How to Use Category Content to Elevate Your Ecommerce SEO Strategy

By Sarah Fitz,

Optimising your site’s pages and a strong content strategy is essential for a successful SEO strategy for any type of site including an Ecommerce site. Your homepage and product pages may be a focus when it comes to content but this may lead to a huge reliance on your homepage to drive organic traffic and product pages in most cases have less authority and usually drive lower levels of organic traffic. This is why it is important to not overlook your category pages when creating and implementing your site’s content strategy. See for yourself how SEO friendly category content can transform your SEO strategy by reading our Greenes Shoes SEO Case Study.

Category pages are usually some of the most authoritative pages on an E-Commerce site because they sit right under the homepage and direct users to a range of products. This means they play an important role on your site and should be well optimised so as to increase your site’s visibility and organic traffic. Most E-commerce site owners will optimise category pages with a strong title tag and H1 which is important but you can elevate your category page optimisation to the next level with a snippet of content on each category page.

Example from H&M

Benefits of Category Content for E-commerce Sites

Implementing category content can benefit your site in so many ways and it is important to write it for both users and search engines. The implementation of a snippet of content on each of your category pages can boost your site’s SEO in the following ways:

  • Further optimises page so it can directly improve important keyword rankings
  • Gives you an opportunity to target additional keywords and to use semantic content which search engines value
  • Creates an opportunity to improve your site’s internal linking strategy so you can link to other relevant pages

Category content also improves user experience when it is done correctly and can help:

  • Further inform your potential customers about your products and important information such as delivery times or charges. More informed customers are more likely to convert. 
  • Create an opportunity for shoppers to get to know your brand, your USPs and your brand’s tone and personality.

How to Create a Category Content Strategy

The thought of implementing a snippet of content on every category page can be overwhelming, especially if you have quite a large retail site. Although, creating and implementing this type of content strategy can be done bit by bit over time by prioritising your most important categories. This can be done by researching which of your site’s category pages are most important for both traffic and conversions. Once you have a list of your most important categories, you can then start by creating and implementing content for your site’s most important categories and their sub-categories. Over time, you will notice your rankings and organic traffic for these categories and subcategories begin to improve. Although, this is only going to happen if your categories include strong content which is optimised correctly.

Example from Feel Unique

When creating your E-commerce SEO strategy, it is important to not overlook the optimisation of your site’s category pages. Elevate your E-commerce SEO strategy by implementing SEO-friendly content on your category pages which will help you improve your category level rankings while also help your potential customers to convert. If you are looking to take your e-commerce site to the next level with an effective SEO strategy, contact Core Optimisation today.

About the author

Sarah is our Senior SEO Specialist who has been with us for over 3 years now. Since then she has been a key part of the team, developing our SEO strategies and helping our clients rank like they have never done before.