SEO
How Product Information Management (PIM) Helps
Growing regional/national to major international brands have a lot of questions about product description page (PDP) optimization.
How much can be automated?
Does it matter if some of them have duplication?
What do we do with variable products that exist on a single URL?
Can I use manufacturer-provided product descriptions?
The problems with product descriptions are then exacerbated with larger product catalogs and more complex technology stacks.
However, with enterprise ecommerce stacks, you can also find opportunities to automate and make quick work of many product description issues.
This is where the PIM (Product Information Management system) can be both an SEO and user experience dream.
In addition to product descriptions, the PIM can help stakeholders influence the user experience and bridge the gap between a user searching for and researching products to complete their purchases.
For many, the PIM is just another part of the tech stack.
But it can improve user experiences and enrich the PDP (Product Details Page) with information important from an SEO perspective, as well.
For this article, I’ll be leaning on a combination of both, as businesses in the ecommerce industry such as Bain & Company have claimed that companies who improve customer experience with tools can increase revenue by up to 25%.
Given that Google is working harder to improve user experiences on the web via Core Web Vitals, Speed, Mobile Friendliness, EAT and more, using the PIM to improve user experience can be more than just adding keywords to the page.
Often, the PIM is also responsible for product imagery, as well.
Sometimes this can be the Digital Asset Management system’s job, but for this article, I’m assuming the PIM handles them.
Automating Product Title Tags & Meta Descriptions
Typically, the PIM will contain several fields relating to the product, including but not limited to:
- Product name.
- Product technical specifications (colors, size, material).
- Product description.
- Product identifiers (SKU, ISBN).
This information can be used to improve title tags and meta descriptions.
While Google is actively overwriting both elements, they are still processed and cached by Google.
Although only the title tag is factored into “ranking,” the meta description is still important from a CTR perspective.
Utilizing the PIM can also help alleviate duplication issues with title tags and provide better document information architecture for Google.
You can do this by having the front-end platform (the storefront) dynamically use the same information from the PIM as it does to populate the product description page template.
This information can also help Google serve content for hyper-specific queries, and return URLs from your site that are otherwise not in the immediate serving index.
Including more information in the title tag and meta description also helps steer Google to more accurate rewrites of your title tag and meta description.
This helps you avoid accidentally giving the user misleading information and a negative search experience.
Automating Product PDP Descriptions
Many product pages consist of generic product descriptions the manufacturer has likely provided.
Duplicated product descriptions aren’t usually an issue because the content of a PDP is more than just written words. It’s the page’s value proposition in its entirety.
The objective is to make the duplicated description a supporting element of the page and not the focal point.
Google’s John Mueller has confirmed that this doesn’t cause a penalty scenario, and is only an issue when they don’t want to show multiple results by just listing the same content.
The way around this is to use the PIM to add value.
For most queries relating to “generic” products, Google augments the search results to include a mixture of local and online results.
This means that Google has to decide to rank either local or “best” sources with duplicate value propositions.
Most PIMs contain stock data, and most businesses who operate online and offline will have integrations that allow you to include the following information and elements on PDPs:
- Availability in local stores (which you can further personalize if you are logged in to show availability in stores close to their defined location preferences).
- Delivery lead times for home delivery.
- Lead times for in-store pickup.
This gives the page another beneficial purpose and a reason for Google to choose to rank your PDP over others.
Defining Taxonomies & Relationships
In most PIMs, you can define taxonomies and relationships with other products within the database.
This information can then be used, along with personalization elements, to create additional content blocks (and additional value propositions) on the PDP page, giving it additional user value.
You can also use these elements to encourage both cross-sells and up-sells, improve user average order value (AOV), and help select the correct complementary products.
For example, buying a lamp from the page presenting the correct bulb as a related product saves the user time and effort in determining (and searching for) the correct bulbs.
Taxonomies and tags can also be integrated with most internal site searches, so making sure key products and variations are tagged correctly and have accurate taxonomies can help users with product discovery on your website.
Key Takeaways
The PIM is an underutilized asset in the ecommerce SEO arsenal and can be overlooked or seen as “not part” of the marketing toolkit.
Including PIM stakeholders in marketing meetings with those responsible for extracting PIM information into the ecommerce storefront can help you find opportunities to enhance your product description page’s SEO value further.
It can provide additional opportunities to improve user experience, conversion rates, and AOV, as well.
The more specific and descriptive your product pages, the better Google and other search engines can determine their relevance to queries by highly motivated searchers on the hunt for products like yours.
Use the tips above to maximize the value of your organization’s PIM by putting it to work for your SEO goals, as well.
