Not only does good content (keyword optimized) help you with the search engines but it makes you stand out from the crowd which is beneficial to compete with big online retailers.
Big online retailers have good descriptions of products and all the product information that you need to understand what you are buying, but what they lack is a good sense of humor or creativity about it.
There is a retailer online that I buy from every year for Christmas presents. They have funny descriptions, hilarious product videos and great images on the products that they sell. I love to browse through all the things that they have, even just to read about them!
I’m sure that you have come across clever sites like this and look forward to seeing what they come up with next. This is something that large retailers can’t do because they carry too many products and it would take too much time, energy and money to create individual videos or creative descriptions for each product.
But as a small retailer, you can do exactly that! Shoppers love creative content and with any luck, they will buy from you, talk about you and bookmark you to come back at a later date to see what YOU come up with next!