Write the product page

The title, the description, the URL handle and the search engine listing a shopper and a search engine each read.

A product page has two audiences and they want different things. The shopper reads the title and description at the top of the product; the search engine reads the Search engine listing card further down. Fill in the first and the second will fall back to it, but a listing written on purpose does better.

Write what the shopper reads

1. Go to Products and select the product.

2. In Title, enter the name as a customer would say it, not the internal one.

3. In Description, write what the thing is and who it suits. The toolbar holds bold, italic, underline, a heading, bullet and numbered lists, a link and an image.

4. Select Save.

A short opening paragraph followed by a few specifics reads better than one long block. Keep the exact figures for Metafields, where a shopper can scan them as a table.

Fill in the search engine listing

1. Scroll to Search engine listing.

2. In URL handle, enter the words you want in the address, separated by hyphens. Leave it alone to keep the one generated from the title.

3. In Meta title, enter the headline a search result should show. The counter beside it keeps you inside the limit.

4. In Meta description, enter a sentence or two summarising the product.

5. Check Search preview underneath, which shows the result as it will appear, then select Save.

Add tags

Tags sit on the right, under Tags, and are entered as one comma-separated list. They appear underneath as chips once saved.

Tags are worth keeping deliberate, because smart collections read them: a single next-day tag applied consistently is the whole of a Next Day Despatch collection. Scattered, improvised tags make rules that nearly work.