How to write a Product or Service Article
28/08/2009 - Writing a good Product or Service article (also known as a release or review) is important as it communicates your offerings to potential buyers.
A Product Release is very different from a News Release or Feature Article and it needs to be written as such in order to stand the best chance of having it published to a wide audience of potential buyers.
Optimising for search engines
You want to optimise your Product Release so it will achieve maximum exposure. You can use Google’s Keyword Research Tool to find the most highly searched keyword phrases relating to the product. Pick one or two popular phrases and include them throughout your product article, including the subject and body.
Product or service format
The headline is the most important aspect of your web product release. It will attract the reader and drive traffic to your article.
The headline is also the most important aspect for search engine optimisation.
- Include your brand name, product name and basic application in your headline
- It should be a maximum of 50 characters in total
- Your targeted keywords must be in your headline
- Place the most important keywords first
“ACME Industrial Fibre Optic Modem MR-22”
The product’s name, its function, brand and part number have all been mentioned. Targeted keywords may be “industrial fibre optic modem”, “MR-22” or “ACME”. By including the brand name in the title you are also increasing brand recognition.
“ACME MR-22 Industrial Fibre Optic Modem for Telemetry”.
Here we have put the brand name first and part number second. For competitive products with a number of distributors this is a better structure. We have also included the keyword “telemetry” which is an application.
The product introduction contains the most important information in 25 words or less. Grab the attention of your reader. Include your targeted keywords from your headline. Include your company name, product name, part number and function, application or benefit of the product. This will help your article to perform in search engines and quickly describe the main message of your product release.
Keep sentences and paragraphs short. This fits in the style of writing content for the web, which is short, concise and keyword targeted. Readers will be able to quickly scan your article to find ‘keywords’ they are looking for. This is also beneficial for your search engine optimisation. Be sure to mention your targeted keywords at least twice in your body. Your first few paragraphs should answer the who, what, when, where and how questions. When describing your product remember to include its features, functions and benefits.
To end off, restate and summarize the key points of your product release. You also may wish to include a call to action at the end of your release.
Additional Storefront suggestions:
- Categorise your product release correctly to ensure it is viewed by relevant eNewsletter subscribers and website visitors. You can also create custom categories to maintain a Product Directory in your Storefront.
- Images - Uploading a good product image is strongly recommended in order to promote your product effectively and generate results.
- Used Items – If you are promoting a used item with a product release, choose
[Used - For Sale] in the Product Status drop down box when uploading. These receive additional exposure in the Used Items section on the site.
Getting your Product Release published
There are a number of ways to get your Product Release or Product Review published. You can distribute them to your own database, to print and online media or to broadcast media. Choose the audiences most relevant to your product.
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