Optimizing Online Catalog Copy for the Search Engines
It only makes sense. You have an e-commerce catalog site. You want lots of visitors to come to your site and buy. The best (and most cost-effective) way to do that is with great search engine placement. However, search engines are text machines, and most catalogs don't have a lot of text, so herein lies the problem.
The obvious answer is that you need more copy on each page. However, the pictures of your products are just as important as the copy, so they can't be removed to make more space. That doesn't leave a lot of room in the product description area, does it? Maybe not, but who said all the copy had to go in the description area? Who said you have to create a site the same way a paper catalog is created?
Sometimes we view our site's pages with a very narrow vision. This causes us to have an "it's always been done that way" mentality. While direct mail catalogs may be sorely limited on space and require short sections of copywriting, Web pages have infinite room for copy.
Your Home Page
Most often, online catalogs have a home page that is almost exclusively graphic. There may be short blips of copywriting here and there, but not much. Since your home page is the most important page to have optimized for the engines, you'll want to include a minimum of 200 words of SEO copywriting there. Don't panic? it doesn't have to all be in one place.
You can create a short section of keyword-rich body copy as an introduction to the site. Then, under a graphic of your new spring additions, include some SEO copy explaining why your visitors will just *have* to have these products. You can then add a sentence or two of copy under the graphics in your sidebar. Lastly, give the highlights of your customer-service program or money-back guarantee and an invitation to click further into the site to shop around, and you're all done.
Obviously, where the copy goes is dependent on your site's layout, but you get the idea. Spread the copywriting around. You don't have to put it all in one lump in the middle of the page.
What traditionally happens with online catalogs is that you click from the home page to a "category" page. That category page usually just has links on it to other individual product pages plus perhaps a picture or two. That's a shame because category pages are another perfect place for SEO copy.
Since keyphrases are often highly descriptive of products (i.e., crew neck sweaters, six-disc CD players, etc.), they work wonderfully on category pages. Because category pages are selective (they only show products within a certain category), they are exceptional arenas for SEO copywriting.
Let's say you have a catalog site that deals with interior design accessories for the home. One category might be Tiffany lamps. Because the phrase Tiffany lamps is also a wonderful keyphrase, its inclusion in the category page copy comes quite naturally. This means you can create SEO copywriting for the top or middle of the page (just a short paragraph or two) and also write blips of copy for each product description. For example:
Tiffany lamps have long been considered icons of style. While certain characteristics are constant (that's what makes a Tiffany lamp a Tiffany lamp), there is also tremendous variety. From Tiffany lamps for your floor to those made to adorn your ceilings, you'll find one reflective of your own personal taste and style.
Next you could list all the individual products (floor Tiffany lamps, ceiling Tiffany lamps, desk Tiffany lamps, etc.) and give brief, keyword-rich descriptions of each one.
When you get to the product description level, you'll want to include enticing, keyword-rich copy with each listing. However, you'll also want to include more text on each product page.
Consider that most people shopping online don't have the benefit of being able to touch, feel, smell, taste, or see the actual products. Use the lack of human senses to develop more descriptive information for your visitors.
You might also want to include any technical information you have for your products on the same product description page. Contrary to Internet myth, people don't mind scrolling one bit *IF* there is information they want to see on other parts of the page.
By reconsidering your catalog-copywriting techniques when it comes to the Web, you can get your e-commerce catalog ranked highly in the search engines. It just takes a little open-mindedness and a willingness to break free from the ways of the past. When you do, more customers and higher sales levels are bound to follow.
Karon Thackston © 2004
About The Author
Copy not getting results? Let Karon provide search engine copywriting, catalog copywriting, or other types for you. Just visit http://www.marketingwords.com. You can also learn to write your own SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com.
