Unleash the power of content

What’s inside

What is content, and why does it matter?

Tips, tricks, and insights to make content work for you

SEO, content strategy, and keywords

How you can get HP content

Next steps: learn, apply, grow

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What is content, and why does it matter?

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Sources: eMarketer surveys in Mexico, 2020; France, 2019; and the US, 2018

What is content?Content can be anything on a webpage that’s optimized for a human audience and a machine audience, for shoppers and search engines alike.

Content that

matters

Apps Ratings/ReviewsLinksMetadata

Images/Graphics VideosText

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Content type that shoppers across the world find useful

Content

Product description 92%

Product images 90%

Customer reviews 78%

Star ratings 64%

FAQs 45%

Comparison charts 45%

Videos 36%

% Respondents*

*Maximum value across 3 studies.

Source: Salsify Study, 2017

Why does content matter?

of online shoppers say that product content is extremely important or very important to their buying decision.

87%

of shoppers have been dissuadedfrom completing a purchase due to inconsistent or incomplete content.

98%

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Content can amplify or weaken your marketing ROI.

Demandgeneration

ContentAnalytics

Search

More sales!

Source: Reimagining Commerce, Episerver Report, 2017

Tips, tricks, and insights to make content work for you

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The anatomy of a product detail page: Above The Fold

Product title

Like a first impression, the product title tells shoppers what the product is,

including key information such as product type, model number, and color.

Images and videos

High-quality images tell a product story that informs shoppers

and encourages conversion.

User ratings and reviews

Positive reviews are a valuable asset, both in terms of quantity and quality, that fosters shopper trust.

Product overview

Clear, concise descriptions answer shopper questions and improve search engine results.

Bullets

Compelling bullets convince shoppers that your product is a good value for the price.

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Cross -sell chart• H ighlights “better together” benefits

• Displays price from highest to lowest

H P X600 Wireless Mouse H P 24-Inch Monitor H P UltraSlim Dock 2013 D9Y32 Docking Station H P Care Pack with 3-Year Warranty

Price Price Price Price

Key specs Key specs Key specs Key s pecs

Upsell chart

• Answers “why buy up?” and “best for”

• Displays price from lowest to highest

H P 60 Black Ink Cartridge H P 60 Black Ink Cartridge Pack of 2 H P 60 XL Black Ink Cartridge

$ $$ $$$

200 pages 400 pages 600 pages

• Up to 2x more prints with Original H P inkvs refill cartridges

• Up to 25% savings

• Up to 2x more prints with Original H P ink

vs refill cartridges

• Up to 8% savings

• Up to 2x more prints with Original H P ink

vs refill cartridges

HP LAPTOPS CARE PACKS

The anatomy of a product detail page: Below The Fold

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Videos

Videos show the product in action, further showcasing the features and benefits while boosting conversions.

Cross-sell chart

This chart displays complementary accessories and products that enhance the main product’s performance.

Enhanced modules

Enhanced modules are a great tool to highlight specific product

features and benefits.

Upsell chart

An upsell chart clearly shows a value add-on and how shoppers

benefit from buying up.

The product details below the fold further enhance the shopper experience by diving deeper into the features and benefits.

Clear, compelling product copy is a powerful sales tool

of shoppers find product copy key to their purchase decision.

Over 80%

of shoppers consider trust and transparency more important than price.

62%

Sources: Kantar Google Research Study, 2019

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Product copy uses words to inform, inspire, and convert.

Sources: eMarketer surveys in Mexico, 2020; France, 2019; and the US, 2018

Product title: make a great first impression, fast

Source: Time, 2015

A Microsoft study found that the average human

attention span has dipped to just 8 seconds – less than that

of a goldfish. Which means you have mere seconds to

make a good impression.

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8 sec

Best practices

• Include high-traffic words used in product searches

• Optimize for readability first, SEO second

• Your HP rep can give you more great tips on product titles

How to create effective product titles: cartridges (ink and toner)

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Prefix Master Brand

SelectabilityNumber

High Yield Descriptor(if applicable)

Product CategoryIdentifier

Color Number of Cartridges(if >1)

ModelNumber

Original HP 60 XL Ink Cartridge Tri-Color – (CC644WN)

Product Title Structure – Ink Cartridge – Example

> > > >> > >

*The use of Original HP on remanufactured cartridges may lead to brand infringement.

