Product categories help organise products into related groups to make it easier for customers to find the products they are looking for. Product category SEO refers to the things things done to increase the likelihood of the individual category page being noticed and displayed by a search engine in SERPs (search engine result pages).
The SEO optimisation of product categories can be done at anytime, just like all SEO work. Below we've listed the key benefits that doing so can bring, as well as five key optimisation tasks you can undertake for your product categories.
A category page plays a significant role in the customer's journey through a website. Often a customer may know the type of product they want, but not the specific name or unique options it has. A product category is targeted specifically at what the product does, and receives visitors who are in the decision making process.
Specifically working towards improving your search engine optimisation for these pages can provide you with increased traffic to individual categories from where the visitor can learn more about the product choices available.
There's the opportunity to position your brand as a leader in that category by ranking well in SERPs and as category pages are generally discovered by broader search terms, this can increase your online visibility. Also focusing upon broad search terms within the category page can free up opportunities for product pages to focus on ranking for more specific keywords and phrases.
By its very nature, a product category page contains mostly product photos, a heading and maybe a short blurb, navigational links, search filters and has a minimal appearance. Deciding to add new content containing the keyword phrases you want to rank for shouldn't be taken lightly. Add too little content and you may not improve your rankings, while too much may clutter up the page and be distracting to visitors who then leave your site due to its reduced functionality.
It's a bit of a balancing act using both UX and SEO by:
SEO professionals have managed to meet these things by:
Google analyst John Mueller gave only four pieces of information to guide website owners on category optimisation:
There doesn't seem to be an approximate quantity of words required to rank highly either. Instead it is likely to be a combination of things which we'll discuss next.
Google has multiple factors it considers when ranking a website, of which these five SEO tasks may play a part:
Our growing collection of SEO resources contains further details on how you can improve upon your website's search engine optimisation. Or if you would like to outsource your SEO, get in touch and we can make some recommendations for you.
Posted: Thursday 18 November 2021