> For clean Markdown of any page, append .md to the page URL. > For a complete documentation index, see https://docs.etals.com/llms.txt. > For AI client integration (Claude Code, Cursor, etc.), connect to the MCP server at https://docs.etals.com/_mcp/server. # Product listings Product listings are your category pages: Jackets, Footwear, Backpacks. They are often the first page a shopper lands on from search. Someone who searches for "waterproof jacket" often lands on a listing, not on one product. Every category page has a few texts. The intro sits at the top of the page. Further down, a longer body text helps people choose within the range and answers the questions they ask, often in a short FAQ. The meta title and the meta description are what people see in search results, and they decide whether someone clicks. Etals can write all of them, for every market you sell in. In Etals, each listing is an item of the Categories content type. This guide follows Nordvik Outdoor as it writes all four texts for its Swedish and British web shops, starting from research into what people search for and what they ask. ![etals-video-poster:use-case-product-listings](/_fern-files/_img/630fd6f53587264aaebfbc314e2da2a1adbeedd65831ceaab44c4a96b0922f88.webp) ## Set up what Etals writes You do this once, in the **Categories** chapter of **Setup** > **Onboarding**. #### Choose what Etals writes Every listing needs the same few texts. Nordvik chose four: | Property | Varies by | What it is | | ---------------- | --------- | ------------------------------------------------------------------------ | | Intro text | Language | The short text at the top of the page | | Body text | Language | The longer text further down: how to choose within the range, and an FAQ | | Meta title | Website | The link people click in search results | | Meta description | Website | The line or two under that link | If a property doesn't exist yet, open **My Data** > **Categories** > **Properties & prompts** and click **New property**. Give it a name, choose the type, tick the level it varies by and, if you like, write a short prompt. Nordvik made Body text a **Formatted text** property, so it can have subheadings. See [Properties](/properties#create-a-property). ![The New property form with the name Intro text, Brand, Market and Language ticked under Varies by, and a short prompt](/_fern-files/_img/022d4a7b1d48c48b05c905378c3c76b63f2d64d01076b5a21cb7f285be663158.webp) Then go to **Setup** > **Onboarding**, open the **Categories** chapter and click **Set up**. The window "Choose what Etals generates and what agents see" lists your properties in two columns. The first column, **Etals can generate**, decides what Etals writes. Etals switches on what it suggests and marks it **Suggested**, so go through the list one field at a time. Nordvik keeps **Body text**, **Intro text**, **Meta description** and **Meta title** on. It leaves **Short intro** off, because Nordvik writes those itself and they should stay as they are. #### Choose what agents see The second column, **Agents can see**, decides what an agent reads about a listing while it writes. Keep on what helps. Nordvik keeps its own **Short intro** on, because it tells the agent what each range is about. Turn off what could confuse the agent. Nordvik's categories have no photos, so it turns off **Images** under **More context for agents**. Click **Finish setup**. You can change both columns later in **My Data** > **Categories** > **Properties & prompts**. See [What agents see](/how-agents-use-data#control-what-agents-see). ![The Set up categories window: Etals can generate is on for Body text, Intro text, Meta description and Meta title and off for Short intro, Agents can see is on for all five, and Images is off](/_fern-files/_img/2f0274af9559fd33bbaad887b5d4d19a71b3b46d39d2580536e241e6b5fac8e4.webp) #### Train the body text The body text is where research pays off most, so Nordvik trains it before producing anything. The **Categories** chapter shows a training step for each text. Click **Train** next to **Train Body text**. 1. Pick a language under **Test in**. Under **What is important**, say what matters in your own words, or click one of the **Hints from Etals**. Nordvik wrote: "Help shoppers choose within the range. Use the words people search for, and end with a short FAQ that answers the questions they ask." 2. Click **Continue**, keep **Let Etals pick** and click **Start training**. Etals writes the body text for three categories, so you can see how it reads. 3. Now ask for the research in the chat. Nordvik wrote: "Research what people search for and the questions they ask about these categories. Use what you find in the text and in the FAQ." The agent searches the web for what people type and what they ask about each of those categories. It adds what it finds to the Body text instructions, one short research note per category, plus a general rule: use the words shoppers search with, and answer three or four real questions in the FAQ. Then it writes the texts again. ![Training Body text: the chat shows the research note the agent added for Footwear, with what shoppers search for, and the new Footwear text on the right ends with Frequently asked questions such as Should I size up in hiking boots?](/_fern-files/_img/a988fc7d12daf66cc30edfc45402d719e19565e637bbb5ee467c9eff3053f505.webp) The research covers the categories in the test. Ask for more if you like. Nordvik also wrote "Do the same research for Jackets", plus one line on layout so every category looks the same: "Two or three short sections, each with a subheading, then the FAQ with each question as a subheading." 