E-merchants often invest a lot of effort in product pages to encourage purchase. However, category pages are just as essential. They allow you to optimize the natural referencing of your e-commerce site, and thus improve its performance. Follow the advice of our experts SEO
External links actually return more traffic to the category pages than to the product pages. The latter do not always appear in SERP, and it is rare that they all benefit from external links.
The category pages are therefore essential to support the natural referencing of the product pages. They embody the crossroads of traffic redistribution on all the other web pages of the site. The category pages thus benefit from being well optimized for SEO. They are the ones that will maintain the mesh of internal links so that the product pages gain visibility in search engine results.
Why are category pages strategic?
A category page naturally receives a lot of traffic from external links. It thus embodies a kind of platform for redistributing traffic to product pages. It is therefore essential to any e-commerce conversion strategy.
E-merchants also preferentially use category pages such as landing pages. In the context of an ATS campaign or an online marketing operation, they therefore play an important role. This is all the more true since the keywords to which the category pages correspond are the most competitiveand therefore also the most expensive at cost per click. For these marketing campaigns to be profitable, the category page is best thought of for both user experience (UX) and SEO.
How to make a successful category page?
The role of the category page is too strategic to neglect its ergonomics. Its design, texts and visual organization must be thought out to improve the user experience and encourage purchase.
Investing the wording as much as the image
E-shop sites often take the decision to invest massively in the photos produced on their category pages. This approach is quite legitimate, given that consumers are increasingly demanding images, product zooms and videos. In addition, it is believed that Consumers remember 80% of images and 20% of text..
However, it would be damaging to invest only in the image. First of all, because it may not be enough for the visitor looking for precise information. The category page may also suffer from poor natural referencing. To reference a web page, Googlebots are indeed interested in titles and texts in priority.
Some tips to capitalize on keywords in your category page
The following few tips can therefore help to reference your category page:
- rely on simple headings and subheadings, which embody a keyword, an appealing product or a product leader ;
- introduce the web page with a small introductory text - ideally between 100 and 300 words - rich in keywords and useful to the consumer.
These elements help to boost the natural referencing of the web page. Well placed, they also help to improve the UX of the e-commerce site. For this purpose, the visitor must see them as soon as he arrives on the category page. Headings, subheadings, the teaser and the introductory text therefore benefit from being above the waterline. Be careful to remain concise: mobile users have difficulty with long texts.
Think user experience to convert
Search engines are increasingly taking into account the user experience to determine the referencing that a web page deserves. Experts believe that SEO is on its way to becoming SXO (Search eXperience Optimization). E-merchants therefore have every interest in improving the UX of their e-shop to hopefully convert more. A few simple elements allow to optimize the UX quickly.
Make each category page unique
Category pages are often landing pages. The visitor must therefore be welcomed there as qualitatively as on the homepage. The category pages can therefore have their own design or even their own banner. For the latter to be relevant, it must allow the consumer to quickly visualize the information that helps in the purchase of the products presented. It can be a promotion, a special offer, or the best sales of the moment.
Help the visitor to find his way around the web page
For the category page to become a real conversion toolThe user must be able to move around easily. Some tools can help him, such as a visible breadcrumb trail, a product menu dedicated to the category or a filtering system according to criteria. The latter can be found on many e-shops, such as the Sergeant Major and Petit Bateau e-shops seen above.
It is also necessary to choose the right way to display your products. The image grid gives good value to items whose added value is aesthetic, as in the case of cosmetics or ready-to-wear. The list of products, on the other hand, is better suited to more technical items, for which the visitor is looking for precise information.