Organic search competition is fierce and particularly crowded for e-commerce sites, as e-commerce is becoming an increasingly crowded landscape. So it’s worth allocating time and resource to ensure that your product category pages are fully optimised, should you wish to stand a chance against the competition and help your site rank higher on Google.
Here is mini round up of some on-page factors to consider, in order to maximise your chances of ranking your category pages!
A title tag is important for SEO purposes as well as user experience, our top tip is to use natural linguistics – don’t just cram it with lots of keywords. Consider adding a call to action, but only if this is relevant.
Don’t forget about the character limit. Between 50 to 60 characters of the title tag will be shown on search engine results. So ensure you’ve included the essential information within this limit, as the rest will be truncated.
Try to include the product name in the URL. We still see e-commerce sites utilising poor URL structures, containing a product ID number instead of a product description. But it’s important, from both an SEO and a user experience perspective, to make it easy to identify what a page will be about by simply reading the URL.
The purpose of the H1 tag is to explain the content on the page. There are many mixed opinions about the H1 tag regarding its character limit. My top tip is to try to explain what the page is about, as succinctly as you can.
This should explain why the page is relevant and worth clicking on the search results. It should include relevant keywords associated with the products and also include a relevant call to action such as ‘shop now’. Remember that the character limit should not exceed 160 characters but if you’re optimising for mobile it should be even shorter.
Product Category Description
This is the description at the top of the category page, explaining what the category is and possibly what type of products it consists of. It provides you the opportunity to add internal links to your product sub-categories further down the hierarchy. This helps users navigate your website whilst also helping to spread link juice. Only include internal links if it looks natural in the text; avoid dumping as many links as you can as this will not read well.
Ensuring these components are correct can help to improve your click through rate and potentially improve your ranking!