Denver-based Search Engine Optimization and Digital Marketing Company Boulder SEO Marketing to Join Forces with Bubbl - Benzinga
Denver-based Search Engine Optimization and Digital Marketing Company Boulder SEO Marketing to Join Forces with Bubbl Benzinga
How to become an SEO expert for less than $30 Android Central
SEO in 2020: Going Beyond Google Search Engine Journal
When Do You 'Need' SEO? Forbes
5 of the Most Complex SEO Problems & How to Fix Them Search Engine Journal
This SEO training can make you the high-paid expert who truly knows digital marketing. - The Next Web
Googleâs SEO Best Practices Summed Up in New Video Search Engine Journal
How Hackers May Be Hurting Your SEO Search Engine Journal
Build SEO seasonality projections with Google Trends in Python Search Engine Land
I Love SEO: 10 Reasons Why We đ SEO Search Engine Journal
Managing SEO for Non-SEOs: 3 Simple Tips Search Engine Journal
Long Tail Keywords and SEO Search Engine Journal
A Major Hollywood Studio Turns to SEO to Boost Ticket Sales Search Engine Journal
How BERT is helping SEO agencies focus on collaboration strategies Search Engine Land
Enterprise SEO: Planning Your 2020 SEO Strategy Search Engine Journal
10 Tips for Mastering Your SEO Content in 2020 Search Engine Journal
Google Video SEO Explained: On Page, Multimedia, Black Hat & Search Console - Search Engine Roundtable
Google Video SEO Explained: On Page, Multimedia, Black Hat & Search Console Search Engine Roundtable
Microsoft Lists SEO as the Most Important Hard Skill for Marketers Search Engine Journal
6 Ways to Know If Your SEO Is Broken Practical Ecommerce
How Will AI Change the Future of SEO? ReadWrite
Best SEO WhaTech
SEO Keyword Research Tools for Digital Marketers Chief Marketer
A Definitive Guide to Mobile SEO Search Engine Journal
SEO vs. PPC: When is the Right Time to Pay? Business 2 Community
SEO Rules That E-commerce Businesses Should Now Ignore Times Square Chronicles
Citations & Local SEO: The Ultimate Beginnerâs Guide Search Engine Journal
How Does Google's BERT Algorithm Update Affect Your Website's SEO? Business 2 Community
Which Is More Important On-Site SEO Or Off-Site SEO? | Invision Game Community - Invision Game Community
Which Is More Important On-Site SEO Or Off-Site SEO? | Invision Game Community Invision Game Community
Best Free Online SEO Training Courses in 2020 Search Engine Journal
Vlog #47: Rhea Drysdale On Saving Clients Money With SEO & Hyperlocal SEO Changes - Search Engine Roundtable
Vlog #47: Rhea Drysdale On Saving Clients Money With SEO & Hyperlocal SEO Changes Search Engine Roundtable
International Search Engine Optimization Expert Chris Raulf of Boulder SEO Marketing to Speak at XTM LIVE Silicon Valley on 19 March 2020 - MarTech Series
International Search Engine Optimization Expert Chris Raulf of Boulder SEO Marketing to Speak at XTM LIVE Silicon Valley on 19 March 2020 MarTech Series
Growing Awareness about of Search Engine Optimization (SEO) Tools Market Growth of CAGR With key Players â Ahrefs, Google, SEMRush, KWFinder - Bandera County Courier
Growing Awareness about of Search Engine Optimization (SEO) Tools Market Growth of CAGR With key Players â Ahrefs, Google, SEMRush, KWFinder Bandera County Courier
16 On-Page SEO Factors You Must Update On Your Blog At All Times Business 2 Community
The SEO Agency KPIs Dashboard: A Way to Unlock Growth Search Engine Journal
Search Engine Optimization (SEO) Software Market [PDF] 2020 | Extensive Study by Key Players Analysis- WordStream(US), Moz(US), SEO Book(Greece), LinkResearchTools(Austria) - Bandera County Courier
Search Engine Optimization (SEO) Software Market [PDF] 2020 | Extensive Study by Key Players Analysis- WordStream(US), Moz(US), SEO Book(Greece), LinkResearchTools(Austria) Bandera County Courier
Iran's SEO reacts to FATF decision to blacklist Tehran Trend News Agency
Seo Kang Joon And Park Min Young's Romance Drama Reveals Intriguing Dynamics In Character Relationship Chart - soompi
