Optimizing product content on e-commerce websites for SEO (Search Engine Optimization) is much harder than it is for blogs or simple 5 page company...
Bring product content to perfection with the DCC score
Monitor product content quality with the DCC score. Automated content scorecards take over the manual job, and notify you of wrongly published content.
When you come to the point that product content is published on multiple sales channels. Do you then believe the job is done? It is not! To avoid wrongly published product content, you must constantly monitor product content quality, including titles, descriptions, images, and videos. You might have hundreds or thousands of product detail pages with your brands' products listed. Manually checking product detail pages one by one is a time-consuming job!
Imagine, you could set your products' content criteria and take the steering wheel— Let automated content scorecards take over the manual job, and get notified if the content is published incorrect or incomplete on retailer sites.
SiteLucent has the solution: The Digital Content Completeness (DCC) score.
How does it work? In this blog, we answer the following questions:
- What is a DCC score?
- How is the DCC score calculated?
- Can I customise the DCC score?
- How can content teams use the DCC score?
What is the Digital Content Completeness (DCC) score?
If you start using SiteLucent, the DCC score is one of the terms you are bound to come across. The DCC Score is calculated by comparing the content found for the selected product(s) to the defined completeness criteria and shows the percentage of met criteria.
In short: The DCC score helps you to optimize product pages on retailer sites by identifying gaps and inconsistencies in content.
How is it calculated?
The DCC score is a weighted average of 3 components:
- Minimal Content
- Basic Content
- Extended Content
The three components' criteria are by default as follows:
Why 3 components?
The three layers - Minimal, Basic, and Extended, help you prioritize what to optimize first and bring product content to perfection.
It can be not easy to figure out where to start. Each Product Detail Page (PDP) can be improved a bit, but more interesting is: what can you achieve the most result with? Complete and correct product detail pages can result in more than 30% weekly sales uplift.
Start with products with high page traffic and low conversions. For instance, optimize product descriptions and make sure pages have at least 1 product image. Then focus on optimizing search rankings for products with low page traffic and high conversions. Use the DCC score to determine if main search keywords are mentioned in product titles, descriptions and meta tags.
Can I customize the DCC score?
You have your content standards, but also retailers do. For instance:
- One retailer allows 50-characters product titles, and another allows 100.
- A retailer recommends mentioning product dimensions in your titles, while another retailer doesn't.
- Selling on multiple online channels often means creating and publishing product content in various languages.
Can you customize the DCC score criteria? Yes, you can. Set your criteria per retailer, country or product range. The DCC score is highly customizable.
Above, we could see with which criteria/rules the default DCC score is built up. With SiteLucent, you can:
- Adjust the name and weighting of the three components
- Change the DCC criteria/rules
- Add and delete custom DCC criteria/rules
For instance, monitor if a particular keyword is mentioned in a product description in English, French or Dutch, depending on the platform.
To adjust the DCC score, you navigate to Settings > DCC score
In the below image, we see the three components: Minimal Content, Basic content and Extended content:
To edit the name and weighting of the three content components, you can click the pencil icon of the content component you wish to adjust.
Then adjust the name and weighting of the component and click the save button:
Edit existing DCC criteria/rules and weight
Click in the middle of the content component you wish to adjust (not the pencil icon).
Click the Rule/Criteria you wish to adjust:
Then you can adjust the Short name, Long name, Weight, Field, and Condition of a rule/criteria. When you are ready, click the save button.
Add and delete DCC criteria
You can delete an existing rule by clicking the trash-bin icon right next to the weight of a rule. Click the save button. You can add a rule by clicking the "Add rule"- button.
For instance, I want to add a rule to my minimal content criteria/rules. With this rule, I want to measure if my product descriptions contain at least 300 words. I want to give it a 5% weight within the total minimal content component.
You can see in the image below how to do this. When ready, click the save button.
Read more about DCC customization options in our Help Center article: Using attributes in the DCC score.
How can content teams use the DCC score?
Content marketers, eCommerce teams or marketplace specialists can get actionable insights from SiteLucent daily. Our software crawls worldwide shop shelves daily and compares your set content criteria with the published content on PDPs, resulting in a score. To make the score actionable, content teams can:
- Start optimizing underperforming products (e.g. products that do not meet all minimal content criteria). Then move on to basic and extended content to create great content experiences on all eCommerce channels, step-by-step.
- Schedule daily, weekly or monthly data reports to your teams' mailbox with products that are missing images, brand names or other components.
- Use SiteLucent's dashboards to keep track of the overall content performances.
- Use 'retail search dashboards' to monitor the effect of content optimizations on retail search rankings.
To find content-related data and insights, you can turn to SiteLucents' Product Content dashboard. The default content dashboard consists of the following widgets:
- Bar chart: Content Completeness (DCC) score per retailer
- Bar chart: % products meeting all minimal & basic content criteria per retailer
- Line chart: Content Completeness (DCC) score per retailer over time
- Line chart: % products meeting all minimal & basic content criteria per retailer over time
- Data Table: Product content overview
- Data Table: DCC score - Minimal Criteria Details
Tables can be used as action lists to quickly filter all products that do not meet all (i.e. minimal) content criteria just yet, and to see what content is missing directly;
Download and share these lists as a CSV file within your organization to follow up and monitor results.
In a widget, it is possible to zoom in further on a detail level. For this, you click on the center of a widget, and a screen with product details will pop up.
We see clickable' info icons on the left side of each product's product detail screen ‘. In the case of a data table, you see the info-icon directly on the left side of each product. When you click on the info-icon, a screen will pop up.
By clicking the content tab (see image below), the DCC score will be visible. Click the score to zoom in to the criteria, see which criteria are met or not, and the weight for each criterion.
Do you want to see it in action?
Book a free demo or take a peek at our software now!