SEO Information

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.

Category Pages

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:

===================================


The Tiffany Lamp - A Timeless Masterpiece


===================================

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.

Product Descriptions

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.


MORE RESOURCES:
Five SEO Tips For Doubling Site Traffic  Forbes

There are several different SEO marketing strategies that companies can incorporate into their sites to help gain traction in search results and drive more people ...


7 Reasons Marketers & SEO Pros Should Use Social Media at Work  Search Engine Journal

With the right guidance and direction, social media can be useful at work for marketers and SEO professionals. Here are seven reasons why.


Yandex SEO: An Interview with the Yandex Search Team  Search Engine Journal

The Yandex seach team offers insight into the changes that have happened in Russian search over the past two years and answers some common Yandex ...


Is content still king for SEO in 2019?  Techaeris

At the mention of search engine optimization, there is not a doubt that one of the primary elements that come to mind is *content*.


UX, Content and other secrets to Overstock’s SEO turnaround  Search Engine Land

Discount online retailers Overstock is no stranger to search struggles. It was one of the larger sites to be hit by a link penalty back in 2011. And in 2015 the ...


SEO Checklist to the Perfect Location Page  Search Engine Journal

This local SEO location page checklist covers several possible questions a website guest may have when learning about a local business.


Has Your Self-Storage Business Lost Its SEO Edge? Here's How to Get It Back  Inside Self-Storage

Two years ago, my company dominated page one of Google search results whenever someone searched for “Cleveland TN self-storage.” In fact, our three ...


Web Design Practices That Frustrate SEO Pros  Search Engine Journal

It takes a skilled team to build a successful website. That means developers and SEO pros need to work together. Here's how to make it happen.


Predicting the ROI of SEO [PODCAST]  Search Engine Journal

Francois Goube offers tips on predicting the ROI of SEO, the key factors you need to consider, and how to get the data you need for your projections.


How Digital Marketers Leverage Schemas to Drive SEO & Voice Search [WEBINAR]  Search Engine Journal

Schema and voice search are impacting SEO opportunities this year. In this webinar, discover the top strategies to help your business get ahead.


Leaning into SEO as Google shifts from search engine to portal  Search Engine Land

Google's SERP is almost unrecognizable compared to what it looked like just a few years ago. The changes aren't just on the surface, either: Google is ...


A New Era of Google Search: What It Means for SEO  Search Engine Journal

The future of SEO looks like it will have less search in it. Here are some of the fundamental changes in Google search and how SEOs should adapt.


How a localized SEO campaign delivered global market share, lifted revenue  Search Engine Land

For businesses looking to expand and grow internationally, SEO can play an important role in scaling growth. Last year, the Dublin-based Digital Marketing ...


White Label SEO Service for Agencies  Baltimore Post-Examiner

Do you get asked frequently if you offer SEO services for your marketing clients? There are an array of services a digital marketing agency typically offers.


8 free keyword research tools for SEO (that beat their paid alternatives)  Search Engine Land

All of them differ in features, amounts and sources of data, and, definitely, prices. But which of them do you really need? And, most importantly, do you have to ...


Best SEO Strategy for Law Firms Is Content Marketing  The National Law Review

If you want to attract more visitors to your firm's website, you need both SEO and a *content* strategy. You need to set up your website pages correctly so that ...


7 Tips to Improve Your SEO in 2019  CMSWire

SEO continues to be the smart long-term strategy but what SEO means keeps evolving. Here experts offer tips on how to improve your SEO strategy.


Study Reveals the Top 5 SEO Mistakes Made by Marketing Agencies  Search Engine Journal

A study of top marketing agencies reveals the most common mistakes made when it comes to SEO.


Six SEO Tips To Boost Search Traffic For Law Firms  Forbes

Tackling the world of search engine optimization and organic traffic may seem overwhelming.


Negative SEO Is Not Your Problem  Practical Ecommerce

Webmasters cannot prevent negative SEO. Thus it creates much fear among ecommerce owners. But that fear is overrated and possibly unnecessary.


Sarah A. Seo  CityLab

Sarah A. Seo is an associate professor at the University of Iowa College of Law and the author of Policing the Open Road.


