests, personality, life situation, etc.).
  • What pain point does my product help them solve? What lifestyle does it help them live?

If we look at the three examples I gave above, we can answer these questions. 

President Lace-Up Boot: 

  • Male, likely aged 25–45, cares about his appearance but also needs a boot that can function, hold up, and look good.
  • It helps the wearer have practical footwear that looks good, feels good, and doesn’t break the bank.

Solo Stove:

  • Multiple age ranges and genders, but likely a family-oriented person aged 30–45 or possibly someone who enjoys hosting parties. I would create more than one buyer persona in this case.
  • It helps them host wonderful gatherings around a smokeless, beautiful fire.

Endangered Species Chocolate:

  • Likely someone a bit older (30+) with more money to spend on indulgences and who cares about the planet as well as great chocolate.
  • It helps them enjoy a delicious treat and take a moment for themselves.

Notice that I didn’t say, “Gives them a good shoe to wear” or “Gives them a pit to make a fire.” There’s more to it than that—it’s about the ultimate desired outcome: Having the perfect fire to make the perfect party or the perfect boot to look good and feel good without breaking the bank.

If you can figure out exactly what your audience wants and needs, then you can paint a picture with your words that can sell your product for you.

If you don’t know the answers to these questions, it’s time to do some market research. Read forums, ask questions, and always try to get authentic customer feedback. Even consider sending an email asking for people’s feedback and try to get them to let you hop on a phone or video call. This insight is invaluable and can be worth giving free products or discounts to get.

2. Tell a story

Good copywriting gets the reader invested. You want them to feel like they’re a part of your story or mission.

In the words of world-renowned copywriter David Ogilvy, “The worst fault a salesman can commit is to be a bore.” People want to be entertained and fascinated, and your descriptions are no exception.

Obviously, this is easier done with some products than others. It’s pretty difficult to tell an interesting story about something as simple as a standard phone charging cable or a roll of paper towels. But that doesn’t mean it can’t be done.

One of my favorite ways a brand has done this is Squatty Potty and its slogan “Unkink Your Colon”:

Squatty Potty funny product description

It combines humor with storytelling to make an extremely compelling product description. And it keeps it going all the way through its product page.

Squatty Potty brand mission

The “story” is, as a species, we have evolved to poop while squatting, not sitting. The squatty potty helps you to do what humans were designed to do in the unnatural environment we call a bathroom.

Not all products lend themselves so well to this type of humorous storytelling. But if you can find an interesting angle for your products, it can help you create a selling point.

3. Write with SEO in mind

If you care about getting free, recurring customers, you should care about search engine optimization (SEO). That means optimizing your product pages so they can rank for keywords people search on Google and other search engines.

Optimizing your product descriptions starts with knowing what keyword you want your page to rank for—which means you need to do some keyword research.

The easiest way to do that is to search for your product on Ahrefs’ Keywords Explorer, look at the Related terms report, and leave it at the default view. It shows you keywords that pages ranking at the top 10 positions for the keyword on the input also rank for.

For example, let’s say I want to sell a purple bikini. It brings back 38 related keywords:

Related terms report, via Ahrefs' Keywords Explorer

The keyword “purple bikini” is searched for ~3,000 times per month. But there are other keywords like “purple bathing suits,” “purple bikini set,” etc., that are also searched for.

In this case, the keyword I typed in happened to be the best target keyword for the page. But that won’t always be the case. Had we typed “lavender bikini,” we would have found that “purple bikini” would be a better keyword to target due to its higher traffic potential.

These related terms can help you further optimize your product page for the main target keyword.

For example, we can talk about “purple swimsuit” and “purple bikini set” in our product description to increase our page’s relevancy for the keyword “purple bikini” and help our chances of ranking on Google.

You can use these keywords in your page headers, the description itself, image alt text, and more. Just add them wherever it feels natural and makes sense without trying to force them in too many times. Think of it as a way of varying your word choices (which is one of my tips to become a better writer, by the way).

This is part of the deeper process of on-page SEO—something every e-commerce business owner should learn. 

4. Use ads to test copy

Enough about SEO. Let’s talk about pay-per-click (PPC) ads and how to use them to improve your product copy.

If you’re already running search ads, then use excerpts from the winning ad copies in your product descriptions. You’ve already got the data that they work.

