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 home. One category might be Tiffany lamps. Because phrase Tiffany lamps is also a wonderful keyphrase, its inclusion in category page copy comes quite naturally. This means you can create SEO copywriting for top or middle of 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 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 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 benefit of being able to touch, feel, smell, taste, or see actual products. Use 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 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 page.

By reconsidering your catalog-copywriting techniques when it comes to Web, you can get your e-commerce catalog ranked highly in search engines. It just takes a little open-mindedness and a willingness to break free from ways of past. When you do, more customers and higher sales levels are bound to follow.