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How to Optimise 3,500
Product Descriptions
for eCommerce in One
Day Using ChatGPT
Katarina Dahlin
Genero
Speakerdeck.com/katarinadahlin/brightonseo-2024
Linkedin.com/in/katarina-dahlin
@KataDahlin
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It all started 2
years ago when
I started a
flower blog…
@KataDahlin | #brightonSEO
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From 0 to 50K organic traffic in 1 year
@KataDahlin | #brightonSEO
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I started with
affiliate
marketing
@KataDahlin | #brightonSEO
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I connected
product feeds
to my blog…
@KataDahlin | #brightonSEO
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9500
…and soon I had
product pages !!!
@KataDahlin | #brightonSEO
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How can I SEO-optimise these,
when I don’t have enough time?!
@KataDahlin | #brightonSEO
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I started with
Custom GPTs
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What are Custom GPTs?
Custom GPTs are your own versions
of ChatGPT, that you can train
with your own data & instructions.
@KataDahlin | #brightonSEO
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I created a custom GPT
for each product brand.
Fiskars GPT Iittala GPT Marimekko GPT
@KataDahlin | #brightonSEO
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Why?
Custom GPTs can write better content
than regular ChatGPT when they
know the products and the brand.
@KataDahlin | #brightonSEO
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Less hallucinations.
@KataDahlin | #brightonSEO
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The right tone of voice.
@KataDahlin | #brightonSEO
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Reduce copy pasting!
@KataDahlin | #brightonSEO
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How I create Custom
GPTs for product
descriptions
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Data
I scrape product & category
descriptions and 'About Us' pages
with Screaming Frog, then upload
the data as a CSV file to the GPT.
Instructions: https://katarinadahlin.com/scrape-content-screaming-frog/
@KataDahlin | #brightonSEO
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Build your
Custom GPT
Instructions:
https://katarinadahlin.com/
custom-gpts-product-desc
riptions/
https://chatgpt.com/gpts/
editor
@KataDahlin | #brightonSEO
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Context & instructions
Provide well-defined instructions
and basic info about the context,
task, language, styling, etc.
@KataDahlin | #brightonSEO
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Tell the Custom GPT to never
hallucinate and to always ask
for more info if needed.
@KataDahlin | #brightonSEO
Reduce hallucinations
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Prompt (part 1/4)
Product name:
[paste you product name here]
You are now Fiskars SEO-copywriter
GPT.
You write in finnish.
Info: See database.
@KataDahlin | #brightonSEO
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Prompt (part 2/4)
Rewrite the text. Make it about 400
words long.
Start with info about the product.
@KataDahlin | #brightonSEO
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Prompt (part 3/4)
Then, create a short text with the
subheading: "For what work is [product
name] good for?".
Then, create a short text with the
subheading "For who is [product name]
suitable for?".
@KataDahlin | #brightonSEO
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Prompt (part 4/4)
Subheadings are formatted as H2.
Format everything as html.
SEO-optimize the texts and subheadings
for the product name.
@KataDahlin | #brightonSEO
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Before
@KataDahlin | #brightonSEO
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After
@KataDahlin | #brightonSEO
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I optimised 400 products with
Custom GPTs in 5 weeks
@KataDahlin | #brightonSEO
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Number of words ranking
1-10 in Google for 400
optimised products
@KataDahlin | #brightonSEO
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115 more words in
position 1 in Google
@KataDahlin | #brightonSEO
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156% more organic
clicks after 5 weeks
@KataDahlin | #brightonSEO
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It takes 5 min per product
to optimise like this
→ good
@KataDahlin | #brightonSEO
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→ good, but it still takes
too much time ;)
@KataDahlin | #brightonSEO
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I moved this
process to Make
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Why?
Automate the workflow.
@KataDahlin | #brightonSEO
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No copy pasting.
@KataDahlin | #brightonSEO
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No writing them one by one.
@KataDahlin | #brightonSEO
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Save time.
@KataDahlin | #brightonSEO
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Optimise large amounts in a
short time.
@KataDahlin | #brightonSEO
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Result = 3500
product descriptions
in one day
@KataDahlin | #brightonSEO
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…or 40 product
descriptions in 5 mins
@KataDahlin | #brightonSEO
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Connect apps like
Google Sheets with
ChatGPT & build
workflows. No need to
know Python or any
coding language ;)
Make.com
@KataDahlin | #brightonSEO
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How does it work?
Instructions: https://katarinadahlin.com/make-product-description-automation/
@KataDahlin | #brightonSEO
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1. The data needed for optimising the
product is in a Google Sheet: URL, Product
name, and short info about the product
@KataDahlin | #brightonSEO
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Use the info you get from the
manufacturer.
Scrape the brand site if it’s not enough data
for the prompts to work.
@KataDahlin | #brightonSEO
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2. The prompts & messages
with ChatGPT goes here
@KataDahlin | #brightonSEO
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ChatGPT reads the first Google Sheet &
writes a long product description.
@KataDahlin | #brightonSEO
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3. The new product description will be
added to a second Google Sheet here.
@KataDahlin | #brightonSEO
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Result: Long description
@KataDahlin | #BrightonSEO
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4. ChatGPT reads the first
Sheet again & writes a
short product description.
@KataDahlin | #brightonSEO
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5. And implements the results in a third
Google Sheet.
@KataDahlin | #brightonSEO
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Result: Short description
@KataDahlin | #brightonSEO
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When product descriptions
are ready → import
everything to your site
@KataDahlin | #brightonSEO
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For wordpress sites →
All Import - WooCommerce
Import Add-On Pro -plugin
Instructions:
https://katarinadahlin.com/all-import-product-descriptions-wordpress/
@KataDahlin | #brightonSEO
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💡 When you’ve tested your prompts
and the automation and it works
– schedule it and do something else!
@KataDahlin | #brightonSEO
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Bonus tip
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We want as implementation-ready
product descriptions as possible.
If you don’t get the result you want…
@KataDahlin | #brightonSEO
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→ Show examples in the
prompts, instead of
telling too much about
how to do it!
@KataDahlin | #brightonSEO
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Detailed guides & videos
- How to scrape content from a website with screaming frog
https://katarinadahlin.com/scrape-content-screaming-frog/
- How to build custom GPT:s for product descriptions
https://katarinadahlin.com/custom-gpts-product-descriptions/
- Make product description automation setup example
https://katarinadahlin.com/make-product-description-automation/
- How to all import all product descriptions in bulk with WP All Import plugin
https://katarinadahlin.com/all-import-product-descriptions-wordpress/
@KataDahlin | #brightonSEO
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In summary
Start by building a
Custom GPT & prompts
@KataDahlin | #brightonSEO
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When it’s working well,
move it to Make & automate it
@KataDahlin | #brightonSEO
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Work with examples to get
good output
@KataDahlin | #brightonSEO
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Katarina Dahlin
Speakerdeck.com/katarinadahlin/brightonseo-2024
Linkedin.com/in/katarina-dahlin
katarinadahlin.com
@KataDahlin
Youtube.com/@KatarinaDahlinSEO
Senior Growth Hacker & SEO Consultant, Genero