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By Darren Hall
Head of Client Services – Finsbury Media
In e-commerce SEO, product pages often steal the spotlight – but category pages are the unsung heroes that connect buyers to entire ranges of products.
A well-optimised category page doesn’t just help rankings – it improves click-through rates, supports product discovery, and boosts conversions.
If your category pages are little more than grids of products, you’re leaving money (and rankings) on the table. This guide will walk you through how to transform your category pages into high-performing SEO and sales assets.
Why category page SEO matters in 2025
Category pages are perfect for targeting broader, high-volume keywords – think “women’s running shoes” or “oak dining tables” – that attract shoppers at the consideration stage.
Google loves them because they consolidate relevance and internal linking, making them ideal “hub” pages. When optimised correctly, they:
- Capture searchers earlier in the buying journey
- Pass ranking strength to product pages
- Increase organic traffic and sales
If you want to see how we build category page strategies for clients, our E-commerce SEO Agency page covers it in detail.
Common category page SEO mistakes
Thin or missing content
Many retailers avoid adding text because they fear it pushes products down the page. The fix? Add a concise, keyword-rich intro above the product grid, and longer supporting content below.
No unique metadata
Generic or duplicate titles and meta descriptions waste ranking potential. Each category should target its own primary keyword set.
Poor internal linking
Category pages should link to relevant subcategories, buying guides, and featured products to keep users (and crawlers) engaged.
We’ve put together every single check we run – all 37 steps – into a simple, actionable PDF you can use to benchmark your store.
To access it, enter your details and we’ll send it straight to your inbox.
Inside you’ll find:
- The exact technical, on-page, and content checks we use on client sites
- Core Web Vitals testing criteria
- Structured data essentials
Off-site & brand health checks
(This is the same framework we use to run paid audits for 7-8 figure UK e-commerce brands.)
How to optimise e-commerce category pages
1. Keyword targeting
Research keywords with a mix of volume and buying intent. Map primary keywords to the category page, and secondary keywords to subcategories or content sections.
2. On-page copy
Write a short, compelling intro above the product grid (50–100 words), then place more detailed, SEO-rich copy below it. Use headings, bullet points, and links.
3. Internal linking
Link to relevant guides, FAQs, and popular subcategories. This builds topical authority and improves crawling.
4. Metadata
Create unique, keyword-rich meta titles and descriptions that reflect user intent.
5. Structured data
Use Product and Breadcrumb schema to enhance search listings.
The bottom line
Category pages are not just navigation tools – they are powerful SEO and conversion assets. In 2025, winning e-commerce brands will treat them as content-rich, well-structured landing pages that serve both users and search engines.
If your category pages are underperforming, our E-commerce SEO Agency team can audit, rework, and optimise them to drive more traffic, improve rankings, and increase sales.
Want your category pages to rank and convert better?
We help UK e-commerce brands turn underperforming category pages into revenue drivers.
FAQs
1. How long should the text on a category page be for SEO?
Aim for at least 300 words in total — split between a short intro above the product grid and additional copy below it. The intro should quickly establish relevance and target primary keywords without overwhelming shoppers. The longer section below can include buying advice, key features, and internal links. This structure keeps the user experience clean while giving Google the depth it needs to rank your page. Avoid stuffing keywords — focus on natural, helpful content that genuinely aids buyers in making informed decisions.
2. Should category pages have unique meta descriptions?
Yes. Each category page should have its own meta title and description targeting the relevant keyword set. Generic or duplicate descriptions can hurt click-through rates and make it harder for Google to understand your page’s relevance. A good meta description summarises what’s on the page, uses the target keyword naturally, and includes a call-to-action like “Shop now” or “Discover our range.” This not only improves rankings but also encourages users to click through from search results, boosting traffic and conversions.
3. Can I add FAQs directly to a category page?
Absolutely. Adding an FAQ section to category pages can improve rankings for long-tail queries and boost your chances of appearing in Google’s “People Also Ask” results. It also provides a better user experience by answering common questions without forcing customers to leave the page. Use FAQ schema to make these eligible for rich results. Keep answers concise, relevant, and genuinely helpful — avoid stuffing them with keywords. Just ensure the FAQs complement, rather than distract from, the main shopping journey.
4. How do I balance SEO content with user experience on category pages?
The key is to keep essential information above the fold and place longer-form content lower down. Start with a short, keyword-optimised intro before the product grid, then place more detailed descriptions, guides, or FAQs beneath. This ensures shoppers can browse products immediately while still giving Google the content it needs to rank your page. Using expandable sections or tabs can also help keep the page visually clean while delivering extra information to those who want it.
5. Should I use structured data on category pages?
Yes. Breadcrumb schema helps Google understand your site’s hierarchy and can enhance how your listings appear in search results. Product schema can also be applied to category pages if products are listed there, allowing for rich result features like ratings, prices, and stock availability. Structured data doesn’t directly improve rankings, but it can increase click-through rates and help search engines better understand your content. Always validate structured data with Google’s Rich Results Test before pushing it live.