Sears & Kmart SEO Writing Guide

SEO content for Sears and Kmart isn’t always written by a seasoned copywriter. In fact, most items are actually written by third party vendors or the merchants themselves. Dedicated copywriters typically only touched the top-performing 1-2% of products, simply due to the sheer volume of product available online.

I worked with our SEO and merchant teams to develop a writing guide that writers and non-writers alike could use to maintain SEO best-practices in their writing, regardless of the product they were writing for. This guide also wove in tips for creating personable, shopper-friendly content to help content blend in with the rest of the experience on the site.

Here’s a sample of the guide (that’s still in use today!):