4. When it reads right, click **Approve and finish**. What you taught is saved as the property's instructions. See [My data](/my-data). Train the intro, meta title and meta description the same way if you like. You can also produce right away and train later. Now you can produce content: by hand in a grid, or with an automation that writes new listings as they arrive. ## Produce by hand #### Start a grid with your categories Open **Produce Content** and click **New grid**. Pick **Categories**, tick the listings you want and click **Add to grid**. Nordvik picked Jackets, Footwear and Backpacks. #### Add research Before Etals writes, let it research what people search for. A listing works best when it uses the words shoppers type, and those words change from market to market. People in Sweden search for "jackor", people in the UK for "jackets" and "waterproof jacket". In the menu next to your categories, click **Research**, then **SEO & GEO research**. (Later you find it under **Add** > **Research**.) Tick the web shops you sell in, here **Nordvik Outdoor SE** and **Nordvik Outdoor UK**, and click **Add research**. One column covers them all. SEO & GEO research looks at each listing on each website, in that website's language: * It reads the category and writes a long list of searches people could use, in the local language. * It looks up how many times a month each one is searched. * It picks one primary keyword and up to three supporting keywords that fit the page and have real demand. * It checks that no other page on your site already owns those keywords, so two pages don't compete for the same search. If Google Search Console is connected, it also looks at the searches the page already shows up for. > **Note** > > SEO & GEO research needs keyword research turned on for your workspace and keyword research access for your role. If it's greyed out, the menu says which one is missing. The menu also shows an estimated cost per category before you add it. #### Add the texts and languages Click **Add property**, pick **Intro text** and then **Write new content from your data**. Tick the languages, here **SV** and **EN**, and click **Add 2 localizations**. Do the same for **Body text**, **Meta title** and **Meta description**. Click the grid's title to give it a name. Nordvik called it "Category pages, autumn". #### Try one category first Hover the research cell of one listing and click **Research**. When the keywords appear, click the cell to see what research found. **Results** lists the keywords for each website, with how many times a month each one is searched. This is what it found for Nordvik's Jackets listing: | Website and language | Primary keyword | Supporting keywords | | ----------------------- | --------------- | -------------------------------------------------- | | Nordvik Outdoor SE › SV | jackor | skaljackor, fleecejackor, vindjackor | | Nordvik Outdoor UK › EN | jackets | waterproof jacket, fleece jacket, insulated jacket | ![The research results for Jackets: one row per website and language with the primary keyword, three supporting keywords, how often each is searched a month, and the status Committed](/_fern-files/_img/2d8016ff36378ae2c84cea953193f8867e0f02c1526745b4028e85e5429c5da8.webp) Then click the play buttons in that row. Etals hands the agent the keywords for each website, with their monthly searches, so the English texts are built around the UK keywords and the Swedish ones around the Swedish keywords. The texts arrive as **Draft**, so you can read them before anything is saved. **Sent to agents** in the research window shows exactly what the writing agents read. The keywords are also saved on the category, in the properties **Primary keyword** and **Supporting keywords**. Etals creates those two properties the first time research runs. ![The grid: the SEO & GEO research column shows jackor and jackets for Jackets with the status Committed, its intro and body texts arrive as drafts, and Footwear and Backpacks are not researched yet](/_fern-files/_img/e2109c08b87113e62491718fe4ef05114637e5aeb5aa4506c949fb81a8a8b016.webp) #### Read the body text Click a body text to read it in full. It opens in an editor, where you can also change it. Nordvik's English body text for Jackets has two short sections, "Choosing the right waterproof jacket or shell" and "Fleece jackets and insulated jackets for warmth", and ends with the questions the training research found: * Are softshell jackets waterproof? * What does a 10,000 mm or 20,000 mm waterproof rating mean? * Why is the inside of my rain jacket wet? * Should I size up to fit layers underneath? ![The Jackets body text opened in the editor: the