Category descriptions

Let’s start with the robots.

This content is featured on what are often the first pages of your site to show up as a product search result; it works to draw in online searchers (potential buyers) and guide them to your specific products – category descriptions form a valuable path between the SERP and a website’s more specific product/service descriptions. The SEO elements of these texts should be tweaked to help give the company an advantage over other websites offering the same products; why are people more likely to buy a pair of adidas from one site and not another? Clever SEO content is the answer!

Having a category page which is perfectly search engine optimised and linked to the relevant product descriptions prevents individual product pages from competing against each other for SERP rankings. These texts should be well-crafted and rich in SEO-friendly keywords which will connect online searchers with the products they want and which you have.

Now let’s talk about real people.

On a more human level, these texts also give companies the chance to present what they have to offer in the voice of their brand and in a way which gets on-the-edge buyers excited about their offerings. These pieces, like all your content, will reflect your brand identity and personality, and they should be engaging for potential buyers.

You can assume that the online searchers landing on your category description pages already have a good idea of what they want to buy. It’s also likely that the title of your category page is somewhat in-line with their original search engine query (e.g. “Nike shoes Air Max Collection”). Therefore, it’s so important to get the tone and style on this page just right to seal the deal.

Category descriptions should work as appealing content that connects with shoppers in the spirit of the brand and that makes almost-buyers want to stay and explore your wider product ranges or collections.