eCommerce Category Page Optimization is the biggest factor in improving the performance of an ecommerce website.
For search engines and shoppers, there are two core types of pages related to e-commerce SEO, namely products and categories.
- Product Information Page
- Product category page
eCommerce Category Page Optimization and ecommerce product page optimization plays an important role in the ability of the product to capture traffic and turn traffic into customers.
If visitors to your site do not search for specific product pages, they typically visit the product category page first. This article focuses on these category pages. I will discuss about product page optimization in the next post.
In general, all product category pages on your site should be taken seriously. The goal is to show only a small part (or most of the product) of a product that fits in a category, and provide product information that pushes visitors to click. The framework has a very specific eCommerce Category Page Optimization strategy that each page should use to make its purpose more efficient.
Create the right product category
If you have the opportunity to create a valid product category page, you should first ensure that the best classification structure has been created for all products. This means creating categories and sub-categories that help visitors visually narrow down their choices to find the product that best suits their interests and needs.
Wrong way to classify products
But before we talk about the right product classification solution, let’s take a quick look at the solution that was not implemented correctly. The picture below is from the apartment rental website, which offers a small menu to help visitors find the right apartment for their needs.
What’s wrong with this photo?
At first, I implemented a large menu. Mega Menus is designed to reduce the number of clicks that visitors need to move from the current page to the category page that best fits their interests. But this solution is often worse than the problem! If the menu has too many options, you can’t focus on what the customer wants. It becomes overloaded with information and leads to embarrassment.
Second, the menu does not provide navigation categories to help visitors conduct in-depth research. Most search users will not find apartments based on this category. If you don’t know where each address is located in the city, this information will not help you find an apartment that meets your needs. You should have time to look at each address and see if you have an apartment with the features and amenities you want.
This menu offers more filtering options at the top, but it doesn’t help. Searching by location helps you find an apartment in the area you want to live in, but only if you are looking for an apartment in a specific location.
When you navigate by type, the Urban, Signature, and Suburban categories are displayed again. If you search by map, you can see all the fixed addresses on the city map. If you search by price, you can find an apartment that matches the price.
While these sorting options have advantages, they are better than price-specific search options. They are all focused on positioning and only searching for a small number of apartment hunters. The search said it didn’t help most apartment searchers.
The correct way to classify product categories
Let us now talk about how to deal with the right product classification. When you start a keyword research, people learn a lot about how to search for apartments and the types they are looking for. With this information, you can create product categories and subcategories to create optimized landing pages that account for 90% of users looking for apartment categories.
Below is a product category plan developed for the same website using ecommerce keyword research.
This navigation captures the searcher by one of four methods: general location (neighbourhood), the type of apartment you are looking for (style), the facility you want, and the number of bedrooms you need. These four categories provide information about searching all apartments.
Of course, they are a wide range of categories. Next, we created a subcategory that captures the search users and clearly understands what they are looking for in the apartment. Each of these categories can build your landing page and guide you to the apartment that best suits your search intent.
From there, searchers can further refine their search results until they only use apartments that match all search criteria.
For example, suppose someone is looking for a furnished apartment. This is the most important criterion, so we start searching. Immediately after they fall on the furniture apartment page, they will be treated as any possible furniture apartment. Here, they use real-time filtering to find apartments with 2 bedrooms and a hill gym. Or in a bedroom at Uptown.
It is important that you use this category to log in to the page you most need. All search users have created enough categories to provide solutions for different but most search users.
Keyword research plays an important role in how to categorize products. See the language used by searchers to find the products they sell. The goal is to create a search that matches the searcher’s idea of non-reader things.
Quiz: Which provides a better product classification?
- Top Categories for “Motorcycle Helmets” and “Motorcycle Gloves”
- “Men’s equipment”, “women’s clothing” and “children’s equipment”.
The answer is the first choice. Even though a large number of searchers are looking for “devices,” the only choice for the second option display is for men, women, and children. It does not tell you the specific equipment you provide.
