E-commerce SEO copywriting: writer, agency or AI for your categories and facets

"SEO copywriting" is searched nearly 500 times a month in France, with a cost per click of more than €12: it is a purchase search, from someone who wants to entrust their copy to a specialist. In e-commerce, the question that comes before choosing a provider is often forgotten: which texts need writing?

What to write on an e-commerce site

SEO copywriting first brings blog articles to mind. On an online store, that is not where revenue is won. Buyers arrive from Google on your categories and facets, and it is their elements that decide the click and the ranking:

• the title tag, which does most of the ranking work and is read by the user in the results (our method);
• the meta description, which gives a reason to click (our guide);
• the H1, which confirms to the buyer that they are in the right place (the simple rule);
• the category copy, which helps users choose and covers specific searches (what actually works).

We explain why this traffic brings in far more than article traffic in our analysis of categories versus articles.

Three ways to get the copy written

A writer or an agency brings a fine understanding of your brand and your customers. Their limit is arithmetic: at a few minutes per page for a title tag and a meta description, more with copy, a catalog of 2,000 categories and facets represents weeks of work. In practice, you optimize the top 50 or 100 pages, and the rest keeps the tags generated by the CMS. To size your own case, use our SEO workload calculator.

Briefing a writer properly

If you entrust pages to a writer or an agency, give them, for each page:

1. the primary query targeted, taken from Search Console, and the secondary searches;
2. what the page really contains: brands, materials, ranges, price range;
3. what sets you apart: delivery, manufacturing, advice, after-sales service;
4. the constraints: tag length, forbidden words, brand tone, mandatory mention.

Without these elements, even a good writer produces generic copy, interchangeable from one site to the next.

Judging a text, whatever its author

Category copy is judged on three questions:

• Does it target the right query? The title tag and the H1 use the main search in its natural form.
• Does it bring something to the buyer? Every paragraph answers a real choice question, anchored in the products on the page.
• Is it accurate? No statement about delivery, prices or products that is not true on your site.

Length is not a criterion in itself: public tests point both ways, as detailed in our guide to category copy.

Where unblind fits

unblind handles copywriting for the entire catalog. For each category, facet, brand page or product page, it reads the page content, assigns a primary query from your Search Console data and DataForSEO, writes the title tag, meta description, H1 and copy, then reviews them with rules per page type. You set the tone, the forbidden words and the mandatory mentions, and you regenerate a page when the result does not suit you.

Many teams combine the two: a writer or an agency for strategy and the few flagship pages, unblind for production at scale. We detail this split in our article on the agency and automated tools combination.