You are an online retailer, so surely you are aware of the importance of the content you put on your shop - it is relevant not only to customers, but also to search engines.
Writing texts for SEO is an art that requires effectively combining the ability to create content that is valuable for the reader with its technical optimisation. In this article, we will give you tips on how you can achieve this.
What is SEO writing?
Before we move on to discussing search engine writing itself, let's pause for a moment on some basic terms. SEO (Search Engine Optimisation) is the optimisation of websites for search engines. SEO activities have many components and one of them is content creation. However, just writing the text is not the end of the story - you still need to format it properly. Sounds complicated? Nothing could be further from the truth - just follow a few simple rules and the search engine robots will love your website.
Text types - or what you actually need for your online shop
You are probably just now wondering what kind of content is necessary for your online shop. We've already given you a hint 馃檪.
Every online shop should have at least 2 or 3 types of content:
product category descriptions,
product descriptions,
blog articles.
In addition to those mentioned, it's also a good idea to add something about yourself, about the team that creates the shop or a bit of history, how it all started and where the idea for your business actually came from. All this can be published, for example, in a dedicated "About us" tab. Remember - the more unique content, the better.
Before you start writing
Before you open your favourite word processor and start writing stop and answer some very important questions:
who is your audience,
what you actually want to achieve with this text,
what you want to write about.
If you run an online shop, you should know what your target audience is, i.e. who you are aiming your offer at. This is very important at the content creation stage, because the messages should differ according to the target group. You will write texts aimed at women in a different way, men in a different way and young people in a completely different way.
And now let's add another component to this, namely the purpose of the text. Usually, every online marketer wants to sell first and foremost - and yes, this is one of the tasks of creating texts, but you cannot limit yourself to it.
You need to know that with texts you can also build your brand recognition (e.g. by describing your company's goals or successes) or awareness among your customers. By writing blog articles, you can effectively educate your audience and, in the process, build trust in your brand, which will certainly translate into sales success over time.
Now a few words about the content itself, i.e. what you want to write about. It's very important to pause on this topic for a moment and ask yourself, what would my customers want to read? In the product description, will the product parameters or its use be more important to them? Should I list all the components of a category in my category descriptions and give customers inspiration in my blog articles, or should I focus on education? Remember that by creating content, you are building your image - make sure it is that of an expert in your industry.
Once you know what you want to write about, who you want to write to and what you want to achieve with the text, we can move on to all the things that should be in the text.
SEO must have in every text
Now a few sentences about the technicalities, i.e. what is a must have in (almost) every text to make search engine robots love it on the spot.
The basic components of a text are:
a good title (in the case of an article) or product/category name,
content divided into paragraphs,
mid-points in the text,
keywords.
Keywords - the most important element of SEO
Let's start with what is most important in SEO, namely keywords. If you run an online shop, you know very well that by weaving keywords into the content you later place in your shop, the search engine algorithm associates these keywords with your website and displays it in the search engine. It is therefore worth taking a moment to analyse which phrases are worth including in your shop content. To do this, it is worth using so-called keyword generators - here are our suggestions for free tools of this type:
You can also use ChatGPT and ask it to generate sample keywords for your chosen topic.
Where to place keywords and how many times to use them?
Keyword phrases are a must have in practically any text you put in your shop, but they need to be used with your head - otherwise search engine robots may classify your site as spam. But don't worry, all you need to do is stick to our tips and include keywords:
in the title,
in selected subtitles,
in the body of your text.
Be sure to use keywords naturally - you really don't need to force them in absolutely everywhere :)
Unfortunately, there is no recipe for search engine success - there are no guidelines on how many keywords to use and in what density. Remember, however, that so-called long tail keywords always work well. They consist of several words and are much more specific than so-called general phrases. Long tail phrases have a lower number of monthly searches (through their specificity), are less competitive and are easier to rank for in a search engine.
Text formatting and SEO
Google promotes pages that are attractive to users - that is, pages where they will find valuable information. If your text is pure chaos, no one will want to read it to the end - this is also an important signal not to display your content high in search results. So you need to ensure that your articles are relevant to your potential customers' needs. However, even the best and most interesting article will not be read willingly if it is not provided in a clear format.
This is not particularly complicated - just follow a few tips from us:
ensure that the text is divided into smaller, titled sections,
use keywords in the subtitles,
use bullets and bold key phrases,
link,
use appropriate headings (h1-h6),
add photos, graphics or infographics - they make the text more attractive for the user.
SEO text - what length?
When writing any text for search engines, you surely wonder what length it should be. Unfortunately, there is no clear answer to this question.
In the case of product and category descriptions, it is worth looking primarily at the comprehensiveness of the topic, rather than the dry number of characters. In this type of text, it is important that the user finds all the information he or she needs and not just a flowery 5,000-character description devoid of specifics. If your customer does not find useful information in the descriptions, he or she will leave your site and go to your competitors.
The main purpose of a visit to a shop is to make a purchase - the customer is usually not interested in reading an elaboration. So where did the common belief that only long text makes sense come from?
Well, you can include more keywords in longer text. However, this is a double-edged sword, as such content may start to display for keywords other than those assumed. The longer the text, the more difficult it is to write about the specifics themselves.
Long texts are ideal for blog articles, e.g. if you write an educational or informative text, it is important to cover the entire topic, as this is what the reader expects. Long texts should be divided up with subtitles, infographics or graphics - otherwise the reader will get bored and run away.
What do search engine robots look at?
Search engine robots pay attention to many things, so here we will focus on the most important ones for the position of the page in search results.
When creating text, first and foremost you need to pay attention to formatting. Google robots check headings, as these are what help to prioritise content. In addition, crawlers also analyse the content itself to determine what it actually relates to. It is therefore worth ensuring that the text is clear - if it is comprehensible and, above all, valuable to your site users, Google robots will appreciate it. Remember also that the uniqueness of the content is a very important factor - do not copy it from your competitors, do not mindlessly use the help of AI, because the result may be a drop in search results.
It is also imperative that you choose the right keywords - they should relate primarily to your industry. Don't forget to optimise URLs - they need to be easy to understand (no random strings!) and describe what is actually on the page.
And don't forget images and graphics - they make your website more attractive to users. In this case, the metadata of the media on the site will be important to Google's robots.
These are just some of the factors that crawlers pay attention to, but if you take care of the elements described in the article, the position of your website should improve.