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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.
