Content Solutions Papers
Attribution Equals Sales
Attribution is the process of adding relevant information for items in a catalog. An attribute is anything that describes a product; examples include weight, material, brand, style, and dimensions. Providing more details helps search engine spiders find and categorize your products, online visitors find your products, and then provides shoppers with the information needed to make a purchasing decision. The more complete the attributes, the better the results in each area.
While many companies understand the need for attribution, they are often held up by the amount of time and effort it takes to provide attributes for thousands of SKUs. With the added burden of short selling seasons for many products, especially fashion items, product attributes are often not fully provided to the shopper, resulting in fewer sales for the retailer. Outsourcing the attribution project can lead to better identified attribute categories and more fully complete data within a desired time and budget frame.
12 Steps to Writing Papers for Link Building
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Content Solutions Case Studies
Product Descriptions for Large Pure Online Company
The client is one of the fastest growing e-commerce companies in the country. They are a pure online business that operates a number of top websites, each with a unique, specialized focus. Their largest website has consistently ranked in the top 75 of Internet Retailers’ Top 500 Guide.
The client carries over 40,000 products on each of their websites. They wanted customized descriptions written in their voice for all products within six months.
The large volumes and time deadline made employing an in-house team very expensive and difficult. They wanted to find a partner who could quickly and correctly write customized product descriptions. Although many companies offered this service, they had a difficult time finding an experienced team with the right language, creative writing, and category knowledge skills.
Attribution Sheets for Large Home Interiors Company
The client is a large, high-end home furnishings company with several specialty stores. Their store brand names are recognized over a wide range of age demographics. The company uses Internet, catalog, and traditional retail to sell its products. They generated over $1 Billion in online sales for 2010 and are focused on continuing to grow their Internet presence.
Prior to this project, the client had only product descriptions and a basic level of attribution (brand, material, color, finish, style) for the items on their website. They wanted complete product attributes on their targeted web pages. The client’s goal was to add product attribution to create a better shopping experience for the consumer. This included making navigation throughout the website easier and then, once the client found the product they wanted, providing enough information to make a buying decision.
Research Cataloging and Writing Project
The client’s goal was to outperform all competitors and become the largest resource for relevant industry information through a virtual library. They wanted their reference library to have the most categories and the largest variety of media sources (articles, audio, blogs, case studies, etc.).
German Product Content Internationalization
The client was expanding into Germany and had a .de website to which it would be adding local items. They needed a partner to add these SKUs to their new German website. The project included:
- writing descriptive content for each set of product collections
- gathering product details for each SKU
- mapping images to products
- mapping product attributes within the client tool
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MarketPlace Cataloging
The client works with thousands of resellers around the globe, with a huge disparity of cataloging knowledge. The client wanted to ensure that the integrity of its catalog was maintained so that buyers were able to have an improved shopping experience by being able to quickly and easily find what they were looking for. Ultimately, this would also lead to the sellers having a positive selling experience. To accomplish this, it was critical that all items were cataloged properly and quickly. Due to the large volume of items and seasonal increases, they needed a partner that could supply knowledgeable, flexible staff to review the catalog daily.
Image Editing for Top International Retailer
The client needed product images for their website with a standard style, showing a variety of angles, to give the web visitor a strong virtual shopping experience. The client sells a wide selection of brands and receives images of varying quality from its assorted manufacturers. To overcome this, the client has photographers shoot each product with a standard set of views. They needed a partner solution to retouch the images and make them web-ready.
A second important aspect of this project was that the images had to be optimized by size, making the images clear, while opening quickly.
Finally, the client was looking for a partner that could handle a large quantity of images, meeting deadlines, providing a high quality product, all at a reasonable cost.
Video Description Writing
The client has hundreds of videos on YouTube that link back to their various websites, but they were not receiving high rankings in Google or YouTube. The project was to add keyword-rich descriptions to the videos in a way that would engage the customer while increasing search engine results.
Link Building for Large Home Furnishings Company
The client had three main goals for this project:
- Increase their online presence
- Drive website traffic
- Improve their SERP (search engine results page) rankings of specific keywords, including their brands
To accomplish this, they wanted a solid white-hat SEO strategy. One of the best, but most time-consuming ways to achieve increased SEO is to add quality inbound links. To accomplish this, they wanted to have a wide variety of relevant and interesting articles and social media snippets written that could be syndicated across the Internet with keyword links back to relevant product pages.
Item Set up for Social Shopping Site
The client needed ongoing product set up for their main website. The project involved approximate 10,000 items each month, spanning over 100 top-level categories, and 200 manufacturers. Item requests would be submitted daily with an expected 2-day turnaround time, but with the flexibility to have Rush jobs (approximately 15% of the overall project) with same day turnaround. Product information needed to contain appropriate HTML tags.
Reclassification Project for Top 10 Online Retailer
To achieve Supply Chain Management (SCM) efficiency and reduce language barriers caused by internationalization, the client used the Global Product Classification (GPC) structure for its product cataloging. As the GPC and the client’s schematics changed at times, they wanted to make sure that all products were cataloged correctly. Schema changes can be caused by any or all of the following:
- Changes to the category structure
- Addition or deletion of sub-categories / categories
- Addition or deletion of attributes
- Addition or deletion of attribute values
Cataloging for a Major Marketplace
The client works with thousands of resellers around the globe, with a huge disparity of cataloging knowledge. The client wanted to ensure that the integrity of its catalog was maintained so that buyers were able to have an improved shopping experience by being able to quickly and easily find what they were looking for. Ultimately, this would also lead to the sellers having a positive selling experience. To accomplish this, it was critical that all items were cataloged properly and quickly. Due to the large volume of items and seasonal increases, they needed a partner that could supply knowledgeable, flexible staff to review the catalog daily.