SMX replay: SEO that Google tries to correct for you  Search Engine Land

Search engines have seen the same SEO mistakes countless times, and as Patrick Stox, SEO specialist at IBM, said during his Insights session at SMX ...


Keeping An Eye On SEO And The News  The NonProfit Times

Wounded Warrior Project (WWP) saw an influx of “injured warriors” pop up within its keyword searches during the NBA Finals last month. The Golden State ...


Barred From Online Ads, CBD Sellers Throw What They Can at SEO and See What Works  Morning Consult

Policies on CBD advertising vary by platform, creating a chaotic ecosystem for CBD brands trying to figure out how to best market their products.


SMX Advanced through the lens of a young SEO professional  Search Engine Land

At a very young age, I knew digital marketing was the career for me. I was instantly drawn to the evolving search landscape and intrigued by customer behaviors ...


The High Cost of Ignoring SEO  Practical Ecommerce

Ignoring organic search traffic can be costly. I addressed the topic last year at Edgenet Academy (now Syndigo), which helps manufacturers and retailers ...


Holy Grail SEO: High Volume, Low Competition Keywords  Search Engine Journal

Discover the importance of low competition keywords, who should be going after them, and how to use them in your SEO strategy.


SEO Basics for SaaS Companies  Search Engine Journal

SEO is an important marketing channel for modern-day businesses. Learn what SaaS companies must consider when executing an SEO strategy.


How to Increase SEO Lead Volume by 300% [Webinar]  Search Engine Journal

Join our next webinar to learn the key tactics you can execute to improve your search discoverability and drive more leads.


WebCEO, the Agency Oriented Marketing Platform, Launches a New Local SEO Module  Yahoo Finance

LONDON , July 16, 2019 /PRNewswire/ -- WebCEO has launched a fully packed module for local SEO that provides integrated data from the Google My ...


WordPress Plugin SEO by RankMath Security Update  Search Engine Journal

SEO By RankMath, a popular SEO plugin recently fixed several vulnerabilities. One of the issues fixed allowed a subscriber to reset the plugin settings.


Only 30% of SMBs would recommend their current SEO provider, survey finds  Search Engine Land

“I was surprised to see that many clients blame themselves for the SEO agency relationship going sour,” said Brian Dean, founder of Backlinko, referring to his ...


7 SEO Insights You Can Learn by Mining Your Help Desk  Search Engine Journal

Your help desk is a treasure trove of customer insights that your marketing, sales, and customer *service* teams can all learn from. Depending on the size of your ...


Google Isn’t Really Biased Against Conservative Websites – Here’s Why  Search Engine Journal

Is Google in some way biased against conservative sites – especially in news? Some people believe this. This controversy has been growing over the last ...


Facts About SEO Every CEO Should Know About  CEOWORLD magazine

As the heads of companies, CEOs must understand all aspects about the running of the business and how they impact on the achievement of the primary goals.


SEO vs. PPC: A Few Forgotten Truths  Search Engine Journal

Still torn about the merits of SEO vs. PPC? These five forgotten truths in the SEO versus PPC debate can help you come to a good conclusion.


5 Tips to Optimizing Your Content for SEO  Business 2 Community

Optimizing your *content* for SEO is the most effective way to ensure your *content* will rank in search engines. What is your audience searching for?


5 Ways to Build a Google Algorithm Update Resistant SEO Strategy  Search Engine Journal

Here's how you can set up your websites to be more resistant to Google's algorithm updates and less dependent on organic traffic from the search engine.


How Dofollow and Nofollow Links Impact SEO  CMSWire

We've asked SEO experts to explain the difference between Dofollow and Nofollow links, why they both matter, and how you can start building them.


How to avoid an SEO nightmare when changing domain names  TechRadar

Changing domain name can be stressful and create a host of problems. Here's what we did to minimize both.


Clients Who Pay More for SEO Services Report Higher Satisfaction Rates  Search Engine Journal

A study finds clients spending above average for SEO services are more likely to be satisfied than clients spending less.


SEO Manager - Built In  Built In Chicago

Built In is hiring for a SEO Manager in Chicago. Find more details about the job and how to apply at Built In Chicago.