If you’re not running ads, you can still spy on competitors’ ads to see what kind of copy is working for them. Just Google your product…

Google search results for "affordable men's suits"

… and take note of any common trends among the ads. In this example, the word “Designer” sticks out to me. If I try other keywords, I can see that’s a common trend:

Google search results for "stylish men's suits"

This tells me using words like “Designer” and advertising combo pricing may be a good thing to include in your product descriptions.

To make this even better and faster, you can spy on your competitors’ ads with the Ads report inside Ahrefs’ Site Explorer.

Ads report, via Ahrefs' Site Explorer

This will let you see their ad copies across all of their ads, and you can check multiple competitors to see the trends and overlaps of what makes them successful. This is because ads that drive the most traffic and cost the most are likely to be optimized and tested, so you can steal what’s already been found to convert.

5. Make it look good

Your product page doesn’t need to just sound good—it needs to look good too.

This encompasses a lot of things:

  • Using better words to describe your products
  • Formatting your description in a way that’s easy to scan
  • Breaking up large paragraphs and cutting fluff
  • Using high-quality photos and videos
  • Breaking up the page visually

The brand examples I gave at the beginning of this article do this really well. They don’t just have some product photos with a description and a “buy” button—their whole product page is a landing page created to convert the visitor.

Thursday Boots product page

They break up the page into sections using a mix of beautiful product photos with brief descriptions, video overviews, and close-ups that explain the minute details. If you don’t know how to structure your website like this yourself and can’t find a template you like, it may be worth hiring a web designer to build it for you.

Beyond the structure of the page, you should also focus on improving the words you use to describe your products. Instead of just saying it’s “durable” or “high quality,” take a more poetic and enticing approach.

Jacob McMillen shares a great tip in his guide to copywriting that is beneficial here—use bulleted lists that describe a feature of the product, then follow that up with the added benefit while utilizing power words. 

For example:

  • Enzyme washed for added softness
  • Dye process creates variations of color, making each tee truly unique
  • Tees pre-shrunk, so they will fit the same forever

Words such as “unique” or “forever” are power words. Check out this list of power words for more ideas to vary your wording and keep it interesting.

6. Cut the fluff

Hopefully at this point, you’ve meticulously brooded over every word of your descriptions. You’ve formatted them with thoughtful use of bulleted lists, sections, and media.

But there’s one more thing you need to do to polish your description: Ruthlessly cut the fluff.

When you’re done writing, sleep on it first, then read your product descriptions out loud the next day. By reading them out loud, it will be painfully obvious where you’ve added unnecessary, extra wording or which sentences sound strange.

Some big culprits include the overuse of the word “that,” writing in passive voice instead of active voice, and using weak verbs instead of stronger, more expressive ones.

Let’s take an example. Here’s a product description:

Our lovely, fluffy down pillow is made by hand in a factory in Indiana by people who put a lot of care into every stitch. This pillow is sure to get rid of your insomnia and help you sleep like a baby.

Good, but let’s cut the fluff and see what we can improve:

Our luxurious down pillows are hand-crafted with love in every stitch. Sewn right here in Indiana, these pillows will make your insomnia a thing of the past. Sleep like a baby again.

See how the second is more direct and uses stronger verbs with fewer words? That’s what you’re aiming for. Strong, expressive, and concise.

Final thoughts

As digital entrepreneurs, our website is our 24/7 sales machine. Every second we put into improving it is a second invested in an automated money machine.

Learning how to perfect your product descriptions—and your product pages—is one of the ways you can get a bigger ROI from your business.

Ready to learn more? Check out these other guides:

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Why Every Marketer Should Be On Reddit

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Why Every Marketer Should Be On Reddit

In its nearly 20 years of existence, Reddit has built a robust, dynamic, and highly engaged community.

It has cemented itself as not only one of the key influencers for the internet culture we have come to know today, but also as one of the top 10 social media sites in the world, with more than 500,000 monthly visitors across more than 100,000 active communities.

Despite its size and influence, marketers have long avoided, overlooked, and failed to establish a presence on what is arguably one of the most influential social media sites today.

To be fair, Reddit has always been known as one of the hardest communities to have marketing success with, requiring months (if not years) of dedicated commitment to actually being a part of the community and engaging with your audience through meaningful, genuine, and honest interactions.

To many, that is just too much risk and too much work, but let’s be honest – most amazing things take risk and hard work. And for all of you who put in that work to be successful on Reddit, you already see the payoff it brings.

Regardless of the reasons, marketers who continue to overlook Reddit’s potential are missing out on an extremely influential community with ideal targeted demographics, where authenticity and genuine connections lead to valuable information, positive branding, and marketing success.

