Category pages and read grids are critical to optimize because they target the key phrases that purchasers search for. But the optimization manner may be difficult because the pages have a tendency to have the least content.
By adding features that boom engagement and conversion, optimizing the accompanying text, and, yes, adding a few properly-positioned frame replicas, your category pages will better communicate their relevance to search engines like google and yahoo to draw more consumers.
In this publish, I’ll describe six ways to optimize eCommerce class pages. For instance, I’ll use the high-ranking ladies’ boots category web page of DSW, the shoe store.
Make Headings Relevant
Starting at the top, optimize the heading tags. Ensure that the default headings out of your eCommerce platform are as top of the line as possible. This will probably require working with builders for adjustments. Alternatively, you may be capable of exchange them yourself to override those defaults on your platform or content control gadget with foremost versions.
Include Textual Content
This is the only that designers and emblem advocates like the least — the scary body copy. Notice how DSW has labored in two sections of frame reproduction: a shorter one at the pinnacle and a longer one that caters greater to search engine optimization at the bottom. This is amazing. It avoids the textual content’s appearance being spam copy just for SERPs via putting a small quantity on the top in plain sight. It also leaves open the possibility of getting longer textual content at the lowest, wherein it doesn’t push down the web page’s commerce section.
Body content doesn’t have to be paragraphs lengthy. In fact, longer blocks of copy that don’t add price detract from a web page’s capacity to rank.
For example, a word the period and low quality of the reproduction on Shoes.Com’s women’s boots page, below. This block is found on the lowest of the page, just above the footer. The duration and site aren’t the problems. The hassle is the lack of meaningful content other than keywords.
Use Featured Content
Features inside your category pages always incorporate textual content. They put it on the market income objects or loyalty packages or other messaging you want shoppers to take in. Use each feature in your search engine marketing gain through optimizing that text.
First, make certain that it’s plain text, floated over a history photograph, rather than embedded inside the image itself. While visible search has come a protracted way, it’s not yet blanketed internet search algorithms.
Once your content is crawlable text, use descriptive language. For example, the outline on DSW’s web page reads, ”Sperry Syren Gulf, I love this boot! So at ease and extremely good in wet, muddy, or cold climate.” Within that text seem the product name and the phrase “boot” — each is key phrases. Also, there are contextually beneficial phrases describing the conditions in which the boots might be worn.
Make Link Text Relevant
“Click right here.” “More information.” These are negative anchor texts — meaningless to search engines. DSW uses “Shop This Style” as the anchor text for the link. Using indistinct language as link text misses an incredible opportunity to increase the relevance in this web page and the page that the link factors too.
Links to different associated products — “boot socks” in DSW’s case — are another desirable possibility to boost the keyword subject matter. In this example, the product kind (“boot socks’) on the girls’ boots page additionally carries the phrase “boots,” which earns relevance factors for containing the keyword for the web page as well as for “socks” being contextually applicable to boots. Look for golden keyword opportunities like this. If they’re now not available, contextual relevance on my own will help.
Put Navigation to Work
Navigation and filters play an interesting role in content material optimization. On the one hand, their number one motive is too useful resource shoppers in locating and shopping merchandise. But they also play a vital position inside the indexation, authority, and relevance of each web page. Including specifically applicable phrases within the navigation and filters will benefit your herbal seek.
DSW hasn’t used phrases for specific keyword relevance in its filters, sticking with “rain” instead of the more unique “rain boots.” There isn’t room within the layout for an extra word in many instances, inclusive of “boots,” making its inclusion impractical. But in instances where the phrase is shorter, consisting of “rain” or “duck” or “mule,” DSW may want to have protected “boots” as properly. Even without “boots,” however, the filters upload contextual relevance, critical in nowadays’s algorithms.