Retargeting Improves Conversions from SEO  Practical Ecommerce

Retargeting turns visitor actions on your site or app into a second chance to capture a sale. It's an excellent way to move top-of-funnel traffic from organic search ...


Google’s John Mueller on Retaining SEO After Migrating Web Platforms  Search Engine Journal

Google's John Mueller recently offered advice on migrating to a different web platform with minimal impact on SEO.


Behavioral Shifts In Voice Search Demonstrate Need For SEO 07/09/2019  MediaPost Communications

Consumers are shifting their behavior toward using their voice to find answers, albeit slowly. The Voice Assistant SEO Report For Brands -- released in July by ...


TitleTap reveals results of SEO, security efforts | News  The Title Report

TitleTap recently released the results of its 2019 customer-wide study on search engine optimization (SEO) and security. TitleTap's study also examined ...


Long Island SEO Company, fishbat, Discusses Social Media Technology That Can Benefit Construction Companies  Yahoo Finance

PATCHOGUE, N.Y., July 17, 2019 /PRNewswire/ -- To stay ahead of competitors, it benefits businesses to utilize social media and its various tools. In an effort to ...


SEO in 2019: 17 Tips for Beginners to Rank Higher on Google [Infographic]  Social Media Today

Are you new to the confusing world of search engine optimization (SEO)? Are you trying to work out how to get your website to rank higher on Google? The team ...


15 SEO Plugins for WordPress  Practical Ecommerce

Here is a list of search-engine-optimization plugins for WordPress. There are all-in-one plugins that provide a variety of tools and, also, plugins to improve ...


Yoast SEO 11.5 updates the mobile snippet preview  Search Engine Land

With its latest update, the Yoast SEO WordPress plugin has revamped its mobile snippet preview. It now generates a preview of what your *content* will look like ...


5 Reasons Your SEO Efforts Aren’t Producing a Good ROI  Business 2 Community

Why aren't Your SEO Efforts Producing ROI. Search engine optimization is a good investment for most companies because when done correctly and well, ...


TapClicks Acquires iSpionage To Enhance Its SEO Solutions  MarTech Advisor

Adds Competitive Advertising, SEO and SEM Intelligence to Its Portfolio of MarTech Solutions.


Best Chicago SEO Agency Awards for June 2019 Issued by 10 Best SEO  Yahoo Finance

Finding the best SEO agency is always a challenge, which is why companies would do well to turn to a list that evaluates them based on what they have to offer, ...


SEO Checklist for Website Redesigns and Replatforms  Practical Ecommerce

Major website redesigns and replatforms can kill organic search traffic. Use this checklist to minimize the impact.


Why PR pros should be part of your SEO and social media teams - PR Daily  PR Daily

Digital marketing is a puzzle that brands continue trying to solve. Under that umbrella, they know they need to have a strong search marketing game—and of ...


Popular SEOblog.com launches comprehensive SEO directory of trusted agencies to help businesses grow  PR Web

The SEOblog.com website wants to take businesses to the next level. SEOblog has expanded its free offerings by launching a comprehensive SEO expert ...


Troubleshoot Your SEO Issues Using The Wayback Machine  Forbes

Website updates can be a huge headache. Anytime you make major design, code or *content* changes to your website, you run the risk of an unforeseen bug ...


SEO Content Writer - Dealer eProcess  Built In Chicago

Dealer eProcess is hiring for a SEO *Content* Writer in Chicago. Find more details about the job and how to apply at Built In Chicago.


5 Non-Spammy Link Building Tips that Work  Search Engine Journal

The bright side of a new link building project is you don't have to burden yourself with old-school SEO. Throw on a leather sportcoat, put on the business suit.


Yoast SEO 11.6 updates how-to structured data block, following Google’s changes  Search Engine Land

Yoast's WordPress SEO plugin has been updated with new how-to blocks. The latest release also adds tabs to the top of the meta box as well as schema and ...


SEO Testing Service Market Overview, Growth Forecast, Demand and Development Res  News by Intelligence Journal

The SEO Testing *Service* Market Report offer the complete scenario of the industry and valuation of upcoming Trends for future market. It also gives the analytic ...


