Last updated: August 2023 As the largest search engine and most important source of traffic, Google's policies are a very relevant part of the daily discussion for marketers and SEOs. With Google manager John Mueller's statement on "AI-generated content" and its impact on websites, the question of whether automatically generated content will be penalized by […]
The Case
The world of power tools is a jungle full of countless manufacturers, device types, product variations and technical specifications. Toolbrothers sells approximately 270,000 power tools as well as spare parts and accessories in their online shop. They evaluated their content generation process and started to focus on the customer’s needs, rather than describing the product. This is why they concentrate on types of applications, rather than just describing the tools. A direct price comparison for each product makes the purchasing decision easier for customers.
The Challenge
Competition is fierce and many shops only use manufacturer descriptions, so unique and high quality content is the only way to make it to the top rankings. Hence, Toolbrothers aimed to generate a lot of content to give purchasing advice and all around information for their users in order to improve their customer journey. Therefore, they wanted to extend the given information with comprehensive blog posts and product descriptions that needed to include information on who the tool is suitable for, like professional use versus usage for DIY enthusiasts. This is valuable advice as it can be hard for customers to single out what tool is best suited for them.
Their goals:
- Create highly valuable content for users and provide them with comprehensive knowledge on tools
- Write blog posts and product descriptions which contain important keywords and improve SEO
- Scale content creation process, as there are thousands of products on the platform
The Solution
The Toolbrothers’ team knew they needed to find a way to automate their content writing process. So they decided to use AX Semantics.
1. High-quality and valuable content
Thanks to automated content, for each new tool described, Toolbrothers has not only a detailed description on the product page, but also a comprehensive blog post. The blog posts as well as the product descriptions on the product detail pages are based on product data and are generated automatically with AX Semantics.2. SEO improvement
Blog articles and descriptions contain important keywords for SEO and answer important user questions. The content is very helpful for users, which also factors in as regards Google’s Helpful Content update.3. Scalable content creation process
New descriptions are created very quickly with the AX Semantics software. The creation process of the descriptions and blogs is scalable, as data is turned into high-quality texts. This automated process saves a lot of money and time. Toolbrothers can use this freed up time in other ways. For example to create multimedia content for their customers, which consist of videos and 360 degree view of the products.
Product description in Toolbrothers' online shop.
The Results
Toolbrothers creates product worlds with extensive information that inform customers and enrich the customer journey. They target users' needs with informative product descriptions, blogs, videos, product images and so on. Since using AX Semantics, Toolbrothers’ visibility in search engines has improved enormously (see Sistrix chart). Therefore, Toolbrothers serves as a product guide for (potential) customers.
In the future, Toolbrothers has many plans with content automation, as they want to:
- Enrich blog posts and product descriptions with even more information that won’t just describe the product, but also give even more advice and tips.
- Internationalization of content automation as the company wants to expand to the french market.
- More content output. As of now, Toolbrothers has 270,000 products on offer. But they want to expand their range of products to 1 million items. For this, a lot of content is needed, which can only be done by content automation.
