Purpose, keywords, and context

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.