Content, SEO and paid search must work together to be effective  mUmBRELLA*

At Mumbrella360, Online Marketing Guru's Mez Homayunfard and Saf Chowdhury taught delegates how to build and optimise the digital trifecta, leveraging ...


Digital Marketing Specialist, SEO - Truss  Built In Chicago

Truss is hiring for a Digital Marketing Specialist, SEO in Chicago. Find more details about the job and how to apply at Built In Chicago.


Senior Product Manager, SEO - GoDaddy  Built In Austin

GoDaddy is hiring for a Senior Product Manager, SEO in Austin. Find more details about the job and how to apply at Built In Austin.


7 Best Alternatives to Yoast SEO WordPress Plugin  Search Engine Journal

There are several great alternatives for WordPress SEO plugins in addition to Yoast. Check out this list to see your options.


Australian SEO startup Longtail UX secures $2.5 million in funding  Which-50

Longtail UX, an Australian startup which improves website ranking and ad performance on Google has secured $2.5 million in new funding to expand into the.


How to Turn Your WordPress Website into an SEO Powerhouse for Better Conversions  Business 2 Community

You want to get better conversions, don't you? I don't blame you. After all, it doesn't matter how seemingly lucrative your prospective business idea is, without ...


SEO Poll: Many SEOs Still Focusing On Desktop Page Analysis  Search Engine Roundtable

Alyeda Solis posted a Twitter poll that received almost 1000 votes that showed that many SEOs are still pretty focused on the desktop analysis of their web ...


SEO Mythbusting Video On The Future Of The Web (Web Evolution)  Search Engine Roundtable

Martin Splitt had a chat with his colleague at Google Dion Almaer the Director of Web Development Ecosystem about SEO and the future of the web. It was an ...


Russia's Government Prepares New KPI for SEO Managers  The Moscow Times

Russia's government has prepared new Key Productivity Indicators (KPI) for top managers of State Owned Enterprises (SEOs) for the next three years, the ...


Six Content Promotion Tactics to Fuel Your SEO Success  MarTech Advisor

Your *content* and SEO planning should go hand-in-hand. Here are some strategies to ensure they do just that. Kim Kosaka, the Director of Marketing at ...


Does Your Sitemap Help Your SEO?  Business 2 Community

Ever wonder what a sitemap is, how to update it, or if it really helps your website SEO? In this article, I will explain what to include in your website sitemap so that ...


4 Ways SEO Helps Law Firms  NuWire Investor

When you've finally started a law firm, you will think you are going to earn a lot of income. That is where you are wrong because you have a lot of competitors ...


Seo Dong-joo wins 2019 LMoA Young Artist Award  The Korea Herald

Artist Seo Dong-joo has won the 2019 LMoA Young Artist Award, the Lotte Museum of Art's annual award for an up-and-coming artist in South Korea. Seo, the ...


Is Boris Johnson a bus-building SEO genius?  New Scientist

Boris Johnson's bus mentioning SEO trick, plus lemon-powered cars and space's most expensive mistake in our weekly round-up from the world of weird.


Watch: Park Seo Joon, Ahn Sung Ki, And Woo Do Hwan Deal With Powerful Forces In “The Divine Fury” Teaser  soompi

The Divine Fury,” starring Park Seo Joon, Ahn Sung Ki, and Woo Do Hwan, has released a new poster and teaser ahead of its premiere! The upcoming film is a ...


How Marketers Can Build and Grow an SEO-friendly YouTube Channel  MarTech Advisor

Anna Ji, Director of Product and Growth, Clipchamp, talks about SEO strategies to build your YouTube Channel and to improve SEO. Her tips will help you ...


Park Seo Joon On Preparing For Shirtless Scene In “The Divine Fury,” Expresses Admiration For Co-Star Ahn Sung Ki  soompi

Park Seo Joon and Ahn Sung Ki, the stars of the upcoming film “The Divine Fury,” appeared together on the July 16 broadcast of SBS Power FM's “Cultwo Show.


Best Local SEO Agency Awards Released for June 2019 by 10 Best SEO  Yahoo Finance

When small businesses want to gain more customers or a higher level of visibility, they will have to spend some time finding the best local SEO agency to help ...


WLU appoints new SEO for Brantford campus  KitchenerToday.com

Newly appointed SEO Heidi Northwoord joined the Faculty of Liberal Arts at Laurier in 2014.


