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How to write SEO category descriptions for e-commerce? – 10 rules

How to write seo category descriptions for ecommerce

Category descriptions are one of the most crucial elements of your SEO strategy in e-commerce. They influence your website optimization level and user experience (UX). Creating high-quality content on the category pages drives more organic traffic from search engines and a lower bounce rate (if you will craft category descriptions with search intent rules). Clarity and concise text on your category page persuade users to buy the product, increasing the conversion rate. Want to beat the competition in your industry and be a worldwide leader? Read today’s article!

RULE 1: Choose the right keywords

Choosing the right keywords is the first step to crafting a perfect SEO category description. In this case, you can target ideal visitors and show website potential for crawlers (Google robots). I recommend:

  • Ubersuggest,
  • KW Finder,
  • Ahrefs,
  • Senuto,
  • SEMrush.

When crafting a category description, you should use general phrases (e.g., running shoes) and long-tail SEO keywords (e.g., running shoes for men). Why? Because long-tail SEO searches (above 3-4 words) are easiest to rank higher and have 3-5% higher CTR than general phrases.

Photo 1: Long tail SEO keywords ideas in the Ubersuggest. Source: app.neilpatel.com

If you find additional ideas for long-tail SEO research, try Answer The Public. Enter 1-2 words (like the running shoes) and click Search.

Photo 2: Long tail SEO ideas in the Answer The Public tool. Source: answerthepublic.com

Answer The Public is a comprehensive tool. In it, you can find:

  • Questions: Which running shoes are best?
  • Prepositions: Running shoes I can wear to work.
  • Comparisons: Running shoes or flat shoes?

The tool also shares an alphabetical list of choosing keywords with Search Volume and Cost Per Click (CPC).

Photo 3: Questions that help you craft a perfect category description. Source: app.neilpatel.com

RULE 2: Take care of scannable content

Make your category descriptions scannable and easy to read by using the following:

  • bullet points,
  • headings (H1-H5),
  • short paragraphs.

A good example of scannable content from the international market is Fossil – a brand that offers jewelry for men and women. 

Photo 4: Scannable category description on the Myntra website. Source: www.myntra.com/sports-shoes

Writing category descriptions with UX (User Experience) rules is significant because users can find what they want in less than 30 seconds. In addition, scannable content is crucial for effective communication and engagement.

RULE 3: Write a short introduction about the category page

A short introduction will make it easier for your readers to see the category page.

Look at the first paragraph of Warren James company:

Photo 5: Category page introduction. Source: www.warrenjames.co.uk/jewellery/mens-pendant-chains

The first paragraphs should describe your category page with the language of benefits. Inform potential customers about the range of products and advantages they can find within the category. The introduction should be concise and engaging. In addition, it may contain an overview of what the category page offers (it is optional).

RULE 4: Include all the information needed to keep potential customers on your website

Potential customers will visit many websites in a short time. How do you attract them? The good idea is to include all the needed useful information, e.g.:

  • Category details – the first paragraph should include a short introduction about your category page.
  • Benefits of products including your category – like high-quality materials, attractive prices, and renowned producers.
  • Group of customers who can use your offer – entrepreneurs, companies, individual buyers (e.g., home handymen).

If your offer is limited – inform your customers. Aim to engage visitors to buy now!

RULE 5: Craft persuasive content

Persuasive content is must-have when you craft high-quality and personalized e-commerce category descriptions. Show your visitors the unique selling points (USPs) of products in your offer. Get your readers to buy through unique features products in your category that solve specific problems.

Photo 6: Content that solves a specific problem. Source: www.sephora.com/shop/skincare

RULE 6: Keep it conversational

The tone of writing category descriptions should be natural (formal or non-formal). Take it easy. Write as you speak with customers face to face. Imagine that you are best friends. Stick to a few rules:

  • avoid too technical writing;
  • address the reader as “you”;
  • maintain a positive and enthusiastic tone.

Remember that category description is a way to attract customers to buy your products. Stay out of specifications – that’s what product descriptions are for!

Photo 7: Conversational tone of category description. Source: www.goldsmiths.co.uk/c/Watches/Luxury-Watches

RULE 7: Add internal links to other categories

Category descriptions are perfect for adding internal links to other products and categories. This is a simple way to make visitors stay at your site longer and lower the bounce rate. Also, internal linking will make your site more intuitive to navigate. Crawlers like it and rank your website higher!

If you add links to other products from your category page, remember to create a redirection (301/303) after the assortment changes. Otherwise, users will click the product link and see a non-existent subpage. Results? Lower conversion rate and higher bounce rate. 

Read now: How to write a meta title tag? – 9 simple ways!

Photo 8: Correct internal links in the Decathlon category description. Source: www.decathlon.com/collections/mens-sweatshirts-hoodies

RULE 8: Exhaust the subject

How to exhaust the subject? Take care of users’ intent. Look at your competition’s TOP 10 category descriptions and verify the number of words. If similar companies have categories pages per 500 words, try to stay within 500-700 words. Anything more is too much. 

The same works the other way around. The minimum volume, in this case, is 300-400 words. Create a description of the category that will be substantive and interesting. Take a look at competitors, but give your unique selling propositions. Write differently and more involving! Make it more special and memorable!

Photo 9: Category description written to exhaust the subject. Source: www.fossil.com/en-us/jewelry/mens-jewelry/bracelets/

RULE 9: Remember about CTA

Call to Action (CTA) should be clear and related to the offer in your category description. Look at Warren James example:

Photo 10: Clarity CTA. Source: www.warrenjames.co.uk/jewellery/mens-rings

Avoid the obvious. “Buy now” or “Click here” is okay, but you must stand out. Combine CTA with USPs and add internal links to keep the customer on the website longer.

RULE 10: Implement FAQ

Many e-commerce owners add one FAQ section on their websites. I don’t practice this. I recommend implementing a FAQ for each category description. A section of 3-5 questions is sufficient. You can add more or less depending on your tactic and preferences. Take the following example:

Photo 11: FAQ sections fitted to category description about jewelry. Source: www.jewelrydesigns.com/faq/#accordion-item-what_is_handmade_jewelry?

Summary

After reading my article, you know how to craft perfect SEO category descriptions in the e-commerce sector. But remember that you should additionally fit content to your brand communication style. It’s also worth paying attention to writing for humans, but target your category descriptions with the right keywords – general (1-2 words) and long tail SEO (minimum 3-4 words). Crawlers must be happy too. Remember – SEO + UX (SXO) = your e-commerce success!

Need help with copywriting?

Are you finding a freelance copywriter to create high-quality category descriptions for e-commerce? E-mail me or call! I will scale your business!

FAQ – Frequently Answer Questions

Well-written category descriptions boost your SEO ranking and generate more visits to your e-commerce store. It is also a chance to improve the conversion rate and lower the bounce rate.

The category description should match the search intent – be useful. If you can write a content page of 150-200 words and answer all the important questions, all is great. Based on my experience, you should check the competitors and write texts with a similar number of words.

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Dominik Bigosiński

Founder of b4content, Dominik is an international copywriter who helps marketing agencies increase blog traffic through content marketing. He has been writing since 2018 and is passionate about conscious life development and philosophy.