SEO & E-COMMERCE
Your catalogue needs to explain products before it can persuade people to buy. ALTO27 writes or reworks e-commerce product pages using verified information: specifications, uses, variants and buying questions. We create a consistent content template and can also work on the category or service pages agreed in the quote. Useful information and a clear structure guide the editorial SEO work.
Let's optimise your content
IS THIS FOR YOU?
For a website whose offers are hard to find, or a catalogue whose product pages need more useful, consistent information.
Rework a set of product pages: identify buyers' questions, create a copy template and optimise the priority pages.
A scenario to help you picture the possibilities, adapted to your business.A catalogue needs more than a sequence of interchangeable descriptions. We establish the available data, priority products and writing guidelines before starting production.
Using product data and material approved by your team, we prepare structured pages covering the overview, specifications and relevant usage information. An initial example establishes the tone and organisation before work continues across the batch. The fields to complete are agreed according to your platform.
We identify missing information, unclear wording and inconsistencies between products. Revisions can cover titles, descriptions and content hierarchy. Any benefits described remain tied to verifiable facts; specifications or certifications are never added without a supporting source.
Category copy can help people understand a range and choose a product. We define each page’s role, the questions it should answer and useful links to the relevant products. Targeted editorial work on other commercial pages can be included within the same agreed scope.
SEO connects your pages with relevant searches. A clear product page then explains the offer, addresses hesitation and makes purchasing easier.
Pages structured around your offer and your customers' questions help search engines understand what you provide.
THE METRICSGoogle impressions and searches associated with your pages.A precise title and relevant description help people recognise an answer to their needs in the search results.
THE METRICSclicks from Google and click-through rate, by page and search query.Benefits, specifications, uses and practical details make a product page more useful. The journey continues through to the basket and the order.
THE METRICSproduct page views, additions to the basket and orders.Track impressions and clicks in Google Search Console, then product page views and purchase actions with the chosen tools. Compare the same pages over comparable periods, taking seasonality into account.
We choose the tracking tools and metrics to suit your business, your objective and the agreed scope of support.
Understanding the metrics: Google Search Console — Understanding impressions, clicks and click-through rate ↗
Understanding the metrics: Google Analytics — Measuring views, additions to the basket and purchases ↗
Impressions, clicks and click-through rate help explain visibility in Google. This example dashboard makes the metrics easier to understand.
| Metric | A | B |
|---|---|---|
| Google impressions | 8,000 | 12,000 |
| Clicks from Google | 160 | 360 |
| Click-through rate | 2% | 3% |
| Pages appearing in search | 8 | 12 |
| Tracked queries | 60 | 90 |
| Product page views | 90 | 150 |
Click-through rate = clicks ÷ impressions. 160 / 8,000 = 2%; 360 / 12,000 = 3%, an increase of 1 percentage point. Product page views are a separate website metric.
An example of SEO tracking: observe appearances in Google, then the clicks they generate. Sales are measured further along the shopping journey.
A fictional example, with no Search Console export. Clicks and page views are not presented as sales.
Copy that helps people, is structured for search engines and fits your catalogue.
We adapt the deliverables to the agreed scope: you don't need to choose everything.
An assessment of your pages, product content and opportunities for improvement.
Identifying search intent and the right vocabulary.
Titles, descriptions, benefits, specifications and category copy.
Tags, heading hierarchy, internal links and recommendations for organising content.
Consistent copy and a reusable template for new products.
Improve the product pages already on your website.
Write content as new products are added.
Identify the priority improvements for your pages.
Understand your offer, customers and existing pages.
Identify the most relevant product groups and searches.
Create clear, consistent copy focused on how the product is used.
Refine the pages using available feedback and metrics.
Specifications, dimensions, materials, variants, intended uses and manufacturer documentation provide the foundation. Add common customer questions and any material you have permission to use. When information is missing or uncertain, we flag it for approval rather than making it up.
Yes. The scope can include a sample product page or a small representative selection. You approve the structure, level of detail and tone before work continues across the remaining products. Product counts, variants and revision arrangements are set out in the quote.
Writing and uploading are separate tasks. Copy can be supplied in an agreed document or spreadsheet. Uploading to your platform can be scoped according to the access and functions available. The quote specifies the fields covered and who approves publication.
Related concept studies
These studies illustrate a design process, without a client commission.
Let's discuss your situation, your priorities and how we can help.