By focusing on the actual product categories, you can see the pages of male, female, and children filtered in each category and see if the actual product is what visitors see when they log in on the site. Gears are very vague, and customers must choose who they want to shop before choosing what to buy. That is retrogression.
When developing a product classification structure for a website, it is best to attach an announcement and a cooling wall or table.
Each post represents a specific product category. Create as many options as possible based on your keyword research and organize them into primary groups and subgroups.
The last tip. The top product category should be the default navigation option for your website. Don’t hide the navigation options for “product”, “service” or “navigation”!
Optimize all category pages
I already mentioned this, but I will explain it here in detail. All product category pages must be landing pages optimized for target keyword searches. Scroll up and see the new navigation layout you created above. All of these options are available because they can be used as login pages for search engines.
To optimize these categories/login pages, you need to know the purpose of the page. The purpose of the product category page is to ensure that the visitor meets the intent of the query. From there, its purpose is to provide visitors with the necessary steps to perform the next task, then click on a subcategory or a specific product page.
Let me show how.
Custom title tag
Many times, the title tag at the top of the product category page provides little information about the content of the page or why it is stuck. The title has two purposes. 1) Make sure visitors visit pages that match their needs and 2) encourage them to stay. Sometimes the outline of the page content is sufficient. In other cases, you may need to add some value metrics.
In the example below, the title is “Capitol Hill Apartments.” This is in line with the first requirement. But first add “affordable”? A word gives you the temptation to continue participating in the page, and now the title performs two.
If you want to focus on repeating major categories of product categories, consider using subtitles for motivation. Newspapers, books and magazines often use this format. Stick to the facts of the main headline and follow the value-added statement.
Make sure the top title of the page is surrounded by H1 tags. If you choose to use a subtitle, it will change to H2.
I firmly believe that every page requires content. Every page requires content, even if it is not what most visitors want or want. It’s important to remember what visitors need and what they need. Visitors need the product, but they need to sell the content at the value of the product.
A good example is Google’s “I am feeling lucky” button. In 2007, Google has estimated that only 1% of users use the button. Why is Google not deleting it? Deleting buttons can significantly reduce brand awareness. Search for the “I’m Feeling Lucky” button, but keep a view that Google is a “fun” company.
Ok, this is not the same type, I have to mention the information that explains the need/necessity issues. If you want a better example, go to the museum. They just don’t show debris. Each piece is accompanied by content. You don’t go to the museum to see its contents. You go to sculpture. But it told why visitors are there. Product category content has the same purpose.
Visitors, I think they want the product, but can provide a mechanism for this type of important information about the product. Some people will read it. Some people won’t. People who don’t need it don’t worry about where they are, unless they hurt the shopping experience. Those who need it are less likely to buy without it.
Meet the searcher’s intent.
Another important part of optimizing these pages is checking the page (the product on the content) to clearly match the intent of the searcher. For example, if the search team is looking for “Honda’s lead-acid battery for motorcycles”, make sure the battery only reaches the Honda page. Not all battery pages. Similarly, you do not find the ski boots for men and children’s web pages when you search for “Women’s Ski Boots”.
After logging in to the page, visitors only need to do very little work. They no longer want to filter the fine filter, and the products that are not screened out start searching on the website. As you know, you need to fully focus on meeting your requirements.
Provide on-command content
One of the frequently mentioned issues in optimizing product category pages is that there is no place to place optimized content. In addition, there is a debate that most users search for products and when it comes to your site, I hope to see non-text products.
Of course, there is a reason for saying that you know all the important aspects of ecommerce site optimization and transformation. The text you add to the page will often push the product to the bottom of the page. Can visitors provide what they want and need at the same time?
Many designers do not like the content of this page. Because I think a lot of content undermines the beauty of the page. If you talk about more than one paragraph, it is true. So start with a paragraph. Don’t push too far from the product page, you can easily get the content of the paragraphs of the above products as a beautiful way. If you need more than just a paragraph to explain the value of the product, provide the rest as needed.
Next is the website where the work is done.
