Shopping.com Partners Resource Center Knowledge Base

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Content is key!

As discussed in our other Natural Search best practices, unique content is crucial to a webpage's indexing. Search engines like Google and Yahoo reward websites that:

  1. Add value to the Internet, and
  2. Provide unique content
Adding Shopping.com content via the API is a great start; but to be indexed highly on the search engines (and to avoid being excluded from their indexes), it must be supplemented by relevant information and content. That content doesn't need to be overly extensive, but it must support the Shopping.com Data (products, listings, pricing) presented on the page. For instance, consider a webpage dedicated to blenders. There are hundreds unique blenders in the Shopping.com API - all of which can displayed on your webpage(s) via the API tools. That information is great, but the search engines want to see it alongside other value-adding content such as an introductory paragraph. A 200-250 word introduction about blenders would provide unique content, improve conversion rates and user experience, in addition to improving search engine rankings.

Developing the Content: Best Practices

  • Keep it relevant and pertinent
  • Keep it brief: For higher level pages (Nike), 200-250 words is ample; for specific products (Nike Shox NZ), 50-150 words will suffice
  • Highlight your keywords in the title and text
  • Avoid textual "spamming": the content must be coherent and valuable
Copywriting: By Hand or Hire?

Generating unique content can be time consuming. If content is needed for only select number of pages, it can be done by oneself or internally. If content needs to be generated across 1,000s of pages, content development becomes tougher. One solution is "outsourcing" authorship to various copywriting companies that specialize is writing website content. These companies usually have staffs that specialize in various categories and often provide bulk rates for mass production. Though we do not endorse any particular company or website (nor are we affiliated with any), we have provided a short list of some available companies that are worth exploring:

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