Launching a new product takes more than just listing specifications. The right words drive both visibility and conversion.
In the construction industry, product information must be technically accurate and easily findable across websites, specification tools and partner platforms. Strong content starts with reliable data — and a smart system like Utopis to manage it.
A product launch isn’t complete until it performs online. But performance means being visible. In construction, compound terms like “prefabricatedconcretewall” or “anti-fallgratinginstallation” are often unavoidable — but not ideal for SEO.
The solution? Combine technical terms with synonyms and readable phrasing:
“This prefabricated concrete wall is suitable for commercial and residential projects.”
You increase clarity, accessibility, and your chances of ranking in search results.
Effective content begins with well-structured data. A Product Information Management (PIM) system like Utopis ensures that all product data — features, variants, certifications and environmental performance — is always up to date and accessible from a single source.
This makes it easy to reuse verified data across your website, tools and documentation, while applying SEO standards to page titles, descriptions and headings.
Many manufacturers share their product data with resellers or wholesalers who publish it on their own websites. Logical — but what does Google think?
In short: if the same content appears on multiple domains, it can harm SEO. Google may pick only one “original” version to index, ignoring the rest. This could mean your own page doesn’t rank.
The best approach? Provide shared technical specs via your PIM, but tailor marketing copy, summaries, and introductions per platform. Utopis makes this distinction easy, so you keep control and avoid duplicate content penalties.
Product information only becomes truly powerful when it is personalized. With the Utopis system configurator, you automatically create the right combination of products, including attachments such as DoPs or specification texts. This way, you offer direct value to prescribers and contractors. This not only increases the chance of inclusion in the specification, but also contributes to your SEO objectives.