Not convinced? Let’s take a closer look at Reddit!

Reddit Stats You Cannot Ignore

Reddit users are dedicated to their use of the platform, with a reported 82 million (16.4%) of its 500 million users visiting the site daily, sharing over 1 billion posts, with over 16 billion comments across 100,000+ active communities, making it easily one of the top visited and most active sites in the United States today.

The user base is so loyal that they spend, on average, 20 minutes on the platform each day (and over 45 minutes a day for long-time users of more than 7 years) and, in many cases, are inactive on other social platforms.

This makes Reddit one of the only places to actually get in front of this massive audience, with 32% being inactive on Facebook, 37% on Instagram, 41% on TikTok, and 53% on X.

When it comes to demographics, a 2019 survey concluded that the overall Reddit audience was majority male (59%), ranged in age (36% aged 18-29; 25% aged 30-49), and well educated (42% college degree; 31% some college) making them an ideal audience many businesses looking for success.

They also helped Reddit improve revenues by 21% to $804 million in 2023, with a global addressable market for advertising estimated at $1.4 trillion by 2027.

Thought by many to be mostly a North American audience, Reddit claims more than 50% of its traffic comes from international users, a rather impressive climb from its earlier years.

It is important to remember, though, that Reddit is a platform that allows communities to grow and thrive, so those demographics change from subreddit to subreddit.

If that isn’t enough to grab your attention, surveys have found that 75% of users find Reddit a trustworthy source for making purchasing decisions.

For years now, it has been included heavily and prominently in Google search results, which have become even more visible due to reports following their inclusion in SGE results and with Google’s recent $60 million a year deal with Reddit to have real-time access to Reddit content and to use its content to train Google’s future AI models.

Speaking of Reddit’s visibility in Google’s search results, let’s take a closer look at why that deal is so important, especially to search marketers.

Reddit In Google Search, SGE, And Google’s Reddit Deal

For years, Reddit results have been prominently displayed in Google’s search results – so much so that users have even started adding the term “reddit” to the end of their search queries.

So often, you will see Google suggest search lines with the term “reddit” prefilled at the end.

Screenshot by author from search for [are purple mattresses good], Google, May 2024

Even without selecting the query that includes “reddit,” you will notice Reddit’s prominent placement in two places: discussions and forums, and Reddit sitelinks, which are both just below the ads and the first organic result.

Reddit resultsScreenshot by author from search for [are purple mattresses good], Google, May 2024

This was amplified by Google’s recent Helpful Content Update (HCU), which allowed platforms like Reddit and other forums to show up more frequently in search results,

Reddit’s ability to be helpful in satisfying a user’s search for information is so successful – in combination with reported shortages in new content for AI models from all major platforms – it is not surprising Google struck a deal with Reddit to show its content faster in search results and to use the content in training future AI models.

Since news of the deal between Reddit and Google was reported, there has been a lot of additional focus on Reddit’s visibility in Google’s search results.

Experts throughout the search industry report an increase in not only the total visibility of Reddit going up within search but also the speed at which a Reddit post is indexed and shown to users.

Google responded to concerns about Reddit showing up more in search results, saying that “some of the SEO folks who tend to be vocal on this platform (X) really dislike seeing more forum content in our search results. But actual searchers seem to like it. They proactively seek it out. It makes sense for us to be showing it to keep the search results relevant and satisfying for everyone.”

Google responded to concerns of Reddit showing up more in search resultsScreenshot by author from X (Twitter), May 2024

Although disputed by Google, Roger Montii wrote about one report of Reddit content being indexed within five minutes.

ChatGPT to Surface Reddit Content

Adding to the deal Reddit made with Google, it was recently reported that OpenAI has partnered with Reddit to surface their content in ChatGPT, adding to the clear value that both OpenAI and Google see in Reddit’s content today and in the future.

Of course, this has sparked a lot of interest in companies of all sizes. They want to figure out how their brands can participate and succeed on Reddit in hopes of increasing their visibility in Google’s search results, SGE, and ChatGPT and building their brand’s visibility amongst one of the most influential audiences on the internet today.

**Quick warning: Reddit requires genuine, long-term engagement and a strategy for success. So, I would definitely advise individuals and businesses to avoid trying to game, spam, or blindly jump into marketing on Reddit and take the time to really understand the platform, its audience, and your place of value within its communities.

Let’s look at how some major brands have been successful on Reddit in the past.

noosa Yoghurt

Noosa Yoghurt’s 2021 back-to-school campaign on Reddit was a great example of tapping into niche audiences to create engaging, user-driven content.

