Many consumers use the search function on CSEs to find product offers. In order to ensure your offers are found easily, your titles and descriptions should be full of relevant keywords that accurately describe the product offered. Poor content, especially in titles, will make it very difficult for your offers to be found. All CSE providers have different search algorithms and therefore measure relevance of titles and descriptions differently. There are some engine-specific details on the provider guide pages, but there are also some general best practices listed below.
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Below are some strategies to keep in mind when creating your product titles and descriptions for products designated for comparison shopping sites.
- Describe the product and nothing else. For example, don't talk about accessories or related items unless those are included in the displayed price.
- Ensure the most important keywords for your product are contained in your title. Do not waste scarce space on unimportant terms.
- Begin with a title that reads like a sentence fragment. We generally recommend placing the brand at the beginning and the actual product noun at the end. For example: "Adidas Predator Men's Black Soccer Cleats" not "Soccer Cleats - Adidas Predator - Men (Black)"
- Do not use names of similar products in your title. For example, if you are advertising a Microsoft Muze, do not use the term iPod in the title.
- Do not create titles in all CAPS.
- Limit the use of unnecessary punctuation such as dashes, slashes, etc.
- Do not include promotional information such as "Free Shipping" or "On sale".
- Do not use terms such as New or abbreviations such as NIB unless it is in the brand or name of the product
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- Most of the above rules apply.
- For some engines, It is generally acceptable to include promotion information in descriptions, but depending on the site, it may not be visible. In addition, if this information is at the beginning of the description, it may be pushing more relevant keywords to later in the description, which could potentially impact relevance.
- DO NOT include promotional content in your Google Product Search or Bing Shopping descriptions.
- If your description is not keyword rich, consider appending your title to the beginning of your description.
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Note: If you sell exclusively consumer electronics, please see Comparison Shopping Product Page Matching .