Well-Written, Well-Optimized Product Pages
Well-Written, Well-Optimized Product Pages
By: Michael Pedone
I recently had the pleasure of writing SEO copy for a business owner who really "gets" it. It's a useful case study for any business that sells or plans to sell a line of products online...
...and it can be applied to everything from greeting cards to cars.
Lynn sells a line of all-natural beauty products. When she planned out her ecommerce site, she knew she wanted each product to have its own sales page for several reasons:
-to illustrate the product with good-sized images.
-to fully describe the product and its use with informative, colorful and persuasive copy.
-and to allow the page to be properly optimized so search engine users could find it independently, without necessarily going through the home page navigation.
The site's main navigation is clear and user-friendly, so visitors certainly can locate the products and information they seek that way. But having correctly optimized web copy on each page gives search engine users another way to find the site and that's always good for traffic and business.
Then Lynn asked me to prepare 200 or so words of informative, conversational copy for each product copy that seamlessly incorporates her keyword phrases into lively descriptions that speak directly to the reader: "Your feet work hard for you every day. Do something nice for them with our natural peppermint foot cream that soothes away that rough, sandpaper skin on your heels and toes" etc.
What do I mean by "seamlessly" integrating the keywords? Using them only where it makes sense to do so. Sometimes when I reread a section of copy I've written, I have to go back and remove or swap out a key phrase that didn't fit because it made the sentence sound awkward and forced, or there were too many of the same key phrases in the copy surrounding it. Sometimes I find a place to fit in an extra keyword repetition in a new location that I missed the first time around, like in a link or a subheading.
As long as you think "seamless" when you write SEO copy, you'll reduce the risk of overstuffing or alienating your readers with choppy, repetitive copy.
And as long as you always put the visitor first by providing lots of informative, well-written sales copy, your web content will succeed in two of its most important missions: to inform and to persuade.
By: Michael Pedone
I recently had the pleasure of writing SEO copy for a business owner who really "gets" it. It's a useful case study for any business that sells or plans to sell a line of products online...
...and it can be applied to everything from greeting cards to cars.
Lynn sells a line of all-natural beauty products. When she planned out her ecommerce site, she knew she wanted each product to have its own sales page for several reasons:
-to illustrate the product with good-sized images.
-to fully describe the product and its use with informative, colorful and persuasive copy.
-and to allow the page to be properly optimized so search engine users could find it independently, without necessarily going through the home page navigation.
The site's main navigation is clear and user-friendly, so visitors certainly can locate the products and information they seek that way. But having correctly optimized web copy on each page gives search engine users another way to find the site and that's always good for traffic and business.
Then Lynn asked me to prepare 200 or so words of informative, conversational copy for each product copy that seamlessly incorporates her keyword phrases into lively descriptions that speak directly to the reader: "Your feet work hard for you every day. Do something nice for them with our natural peppermint foot cream that soothes away that rough, sandpaper skin on your heels and toes" etc.
What do I mean by "seamlessly" integrating the keywords? Using them only where it makes sense to do so. Sometimes when I reread a section of copy I've written, I have to go back and remove or swap out a key phrase that didn't fit because it made the sentence sound awkward and forced, or there were too many of the same key phrases in the copy surrounding it. Sometimes I find a place to fit in an extra keyword repetition in a new location that I missed the first time around, like in a link or a subheading.
As long as you think "seamless" when you write SEO copy, you'll reduce the risk of overstuffing or alienating your readers with choppy, repetitive copy.
And as long as you always put the visitor first by providing lots of informative, well-written sales copy, your web content will succeed in two of its most important missions: to inform and to persuade.
posted by VisionSnap at 7:36 AM
<< Home