Case study
HEMA: SEO category copy ranking #3 for “regenjassen” (rain jackets)
HEMA is one of the best-known retail brands in the Netherlands. As SEO copywriters, we wrote a large number of category and product descriptions for hema.nl in HEMA's down-to-earth brand voice. In a September 2026 check, the rain jacket category page ranked #3 in Google for the Dutch query “regenjassen” (rain jackets, 590 searches a month), between Rains and Decathlon, and #2 for “opvouwbare regenjas” (packable rain jacket). We wrote the copy in 2022 and 2023; it's still live on hema.nl and you can read it below.
- Industry
- Retail, e-commerce
- Market
- Netherlands
- Services
- SEO copywriting for category pages and product descriptions
- Scope
- A large number of category pages and product descriptions
- Period
- 2022 and 2023
Why category copy is hard to rank for a retailer like HEMA
A large product range means lots of category pages, each of which has to rank for its own search terms without the copy feeling interchangeable or forced. A category page also has little room: a short intro above the product grid, sometimes a block below it. So every sentence has to work for both the visitor and Google.
On top of that, HEMA's tone is a brand in itself: approachable and down-to-earth, with no sales talk. It has to ring true in every piece of copy, even one about napkins.
How the SEO category copy for hema.nl was written
For each category, we combined keyword research with copy in HEMA's brand voice. First the terms: the category's main term (regenjassen), the variations people actually search for (“opvouwbare regenjas,” “dunne regenjas,” and “gevoerde regenjas,” meaning packable, thin, and lined rain jackets), and the questions behind them. Then the copy: a helpful intro that guides visitors toward a choice and tells search engines exactly what the page is about. No over-optimized copy stuffed with keywords, just the right terms in the places Google weighs them: the opening sentences, the subheadings, and the description of the product range.
What the SEO copywriting for HEMA covered
- 01Keyword research for each category: main term, variations, and long tail, with search volume and competition.
- 02SEO category copy for a large number of category pages, from rain jackets to pet products and napkins.
- 03Product descriptions for a large number of products in the same categories.
- 04Editing for brand voice: every piece checked against HEMA's tone of voice.
- 05Delivery including meta titles and meta descriptions for each page.
Results
What the category copy delivered: #3 for “regenjassen”
The copy is live on hema.nl and contributes to the organic visibility of the category pages. In a September 2026 check, the rain jacket category page ranked #3 for “regenjassen” and #2 for “opvouwbare regenjas.” The napkins page ranks in the top 10 for “zwarte servetten” (black napkins), “gele servetten” (yellow napkins), “leuke servetten” (fun napkins), and “servetten kopen” (buy napkins). For branded terms like “hema servetten” (HEMA napkins) and “hema hond” (HEMA dog), the pages rank #1.
- #3
- “regenjassen” (rain jackets, 590 searches/mo), rain jacket category page, Sept 2026
- #2
- “opvouwbare regenjas” (packable rain jacket, 320/mo), same page, Sept 2026
- Top 10
- napkins page for “zwarte servetten,” “gele servetten,” “leuke servetten,” and “servetten kopen” (black, yellow, and fun napkins; buy napkins), Sept 2026
See it for yourself
The work is live at HEMA
Publicly available on the client’s own domain.
FAQ
Frequently asked questions about SEO copy for category pages
What does an SEO copywriter do for an online store?+
An SEO copywriter writes the copy for category and product pages so it ranks for the terms customers search for and helps them choose at the same time. That starts with keyword research for each category, followed by a short, helpful piece of copy in the store's brand voice, with the search terms in the places search engines weigh them. That's how we wrote HEMA's category copy for rain jackets, pet products, and napkins, among others.
How long should category copy be?+
As long as it takes to explain the category and name the key variations, usually 100 to 250 words above or below the product grid. Making it longer rarely improves a category page; copy that explains the choice (packable, thin, lined) and hits the brand voice does.
How do you measure the impact of SEO copy on category pages?+
By the page's rankings for the main term and its variations, measured on a fixed check date. In September 2026, HEMA's rain jacket page ranks #3 for “regenjassen” and #2 for “opvouwbare regenjas,” and the napkins page is in the top 10 for “servetten kopen.”
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