May 2, 2019

How to create engaging content for your category pages

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If you’re here, you probably already know why it’s important to create top-quality category pages around hand-picked keywords. There is one last step in this process: curating the best content possible for your category page.

This time, I only have two steps for you.

1. (Re-)label your products to match your keyword 🏷

https://giphy.com/embed/SA9pJ3EVZZNJe

Time to pop some tags.

If you’ve chosen ‘reflective jackets’ as your star keyword, start by collecting every single reflective jacket you’ve got in your catalogue. 📝

But… doing that can be a bit of a struggle.

You might have to spend a lot of time browsing your own catalogue in search of that one last jacket you know you have somewhere.

That’s because your product tags were not written for that keyword.

If you’re struggling to find your own products, imagine how much a shopper would, too.

It’s time to relabel everything. (May the Force be with you).

2. Write great content for each category page ✍️

What do users and search engines have in common?

They love quality content.

https://giphy.com/embed/MWuv6aJPlkjxVHOCXX

Make Google feel this way.

This applies not only to your category pages but to your whole online business.

Your job is to bring value to your customers and to solve their problems. 💜

As explained in the previous article, your category page is a master page. It’s up to you to write the best content possible, keeping both users and Google in mind.

I advise you to study the current top ranking results for your focus keyword and see how their pages look — both on the SERP (Search Engine Results Page) and on their own website.

This page’s title includes an interesting title and some branding terms. The meta description uses the focus keyword again (theirs must be ‘reflective apparel’) as well as some related terms (‘reflective fabric’).

What best practises can you copy? What can you do better? Your curiosity can take you a long way.

When in doubt, make sure to at least include your keyword in:

  • your page title, e.g. “Reflective jackets”
  • your H1 title, e.g. “Reflective jackets and running vests”
  • your meta description, e.g. “Find our collection of reflective jackets and running vests in 5 different colours. Shop now on yourstore.com.”
  • your images’ alt text— nothing fancy here. Just write the keyword.
  • your product description, e.g. “This exclusive StoreName reflective jacket features two secret pockets masked by a sleek zebra pattern.”

In your ‘reflective jackets’ category page, write about the material; about why your jackets are great for night-time runs; about how you can pair them with some (of your) leggings…

Write about the things which matter to your shoppers.

And sprinkle in some related keywords, too.


Keyword research is very hard work, but it can be done! You just have to use the right tools. If you’re interested in automating and scaling the steps detailed above, let’s find some time to talk. 🙂

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