When you click on more links, additional text will appear to push the product to the bottom of the page.
Adding text makes a point about whether you need to market your product, but assuming valuable content, people want to see that people want to use the “more” option, you can use the content directly to learn more about products.
Please note that search engines will reduce the hidden parts of the content. However, less valuable content is more valuable than no content at all.
Show more products on each page
Sites that have many products in one category often limit the number of products shown on each product category page. Visitors must click this link to go to the next page of product results. This solves a problem, but it is another example of a solution that produces several problems.
In most cases, limit the number of products displayed at one time to speed up page loading. If the number of products and images per page is small, the page will load faster. This is good for visitors. But what’s bad for visitors is that you need to click on the page on the page to see all available products. After all, they get tired of it, and few people will see the product at the end of the list. Search engines tend to assign less weight to products on the last page and products on the start page.
The best choice for visitors and search engines is to display all products on a single page using on-demand image loading and powerful product filtering options. Not only does this give you more products in your search results, it doesn’t add unnecessary page load time.
Suppose you have a product category page that covers 1,000 products. If you try to load thumbnail images for all 1000 products, the download will take longer and frustrate the buyer. However, loading only the image of the visible area of the screen will significantly reduce the page load time.
When the visitor scrolls down and views the first range of the corresponding image, the next image is deployed and the remaining images are not loaded. Minimize latency by trying to load only a small number of images at a time.
But we have a problem that forces visitors to scroll through 1000 products and find the products they want. Some visitors are willing to do this, but most people don’t. (By the way, by clicking “Next Page!”, visitors can see more products than scrolling).
The best way to reduce the number of products a visitor needs to scroll is to set up a product filter. Make many filters for your product. For example, the product ski boot page number can be viewed by using a male, female, boy, girl, brand and performance, weight, height, skill level, adjustment, bend, buckle can, colour, price, year filter to make the buyer more able to find what they want.
Use keyword research to determine which filters require a login page and which ones don’t. For ski boot filters, you rarely search for ski boots by colour. This can be a real-time filter that can edit the product displayed on the page without switching the URL. However, there will be quite a few users searching for ski boots by brand. This is the value of a self-optimized landing page.
The search engine can provide filter filtering to help get along, resulting in a product page with a unique URL result suggesting that the product is added to the search index.
Alternative Way of eCommerce Category Page Optimization
So, if for any reason you can’t create a filter or load an on-demand image? Then divide the product into 1 page, 2 pages, 3 pages, and so on. If it is you, there is still hope.
Use rel = “prev” and rel = “next” tags in the page links before and after the current page. We want to keep the optimized content on page 1 from competing with duplicate content on other pages.
Since the first page can usually be accessed through two different URLs, you should use the standard tag on the first page.
- Site.com/ski-boots/ (this is your regular URL)
Using the canonical tag will only index the URL you want.
We recommend that you create a page where visitors can view “all products” on one page without paging. This is the page you want to display in the search results, with 1,000 products. When using this method, you can set the canonical tag for all page numbers numbered “All Views”. You can also add an unindexed tag to any page that has no pages and place the optimized content in a view of all pages.
Optimize sales/close page
The last point in creating the best product category page: Most websites only focus on the product. However, people forget that they search for products in various ways. A large number of users are using terms such as “discount”, “sale”, “close”, “transaction” to find products
We discussed how to optimize the searcher’s intent, so if you don’t just sell the discount, you don’t want to push the searcher to the main product category page. Instead, create a “sales” section for your site and create an additional landing page for each product category. The products shown in this category are only price-reduced products. By optimizing these landing pages, you can capture discounted searchers while reducing your previous product inventory faster.
Everything is about visitors
Product category pages are often the first path for a visitor experience conversion. If a visitor has not yet searched for a specific product or service, you can find out more by searching the product category. Optimizing your product category page is an important step in attracting more buyers to your site and providing a valuable on-site experience for each buyer. If the product category page is not delivered as expected, visitors will not see the product they are visiting and leave.