The document outlines techniques for optimizing category pages for SEO and PPC, defining key concepts and their importance in driving traffic and improving user experience. It emphasizes best practices for page structure, content, and the strategic use of images, including customization of URLs and promotional messaging. The aim is to enhance the effectiveness of category pages as landing areas for customers in their purchasing journey.

1. CATEGORY PAGE
OPTIMIZATION
TECHNIQUES FOR SUCCESS

2. TARYN GAMBOA
Search Marketing
Specialist
MIKE WELFORD
Search Marketing
Specialist
MEET OUR TEAM

3. What are SEO & PPC?
AGENDA
Category Page Basics
Category Page Do’s & Don’ts
Optimizing SEO on Category Pages
Tips for PPC
Recap
Q&A

4. WHAT ARE
SEO & PPC?

5. WHAT IS SEO?
• Search engine optimization
• Earn the traffic over time
• Can take time to build up, but results
are long-lasting
• Involves on-page text, monitoring
user experience, and link building
• Analyze data through Google
Analytics and Google Search Console

6. WHAT IS PPC?
• Pay-per-click advertising
• Pay for the traffic you get
• Pay when someone clicks on one of
your ads
• Can drive immediate traffic
• Usually run through Google AdWords
or Bing
• Allows you to customize ad text and
control messaging

7. WHAT IS A CATEGORY PAGE?
A landing page for a group of similar
products on your website
Could be divided into types of products,
brands, model, color etc.

8. WHY ARE CATEGORY PAGES IMPORTANT?
• Helps visitors further back in the purchasing funnel
• They place visitors in an area of the website where they can navigate several paths that
lead to different products
• Category pages direct traffic in the direction you need
• Category pages allow shoppers to compare (Can sort by prices, popularity, etc.)

9. HOW DO YOU CHOOSE HOW TO
CATEGORIZE YOUR PRODUCTS?
BY PRODUCT CATEGORY
BY BRAND
BY MATERIAL
BY USE

10. HOW MANY CATEGORIES SHOULD YOU
HAVE ON YOUR SITE?
It depends…
1. How many products do you have?
1. What types of products do you sell?
1. How are people searching for your products?
1. Do you have accessories?
1. Are you also having subcategories?

11. CATEGORIZATION EXAMPLES
Based on traffic behavior you can create
other categories that are relevant to
what users are most interested in
Has categories by brand, type of ski and
by age group & gender, based on how
people are searching on their website

12. LIST VIEW vs. GRID VIEW
LIST VIEW
• Works when your products need additional information to determine
differences
• Works for very technical products
• Tools, machinery, etc.
GRID VIEW
• Works when your products are very image-focused
• Fashion, food, sporting goods, etc.

13. LIST VIEW

14. GRID VIEW
PROJECT TITLE

15. CATEGORY PAGE
DO’S & DON’TS

16. H1 TAGS
Do have an optimized H1 tag
• What should be included in the H1 tag? H1 tags should get straight to the point. Leave
out the puffery
• How do you change it in Volusion? Example: <h1>Category Text Here</h1>
• Where do I put H1 Tags? Where it looks best!
• How long should my H1 tags be? It depends...
• Don’t over-use H1 tags. One per web page. Include H2/H3 tags in the same way without
clogging up the page

17. COPY ON THE CATEGORY PAGE
• Don’t ignore the importance of copy - Good copy is imperative to engaging visitors
• Great for SEO - Category pages provide great opportunities for ranking in the SERPs
• Perfect for describing the content in the category - Copy placed at the category level
should inform the visitor about your brand and the types of paths that lie ahead
• Where should you place this copy? Category-level copy should be placed in the same
place as with product pages - where it looks best!

18. CUSTOM URL TEXT
• Do customize your URL text - The URL text allows you to provide keyword-rich text for
all category pages
• Why should we customize URL text? URL customization provides the search engines
and visitors with additional context
• How do you customize in Volusion? - In the ‘Advanced Info’ section, in the Product URL
field, type in a few highly-relevant keywords (separated by spaces) to describe that
particular category page
• Great for PPC? URL text can help your ad rank and engage in a dynamic search
campaign

19. PROMOTIONS
• Do mention promotions on your category
page
• Helps with conversion from advertising
(PPC & Display) and email
• How do you mention promotions?
• In the copy
• As an image

20. IMAGES - DO’S
• Do have images that relate to the products in the category
• Make sure your images are clear and sharp
• Make sure the images also fit the branding of your website
• Use alt text on your images
• Show products in use

21. IMAGES - DON’TS
• Don’t have images that don’t relate to the products in the category
• Don’t have images that are too big and push the products down too far on the page
• Don’t have blurry images
• Don’t have images that have a different color scheme and use different fonts than the
rest of your site
• Don’t forget to include alt text

22. IMAGES - RELATED TO PRODUCTS

23. IMAGES - CLEAR & SHARP

24. IMAGES - TOO BIG

25. IMAGES - CONSISTENT WITH BRANDING

26. USING ALT TEXT ON IMAGES
• What is alt text?
• Why is it so important?
• How do you put it on your images?

27. CLICKABLE IMAGES
• Images are essential for users to make purchasing decisions
• When adding images to your category & product pages make sure users are able to
click on them
• Not only are users accustomed to having clickable images, but are interested in
engaging with your products and wanting to know more before making a purchase
• Ease in navigation, images can click to other relevant pages
• Click on logo to go back to homepage
• Click on sale image and land on category page with products on sale

28. NAVIGATING THROUGH THE SITE
TO PURCHASE
• Want to make the path to purchasing as clear as possible
• Eliminate any irrelevant steps, pages or clicks that keep your customer from making a
purchase
• Category pages help guide customers into making purchasing decisions
• Informative, organized and well-designed category pages lead customers to quickly find
the product they want

29. IMAGES FOR SUBCATEGORIES

30. CATEGORY
PAGES FOR SEO

31. TIPS FOR SEO
• Fill out all important data fields
• Monitor Google Analytics & Search Console
• Develop a site structure that clearly outlines categories
• Write unique, compelling on-page copy
• Use clear, consistent images that express your brand personality

32. CATEGORY
PAGES FOR PPC

33. TIPS FOR PPC
• Category pages often serve as the landing pages for PPC ads
• Landing page experience is big factor in determining your Quality Score
• Customize URLs to increase ad rank
• Advertise sales and incentives

34. RECAP

35. RECAP
• What are PPC and SEO?
• Category page basics
• Category page do’s and don’ts
• Optimizing SEO on category pages
• Tips for PPC

36. ADDITIONAL
RESOURCES

37. SEO OFFICE HOURS

38. LANDING PAGE OPTIMIZATION
INFOGRAPHIC

39. Q&A
Need help with your marketing?
Contact us to learn more (877) 591-7006
or services@volusion.com