Seo Kang Joon And Park Min Young's Romance Drama Reveals Intriguing Dynamics In Character Relationship Chart soompi
Rio SEO Announces New âSuggestion Engineâ Feature to Its Enterprise Local Marketing Platform - MarTech Series
Rio SEO Announces New âSuggestion Engineâ Feature to Its Enterprise Local Marketing Platform MarTech Series
Is the SEO industry right for you? Best in Australia
Does Seo Ji-hye of Crash Landing on You suit the chaebol heiress look? South China Morning Post
Update: Park Seo Joon, Lee Young Ae, And Jang Sung Kyu Donate To Daegu As City Combats COVID-19 - soompi
Update: Park Seo Joon, Lee Young Ae, And Jang Sung Kyu Donate To Daegu As City Combats COVID-19 soompi
Francine Diaz And Seo Ji Hye Twinning Moments Cosmopolitan Philippines
Apink's Son Naeun And Lee Ji Hoon Confirmed To Join Seo Ji Hye And Song Seung Heon In New Romance Drama - soompi
Apink's Son Naeun And Lee Ji Hoon Confirmed To Join Seo Ji Hye And Song Seung Heon In New Romance Drama soompi
Seo Ji Hye And Kim Jung Hyun Share Feelings For Each Other Amidst Danger In âCrash Landing On Youâ - soompi
Seo Ji Hye And Kim Jung Hyun Share Feelings For Each Other Amidst Danger In âCrash Landing On Youâ soompi
SEO in 2020: What Basics You Need to Know to Be Successful Search Engine Journal
Park Min Young, Seo Kang Joon, And Lee Jae Wook Talk About How Well They Match Their Characters In New Drama - soompi
Park Min Young, Seo Kang Joon, And Lee Jae Wook Talk About How Well They Match Their Characters In New Drama soompi
What is SEO? businessjournaldaily.com
What Does It Mean to âDo SEOâ? Search Engine Journal
SEO Strategy Guide: Beat Your Competition in 2020 Search Engine Journal
Park Seo Joon, Park Hyung Sik, Choi Woo Shik, And Peakboy React To BTS's V In New âONâ MV - soompi
Park Seo Joon, Park Hyung Sik, Choi Woo Shik, And Peakboy React To BTS's V In New âONâ MV soompi
New Harley Quinn Movie 'Birds Of Prey' Gets A More SEO-Friendly Title We are Social Media
5 Ways SEO & Web Design Go Together Search Engine Journal
3 Places for SEO Beginners to Focus Their Time Search Engine Journal
What Is SEO? How Does It Work? Myths, Mistakes, and 9 SEO Best Practices Business 2 Community
7 Basic SEO Best Practices You Can Learn from Huge Travel Brands Search Engine Journal
Park Shin Hye And Jeon Jong Seo Show The Vastly Different Highs And Lows Of Their Characters In Upcoming Thriller - soompi
Park Shin Hye And Jeon Jong Seo Show The Vastly Different Highs And Lows Of Their Characters In Upcoming Thriller soompi
SEO Keyword Research: 13 of the Biggest Mistakes You MUST Avoid Search Engine Journal
What is SEO? Quick Guide to Search Engine Optimization Business 2 Community
Google Explains How to Use Headings for SEO Search Engine Journal
6 Easy But Stupid SEO Tactics You Must Avoid Search Engine Journal
7 SEO best practices you should be doing regardless of what Google says Search Engine Land
SEO in 2020: What Role Do Keywords Play? Search Engine Journal
SEO Expert India WhaTech
3 Qualities of the Best SEO Information Search Engine Journal
Yelp SEO: How to Optimize Your Listings & Rank Higher Search Engine Journal
5 SEO Realities SEO Professionals Struggle with Most Search Engine Journal
How Does Website Security Affect Your SEO? Search Engine Journal
Can SEO Be Made Predictable? Search Engine Journal
Optimizing the Optimizers: New Tools for SEO Success MarTech Series
10 Alternative Ways to Level Up Your SEO Skills Search Engine Journal
Can SEO Have a Negative Effect? Search Engine Journal
How to Make SEO Happen in 2020 Practical Ecommerce
Googleâs Baby Algorithms: How to Think About Them for SEO Search Engine Journal
Site-Digest 7 Simple Steps To Place Your Site Map On Steroids
The Site Map is a too often overlooked piece of the Search engine Optimization Puzzle. Here is a Simple Step 7 step approach to create a Super Charged Site Digest on Steroids that will get your web pages indexed faster and more often.
Straight Talk on Search Engine Optimization
To get your website listed well in the major search engines, you have to perform search engine optimization (SEO). .