And if you’re just getting started in ecommerce SEO or looking for a best practices checklist to make sure you’re making the most of all opportunities, you’ll want to check out Ecommerce Product Page SEO: 20 Dos & Don’ts.
More resources:
Featured Image: 13_Phunkod/Shutterstock
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SEO
brightonSEO Live Blog
Hello everyone. It’s April again, so I’m back in Brighton for another two days of Being the introvert I am, my idea of fun isn’t hanging around our booth all day explaining we’ve run out of t-shirts (seriously, you need to be fast if you want swag!). So I decided to do something useful and live-blog the event instead.
Follow below for talk takeaways and (very) mildly humorous commentary. sun, sea, and SEO!
SEO
Google Further Postpones Third-Party Cookie Deprecation In Chrome
Google has again delayed its plan to phase out third-party cookies in the Chrome web browser. The latest postponement comes after ongoing challenges in reconciling feedback from industry stakeholders and regulators.
The announcement was made in Google and the UK’s Competition and Markets Authority (CMA) joint quarterly report on the Privacy Sandbox initiative, scheduled for release on April 26.
Chrome’s Third-Party Cookie Phaseout Pushed To 2025
Google states it “will not complete third-party cookie deprecation during the second half of Q4” this year as planned.
Instead, the tech giant aims to begin deprecating third-party cookies in Chrome “starting early next year,” assuming an agreement can be reached with the CMA and the UK’s Information Commissioner’s Office (ICO).
The statement reads:
“We recognize that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem. It’s also critical that the CMA has sufficient time to review all evidence, including results from industry tests, which the CMA has asked market participants to provide by the end of June.”
Continued Engagement With Regulators
Google reiterated its commitment to “engaging closely with the CMA and ICO” throughout the process and hopes to conclude discussions this year.
This marks the third delay to Google’s plan to deprecate third-party cookies, initially aiming for a Q3 2023 phaseout before pushing it back to late 2024.
The postponements reflect the challenges in transitioning away from cross-site user tracking while balancing privacy and advertiser interests.
Transition Period & Impact
In January, Chrome began restricting third-party cookie access for 1% of users globally. This percentage was expected to gradually increase until 100% of users were covered by Q3 2024.
However, the latest delay gives websites and services more time to migrate away from third-party cookie dependencies through Google’s limited “deprecation trials” program.
The trials offer temporary cookie access extensions until December 27, 2024, for non-advertising use cases that can demonstrate direct user impact and functional breakage.
While easing the transition, the trials have strict eligibility rules. Advertising-related services are ineligible, and origins matching known ad-related domains are rejected.
Google states the program aims to address functional issues rather than relieve general data collection inconveniences.
Publisher & Advertiser Implications
The repeated delays highlight the potential disruption for digital publishers and advertisers relying on third-party cookie tracking.
Industry groups have raised concerns that restricting cross-site tracking could push websites toward more opaque privacy-invasive practices.
However, privacy advocates view the phaseout as crucial in preventing covert user profiling across the web.
With the latest postponement, all parties have more time to prepare for the eventual loss of third-party cookies and adopt Google’s proposed Privacy Sandbox APIs as replacements.
Featured Image: Novikov Aleksey/Shutterstock
SEO
How To Write ChatGPT Prompts To Get The Best Results
ChatGPT is a game changer in the field of SEO. This powerful language model can generate human-like content, making it an invaluable tool for SEO professionals.
However, the prompts you provide largely determine the quality of the output.
To unlock the full potential of ChatGPT and create content that resonates with your audience and search engines, writing effective prompts is crucial.
In this comprehensive guide, we’ll explore the art of writing prompts for ChatGPT, covering everything from basic techniques to advanced strategies for layering prompts and generating high-quality, SEO-friendly content.
Writing Prompts For ChatGPT
What Is A ChatGPT Prompt?
A ChatGPT prompt is an instruction or discussion topic a user provides for the ChatGPT AI model to respond to.
The prompt can be a question, statement, or any other stimulus to spark creativity, reflection, or engagement.
Users can use the prompt to generate ideas, share their thoughts, or start a conversation.
ChatGPT prompts are designed to be open-ended and can be customized based on the user’s preferences and interests.
How To Write Prompts For ChatGPT
Start by giving ChatGPT a writing prompt, such as, “Write a short story about a person who discovers they have a superpower.”
ChatGPT will then generate a response based on your prompt. Depending on the prompt’s complexity and the level of detail you requested, the answer may be a few sentences or several paragraphs long.
Use the ChatGPT-generated response as a starting point for your writing. You can take the ideas and concepts presented in the answer and expand upon them, adding your own unique spin to the story.
