Another episode of “how to build best product names” series? In the virtual world, nobody has a chance of coming up to the shelf and grasping a product to look at it from each side, read every letter on the label, or just ask the shop assistant questions. These are the things we all do very often; especially, with respect to food products and we pay close attention to promising, yet unknown products. What to do for a food product offered in the online reality to raise confidence and for the consumer to be reassured about its quality. Well, first of all one has to make sure that product name has been carefully designed. If it is succinct, not providing much information on the product itself, written as if carelessly, not many consumers will be interested or encouraged to find out more. So … the product name should always go first.
How to build a name? Is there any universal model for creating the name for food products?
Unfortunately, there is not. Each product has its own characteristic features – balsamic vinegar may be from Modena, in the extra vecchio or tradizionale version;also,soybean sauces are available in no small number of varieties (Teriyaki, light, dark, etc.). No less important appear to be such elements as volume, origin, manufacturer and whether or not the product has been branded as BIO. Name configuration should be dealt with with a considerable amount of reason and we must not forget that Google has put limits on the number of characters with spaces displayed in search results (70 characters with spaces).
Presented beloware a few examples of well-chosen product names
#1 Olive oil
Product + additive + value + volume + manufacturer
In the context of product display on Google, regardless of whether in natural or paid ads, the key name components should always come in the beginning of the name. The deeper into the name, the less important information should be given. In this particular example, it has been correctly assumed that the name should specify what the product is, whether there are any additives, whether it is BIO-branded, product volume and manufacturer’s name. The so constructed description presents the product perfectly. We are able to identify its key characteristics which will be adequately indexed by Googlebot.
Manufacturer + index + weight + series number + product + type + packaging
No one said that for some products the name cannot be configured in a reverse order in comparison with the generally adopted rules. It might seem that the foregoing is a very illogical suggestion. There are products brandswhich have been long present in the consumer’s awareness. As it is the case with the product presented on the screen. Thee-shop assumed that a better solution would be to emphasise the brand and then to specify further product characteristics.
#3 Jam / Preserves / Powidl / Mousses
Product + ingredient + value + value + value + volume + manufacturer
The name which comes in the beginning is constructed in a traditional way. Then comes attack at the key values. The description structure emphasises as many as three exceptional mousse features; and due to this optimization, we learn the key product characteristics as we start reading the description. The nameis put into a classical frame providing information about the volume and manufacturer.
It might seem that building product names isan effortless activity. But you could not be more wrong – it does take effort. The process is a little like juggling; the more time we spent on analysis and optimisation, the faster and the more accurately will we be able to name the products in the manner allowing full utilisation of their potential.