Keywords
Relevance & volume: Choose keywords that are both relevant to your business and have adequate search volume.
Search intent: Understand the search intent behind the keyword, ensuring that the copy aligns with the intent of the keyword. Our user intent article covers everything you need to know about search intent for more information.
Competition: Sometimes, it can be better to target a keyword with lower search volume if it’s more relevant to the page. For example, “gym accessories” is more relevant than simply “accessories”, even though it has much lower search volume.
On-Page Optimisation
SEO Title
Recommended length: 55-60 characters.
Importance: The SEO title is a crucial ranking factor. It needs to be optimised with relevant keywords that reflect how users search for the topic.
Best practices:
Conduct keyword research to identify the most relevant terms.
Include the main keyword in the SEO title.
Ensure the SEO title is user-friendly and not overly stuffed with keywords.
Include your business name in the title.
Recommended length: About 155 characters.
H1 Tag
Similar to SEO titles, H1’s are also a ranking factor. The main difference between the SEO title and H1 is that the H1 will be visible on the page, whereas the SEO title is only visible in the search engine results page.
Best Practices:
The H1 should contain the main keyword and be concise.
It should be descriptive of the page’s content, so users immediately understand the page’s purpose.
The H1 needs to be unique to each page.
Headings should follow a logical, hierarchical order, with the H1 at the top, H2, then H3 and so on.
Meta Descriptions
Meta descriptions aren’t ranking factors. However, they are displayed in the search engine results page, which means that a good meta description could encourage users to click on the organic search result.
Best practices:
Include the focus keyword to align with search queries.
Incorporate a clear call-to-action (CTA) to encourage clicks.
Mention your business name to reinforce brand recognition.
Describe the page’s content effectively and concisely.
Each meta description should be unique to its respective page.
Crafting Category Descriptions
Category descriptions provide context to users and search engines about the content of a category landing page and its products. They should be informative, keyword-rich and tailored to search intent.
Category Description Checklist
Ensure the primary keyword is integrated naturally into the copy – don’t over-optimise your copy.
Mention your business name.
The description must be unique, clearly describing the page content, whilst considering user search intent.
Link to related categories, key products, buyers guides, blog posts or contact pages if relevant to enhance navigation and SEO.
Include a CTA (free delivery, contact us etc).
Copy Tone & Style
Authoritative & natural: The copy should be authoritative and compelling, using language that resonates with the user’s search intent.
Relevance: Use keywords relevant to the user’s search query and incorporate any pertinent topics or questions.
Additional Content Tips
Consider user needs: Think about what users might want to know when searching for your products. Include links to buying guides or user guides if available.
Competitive analysis: Review your competitors content and identify any gaps in your page’s content that you can fill to provide more comprehensive information.
FAQs: If there are commonly asked questions, consider adding an FAQ section.
Category pages can be enhanced with additional content to provide more value to users and improve SEO.
Copy Length
There’s no strict word count for category descriptions. Focus on delivering valuable content that answers users’ needs without unnecessary fluff. If the copy is too long, users may skip important information.
Note: Google is regularly rolling out algorithm updates to ensure that it is providing quality content for users ,further emphasising the importance of writing informative, valuable content.
Content Structure
Start by introducing the category and listing the types of products within it.
Highlight key benefits or features, such as available sizes or brands.
Conclude with a strong CTA, mentioning any unique selling propositions, such as free delivery or fast shipping.
Ready to take your marketing to the next level?
By following these best practices, you can create category copy that not only enhances user experience, but also improves your website’s SEO performance.
If you’d like help with your category page copy, drop us a line. Our team of specialists are on hand to conduct detailed keyword research, competitor analysis and on-page analysis to ensure your category pages are both informative and effective.
About the author
Henry Jones
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