Update: Seo Ji Suk Confirmed To Replace Kang Ji Hwan In “Joseon Survival” + Drama To Reduce Episodes  soompi

Updated July 16 KST: “Joseon Survival” will be reducing the number of episodes. On July 16, the broadcasting network TV Chosun revealed, “'Joseon Survival,' ...


Here’s another sneak peek at the SMX East agenda  Marketing Land

The complete agenda will be live next week... but until then, here's another look at some of the sessions, keynotes, clinics, and workshops in store for November ...


Dublin Online Marketing Ranking Growth SEO & Lead Generation Report Launched  Newswire

Online Paradigms have launched a new report showcasing the benefits of digital marketing for local businesses. The Dublin based online marketing agency ...


SEO Software Market Foray of New Players to Intensify Competition by 2025|BrightEdge, Conductor, Linkdex  Global Industry Insight

A new research study from HTF MI with title Global SEO Software Market Size, Status and Forecast 2019-2025 provides an in-depth assessment of the SEO ...


Las Vegas Social Media Management Google Ranking SEO Service Announced  Newswire

JVV Enterprises in Las Vegas have announced they can help local businesses to get more leads and sales through expert digital marketing. They provide SEO ...


SEO Testing Service Market Research Report  The Connection

Global SEO Testing *Service* Market 2019-2024 – Onset of Advanced Technologies to Upsurge the Growth · Crusader July 17, 2019 No Comments SEO Testing ...


Best San Francisco SEO Agency Awards Given for June 2019 by 10 Best SEO  Yahoo Finance

It is a longstanding challenge for companies to find the best SEO agency to update their sites or add in SEO during the development of a site. This process is ...


Park Seo Joon Shares Excitement For His Upcoming Film, Talks About His Celebrity Friendships, And More  soompi

Park Seo Joon posed for the August cover of fashion magazine @star1! In the pictorial, the actor captivated hearts with a masculine charm and soulful gaze that ...


Park Hang-seo representative releases statement regarding status of his Vietnam contract  FOX Sports Asia

Park Hang-seo and his Vietnam contract extension has been a subject of several news stories in the recent months, and now the coach's representatives have ...


Korean Actress Oh Yeon-Seo Teases Her Upcoming TV Drama With Ahn Jae-Hyun  E! Online

The Korean actress tells us what she looks out for in roles and why she loves to play strong, independent characters.


Doesn’t matter what I type, fu***ng SEO hates it anyway, screw this  Twinkie Town

Rangers @ Twins if you need a place to be a jerk online.


Best Home Page to Deep Link Ratio for Link Building  Search Engine Journal

How important is it to link to deep pages as opposed to the home page?



What Are The Benefits Of Hiring SEO Experts?  CEOWORLD magazine

There are SEO companies all around the world, and there is one in San Jose SEO expert too, and that too by the name of smart street media.


Park Seo Joon's Memorable Roles That Have Defined His Career Thus Far  soompi

Park Seo Joon is one of Korea's hottest actors. After making his entertainment industry debut in Bang Yong Guk's “I Remember” music video, he garnered tons of ...


SEO Versus SEM: What's The Difference?  Forbes

Separate and clearly understand the categories before defining your marketing plan.


Millions of fake Google Maps listings hurt real business and consumers  Search Engine Land

Google Maps carries approximately 11 million illegitimate local listings, with hundreds of thousands more getting created each month, the Wall Street Journal ...


7 SEO best practices you should be doing regardless of what Google says  Search Engine Land

In many ways, organic search rankings are the lifeblood of the online business world. As SEO specialists know all too well, Google is famously quiet about what ...


Future Outlook of SEO Software Market 2019: Focusing on Top Leading Vendors like BrightEdge, Conductor, Linkdex, SpyFu, Yext, Word Stream, Moz  thewirenewsnow.com

The search engine optimization (SEO) software is a tool to improve the ranking and visibility of websites in the search engine results page (SERP), in turn ...


Get The Look: Seo-Hyun’s Fresh, Girl-Next-Door Style  E! Online

The girl next door has some simple and easy styling tips you can replicate.


home | site map
© 2006