Please check with your HP representative if you’re not sure.

A great product title includes:

• Brand name with Original where possible*

• Selectability number

• Yield descriptor if XL cartridge

• Product category identifier

• Color

• Number of cartridges if more than 1

• Model number/SKU

• Additional information if applicable: list of top printers, paper when included,Instant ink, or automatic replenishment

Original HP 60 XL Ink Cartridge Tri-Color (CC644WN)

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How to create effective product titles: printers

*If model number includes letters, add that key feature to the title. For example, d will become duplex and w will become wireless.

A great product title includes:

• Brand name

• Sub brand

• Model number*

• Product type

• 2 key features*

• Category

• Instant ink ready if applicable

• SKU

Master Brand

SubBrand

ModelNumber

Product Type

Feature Feature Category Instant Ink(where available)

Feature SKU Number

HP Officejet 3830 All-in-one Wireless Color Printer Instant Ink Ready Automatic 2-Sided printing

K7V40A

Product Title Structure – Printer – Example

> > > > > > > > >

HP Officejet 3830 All -in-one Wireless Color

Printer, Instant Ink Ready with Automatic

2-sided printing (K7V40A)

HP Officejet 3830 All-in-one Wireless Color Printer, Instant

Ink Ready with Automatic 2-sided printing (K7V40A)

How to create effective product titles: PCs

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A great product title includes:

• Master brand

• Sub brand

• Brand modifier

• Screen size spec

• Product identifier

• Model number

• Touch screen

• OS brand/version

• CPU brand/model

• Memory capacity type

• GPU brand/model

• Storage capacity/type

• Screen resolution

• Color (for laptops only)

Good to knowDifferent customers search different features; include all that will fit.PC product titles have 2 versions: Short version (<70 characters) / Long version (<160 characters)

Master Brand

SubBrand

BrandModifier

ScreenSize Spec

ProductIdentifier

Model Number

Touch Screen

OS Brand/Version

CPU Brand/Model

Memory Capacity Type

GPU Brand/Model

Storage Capacity/Type

Screen Resolution

Color (For Laptops Only)

HP Envy x360 15.6” 2-in-1 laptop PC

15-ds1010 Touch Screen

Windows 10 AMD Ryzen 5 8GB RAM – 256GB SSD FHD Nightfall Black

Product Title Structure – Long Version – Example

> > > > > > > > > > > > >

HP Envy x360 15.6” 2-in-1 Laptop PC 15-ds1010,

Touch Screen, Windows 10, AMD Ryzen 5, 8GB RAM,

256GB SSD, FHD, Nightfall Black

E-tail headlinesShoppers have short attention spans, so a headline captures the product in 1 sentence that answers:why buy, who is the audience, what’s the use case

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Thin and light, the HP ProBook 440 Laptop lets professionals stayproductive in the office and on the

go with all-day, long-lasting battery.

all-day battery, thin and light professionals in the office, on the go

Get more done at home and on the go with the HP Officejet 3830, with the easiest way to print from your smartphone or tablet.

print from smartphone or tablet

home and office users print on the go from mobile devices

Original HP 63XL/63 multipacks provide the right amount of ink for everyday home printing.

right amount of inkHP 63XL/63-compatible printer users everyday home printing

E-tail headlines Why buy Who is the audience What's the use case

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Product overview

Best practices• Keep it short

• Use sentence format without jargon

• Repeat the brand, product, and sub brand

Sources: eMarketer surveys in Mexico, 2020; France, 2019; and the US, 2018

Product overview example - HP Officejet 3830 printer (keywords and features are shown in color)

HP Officejet 3830 All-in-one printer is ideal for home and office printing, scanning, and copying. Connect and print easily from any smartphone, tablet, or PC. Easily manage your printer through your smartphone with the free HP Smart App. Affordable high-quality printing in color or black-and-white. Compact and easy to use with a 2-inch display and a 35-page automatic document feeder. Free access to HP Printables coloring pages, recipes, and more. Compatible with Windows, Linux, and Mac OS.

• Put the best features first

• Avoid feature overload

• Include category keywords

80% of shoppers say they either consider or ignore the product based on the product description.

