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.

---

A Way for Search Engines to Improve

Wouldn't it be nice if the search engines could comprehend... Read More

How Important is PageRank, Really?

Webmasters can spend most of their waking hours doing everything... Read More

Increase Your Page Rank Through SEO

Search Engine Optimization (SEO) must be considered a process and... Read More

Keywords: The First Step To Recognition

Open Wordtracker [ http://www.wordtracker.com/ ] and you'll see... Read More

Why SEO (as we know it) is Doomed to Failure and How You Can Avoid the Trap

Search Engine Optimization (SEO) has become one of the biggest... Read More

Does Google Hire Mad Scientists?

Online search giant, Google, often tests the waters for new... Read More

7 Search Engine Optimization Strategies

Search engine optimization refers to the technique of making your... Read More

Google Traffic Report Card-Does Your Website Pass? Part 1

This is part 1 of a 7 part series that... Read More

Whats the Big Hurry?

Quite often I get asked what the magic solution is... Read More

Google Sitemaps Explained - How To Use Google Sitemaps

Three Ways To Index Your Site With Google Sitemaps [Difficult,... Read More

A Simple 4 Step Approach To Have Google Crawl Your Site Today Guaranteed!

Extra, Extra Google Now Gives you feedback. By Creating a... Read More

Sitemaps 101 - Back to SEO School

Sitemaps are without doubt one of the most often ignored... Read More

Affordable Small Business SEO: 5 Common SEO Errors and How to Fix Them

Don't put the cart before the horse.You can't do SEO... Read More

Googles Next Big Move

November 2003 might go down in history as the month... Read More

SEO - Google Sitemaps Explained

Once again I seem to be writing about Google. The... Read More

Why Top Search Engine Placements Never Move?

#1 question when it comes to web advertising is how... Read More

SEO Expert Guide - Search Engines Explained (part 1/10)

Before we explore the world of search engine optimization, it... Read More

Keep Your Content Fresh with this Quick and Easy Tip

Some of the Search engines want only original content. So... Read More

Valid HTML code is crucial to Search Engine Optimization

Why valid HTML code is crucial to your web site's... Read More

Search Engine Optimization and Web Site Usability

Build a Web site and the people will come.Ha! If... Read More

Google Rankings ? Achieving a Top 10 Position in Google ? Part 1

Achieving a top ranking position in Google is every webmasters... Read More

How to Avoid Being Dropped by the Search Engines

For websites, one of the most important things in their... Read More

What Size Body Section Ranks Highest?

This is another one of the controversial questions in many... Read More

Everything You Wanted To Know About Google -- But Were Afraid To Search For!

(A Reflective look at the little search engine that soared!)All... Read More

Going To Market: Keywords and Backlinks, Part 1

As I waded into the 'Make Money Online' waters on... Read More

SEO India: Tips & Techniques

SEO is all about "Individualism"According to me SEO is not... Read More

Tread Towards A Successful ?Internet Research?

Internet is a terrific resource containing billions of web pages... Read More

Work With The Search Engines - Dont try to Outsmart the Search Engines

Contrary to the claims of high-priced SEO firms, optimizing your... Read More

Yahoo Listing Still Worth It?

In October 2002, the Yahoo! portal changed the way it... Read More

Do It Yourself SEO

Internet surfers use search engines more than any other tool... Read More

Submit All Of Your Pages And Watch Your Traffic Grow

Everyone is looking for "secrets" about how to get more... Read More

Adding Content To Your Site Every Day

If you have been a webmaster for more than a... Read More

How to Use Keywords to Improve Your Ranking in Search Engines

The importance of keywordsKeywords or key phrases you choose will... Read More