Frequently asked questions section with four questions as subheadings and a short answer under each](/_fern-files/_img/082434906eb8e5d42898ddda4964deb6d9487e53c295b9bdd5f713656295167f.webp) #### Generate the rest When the first listing reads right, click **Generate**. The window shows the order, **Research** and then **Generate**: Etals first researches the listings that aren't researched yet, then writes them. It also shows an estimate of the research cost. Turn on **Send to proofreading** if someone should check the texts first. Click **Generate** with the number of values, for example **Generate 16 values**. When it's done, the texts are committed to your categories and the grid shows **Finished**. From there they can go to your shop: [export](/export) them, or send them to a connected platform. ![The Generate window: Fill empty, the steps Research and Generate, Send to proofreading and Export to Custom API switches, and the research cost estimate](/_fern-files/_img/46defcfeacb40a1019a3e0d8640ae7c2170494fb505b8d3cd5201302ac258b38.webp) > **Note** > > If you write a value before the research for its listing has finished, Etals asks "Start without research?". Those values are written without the keywords. > **Tip** > > If you send texts on to a connected platform or to your own API endpoint, the **Generate** window also has an **Export to** switch with its name, and **Finish task** offers **Also export to**. The texts are then sent on after they're committed. See [Export](/export#export-to-a-connected-platform). #### Save it as a template Click **Save as template** at the top of the grid. Give it a name, choose **Fill empty** or **Replace all**, decide on **Send to proofreading** and click **Save template**. The template keeps the properties, the languages and the research column. Next time, open **Produce Content** and click the template under **Templates**. The grid opens with everything in place and asks "Which categories is this grid for?". ![The Save as template window with the name Category pages with research, Fill empty selected and Send to proofreading off](/_fern-files/_img/d45518c0f6536669e9d8abe618867580dbcfe548c6339f9b6cb4fcfc7f4d8329.webp) ## Or let an automation do it In **Setup** > **Onboarding** > **Categories**, click **Turn on** next to **Turn on an automation**. Etals opens the automation builder with a suggestion filled in. #### Research first Under **Research first**, pick a website under **Website › language** and click **Add**. Repeat for every web shop. Every run then researches the listings before it writes. ![The Research first section of the automation builder with SEO & GEO research for Nordvik Outdoor SE › SV and Nordvik Outdoor UK › EN](/_fern-files/_img/b7c57c28da5b22d625eedc5e38a4665b83e40c2d876b9f479c79dfefd775bb93.webp) #### Choose when it runs Under **When it runs**, keep **When categories are added or changed**, so new listings get written as they arrive. #### Check what it writes and turn it on Under **What Etals produces**, check the texts and the languages or websites they're written in. The **Produces** summary on the right lists them too. Click **Turn on automation**. You can also pick your template under **Start from a template** at the top of the builder. ## What you get For every listing and every market, an intro, a body text, a meta title and a meta description written around the words people search for there. This is what Nordvik got for Jackets: | Website | Meta title | Meta description | | ------------------ | --------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------ | | Nordvik Outdoor UK | Jackets \| Waterproof & Fleece Jackets \| Nordvik Outdoor | Shop jackets built for rain, wind and cold. Explore waterproof jackets, fleece jackets and insulated layers designed to keep you warm on the trail. | | Nordvik Outdoor SE | Jackor, skaljackor och fleecejackor \| Nordvik Outdoor | Upptäck jackor för nordiskt klimat. Hitta skaljackor, fleecejackor och vindjackor som håller dig varm och torr. Välj rätt jacka för din nästa tur här. | The English intro now opens with "Jackets for trail walks, rainy commutes and cold cabin weekends." Before, the page only had "Shells, fleeces and insulated jackets for rain, wind and cold days." The body text answers the questions shoppers ask before they buy, such as "Why is the inside of my rain jacket wet?". A page that answers a question clearly is also easier for AI assistants to quote and link to. On top of the texts you keep: * research notes in the Body text instructions, so every run writes from what people search for and ask; * the keywords for each listing, saved on the category, so the next run and other pages know which searches it owns; * a template that sets up the next grid in one click; * an automation that researches and writes new listings as they arrive. ## Related pages #### [Properties](/properties) Create the texts a listing needs and choose how they vary. #### [What agents see](/how-agents-use-data) What an agent reads about an item while it writes. #### [My data](/my-data) Edit the instructions for each property. #### [Export](/export) Send finished texts to a file or a connected platform.