How to optimise category texts for the perfect online presence

How to use category texts that employ the most important search terms and attract new customers

What constitutes a category text?

A category page serves as an introduction and teaser for the products within a defined group in the online store. The text summarises and describes information about the items in that category. It serves as an aid for users to find the goods or services that are right for them. It’s especially important that the content contains real added value for your readers. Useful information could be, for example, comparisons of products or possible uses. Potential buyers are also interested in practical tips on the goods from that category.

What questions can be answered in the texts on category pages?

On the category pages you answer all fundamental questions a buyer might have about an entire product group. The texts don’t cover specific pieces in detail, but act as a taste, enticing buyers to click on individual products. For example, the category texts might mention the specific goods are in the range and what makes them special, or different from the competition. The content can also address important points for the buyer to consider before purchasing. Put yourself in your customers’ shoes when writing the category pages. Consider what information it might be helpful for a buyer to know if they are interested in this particular group of products?

What is the meaning of a category text?

The category page is the central distributor for all products in the category presented. The text answers users' questions about the product group and is the target page for specific search words that users enter in search engines. A good category page helps encourage traffic to your webshop. When the content is well written and offers added value for the reader, they will click on individual products and take a closer look at the details descriptions of the goods in your range. Only then will a purchase decision take place, and a reader will become a new customer for the online business.

How does a category text differ from a product description?

In principle, a category text needs to be better optimised for search engines than a product page. The search engine optimisation of the central distribution pages brings more visitors to your online shop. However, you should take care when using keywords. Google and other search engines are on the look out for keyword stuffing, which is the exaggerated and unnatural use of search terms in the text. Search engines have learned how to recognise good texts with meaningful content. This gives you the chance to attract new readers with helpful information on the category pages and ultimately encourage them to buy your product.

What do you need to know before creating category texts?

Before you start writing, you should think carefully about the category text. How long do you want the text to be, which search terms do your customers use and which pages do you want to link to? Don’t forget to consider the need for foreign-language texts, as well as design and readability too.

What is the optimal length of a category text?

First, ask yourself where you want the text to appear and how much explanation the product category needs? If you want to place the category text appear above the product catalogue as an introduction, a short text is useful. Otherwise the customer will lose sight of the item and will only get to your offers after extensive scrolling. The product group text may also be located on the side or below the list of goods. Alternatively, a recommended solution is an expandable text. This can be created via plug-ins or layers and can be longer. For products requiring explanation, the content may well contain more than 1200 words, much like the text here.

What are the matching keywords for category text?

Comprehensive keyword research is essential before writing a category text. There are online tools to assist with this. Some of these are available free of charge with a limited scope of use, other more extensive software you have to pay for. But it’s definitely worth it, because it’s the way to attract new customers to your online business. Recommended tools include the Google Keyword Planer, which is free to use with an active Google Ads account. Ubersuggest also does a good job, as does SEOlyze with the integrated keyword weighting via a WDF / IDF analysis.

Need multilingual category texts?

If you only sell your products on the English market to English-speaking customers, English category texts are all you need. However, as soon as you expand into the international market, you will need appropriate foreign-language content on category pages. When you start offering texts in the native language of your users, your business abroad will flourish. In order to produce multilingual content quickly, you can rely on text agencies. At greatcontent, we create texts in different languages using a combination of artificial intelligence and native speaker post-editors - this is how we produce high-quality content at a low price.

How can category texts combine SEO with good readability?

To avoid overloading a text with keywords, it helps to use synonyms and semantically related terms. This has a threefold benefit: There is a chance that users will also find your category page if they enter these similar search terms on Google. And search engines like synonyms. So, using related terms can be helpful in ranking for the main keyword. And using varied language makes the text more readable. It’s better to use everyday words over technical terms to improve readability, too. And last but not least it is important to refresh content on category pages as this use case from fashion e-commerce shows.

What does the design of a category page do?

The design makes a significant contribution to the readability and usability of a page. Design and colour palette have a great influence on whether users feel comfortable on the landing page. Relevant headings in bold, easy-to-read letters and meaningful subheadings guide the reader’s eye. Many online readers just scan the text, and it’s only when something really catches their eye that they start reading. An easily legible, sufficiently large font won’t wear their eyes out. Short paragraphs, bullet points, lists, or graphics loosen up the text. When using images, ensure an optimised file size, an appropriate file name, and use alt attributes and title tags.

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With 30,000 linguists, greatcontent can help you create multilingual category texts. Our customers include Zalando, Douglas, Momox and many more.

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Frequently Asked Questions

How do you find the right copywriter for category pages?

The choice of the right copywriter for your category pages is primarily based on their technical expertise. Whoever writes the text should be familiar with the topic. Specialist knowledge is particularly important when it comes to a product group that requires a lot of explanation. At greatcontent we work with linguists who are recognised experts in at least one subject area. We have the right copywriter for every industry.

How do you optimally link category texts internally?

It is best to consider which links belong in a category text before writing. To do this, ask yourself what other important pages are there in your online store and how they are related to the category page? Once this is clear, the links can easily be incorporated into the text in a fluent, linguistic manner. Internal links are not only useful for readers, but also important for search engines.

How should a category text be structured?

Like most other content, a category text is divided into a coherent sequence of headings and subheadings. The title is the main heading to be tagged with an H1 tag. The H1 heading always includes the main keyword. One or more paragraphs are followed by subheadings, categorised as H2 and H3. From the point of view of search engine optimisation, a logical sequence is important here: An H1 heading is always followed by an H2. An H3 or another H2 heading on the same hierarchical level is used for sub-items.

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