MLHmptn - 4:54 am on Nov 13, 2012 (gmt 0)
Six months ago I would have said build it with one description and add variants/attributes etc. due to duplicate descriptions, BUT now that Google has thrown everything out the door I would build strictly for your users. Reason I say this is who cares what Google thinks now, they themselves say to build for the user. Well the user doesn't always realize other colors (or variants for that matter) are available if only one color is shown near any "Call of action" button. Sadly my newest website has a lot of duplicate descriptions with only a difference of the color in the copy but each color is shown front and center with its own sku versus having products with variants. I can only imagine sales will increase due to the customer seeing the different colors, sadly I will most likely get a nice warning from Google saying "DUPLICATE DESCRIPTIONS" of which I'd like to respond to them...."BUILD FOR THE USER".