HP Officejet 3830 All-in-one Wireless Color Printer, Instant

Ink Ready with Automatic 2-sided printing (K7V40A)

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Product bulletsBullets assure shoppers that your product is a great value. A compelling bullet should start with a shopper benefit, followed by a relevant feature.

Best practices• Have 6+ bullets

• Include helpful info; don’t use irrelevant info for a longer list

• Use the So what? test

ExamplesBefore

Print, copy, scan, and fax with this all-in-one printer.

All-day battery.

Fingerprint reader.

After

Do more with just one device. Print, copy, scan, and fax with this all-in-one printer.

Work without disruptions. With the all-day battery, you can work all day and not carry a charger.

Stop typing long passwords all day. The HP fingerprint reader saves time and adds security.

HP 63 Tri-color Original Ink Cartridge

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Hero image and gallery

Source: Onespace. A brand's guide to creating image carousals that convert.

of customers wholook at an image

carousel view every single photo.

95%

The average shopper expects to see between 5-8 images for a product on an e-commerce page.

6+

Sources: eMarketer, 2019

Best practices

Square hero shot from the front on white background

Clean and minimal, no overlays

Labeledto address shopper

search questions

6+ images with features for improved

page ranking

Mobile optimized and high quality

HP Envy x360 15.6” 2-in-1 Laptop PC 15-ds1010,

Touch Screen, Windows 10, AMD Ryzen 5, 8GB RAM,

256GB SSD, FHD, Nightfall Black

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Media types

Lifestyle images

• Showcase product in use; include at least 1

Create a great visual story with the right imageNot every image type is right for all content. Tailor your images to the story you’re telling.

While HP makes many types of media available, please check with your HP rep on the available images for a specific product.

Feature images

• Help shoppers visualize features and benefits; include at least 2

Annotated images

• Explain selling points and answer shopper questions; include at least 1-2

Product images

• Highlight product design; include at least 3-4 from various angles

Videos

• Explain features and technologies in a virtual demo; include at least 1

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Ratings and reviewsFor consumer electronics, reviews can increase conversion by 113%.

Best practices

Encourage buyers to leave reviews

Include 30+ reviews per product

Use syndication to get reviews

Respond to negative reviews to show you care

Source: Bazaarvoice, 2019

How to use syndication Bazaarvoice HP Partners HP Direct

What it offers

Syndicate ratings and reviews from its network Syndicate ratings, reviews, and assets via partners like CNET or Icecat

Automatically receive ratings and reviews from HP

Has its own ratings and reviews display Has its own ratings and reviews display No 3rd-party dependency

Easy to enable if you already use Bazaarvoice Easy to enable if you already use these syndicators No additional cost or agreement

Content usually sits below the fold Content usually sits below the fold Can select the most relevant products

Chargeable May be chargeable Requires technical setup

Has its own ratings and reviews display

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Upsell and cross-sell charts

Focused cross-sell led to a 3x increase in

the cross-sell rate of PC accessories* for a leading

Latin American e-tailer.

More than 70%of shoppers rely on product comparison

charts for a digital purchase.

Source: eMarketer, 2019 * PC accessory cross-sell rate was observed during a 6-month pilot with a leading Latin American e-tailer, 2018-2019.

HP 60 Black Ink Cartridge HP 60 Black Ink Cartridge Pack of 2 HP 60 XL Black Ink Cartridge

$ $$ $$$

200 pages 400 pages 600 pages

• Up to 2x more prints with Original HP ink vs refill cartridges

• Up to 25% savings

• Up to 2x more prints with Original HP ink vs refill cartridges

• Up to 8% savings

• Up to 2x more prints with Original HP Ink vs refill cartridges

Upsell Recommendation

PCs Printers Cartridges

Higher configuration > higher form factor > higher sub brand

Higher specs/features > higher sub brand > ink to laser

Standard cartridge > combo packs > XL cartridge

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How to create impactful upsell and cross-sell chartsUpsell chart• Answers “why buy up?” and “best for”• Displays price from lowest to highest

For more help on upsell and cross-sell, check out our tools on the next page or talk to your HP rep.

