Attract & Engage rewrote 300+ product descriptions to turn a bare catalogue into a genuine SEO asset for Gerald McDonald
The problem: a product catalogue invisible in searches
Gerald McDonald has been supplying fruit juices, concentrates, herbs, spices and essential oils to the food and drink industry for over a hundred years. That kind of longevity earns real trust with buyers, but it doesn’t automatically earn visibility online. When we looked at their site, the product catalogue told the story of a business that had outgrown its own web presence.
Buyers were clicking through from a bare product listing into individual product pages that offered little more than a name and, occasionally, a data sheet link. For a specialist procurement or NPD contact searching for something specific, like a clarified apple concentrate at a particular brix level or an organic ground turmeric supplier, there was nothing on the page for Google, or the buyer, to match them to. The expertise was real. It just wasn’t written down anywhere search engines could find it.
The fix: 300+ SEO-written product descriptions
We treated the product catalogue as the SEO opportunity it was, rather than a housekeeping job to tidy up later.
Working through the range one category at a time, juices and bases, herbs and spices, essential oils, we wrote a description for every one of the 300+ individual product entries, using the specifications, sourcing detail and applications already held in Gerald McDonald’s own data sheets and product knowledge as the raw material. Each description was built to answer the questions a buyer actually has (what it is, where it comes from, what form it’s supplied in, what it’s used for) while working in the terms those buyers actually search. Where products were close variants of each other, like the different apple concentrates or the range of ground and whole spice formats, we made sure each entry stood on its own rather than repeating the same paragraph with the nouns swapped.
None of this asked much of the Gerald McDonald team beyond access to their existing product information. We did the extraction, the structuring and the writing, and worked directly into the site so the changes went live without adding to anyone’s workload.
The result: a catalogue that works as hard as the business
The result is a product catalogue that finally works as hard as the business behind it. Instead of a flat database listing, Gerald McDonald now has over 300 pages of genuine, differentiated content giving search engines, and the specialist buyers searching them, real reasons to land on the right page. It’s stronger visibility built entirely from information the business already had.
Key insight
Your product catalogue is often your biggest untapped SEO asset. The content doesn’t need to be invented from nothing, it needs to be extracted from what the business already knows and put where search engines and buyers can actually find it.
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