Category pages, which sit halfway between your site’s broadest and most detailed pages can draw keyword searches that fall into that elusive SEO middle ground: not so general that they can't compete and are not so specific only get a few inquiries each month. Nonetheless, many e-commerce merchants fail to capitalize on this valuable real estate because it can be challenging to determine what type of content better fits category pages. Category pages hold an odd place in an e-commerce site's hierarchy, leading several e-commerce store owners to question whether the category page material is even read. You should be confident that if the content is valuable, your customers will enjoy it. We'll go over what you need to know about getting the most SEO value out of your category page content in the sections below: what to write, where to add content, and more.

1. The Benefits of Adding SEO Content to Category Pages

Your category page has nothing to give Google if it lacks unique content; it's just a list of links to other items. As a result, a category page devoid of content is unlikely to outrank one that contains valuable, unique content. of course, the on-site copy should be written with the customers in mind. Never write this copy solely for search engines; it can be so much more. Furthermore, useless content has no SEO benefit in the first place. It brings us to the second advantage of category page material: if you concentrate on delivering beneficial knowledge, your content will help visitors through your conversion funnel. At the same time, it will introduce your brand voice and encourage customers to shop with you, which is ideal for new visitors who found the page through Google.

2. Where to Add Category Page Content

Many eCommerce platforms, including Volusion, give you a choice on the back end—above the fold or at the bottom of your page. (If you’re custom coding your page, however, then the world is your oyster). This leads to a common question in the eCommerce world: is it better to put category page content at the top of the page, or at the bottom?

Both sites have advantages and disadvantages. Many people choose the bottom of the page to keep their content "out of the way." True, too much material above the product listings will force the items below the fold, distracting shoppers and decreasing conversion rates. On the other hand, Google is intelligent enough to detect when site managers deprioritize or "hideaway" their content at the bottom of the list. Putting all of your content below your product listings would not be as beneficial for SEO. You will also miss out on an opportunity to offer additional value to your guests.

Do what is best for the website and audience first and foremost. If your design isn't as appealing or tempting with the content at the top, move it below your items or welcome your visitors with a few sentences above, followed by more content below. 

3. Types of Content to Put on Category Pages

When it comes to category page content, there is only one rule: usability comes first. What would be most beneficial to your customers? What would make the products popular? What addresses frequently asked questions and anticipates often expressed concerns? What will cause the consumer to drop everything and say, "Is this the brand for me?" Although there are no correct or incorrect answers to these questions, there are numerous options that may be appropriate or inappropriate for your business.

Helpful content is not the same as the content that has been duplicated with slight variations in other category sites. Avoid using the copy-paste button at all costs, preferring to start from scratch with each category page. Consider the page's specific offerings and value propositions when writing about it. 

4. A Few Additional Tips

If you want to learn category page material like a pro, keep the following tips in mind: Try not to hard-code links to products; instead, refer to categories. Hard-coded links must be manually changed if anything changes, which poses a real risk when linking to goods that come and go. If you find yourself with any dead product links, redirect them to the category-level page that corresponds to them. To navigate between content areas, use named-anchor links. This is particularly helpful if you have a lot of copy under your products or if you're referencing posts, product specs, or guides.

Consider where the consumer is in the purchasing cycle and write for that point. Searchers that land on category pages are typically at an earlier stage in the purchasing process, so they could still be determining which product to purchase or comparing their choices across several sites. Your content aims to persuade the consumer to buy from you. In the Secondary Description area, use category-level images. For a product page, a product-specific demo video is ideal. However, you'll want a video on a category page highlighting many different items or comparing choices and features. Including the information below the products is ideal since it allows viewers to choose whether to watch the video rather than being forced to do so at the top.