How do you work with content writers or category teams to ensure product listings and other content are optimized for search?

Situation

In my last role, our content writers were creating product descriptions that were very creative but rarely included relevant keywords or followed SEO best practices.

Task

I needed to collaborate with three content writers to align their product copy with our SEO strategy without stifling their creativity.

Action

I scheduled a 30-minute kickoff meeting with the writers to explain the core keywords for each category and shared a simple template that included a primary keyword in the title, first paragraph, and a bullet list of features. I also created a shared Google Doc with a quick SEO checklist for every product listing. When reviewing drafts, I used comments to suggest keyword insertions naturally, not just plugging them in, and I always explained the 'why' behind each suggestion.

Result

Within two weeks, all new product listings were consistently including target keywords in key positions. The writers felt empowered, not restricted, and the category's organic click-through rate improved by 15% as a result.