For SEO handle, titles, seo meta-descriptions,etc, is it important to include the umbrella term greeting card, or is the specific more important: birthday card, sympathy card, etc? Or both? Thanks!
Specificity is better. While “greeting card” is a good umbrella term for your collection pages, users usually search for the specific occasion. The more specific you are (e.g., “baby shower card”), the higher the likelihood of ranking and the better the user experience. It’s better to have a smaller, highly interested audience than a large group of people just meandering through your store. Meet the customer where they are by using the specific terms they use to describe their need.
For our full response, see our stream recording on YouTube. We start answering your question around 00:43:08:00.
Thank you Aron! I’m glad that’s the answer because it was what I went with because it made the most sense: to think like the purchaser.
All my best,
Loren