Product titles are more important now than at any other time in history. And nowhere are product titles more important than in ecommerce.
A common mistake people make is undervaluing the importance of product naming. Don’t be one of the poor suckers who falls into this trap. If you want people shopping in your online store, then pay attention to your product titles.
Branding is the name of the game. Your product title has everything to do with how people will perceive your product: whether it is attractive, what it can do for them. Your product name needs to be intriguing enough to pull people in, especially if they’ve never heard of it before.
But more important than that, nowadays when people are looking for something, they search for it on the Internet. For this reason, it is absolutely imperative that you take SEO (Search Engine Optimization) into account when considering product titles.
Here are some things to consider when choosing product titles.
1. Avoid Overly Obscure Product Names
If a product title is too obscure, and has little or nothing to do with what the product does, this can actually harm the flow of traffic to your online store.
If you are in control of naming your products, then avoid such terms. On the other hand, if for whatever reason, the product title is set in stone, then your best bet is to load the product description with keywords that will attract site traffic.
2. Consider Multiple Product Titles
One tactic is to create two product titles. A short name and a long name allow you a bit of versatility, while still accounting for SEO.
The long name is the complete product title, potentially including serial numbers and all relevant product title information. This tends to be necessary for products that are machine parts or other materials that do not have descriptive names.
Doing SEO research and adding keywords to your long product title will assist in bringing in more customer traffic to your online store.
The short name, on the other hand, is helpful when it comes to referring to the product in areas of the site where the long name would take up too much space and look clumsy. Ideally, the short name should also make use of keywords that customers might search for.
3. Simple Descriptive Product Titles vs. Made Up Product Titles
If you have full naming control over your product titles, then you are faced with a bit of a dilemma. Should you use plain speak, or create your own term?
There are pros and cons to both.
The benefit to a simple name is that customers will type in keyword descriptors that will likely match up easily with your straightforward product title. If you choose wisely, this will easily generate customer traffic. On the other hand, this product naming tactic can come off as a bit boring.
The alternative is to create an entirely new product title, either from a word that does not yet exist, or that is little used. Just look at Google. They’re doing okay for themselves.
The problem with this technique is that if people haven’t already heard of your product, it is unlikely that they will be typing the product title into a search engine. And since your product title has no keywords in it, you may find your customer pool severely reduced.
Many ecommerce entrepreneurs who are new to the game fumble about at first, and generally discover SEO as an afterthought. Don’t let this be you.
SEO is essential to the success or failure of your business. And your product titles are essential to your SEO success.
Know your product and know your customer. Determine what search terms describe your product, and do what you can to naturally integrate those keywords into your product titles.
This small effort can produce enormous results when it comes to driving traffic to your online store.
So let’s wrap it up:
1. Take SEO into account in your product titles.
2. Avoid names that are overly obscure.
3. Descriptive words are helpful.