If you’ve spent any time in digital marketing, you know the classic clash between SEO and UX experts: SEOs want more content and links, while UX specialists want smooth, product-first pages. But it doesn’t have to be a battle. There’s a sweet spot where we can optimise for search engines without sacrificing user experience.
Here’s how to turn your category pages into powerhouses for both SEO and conversions.
1. Keep Content Focused and Relevant
Nobody likes a wall of text on a category page—least of all your customers. Keep content clear, concise, and directly relevant to the products you’re selling. Think of it as a helping hand guiding the user, not a lecture on product history. Short snippets under the H1 can be enough to answer common questions, while more detailed content can live lower down, out of the way but easily accessible.
Adding a brief FAQ or a small content block with helpful info can hit that SEO sweet spot without overwhelming your users.
2. Logical Category Structure Matters More Than You Think
Get your categories in order—literally. A logical category structure not only helps users find what they’re looking for, but it also makes your site easier to crawl and index. Use clear parent-child relationships between categories and make sure breadcrumbs are present. They might not look glamorous, but they are essential for guiding your audience (and search engines) effortlessly through your site.
3. Automate Internal Linking (But Don’t Forget the Human Touch)
Smart internal linking can elevate your SEO game. Automated links based on category relationships save time and reduce errors, but a few well-placed manual links can make all the difference. Manually linking to high-priority or seasonal categories adds a human touch, guiding users to what’s important right now.
4. Keep Your Checkout Journey Simple
A cluttered checkout is a conversion killer. Every extra click is a chance to lose a potential sale. Ensure product add-ons are visible, shipping details are straightforward, and your return policy is just a click away. If your checkout feels seamless, your customers are more likely to make it to the final step: hitting that ‘buy’ button.
5. Faceted Navigation: A Friend With Boundaries
Filters (or faceted navigation) are great for user experience but can wreak havoc if overused. Use them, but wisely. Prevent Google from crawling every possible filter combination—your crawl budget will thank you. Focus on the facets that matter and consider AJAX for client-side application to keep things lightweight.
6. Make Your Pagination Work Harder
Infinite scrolling might sound fancy, but pagination often works better for SEO. If you go with pagination, keep it concise—limit the number of component pages you’re linking to. A “View All” option can be a good compromise if your site can handle it without slowing down. Prioritise linking to popular products; they’ll give you more SEO juice than low-performing items.
7. Invest in Structured Data
If you’re not using structured data, you’re leaving SEO potential on the table. Adding breadcrumb, FAQ, and ItemList schema helps search engines understand your page content, which can improve how your site appears in search results. Keep it simple, and focus on providing clarity for search engines.
8. Encourage Product Reviews on Categories
Trust is everything online. Adding product reviews directly on category pages doesn’t just improve your SEO—it also boosts your credibility. People trust the opinions of other buyers, especially when they’re deciding between several options. Plus, reviews add fresh content to your page, a bonus in the eyes of search engines.
9. Use a Pyramid Site Structure to Your Advantage
Want search engines to understand your site? Make it intuitive for users first. A pyramid structure—where broad categories lead to more specific ones—does just that. It helps you manage internal links effectively and ensures every page has its place in your site’s hierarchy. This kind of structure simplifies navigation and strengthens your SEO.
10. Optimise Long-Tail Keywords With Specific Subcategories
Broad categories are great, but long-tail keywords are often where conversions happen. Identify opportunities for more specific subcategories that can capture niche search terms. Tools like Ahrefs can help you dig into keyword opportunities that your broader categories might miss, letting you fill gaps in your content strategy with precision.
11. Test, Analyse, Repeat
SEO and UX are not static disciplines—they evolve. Regularly test your pages: play around with content length, CTA placement, or even how you manage pagination. Keep a close eye on analytics, learn what works, and don’t be afraid to make adjustments. If you don’t test, you’ll never know what’s truly effective for your audience.
Optimising e-commerce category pages doesn’t have to be a compromise between SEO and UX. It’s about finding that balance where users enjoy browsing your site, and search engines love indexing your pages. Follow these strategies, and you’ll create category pages that not only rank well but also convert.
Feel free to dive deeper into optimising your landing page and mastering lead generation for even more insights.