To capitalize on Reddit’s community of vocal yogurt enthusiasts, noosa launched a Flavor Poll that invited Redditors to upvote their favorite noosa flavors in the comments. This created a sense of community and interactivity around what could have been a standard poll.

Noosa Yoghurt’s 2021 back-to-school campaign on Reddit.Screenshot by author from Reddit, May 2024

After tallying the upvotes, noosa published a Promoted Post that showcased the results using a sleek custom infographic, highlighting the community’s favorites while also giving the brand important insight into consumer preferences.

Noosa published a Promoted Post that showcased the results.Screenshot by author from Reddit, May 2024

The results:

  • 49% increase in brand recall among Reddit users who were exposed to the campaign.
  • 30% increase in brand favorability.
  • 39% increase in purchase intent (15X the typical lift observed in the food vertical).
  • 50+ billion monthly views.

Sony Pictures Germany

To drum up excitement around the release of “Spider-Man: Across the Spider-Verse” in Germany, Sony Pictures Germany crafted a Reddit campaign that combined organic and promoted content to engage the platform’s robust fan communities.

The brand created a Reddit account under the protagonist’s name, u/MilesMorales, and used it to share exclusive content directly within Spiderman-related subreddits.

It also organized an AMA with the German voice actor Miles Morales to create a more personal connection with fans and promoted video posts featuring the movie trailer to amplify the excitement.

Sony Pictures Germany crafted a Reddit campaign.Screenshot by author from Reddit, May 2024

The results:

  • Sony Pictures Germany achieved a click-through rate (CTR) that was 344% higher than that of its standard paid media.
  • 831 upvotes.
  • 618,000 impressions.
  • The film remained No. 1 on the German movie charts for three consecutive weeks.

It is important to note that promoting your content and your brand on Reddit is definitely not the only value Reddit can bring you and your business.

Reddit is an amazing place to get honest feedback.

Whether you are trying to figure out what your target audience wants from your brand, test out a new feature or concept before investing and launching it openly, or even just to have continued open communication with your customers to support them and keep them connected to your brand, Reddit can help you succeed in an amazing way.

Transamerica Helping Reddit Make Dollars Make Sense

Transamerica’s campaign on Reddit is a great example of a company identifying an opportunity to connect with its target audience on the subreddit /r/finance.

This allows the company to better understand its customers’ needs and focus on content creation and future marketing plans.

Transamerica’s campaign on RedditScreenshot by author from Reddit, May 2024

Aligning itself with its audience by demonstrating awareness of the topics around personal finance happening in the subreddit, as well as acknowledging the Redditors working at the company, it asked what topics it could create “specifically for the reddit community” around the topic of finance.

It stayed involved and engaged throughout the campaign, responding to threads and maintaining a lighthearted and sometimes humorous tone.

Transamerica’s campaign on RedditScreenshot by author from Reddit, May 2024

After getting all the feedback it needed, it created content around the more popular requests, going as far as branding and designing them similar to Reddit.

IRA vs 401K venn diagramScreenshot by author from Reddit, May 2024

It even took the time to individually comment a link to the published content on its site, bringing attention back to the overall campaign and the content it created.

This campaign was 10 years ago, and it is still referenced as a core example of engaging on Reddit as a brand in a respectful, thoughtful, and meaningful way.

Why You Should Be On Reddit Wrapup

TL;DR: If your brand has something meaningful to say and is interested in truly connecting with your audience, then yes, you should be on Reddit.

These successful brand campaign examples showcase Reddit’s power when used correctly. With research to understand the specific communities you want to reach, Reddit can have exceptional performance compared to other channels.

The stakes are high to get it right because Reddit communities can be highly negative toward self-serving promotion. But if you put in the effort and solve people’s needs and problems, Reddit has the potential to be a high-performance channel.

Edit: Updated daily active users figure based on Reddit’s Q1 Earnings Report

More resources:


Featured Image: Julia Tim/Shutterstock



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No Algorithmic Actions For Site Reputation Abuse Yet

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Looking up at an angle at the Google sign on the Head Office for Canada

Google’s Search Liaison, Danny Sullivan, has confirmed that the search engine hasn’t launched algorithmic actions targeting site reputation abuse.

This clarification addresses speculation within the SEO community that recent traffic drops are related to Google’s previously announced policy update.

Sullivan Says No Update Rolled Out

Lily Ray, an SEO professional, shared a screenshot on Twitter showing a significant drop in traffic for the website Groupon starting on May 6.

