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# Purpose, keywords, and context

> How to choose enrichment purposes, select search keywords that improve copy, and write additional context that steers a batch.

Three inputs sit alongside your brand guidelines. Each is a single field on the create screen, and each rewards a deliberate choice.

## Purpose

You select one or more of: **Website/product data**, **SEO/organic search**, **Marketplace listings**, and **Email & social**. Purpose shapes what each field is written toward.

| Select               | When                                                                               |
| -------------------- | ---------------------------------------------------------------------------------- |
| Website/product data | The product page is the priority. Copy leads with what helps a shopper decide      |
| SEO/organic search   | Organic visibility is the priority. Titles and meta descriptions carry more weight |
| Marketplace listings | Your product data feeds marketplaces, and you want copy that travels               |
| Email & social       | The copy will be reused in campaigns and posts                                     |

> **Marketplace and social purposes do not add channel fields**
>
> Catalog Enrichment always writes the same seven product fields. Selecting Marketplace listings or Email & social changes how that content is written — shorter, more transferable copy — rather than producing channel-specific fields. Channel-specific output is a separate product.

Selecting everything is not a way to get more. Each purpose you add pulls the writing toward a different reader, and the fields still have to serve all of them. Two related purposes produce sharper output than four unrelated ones.

## Search keywords

Enter the terms you want worked into copy, separated by commas.

**Use terms shoppers actually search for.** Pull them from your site search logs, Search Console, or ad query reports. Aspirational head terms you do not rank for add little.

**Match the keyword to the batch.** Keywords apply to every product in the enrichment, so terms that fit only some of them read awkwardly on the rest. This is another reason to keep batches coherent.

**Keep the list short.** A handful of relevant terms gets woven in naturally. A long list produces copy that reads like it is listing keywords, which works against both readers and search engines.

## Additional context

Single-line instructions for anything the tool should know about this batch that is not brand voice.

Use it for:

* **Positioning.** "These are professional-grade tools, not consumer DIY."
* **Details it cannot infer.** "Sizing runs small — mention fit guidance."
* **Emphasis.** "Lead with load capacity and durability over appearance."

Write one instruction per line, one idea each. Short directives are applied more reliably than a paragraph.

### Brand voice or additional context?

Ask whether the statement would still be true for a completely different set of products.

* **Yes** — it belongs in brand voice. It applies everywhere.
* **No** — it belongs in additional context. It applies to this batch.

"We never use exclamation points" is brand voice. "Assembly is required on everything in this collection" is context.