Item Class 

• Make sure it’s an active item class 
• Department > Class > Subclass 
• *If you need a new item class, please let Ecom Team know so we aren’t trying to fit something into a category in which it doesn’t belong 
• The more specific you are, the easier it is to shop.  

Site Categories 

• Make sure you select the right league & team 
• Imagine yourself as a KU fan seeing a Kentucky product 

 

Pricing Fields 

• Make sure all fields match unless it’s a markdown and/or sale item  
• Base Price – Used for Hard Markdowns (Shows as strikethrough pricing on website) 
• Original Price 
• Online Price – Not currently used 

  

Naming Conventions / SEO / Product Details 

1. Product Titles 
   1. Display Name = Product Name on Front-end of Website 
   2. Thumbnail Alt Text 
   3. Web_Style = Unique Identifier 
   4. Keywords = Descriptive adjective that makes this item unique  ****Think about shopping on Google, what is the ONE WORD that will separate this from other products that are similar and in the same category  *** GoogleTrends.com 
   5. If you don’t have distinct keywords, you will end up with duplicate content 
   6. Customizing Titles & Descriptions without running PAT scripting (Check “Do Not Run Pat Scripting”) 
   7. Uniformity is important. Special events, Hot Market, Product Years, etc. – Keep in mind cross-department items and collections 
   8. If you change the WEB_STYLE field, notify Marketing so a URL redirect can be created 

2. Description Field = WEB_DESC 
   1. “Features a [Web_Desc]” 
   2. Why did you buy this from the vendor?  
   3. What features does it have that stands out from other items? 
   4. PLEASE don’t just fill out and talk about “features team logos” – everything we have features a team logo.  
   5. Ideas: Material, Graphic, Vendor-specific Terms, Size 

3. Silhouettes 
   1. Home décor needs dimensions added to silhouette 
4. Color 
   1. Real Color vs New Color: Fill out Real Color, It will auto-populate New Color 
   2. Do not put N/A or Non 
   3. If you need a new color created, ASK! 

Additional Fields 

• In-Store Only 
• Shipping Notes 

SEO Components ***IMPORTANT***DO NOT copy styles 

TIPS 

1. Check out this article on SEO  
2. Look at what competitors are doing 
3. Proper Keywords are a must 
4. Think about the USER EXPERIENCE 
   1. Searching on Google 
   2. Navigating the Website