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How much copy should there be on an e-commerce category page?
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I'm not looking for a precise number, obviously. I'm more interested in a general range.
More text means more long-tail and synonym opportunities, but of course you don't want too much copy above the fold, pushing your products down. Maybe you can get away with a short paragraph or two at the top of the page.
You can always put more copy below the products, but in a recent SEOmoz e-commerce webinar, the presenter seemed to think that was silly and unnecessary. He even suggested that the algo might intentionally ignore text below products, since it's clearly not intended to be read.
What do you think?
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I agree 100% with MagicDude. After watching Everett Sizemore's E-commerce webinar I tried an experiment. We had a huge block of SEO copy on our home page. We were #2 in Google for our most important keyword.
I removed the copy and put it into the blog instead.
We dropped to #4 in Google.
I took the copy back out of the blog and returned it to the home page. Hopefully, we will recover the two spots we lost when I removed it.
I know people are saying this doesn't work. Maybe it's the quality of the writing that's the problem. We go to great lengths to make sure that any copy we include for SEO purposes reads well and is of some use to visitors.
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I found (although many SEO's don't think it is necessary anymore) to have good title,meta keywords/description. And then structure the category page as follows:
- Your general navigation (menus, cart, search etc)
- Your category title as a H1 (should ideally be the same as your page-title)
- A category description (not more than 2 lines) - ideally the category description should overlap with the on-page content, title, keywords
- Your category bread-crumb, annotated with the Breadcrumb-microformat/RDFa markup
- You will obviously have some category drilldown (i.e. sidebar menu) - those should be crawlable links with relevant anchor texts
- I would present the multiple products per page with hProduct annotation, but would limit the number of products per page to not more than 40.
I disagree with the sentiment of the presenter, that text / additional links are unnecessary/irrelevant below products. We have found that we achieve good ranking on keywords by moving the category description from the top to the bottom of the category page.
From my experiments there is no noticeable difference in placement of the category copy, but then again this might very well depend on the overall site- and category-structure.
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