 |
|||
| |||
 |
 |
 |
 |
|
|
| ||||||||||||
| ||||||||||||
|
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: ===================================
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:
Google News |
|
|
|
RELATED ARTICLES
The Other Side of the Search Gods Abracadabra! Thousands of servers .. Table Structures For Top Search Engine Positioning So you have a beautiful website that you paid a pretty penny for and you are completely happy with it ? except no one can find it. Many web designers do not understand search engine positioning, so when they design your website little or no thought is given to the elements of design that may affect your rankings on search engines. The Search Engine Secret That Is No Secret At All It's common knowledge - we all know that it is important to rank well in search engines. Doing so can bring qualified, interested visitors to the web site you create. Common Sense Approach to Search Engine Optimization Most web surfers start their sessions at a search engine or a web directory. There are a number of different methods you can use to capture their traffic and drive it to your site:Stick to the big names: The two largest directories: Yahoo! (http://www. Search Engine Optimization Strategies To Drive More Targeted Traffic To Your Website Want to drive more targeted traffic to your web site?Want to do it for free?If you answered "yes" you're in for a treat. Use the search engine optimization and ranking techniques in this article and you will be well on your way to a front page listing in the major search engines. More Hits are Good for My Website - A Myth You Should Avoid I hear this all the time. "I can get you listed on 100,000 websites for $29. Gaining Additional PageRank Google is the major search engine webmasters have to deal with in regards to gain traffic from a search engine. Yes, Yahoo and MSN are big, too - but they are only follow-ups compared to Google's popularity. How My Page Rank Went From 0 to 5 In One Update - How Yours Can Too Increase Your Google Page Rank!Page Rank. We all know what is. Googles Trap, DMOZs Nap, And Yahoo!s Crap On November 16th, 2003, Google commenced an update (the Florida update) which had a catastrophic effect for a very large number of websites and, in the process, turned search engine optimization upside down. It is common to give alphabetical names to Google's updates in the very same way that names are given to hurricanes, and this one became known as "Florida". 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. Arrogant Overture Placing Greed Ahead Of Their Customers Needs According to the dictionary, the definition of the word "overture" is as follows:"An opening or initiating move toward negotiations, a new relationship, an agreement, etc.; a formal or informal proposal or offer. Cracking the Google Code: Under the GoogleScope Google's sweeping changes confirm the search giant has launched a full out assault against artificial link inflation & declared war against search engine spam in a continuing effort to provide the best search service in the world? and if you thought you cracked the Google Code and had Google all figured out ? guess again.Google has raised the bar against search engine spam and artificial link inflation to unrivaled heights with the filing of a United States Patent Application 20050071741 on March 31, 2005. Commonly SEO terms and Jargon used by Search Engine Gurus What does all this SEO jargon mean.Have you ever been left scratching your head, wondering what the Search Engine Optimizers SEO's or Gurus are talking about. Link Swapping - How to Win the Website Marketing Game in 3 Easy Steps If you are a webmaster, chances are one of your main concerns is the ranking of your website with the major search engines. Since you are concerned with this, you are probably involved in acquiring links to your websites on the Internet to further increase the link popularity or your site. Easy SEO in 6 Simple Steps If you want to increase traffic to your website and better your search engine positioning, here is an easy 6 step process that will enable you to do so.1. Optimize your Search Engine Placement Five Easy Ways If you are like me, you created web site metatags with the help of your Web master. Maybe like me, you didn't spend time or money submitting to search engines because you weren't techie enough. Google Wireless - Search Away From Home For so many web surfers, it's almost automatic to type Google.com in to our address bar when we want to search. SEO for CEOs - Search Engine Optimization Unmasked for CEOs If you're like most other CEOs, the term "search engine optimization" will mean very little. Either that or it means expense! But it doesn't have to be that way? If you feel like you're standing in a dark room handing money to strangers to get you in the search engines, then this article is for you. How to Get the Best Deal on Your SEO Project If you own or manage a business Website, chances are you are at least somewhat familiar with the concept of search engine optimization (SEO). You may have read any number of books and articles on the subject and possibly given it a try yourself. Google Local Search And The Impact On Natural Optimization With the advent of Google Local, a service that helps Web users find local businesses by typing in a search term and a city name, many questions arise concerning its impact on Natural Optimization.Google Local tracks down local stores and businesses by searching billions of pages across the Web, and then cross-checking these findings with Yellow Pages information to locate the local resources Web users wish to access.
|
| home | site map |
| © 2006 |
