The easiest and most obvious way to create content for the product categories in your online shop is to write some text at the top of the page.

Here is an example of how smartgirl.dk has done it in their category for trousers:

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When you write the content of a product category, here are some ground rules you can use:

Use the primary keyword(s), but don’t overdo it. Writing “trousers” in every sentence doesn’t help – quite the opposite
Write naturally, and ideally something that can also be useful to your customers (even though most of them will probably skip that text)
Feel free to use other words people might search for, besides the primary keyword(s). But again, don’t overdo it with lots of synonyms, singular/plural forms and so on if they don’t fit in naturally
Be careful that the text doesn’t get so long that it takes too much attention, and the first products can’t be seen on the screen when people land on the page
If you want to add more text, you could write it at the bottom of the page – after the products

In our e-commerce platform you will find the fields for describing product categories on the General tab, where you have Description and Extra description:

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Content for product pages

When it comes to the content of the individual products in your shop, your starting point should again be what people might search for when they want to find that specific product.

That will often be the product name itself, but if, for example, you only have one pair of red trousers with flowers on them, you can easily optimise for exactly that search.

Products from well-known brands should be optimised for the brand name together with the product name or the primary search. For example, optimise for the search “Hummel red trousers”.

Besides getting content in that the search engines understand, you should of course also remember that in the end it is all about the customers, and what content can make them buy the product. That could be images, video, information about materials and so on.

Apart from that, the same ground rules generally apply as for product categories.

You can get more help with the content of products in Golden Planet’s e-commerce platform by clicking the help links at the top of the admin when you are editing or creating products. Some tabs also have their own help, like this one on the first tab, General:

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Good web copy – explained on video

Here Brian Kristiansen from Vestjysk Marketing tells you more about writing good copy for web content (in Danish):