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Module 13 / Lesson 70 · Read, apply, check
Map shopping queries to a category, product or advice page based on the decision being made.
A shopper exploring a range needs comparison and navigation; a shopper evaluating a specific item needs accurate specifications, availability and purchase information. Decide which job a page serves before adding text. A category and a product page should not compete by repeating the same generic introduction.
Give the category a clear scope and useful links to products or narrower collections. Explain meaningful selection criteria where they help customers choose. Do not hide the inventory under a long essay written only to reach a word target; the products are often the central answer.
Provide the details needed to judge suitability: dimensions, materials, compatibility, price, delivery and returns where applicable. Distinguish verified specifications from promotional opinion. Images and explanations should describe the actual item and variant rather than an idealized product that customers cannot buy.
A measurement guide or compatibility explanation can support several products. Link to that shared resource where it resolves a genuine question. Keep the informational page useful in its own right and avoid creating many almost identical guides solely to funnel readers to one item.
Small home office desks → useful category and selection filters.
Alder Desk 90cm → specifications and availability.
Measure desk depth → instructional guide.
Guide → relevant range → accurate product details.
Hypothetical example: a desk retailer sees searches for “small home office desks,” a specific model name and “how to measure desk depth.” It assigns the broad shopping task to a category with suitable products and clear dimensions, the model query to the product page, and the measurement question to a guide. The team checks that the category links to each featured product and that the guide explains clearance rather than repeating sales copy. On the product page, a diagram clarifies the actual depth and cable space. A customer can move between advice, selection and specification without being sent through three pages that all say essentially the same thing.
Another retailer puts a long generic buying guide above every collection and repeats it on each product. The first screen hides the inventory, while specific dimensions remain difficult to find. The additional text creates neither a better comparison nor a clearer specification. The improvement is to assign each page a job, keep selection information near the products and place shared advice in a genuinely useful linked resource.
Misconception: category SEO means adding the longest possible introduction. Useful category content helps selection and navigation. Its appropriate length depends on the decision, not a fixed amount of text that must precede the products.
Some categories need substantial explanation because selection is complex. Test the page with the intended customer rather than assuming all editorial guidance is clutter. Regulated or safety-critical products require especially careful factual review.
Do this today · 35 minutes
Map shopping queries to a category, product or advice page based on the decision being made.
A small product range and three query types, or the desk-retailer sample.
Queries: small home office desks; Alder Desk 90cm; how to measure desk depth. Products have verified dimensions and different clearance requirements.
Before: Three pages repeating “best desks for your home.”
After: Category for selection; product for dimensions; guide for measuring the space.
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Review search queries and customer questions after launch; improve the page serving the failed decision rather than adding generic text everywhere.
Before you move on
A retailer wants pages for a broad desk-shopping query, a specific model query and a measurement question. Existing drafts repeat the same promotional introduction and make dimensions hard to find. Which page plan best resolves the distinct customer tasks?
Next lesson →Lesson edition 1 · References reviewed 15 October 2026 · Practical exercise reviewed 15 October 2026. Examples are illustrative teaching scenarios.
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