SearchLite - Don't Sleep on Category Page Content

Table of Contents

This month’s SearchLite intro was written by Content Manager, Skye Sonnega

Hey everyone,

We recently livened up this dull Minnesota winter with two fantastic additions to the Uproer team! Eric Davison joined as a Senior SEM Analyst, and Jenny Hudalla joined as a Content Specialist. These folks are bright, hardworking, Minnesota-local, and coming in with some awesome experience. I know I can confidently speak for everyone when I say we are pumped to have them aboard!

In other news, Kavi Kardos, Director of SEO, is presenting at PubCon in Las Vegas this week! Be sure to connect with her on LinkedIn, she'll be sharing notes from her deck even if you didn't get to tune in.

Now, let's get to the good stuff. Which is, in my humble opinion, content. 

Don't Sleep on Category Page Content: 6 Tips to Drive Results

by Skye Sonnega

Category pages are some of the most important pages on an E-commerce website. They organize products into comprehensive grids, act as shopping hubs for site visitors, and can play a key role in your E-commerce SEO strategy. Don't sleep on category pages, folks.

If you've covered your technical bases and updated metadata, you shouldn't stop there. Adding content to these pages can significantly boost keyword visibility, traffic, and revenue.

Category page content is a tactic we use across E-commerce clients. In a nutshell, this content typically appears as a content block that lives at the bottom of the page. The content targets key shopping terms for the page and may include internal links, blog snippets, and more. We add it to the bottom of the page since people are visiting these pages to shop first. But, the content should still be useful for shoppers.

In this blog, we'll cover how to create great category page content. We'll also chat through how to get project buy-in from your boss or other stakeholders. Let's get started!

Tips for Creating Great E-commerce Category Page Content

Here's how we approach category page content at Uproer:

1. Choose Your Target Keywords

If you haven't already, you'll want to map a primary keyword to each of the category pages you're optimizing, along with a handful of secondary keywords. We won't go into a step-by-step keyword research guide here, but you'll want to pay attention to:

Search Intent

Search intent is the underlying goal a person has when they type a keyword into their search bar. Since you're optimizing category pages, you'll likely want to target keywords with high transactional intent. You can identify intent by investigating what types of sites are ranking for the keywords you're interested in targeting. For example:

The SERP for the keyword "coffee tumbler" is filled with other product pages, plus Google's shoppable grids.

The SERP for "best coffee tumblers" is more informational, filled with product guides and Reddit forums:

You can manually analyze search intent, or use a tool like SEMRush's Keyword Overview feature. To learn more about search intent and the crucial role it plays in understanding ranking volatility, check out Lily Ray's article: The Impact of Core Updates and Search Intent on Your SEO.

Organic Competitors

If you used the striking-distance method to identify priority pages to optimize, you can also take a look at the sites outranking you for those keywords. Plug their URLs into a tool like Ahrefs to see what their top-performing keywords are. Then, review their category page content to understand what you'll need to do to outrank them.

Skye Sonnega

Skye Sonnega

Skye got her start in SEO and digital marketing while interning for a startup in 2020. At Uproer, she pioneered the SEO Analyst + Copywriter position and is the company’s first internal copywriter. After transitioning to a more SEO-focused position, she is passionate about finding ways to improve the way Uproer approaches content production.

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Sr. Manager, SEO & Operations

Dave Sewich

dave sewich

Dave made an accidental foray into digital marketing after graduating from the University of Minnesota Duluth and hasn’t looked back. Having spent the first part of his marketing journey brand-side, he now works with the Uproer team to help clients realize their goals through the lens of search.

When not at work, you’ll find Dave staying active and living a healthy lifestyle, listening to podcasts, and enjoying live music. A Minnesotan born and raised, his favorite sport is hockey and he still finds time to skate once in a while.

Dave’s DiSC style is C. He enjoys getting things done deliberately and systematically without sacrificing speed and efficiency. When it comes to evaluating new ideas and plans, he prefers to take a logical approach, always sprinkling on a bit of healthy skepticism for good measure. At work, Dave’s happiest when he has a chance to dive deep into a single project for hours at a time. He loves contributing to Uproer and being a part of a supportive team but is most productive when working solo.

Founder & CEO

Griffin Roer

Griffin discovered SEO in 2012 during a self-taught web development course and hasn’t looked back. After years of working as an SEO consultant to some of the country’s largest retail and tech brands, Griffin pursued his entrepreneurial calling of starting an agency in May of 2017.

Outside of work, Griffin enjoys going to concerts and spending time with his wife, two kids, and four pets.

Griffin’s DiSC style is D. He’s driven to set and achieve goals quickly, which helps explain why he’s built his career in the fast-paced agency business. Griffin’s most valuable contributions to the workplace include his motivation to make progress, his tendency towards bold action, and his willingness to challenge assumptions.