HP X600 Wireless Mouse HP 24-Inch Monitor HP UltraSlim Dock 2013 D9Y32 Docking Station HP Care Pack with 3-Year Warranty

Price Price Price Price

Key specs Key specs Key specs Key specs

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How to create impactful upsell and cross-sell chartsCross-sell chart• Highlights “better together” benefits• Displays price from highest to lowest

Cross-sell Recommendation

Category Cross-sell Products

PC: desktop Monitors, wireless keyboards, mice

PC: notebook Backpacks, docking stations, headsets

Printers Cartridgers, papers

For more help on upsell and cross-sell, check out our tools on the next page or talk to your HP rep.

HP LAPTOPS CARE PACKS

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Upsell and cross-sell charts2 free tools to grow your upsell and cross-sell revenue

• Upsell solutions Help shoppers choose products withside-by-side comparisons

• Seamless integration Integrate directly onto your site’s product pages

• Always up to date Skip maintenance with daily automatic refreshes

Learn more with a how-to video

Recommended accessories tool Product comparison tool1 2

• Improve customer experience Make it easy for shoppers to find and buy compatible HP products

• Increase quality Get real-time, authentic HP content

• Easy installation Use the script for easy and effective code

Learn more with a how-to video

SEO, content strategy, and keywords

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SEO, content strategy, and keywords

Source: Backlinko, 2018

Best practices

HP Supplies Search used SEO and content strategy to increase share of voice by nearly 40%, from no ranking on the 1st page to a top 3 ranking.

Content is1 of the top 3 ranking factors for organic search results.

Backlinko.comachieved a 652% traffic increase in 7 days from optimized content.

Include keywords and search terms in headlines, title tags, and descriptions

Research and leverage customer’s natural language

Optimize page code, schema, and content, especially images, for faster load times

Build internal links with keyword-rich anchor text

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Keyword examples

Printers PC Cartridges

Branded

HP color laser printer

HP desktop computerHP [With selectivity number, eg: 65]

HP laserjet printer HP desktop towerHP [With selectivity number, eg: 65] Ink cartridge

HP all in one printer wireless

HP desktop computers for gaming

HP [With selectivity number, eg: 65] XL

HP inkjet printer HP gaming laptopHP [With selectivity number, eg: 410a] toner

HP officejet printer Best HP gaming laptopHP [With selectivity number, eg: 410a]

HP laser jet HP laptop computersHP [With selectivity number, eg: 410x] toner

HP laserjet proHP [With printer model number, e.g; ENVY 4500] ink

Printers PC Cartridges

Unbranded

Laser printer Laptop

No unbranded significant keywords

Cartridges are searched by brand because they need to work with HP brand printers

Color laser printer Gaming laptop

Best laser printer Laptops for sale

All in one laser printer

Desktop computer

Inkjet printer Tower

Best inkjet printer Gaming desktop

InkjetBest laptop for video editing

Desktop computer for gaming

Ask your HP rep for the latest HP product keywords.

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How do I get HP content?

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A multilingual sales-support platform where partners can find available content, including:

5Competitive content4 Datasheets 3 Specifications 2

Key selling points 1

Product images, videos, banners

For additional content, go to HP Asset Hub:

• Brand photography and iconography • Campaign files and event documents

Go to HP Sales Centraland choose your language.

Enter SKU number in the search bar.

Click the product name to select the content type.

How to use: Access requires signup.

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HP Sales Central

Good to know

• Basic service includes above-the-fold content, such as technical specifications, product images, key selling points, and other datasheet information

• Enhanced service delivers below-the-fold content, such as rich media banners, videos, product comparisons, and accessory options for a better shopper experience

• Service is provided by syndicators such as CNET, Icecat, and Flixmedia

• Service may be chargeable

• Talk to your HP rep to learn more and check out HP syndication

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SyndicationSyndication is the fully automated transfer of content—maintained by HP—to partners. No manual work is needed.

Learn. Apply. Grow.

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> Go to table of contents

Apply1. Start with the tips in this playbook

for your existing content

2. Evaluate and tweak content till you reach target traffic and sales

3. Measure the impact of changes with A/B testing

1. Check out content resources at HP Sales Central

2. Find insights on SEO and SEM

3. See tips and tricks for review

4. Learn about syndication

Learn1. Find out how syndication can

help your content

2. Contact your HP representative to learn about HP Amplify, a program that helps partners grow their e-commerce

Grow

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Learn. Apply. Grow.

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Thank you.