Online trade is booming like never before. In this environment, it can be a challenge to stand out from the competition and design your own website in such a way that it is as original and convincing to the reader as possible. This is where category texts come into play, which not only inform potential customers about the content of a category in the web shop, but also convey valuable information to search engines and thus increase the visibility of the online shop on the net. But what is the best way to go about writing a category text? And what makes a high-quality category text? You will find the answers to these and other questions in this article.

How to write a category text?

Although writing is a creative process, it is also possible to be systematic and follow certain steps when writing the text. These can help us to respond precisely to the needs of our target audience and find ideas for the content and structure of the text even on days when we lack the necessary inspiration.

Keyword research

Before you start the actual writing, you should first thoroughly research the topic. The best way to do this is with keyword research. A keyword research helps us to see which keywords are most frequently googled when people search for products from a certain category. It also gives you a good overview of the topic and helps you to know what to focus on when writing your article.

Short-tail vs. long-tail keywords

However, not only keywords that have a high search volume should be used in the text, but also those that are searched for less. The advantage of these keywords is that the competition is significantly lower and thus a higher ranking in the search results can be achieved more easily. Such keywords are also called long-tail keywords and are usually more specific than short-tail keywords, which have a high search volume but only cover the topic in general. There are also so-called mid-tail keywords, which are somewhere in the middle. The best way to illustrate this is with an example:

• Short-tail keyword: monitors
• Mid-tail keyword: gaming monitors
• Long-tail keyword: best gaming monitors 27 inch

A good category text is therefore an optimal mixture of these three types of keywords. In addition, synonyms should be used to cover similar search queries. In the case of monitors, these would be e.g. computer monitor, PC monitor and PC screen.

Design a clear structure

A clear and concise text structure not only makes the text easier to read, but also leads to a better ranking in Google. It is important that the keywords appear in the headings and that the headings are marked as such in the HTML code. A category text usually contains a main heading, which is marked with the HTML tag “H1”. Further headings are usually marked with “H2” or “H3”.

Identify target audience and set tone

When writing category texts, it is important to always keep in mind the target audience to whom the text is addressed, because this also determines the tone in which the text should be written. For example, if you are addressing a younger audience, the tone should be casual and informal. If your website is mainly visited by older people, then a more formal tone is recommended. Ideally, the tone should be set in advance and be the same for all texts on your website.

Illustrative examples

A category text should contain as many examples as possible of how a product from a category could benefit the customer. It is important not only to list the most important technical features of the products, but to show the reader with vivid examples how the product can make his or her life easier. So instead of saying how many gigabytes of memory a mobile phone has, you could say that the memory is enough to store thousands of photos. Or instead of listing different functions of smartwatches, one can explain to the reader how the sleep monitoring function can contribute to a better night’s sleep.

Write in a timeless and general way

The world of technology in particular is always subject to rapid change. What is state of the art today may already be outdated tomorrow. Therefore, it is important that category texts are as timeless and general as possible, so that they do not have to be changed every few months. Rather than recommending specific models, a category text should give the reader a general overview of a product category and highlight the most important features that such a product should have. Of course, texts need to be revised and updated from time to time, but the more general they are, the longer their lifespan will be.

Use shorter paragraphs and bullet points

Short paragraphs can greatly improve the flow of reading and keep the reader’s attention until the end of the text. Another way to make the text clearer is to use bullet points. They are particularly suitable for listing various product features or for listing factors that are important in the purchase decision.

Include internal links

It is also useful to include links in the text to similar pages in the shop or to a group of products with certain features. This allows the reader to click directly on the links and open the type of product that is being discussed. That way the reader can stay longer on the website, which increases the chance that they will become a customer. Internal links also help Google to better understand the structure of the website and therefore have a double benefit.

Use calls to action

A Call to Action (CTA) can also be useful in keeping the customer on the website. For example, you can ask the customer to take a closer look at the different products in the shop or draw their attention to special offers. A well-worded call-to-action encourages the reader to engage more intensively with the content of the website, which also increases the chance that the reader will become a buyer.

Conclusion – the importance of category texts for customers and SEO

A category text not only helps readers to find their way around a wide range of products, but can also significantly improve the website’s ranking on Google. This makes it indispensable for search engine optimization (SEO). Unlike paid advertising, which only delivers short-term results, category texts improve the website’s position in search results in the long term and thus pay off over a longer period of time. If you own an online shop and want to create category texts for it, you already have a pretty good basis for doing so with this text. As with everything else, it is advisable to trust in expert knowledge and use the services of professional content and copywriters. At CIIB, we write category texts for various clients and cover a wide range of topics. Feel free to contact us and use our expertise to improve your Google ranking!