Thanks to a unique algorithm that produces most relevant results to any given query, Google has become, indisputably, the best search engine on the Internet. On the last count, Google has indexed over 4 billion pages and tackles around 200 million searches a day! A cluster of 100 thousand servers are used to store, crunch and spew out the query results with lightning speed that you are so accustomed to see.
Fixed Point of Reference
According to author Frank Peretti, "A fixed point of reference for human beings is always something that is found outside themselves. It has to be something to which we can always come back.
Dont Submit Your Website To Any Search Engines
We all want to get our websites high up in the search enignes but how do you do it? One thing you shouldn't bother doing is submit your site to any search engines. Not Google, not Yahoo!, not AltaVista.
Google Website and Web Page Indexing for Dummies
You may have heard how important it is to have your website optimized for search engines, especially Google, which is currently the most popular worldwide. The reason for this is so your website will be ranked high in the search engines and people will see your site first, click on it, and increase your traffic and ultimately your sales.
Google Contest - Nigritude Ultramarine
Search engine optimization experts are having fun with Google. Experts, with DarkBlue.
How Search Engines Work
Before anyone can start optimizing a web site, you must understand how search engines work.Search engine optimization is the hardest thing to do for a webmaster because there are so many rules to it and you have to stay up to date with all the new search engine optimization techniques.
Great Site Ranking in Google The Secrets Out
How many years did you register your domain name for? If it was only one then Google could hold that against you.Why?Because the majority of Spam websites only register a domain name for one year.
Search Bots, Crawlers, and Spiders
If you are a webmaster and you review your logs, often you will see a bunch of really strange hits. They aren't humans, you can't tell their operating system or their browser! Who are these pesky little creatures who rummage around the internet all the time?Not quite sure what I am talking about? Here is a few examples of various bots searching my website:207.
Googles New SEO Rules
Google has recently made some pretty significant changes in its ranking algorithm. The latest update, dubbed by Google forum users as "Allegra", has left some web sites in the dust and catapulted others to top positions.
How to Improve Your Search Engine Positioning and Increase Traffic Today
Every website has times when traffic is higher than others. However, in the downtimes you need to figure out why your traffic is lower and what you can you about it.
One Way Linking Campaigns II
There is a way to generate links with the content that you have not as yet created. For this contact the established authorities (writers, publishers ) in your domain area & let them know that you are available as a resource for researching & writing on any topic from the chosen domain.
Google Slavery...Old Habits Die Hard
For the first few months after Yahoo decided to go their own way with natural search (and MSN decided to get serious about the search business), the search results provided by those two could only be described as bizarre. Enough time has now passed that the dust has somewhat settled and there are three main (from a traffic standpoint) sites for quality natural searches.
Meta Tags - An Important Part of Every Web Page
Meta tags are an absolute must from a search engine optimisation perspective, there are many mistakes that can be made by not including these or even trying to 'spam' the SE's using them so heres a quick summary of the three main ones:Meta Page Title TagThe title tag is supported by all search engines and should be considered as the most important element in your optimisation process. Why is this you may ask? Well the page title is the first thing search engine spiders and human visitors will see.
Getting Noticed by Search Engines
We all, meaning us webmasters want to have the best and top-rated website. But how do we get there? We start linking and submitting.
7 Search Engine Optimization Strategies
Search engine optimization refers to the technique of making your web pages search engine friendly so that search engines are more easy to understand and analyze your website. Consequently, your site has a better chance to gain high search engine ranking.
Search Engine Optimization that Works in the Long-Term
Search engines are constantly tweaking their ranking algorithms and when that happens some pages lose their top ranking positions. One such event was the infamous Florida Update.
21 Search Engine Terms Every Web Marketer Should Know Part 1
1. Search Engine - Is a database of web sites that is ranked according to the computerized criteria that the programmers decide upon called an algorithm.
How To Write Effective And Unique Articles That Are Optimized for the Search Engines
It is a well known fact that writing, distributing and posting articles to various location on the web is an extremely effective way to generate targeted traffic and establish yourself as an experienced marketer in your field. Unique articles that help solve the reader's problems, assists the reader in advancing their marketing acumen, or otherwise generally inform tend to stay posted on many web sites throughout the Internet and usually generate targeted traffic for the writer.
|home | site map|