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.

---

Advanced Uses for the Google Algorithm

Previously...In our article on Understanding Google's Algorithm,... Read More

Six Reasons Why Your Alexa Rating Is Still Important

1. Additional Exposure For Your Site.At the end of 2003,... Read More

How To Write Effective And Unique Articles That Are Optimized for the Search Engines

It is a well known fact that writing, distributing and... Read More

Search Engine Optimization (SEO) - Fix Your OnPage!

Search Engine Optimization (SEO) is something you should be aware... Read More

Search Engines Are Going to Love You for This

What's the most potent free traffic source on the web?***... Read More

Increase Web Site Sales with a SEO Proposal - Part 2

Part I of this article discussed some of the points... Read More

Keyword Density And How To Use It To Keep Traffic Flowing To Your Site!

Generating high traffic to your web site can be costly,... Read More

Search Engine Visibility - The Mantra of Corporate Profitability

The corporate fundamentals are par excellence! The product is unsurpassable... Read More

Boost Your Search Engine Ranking And Generate Free Traffic With Reciprocal Links

Reciprocal links are an important step in your overall plan... Read More

A Play In The Sandbox Is Necessary

There has been a good deal written about the Google... Read More

Being dumped by Google? Learn how to avoid becoming a victim next time around!

After Google latest update nicknamed "Florida", many webmasters discovered that... Read More

Is Reciprocal Linking Dead?

I just read an article at SitePro News that really... Read More

Twelve Steps to Higher Search Engine Placement

Recent studies suggest that more than 80% of new visitors... Read More

The Secret Benefit Of Search Engine Optimisation: Increased Usability

A higher search ranking is what many website owners dream... Read More

King + Queen = Royal Success

Ever wonder how or why your competitor gets better search... Read More

How To Avoid These Ten Costly Search Engine Mistakes

If you have a website then you already know the... Read More

Google Rank Cake

6 cups thick content mix 1 jar word of mouth,... Read More

Search Engine Optimization Tip: Dont Buy Anything Before You Learn More!

Thinking about purchasing that premium SEO software that will hyper-optimize... Read More

Five and a Half Ways to Amp Up Your Search Engine Optimization

Statistics show that 85% of pages visited on the Internet... Read More

Pay-per-click ? the Ultimate Tool to Boost Affiliate Sales

The old ways are not always the best ways.The traditional... Read More

3.5 Tips To Help You Avoid Becoming The Next Search Engine Outlaw

Tip 1 - Hide And SeekDo not use hidden text... Read More

Basics to Search Engine Optimization

Search Engine Optimization popularly known as SEO.SEO is the process... Read More

Understanding Googles Algorithm

What is the Google Algorithm?An algorithm is a mathematical equation... Read More

Google Search Algorithm Patent Application Creates Spring Buzz!

Google applied for a patent on their ranking algorithm as... Read More

Dynamic Pages

Dynamic pages and the Search Engines By Clare Lawrence 10th... Read More

What In The World Is This Google Sandbox Theory Thing? And How Do I Beat It?

Ok, so over the past month or so I've been... Read More

Without Conversion Rates You Don’t Know If You’re Mickey Mouse Or Mickey Mantle

I couldn’t agree more with the headline of this article... Read More

Search Engine Optimization: Site Structure and Popularity

In the Global Internet era the industry presence is undoubtedly... Read More

Googlebot Wont Go Home

I have 'Googlebot' crawl my site every day like a... Read More

5 Things to Keep an Eye on in the SEO World in 2005...

After the latest PR update at Google and MSN's beta... Read More

Adding City Names At The End Of Your Keywords Can Bring You More Profits

In recent times, I have been closely studying keywords that... Read More

How To Design A Search Engine Friendly Website

There are many websites that fail to target their required... Read More

Search Engine Optimization Strategies To Drive More Targeted Traffic To Your Website

Want to drive more targeted traffic to your web site?Want... Read More