Ray suggested this was evidence that Google had begun rolling out algorithmic penalties for sites violating the company’s site reputation abuse policy.

However, Sullivan quickly stepped in, stating:

“We have not gone live with algorithmic actions on site reputation abuse. I well imagine when we do, we’ll be very clear about that. Publishers seeing changes and thinking it’s this — it’s not — results change all the time for all types of reasons.”

Sullivan added that when the actions are rolled out, they will only impact specific content, not entire websites.

This is an important distinction, as it suggests that even if a site has some pages manually penalized, the rest of the domain can rank normally.

Background On Google’s Site Reputation Abuse Policy

Earlier this year, Google announced a new policy to combat what it calls “site reputation abuse.”

This refers to situations where third-party content is published on authoritative domains with little oversight or involvement from the host site.

Examples include sponsored posts, advertorials, and partner content that is loosely related to or unrelated to a site’s primary purpose.

Under the new policy, Google is taking manual action against offending pages and plans to incorporate algorithmic detection.

What This Means For Publishers & SEOs

While Google hasn’t launched any algorithmic updates related to site reputation abuse, the manual actions have publishers on high alert.

Those who rely heavily on sponsored content or partner posts to drive traffic should audit their sites and remove any potential policy violations.

Sullivan’s confirmation that algorithmic changes haven’t occurred may provide temporary relief.

Additionally, his statements also serve as a reminder that significant ranking fluctuations can happen at any time due to various factors, not just specific policy rollouts.


FAQ

Will Google’s future algorithmic actions impact entire websites or specific content?

When Google eventually rolls out algorithmic actions for site reputation abuse, these actions will target specific content rather than the entire website.

This means that if certain pages are found to be in violation, only those pages will be affected, allowing other parts of the site to continue ranking normally.

What should publishers and SEOs do in light of Google’s site reputation abuse policy?

Publishers and SEO professionals should audit their sites to identify and remove any content that may violate Google’s site reputation abuse policy.

This includes sponsored posts and partner content that doesn’t align with the site’s primary purpose. Taking these steps can mitigate the risk of manual penalties from Google.

What is the context of the recent traffic drops seen in the SEO community?

Google claims the recent drops for coupon sites aren’t linked to any algorithmic actions for site reputation abuse. Traffic fluctuations can occur for various reasons and aren’t always linked to a specific algorithm update.


Featured Image: sockagphoto/Shutterstock



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WP Rocket WordPress Plugin Now Optimizes LCP Core Web Vitals Metric

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WP Rocket WordPress Plugin Now Optimizes LCP Core Web Vitals Metric

WP Rocket, the WordPress page speed performance plugin, just announced the release of a new version that will help publishers optimize for Largest Contentful Paint (LCP), an important Core Web Vitals metric.

Large Contentful Paint (LCP)

LCP is a page speed metric that’s designed to show how fast it takes for a user to perceive that the page is loaded and read to be interacted with. This metric measures the time it takes for the main content elements has fully loaded. This gives an idea of how usable a webpage is. The faster the LCP the better the user experience will be.

WP Rocket 3.16

WP Rocket is a caching plugin that helps a site perform faster. The way page caching generally works is that the website will store frequently accessed webpages and resources so that when someone visits the page the website doesn’t have to fetch the data from the database, which takes time, but instead will serve the webpage from the cache. This is super important when a website has a lot of site visitors because that can use a lot of server resources to fetch and build the same website over and over for every visitor.

The lastest version of WP Rocket (3.16) now contains Automatic LCP optimization, which means that it will optimize the on-page elements from the main content so that they are served first thereby raising the LCP scores and providing a better user experience.

Because it’s automatic there’s really nothing to fiddle around with or fine tune.

According to WP Rocket:

  • Automatic LCP Optimization: Optimizes the Largest Contentful Paint, a critical metric for website speed, automatically enhancing overall PageSpeed scores.
  • Smart Management of Above-the-Fold Images: Automatically detects and prioritizes critical above-the-fold images, loading them immediately to improve user experience and performance metrics.

All new functionalities operate seamlessly in the background, requiring no direct intervention from the user. Upon installing or upgrading to WP Rocket 3.16, these optimizations are automatically enabled, though customization options remain accessible for those who prefer manual control.”

Read the official announcement:

WP Rocket 3.16: Improving LCP and PageSpeed Score Automatically

Featured Image by Shutterstock/ICONMAN66

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