Online reviews of your company and its products are excellent tools for confidence in your company. Consider the following statistics: Customers are likely to spend 31% more on a company with outstanding customer reviews, according to 93 percent of consumers who say reading online reviews influenced their buying decisions. The value of good (and recent) customer reviews cannot be overstated, whether they appear on your website, your social media accounts, other sites where your interests are sold, or on common review sites like the BBB or Google My Business.

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.