If you want to generate additional ideas, try asking ChatGPT follow-up questions related to your original prompt.
For example, you could ask, “What challenges might the person face in exploring their newfound superpower?” Or, “How might the person’s relationships with others be affected by their superpower?”
Remember that ChatGPT’s answers are generated by artificial intelligence and may not always be perfect or exactly what you want.
However, they can still be a great source of inspiration and help you start writing.
Must-Have GPTs Assistant
I recommend installing the WebBrowser Assistant created by the OpenAI Team. This tool allows you to add relevant Bing results to your ChatGPT prompts.
This assistant adds the first web results to your ChatGPT prompts for more accurate and up-to-date conversations.
It is very easy to install in only two clicks. (Click on Start Chat.)
For example, if I ask, “Who is Vincent Terrasi?,” ChatGPT has no answer.
With WebBrower Assistant, the assistant creates a new prompt with the first Bing results, and now ChatGPT knows who Vincent Terrasi is.
You can test other GPT assistants available in the GPTs search engine if you want to use Google results.
Master Reverse Prompt Engineering
ChatGPT can be an excellent tool for reverse engineering prompts because it generates natural and engaging responses to any given input.
By analyzing the prompts generated by ChatGPT, it is possible to gain insight into the model’s underlying thought processes and decision-making strategies.
One key benefit of using ChatGPT to reverse engineer prompts is that the model is highly transparent in its decision-making.
This means that the reasoning and logic behind each response can be traced, making it easier to understand how the model arrives at its conclusions.
Once you’ve done this a few times for different types of content, you’ll gain insight into crafting more effective prompts.
Prepare Your ChatGPT For Generating Prompts
First, activate the reverse prompt engineering.
- Type the following prompt: “Enable Reverse Prompt Engineering? By Reverse Prompt Engineering I mean creating a prompt from a given text.”
ChatGPT is now ready to generate your prompt. You can test the product description in a new chatbot session and evaluate the generated prompt.
- Type: “Create a very technical reverse prompt engineering template for a product description about iPhone 11.”
The result is amazing. You can test with a full text that you want to reproduce. Here is an example of a prompt for selling a Kindle on Amazon.
- Type: “Reverse Prompt engineer the following {product), capture the writing style and the length of the text :
product =”
I tested it on an SEJ blog post. Enjoy the analysis – it is excellent.
- Type: “Reverse Prompt engineer the following {text}, capture the tone and writing style of the {text} to include in the prompt :
text = all text coming from https://www.searchenginejournal.com/google-bard-training-data/478941/”
But be careful not to use ChatGPT to generate your texts. It is just a personal assistant.
Go Deeper
Prompts and examples for SEO:
- Keyword research and content ideas prompt: “Provide a list of 20 long-tail keyword ideas related to ‘local SEO strategies’ along with brief content topic descriptions for each keyword.”
- Optimizing content for featured snippets prompt: “Write a 40-50 word paragraph optimized for the query ‘what is the featured snippet in Google search’ that could potentially earn the featured snippet.”
- Creating meta descriptions prompt: “Draft a compelling meta description for the following blog post title: ’10 Technical SEO Factors You Can’t Ignore in 2024′.”
Important Considerations:
- Always Fact-Check: While ChatGPT can be a helpful tool, it’s crucial to remember that it may generate inaccurate or fabricated information. Always verify any facts, statistics, or quotes generated by ChatGPT before incorporating them into your content.
- Maintain Control and Creativity: Use ChatGPT as a tool to assist your writing, not replace it. Don’t rely on it to do your thinking or create content from scratch. Your unique perspective and creativity are essential for producing high-quality, engaging content.
- Iteration is Key: Refine and revise the outputs generated by ChatGPT to ensure they align with your voice, style, and intended message.
Additional Prompts for Rewording and SEO:
– Rewrite this sentence to be more concise and impactful.
– Suggest alternative phrasing for this section to improve clarity.
– Identify opportunities to incorporate relevant internal and external links.
– Analyze the keyword density and suggest improvements for better SEO.
Remember, while ChatGPT can be a valuable tool, it’s essential to use it responsibly and maintain control over your content creation process.
Experiment And Refine Your Prompting Techniques
Writing effective prompts for ChatGPT is an essential skill for any SEO professional who wants to harness the power of AI-generated content.
Hopefully, the insights and examples shared in this article can inspire you and help guide you to crafting stronger prompts that yield high-quality content.
Remember to experiment with layering prompts, iterating on the output, and continually refining your prompting techniques.
This will help you stay ahead of the curve in the ever-changing world of SEO.
More resources:
Featured Image: Tapati Rinchumrus/Shutterstock
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