We are having a bit of a debate here about our product copy.
We run a music website and we are getting ready to re-launch it as we have made many functionality improvements as well as overall site improvements for SEO purposes.
We have about 4500 products displayed on the site. The question has become do we write unique copy for each product or do we create a cookie-cutter script of sorts that simply has certain areas like artist name and the song listing that's unique?
For instance, the cookie-cutter copy for each product would say something like:
"This [CD (Compact Disc) or Cassette] features [Artist Name] singing these hit songs. The following song titles are included on this [CD (Compact Disc) or Cassette]
1. Song Title 1 (etc., etc.)"
We want to create a nice balance between a positive user experience and good SEO...but we're not sure which approach might be more detrimental or more helpful to that balance.
We've found that keeping the "core" information the same, and changing the name of the product, dimensions, color, etc. is sufficient. Most all individual product pages rank fine, and we have not had any dup content issues.
The only caveat I would add is that we start with a pure, found nowhere else description, then change the attributes; so that the core description is found only on our site.