In short
- Brand + product queries are among the closest to purchase: the shopper has already chosen the brand.
- An effective brand page presents the real offering of that brand at your store, not the brand's history copied from its own site.
- The brand × category cross ('women's Nike sneakers') is often searched more than the general brand page.
- Watch your claims: never pretend to sell ranges that are not actually on the page.
A significant share of e-commerce searches contains a brand: "Royal Canin cat food", "Dyson vacuum", "Cybex stroller". These shoppers are already halfway there: they know what they want, they just have to choose where to buy it. Brand pages are made for them.
Two types of brand pages
| Type | Example | Target query |
|---|---|---|
| General brand page | Dyson | "dyson" (often dominated by the brand's own site) |
| Brand × category cross | Dyson vacuums | "dyson vacuum", "dyson stick vacuum" |
The general brand page often runs into the brand's official site, which naturally takes first place on its name. Brand × category crosses are generally more accessible and closer to purchase: they work like facets, with the same logic as described in our guide to faceted navigation.
What makes a good brand page
The real offering, not the biography
The classic mistake is to copy the brand's corporate presentation ("founded in 1991, the brand is committed to..."). That text already exists elsewhere, and says nothing about what the shopper will find at your store. A good brand page presents:
- the ranges and product families of the brand that you sell;
- what usefully sets them apart for the buyer (technologies, uses, price positioning);
- useful crosses, with links: Dyson stick vacuums, Dyson accessories.
Accurate claims
This is a sensitive point: a brand page that claims to sell ranges absent from your catalog disappoints the shopper and can cause problems with the brand. Every claim about the offering must match the products displayed.
Specific tags
The title tag and meta description of a brand page follow the same method as those of a category: the query first ("Dyson vacuum"), a concrete feature of the offering, the site's brand at the end. See our guide to the title tag.
How unblind handles brand pages
Brand pages are recognized as a distinct page type, with their own writing rules. The copy is written from the products actually displayed, and the reviewer checks every claim about the offering (brands sold, product families) against the page content: a range that does not appear on the page is not announced. It also flags inconsistent variants of your store name from one page to another.
Frequently asked questions
Do you need one page per brand on an e-commerce site?
For the brands you carry with a significant offering, yes. A brand page captures searches from shoppers who have already chosen their brand. For brands with one or two products, a dedicated page adds little.
What should the copy of a brand page contain?
The brand's real offering at your store (ranges, product families, prices), what usefully sets it apart for the buyer, and links to brand × category crosses. Avoid copying the corporate presentation published on the brand's own site.