Google’s  “farmer” algorithm has received a lot of attention  as it relates to SEO or Search Engine Optimization. Basically, Google changed it’s formula earlier this year so that websites that copied content from another website were no longer given as much credit. What this means is that if you are a reseller of a product, and you copied the manufacturer’s description of the product and put that on your website, you are less likely to be found, because every other reseller is also using the exact same description.

The solution of course is to simply create unique content. Rather than just using the stock description for the products you sell, you have to write your own descriptions if you want to rank well with the search engines. For those who have been reading my articles for any length of time, you will know that I am not a big fan of trying to manipulate search engine rankings in the first place. I believe that if you are actively engaged in numerous marketing efforts, from social media to blogs, videos, emails, etc, that the search engines will take care of themselves. As I’ve said before, “you don’t get to be popular by being number one on Google – you get to be number one on Google because you are already popular!

Google’s “farmer” algorithm serves as an important reminder of this fact. And while creating unique content rather than simply relying on stock descriptions may help you to rank better, there is an even more important reason for creating unique content. The goal of your ecommerce website should be to sell product. If all you are offering is the same information as every other web site that sells the same product, you have added nothing of value. As the reseller of the product, you are the salesperson and it is your responsibility to sell the product, not just list it. Give your customers a reason to buy from you. Pretend that a customer has just walked into your physical store and is asking questions about the products you are selling – would you simply read the canned product description to them, or would you take the time to explain the advantages and features of the product based on your experience and that of your other customers? Whatever you would tell a customer in person, you should write down and put that in your product description – that is your unique content and that is what will help you sell the product.

You can still include the standard specifications (some manufacturers may even require this). But add your own insight to this. Remember, people come to the internet looking for information, so give it to them!

So forget about the search engines. Just do your job. It may help with search engine rankings, but more importantly, it will help your sales.