Category pages are some of the most valuable assets on any eCommerce website.
Not only do they help users easily navigate your site, but they also bring in a significant amount of organic traffic and revenue. In fact, category pages often perform better than product pages when it comes to SEO. Why? Because users tend to search for broad terms like “men’s shoes” instead of specific product names, making category pages a natural landing spot.
Despite their importance, many businesses don’t give these pages the attention they deserve. A well-optimised category page doesn’t just improve your search engine rankings; it also enhances the user experience, which can lead to higher conversions and sales.
This guide will walk you through everything you need to know about optimising eCommerce category pages, including:
- Understanding different types of category pages
- Conducting keyword research
- Building a logical category hierarchy
- Optimising page titles and meta descriptions
- Writing strong category descriptions
- Adding internal links
- Using structured data
- Improving page speed
- Tracking your results
Let’s get into it to crank your Ecommerce SEO efforts.
Understanding the Different Types of Category Pages
Before you dive into optimisation, it’s important to understand the different types of category pages. There are two main types you’ll encounter:
- Category Listing Pages (CLPs): These pages list subcategories within a broader category. For example, “Men’s Clothing” could be a CLP with subcategories like “Shirts,” “Trousers,” and “Shoes.”
- Product Listing Pages (PLPs): These pages display individual products within a specific category. For example, a “Men’s Trousers” page would show all the available trousers for purchase.
Both types of pages are vital to your SEO strategy, but CLPs often have more SEO potential because they target broader search terms that users frequently type in.
Conducting Keyword Research
Good SEO starts with understanding what your audience is searching for, and that’s where keyword research comes in. For category pages, focus on finding broader, high-volume keywords that match user intent. Instead of optimising for product-specific terms, think about categories people search for, like “running shoes” or “evening dresses.”
Tools to Consider:
- Semrush: This tool helps you find long-tail keywords and discover related terms for your categories.
- Ahrefs: Offers insights into search volume, keyword difficulty, and ranking potential.
- Google Keyword Planner: Free and straightforward, it shows search volumes and keyword ideas.
When selecting keywords, keep in mind:
- Relevance: They need to align with the products in your category.
- Search volume: Aim for keywords with a healthy number of searches.
- Competition: Balance between finding high-volume terms and avoiding highly competitive keywords that are hard to rank for.
Prioritise User Intent
Think about why someone is searching for a particular term. For example, a user looking for “best running shoes for flat feet” is likely in the research phase, whereas “buy running shoes online” suggests they’re ready to make a purchase. Match your keywords to these different stages of intent.
Building a Logical Category Hierarchy
A clear and well-organised category hierarchy is essential for both SEO and user experience. A logical structure helps search engines understand your site and makes it easier for users to find what they’re looking for.
Hierarchy Tips:
- Start broad: Top-level categories should cover major sections, like “Men’s,” “Women’s,” or “Kids’.”
- Break it down: Subcategories should get more specific. For instance, “Men’s Clothing” can break down into “Shirts,” “Jackets,” and “Trousers.”
- Keep it simple: Use straightforward, descriptive names for categories.
For SEO, having a clean URL structure is crucial. For example:
yourstore.com/mens/shirtsyourstore.com/mens/shirts/formal-shirts
This kind of structure makes it easy for search engines to crawl your site and understand the hierarchy. It also improves user experience by helping visitors know exactly where they are.
Optimising Page Titles and Meta Descriptions
Page titles and meta descriptions are two of the most important elements for your category pages, especially when it comes to ranking and click-through rates.
- Titles: Keep them concise, no longer than 60 characters. Use primary keywords and make sure the title reflects the content on the page.
- Meta descriptions: While they don’t directly influence rankings, they impact whether users click on your result in the search engine. Write clear, engaging descriptions that include relevant keywords and a reason to click, such as “Free Shipping” or “Browse our latest range.”
Testing Meta Elements
If you’re unsure about what works best, try A/B testing your page titles and meta descriptions. This allows you to see which versions get better click-through rates and helps you fine-tune your approach.
Writing Strong Category Descriptions
Category descriptions are often underused, but they can significantly boost both SEO and user engagement. These descriptions should:
- Be informative and relevant to the products in the category.
- Answer common customer questions or concerns.
- Naturally incorporate your chosen keywords.
It’s important that the text doesn’t feel forced or over-optimised. Avoid keyword stuffing and make sure the description flows naturally. For example, a category page for “Men’s Formal Shirts” could mention different styles, fits, and occasions, along with care instructions or popular brands.
Adding Internal Links
Internal linking helps search engines understand the structure of your site and passes authority between pages, which improves SEO. Internal links also make it easier for users to navigate.
Where to Add Links:
- Homepage
- Navigation menus
- Product pages
- Blog posts
Make sure to use descriptive anchor text that tells users what they’re clicking on. Instead of “click here,” use terms like “shop women’s winter coats” to give both users and search engines more context.
Using Structured Data
Structured data, also known as schema markup, provides additional information to search engines, making your pages more likely to appear in rich snippets. This can boost your visibility in search results.
Structured Data to Use for Ecommerce:
- ItemList: Defines a list of products on a page.
- Product: Adds product-specific details like price, availability, and reviews.
- BreadcrumbList: Helps search engines understand the structure of your site, which can improve navigation in search results.
- FAQ Schema: If your category page includes common questions, you can add FAQ schema to potentially have them featured directly in search results.
Using structured data makes your site more accessible to search engines, and if done right, it can lead to rich search results that draw more clicks.
Improving Page Speed
Page speed is a critical factor in both SEO and user experience. A slow-loading site can frustrate visitors, leading them to abandon your site and look elsewhere.
How to Improve Speed:
- Optimise images: Compress images and choose the right format (e.g., WebP) to ensure they load quickly without sacrificing quality.
- Use a CDN: A content delivery network (CDN) stores your site on multiple servers around the world, speeding up load times for users no matter where they’re located.
- Minimise code: Remove unnecessary code to reduce file sizes and improve loading times.
- Enable browser caching: This ensures returning visitors can load your site faster.
Given that mobile users make up a large percentage of online shoppers, mobile optimisation is key. Ensure your site is responsive and loads quickly across all devices.
Tracking Your Results
Once you’ve optimised your category pages, it’s important to monitor their performance. Without tracking, you won’t know if your efforts are paying off or if adjustments are needed.
Tools to Use:
- Google Analytics: Offers insights into traffic, bounce rates, and conversion rates.
- Google Search Console: Tracks your site’s performance in search results, helping you identify issues and track keyword rankings.
- Ahrefs or Semrush: These advanced tools provide deeper data, including backlink analysis and competitor insights.
Regularly check these metrics to understand what’s working and where improvements can be made. Metrics like page load speed, organic traffic, and click-through rates will give you a clear picture of how your SEO strategy is performing.
Final Word
Optimising your eCommerce category pages for SEO is a game-changer. By focusing on the right keywords, building a clear hierarchy, improving page speed, and adding structured data, you’ll increase your chances of appearing in search results and driving more traffic. Remember, SEO is an ongoing process—monitor your results and keep refining your approach.
