If you’ve created Amazon A+ pages in the last two years, the design of your product pages falls into one of three categories:
- The classic era, that beautiful, fleeting time of custom, hard-coded CSS and HTML
- The brief templates era, aka Vendor Central’s time of growing pains
- The present, as-yet-unnamed modules era
So, depending on when your Amazon A+ pages were published, they could fall into a variety of states of accessibility, mobile friendliness, and visual attractiveness. What can we say? When a company decides to rest uneasily on day one in perpetuity, they can be a fickle beast to deal with.
Stay with me here.
Hard-coded product content is a permanent part of the product page. You (or, more importantly in this situation, a search engine crawler) can look at the page’s source code and see how much liquid a water bottle holds or how wide a baby gate is.
This way, when a customer-to-be types “1-liter water bottle” or “36-inch baby gate” into Google or Amazon, that information is available to be indexed, helping your product information be more accessible—and helping your product page rank better for those searches. Great, right? We think so.
Once a customer is on the product page, it’s not a big deal. However, your painstakingly crafted product content will no longer be as much help in getting them there.
Google can be capricious; what’s read today may not be tomorrow, and it’s best to opt for hard-coded content where possible to future-proof your content’s SEO value. Like text embedded in images, this attempt to simplify things on the dev side of your site can cause rippling problems that can piss off your customers–or keep them from getting to your product page in the first place.