How to Build Category Pages that Rank + Convert 10x Higher

Do you love your category pages?

Does Google? Do your users?

Consider this category page for low carb recipes from Diet Doctor. Not only is it well designed and super-useful, but it also outranks everything in its class. It rakes in over 600,000+ organic visits/month according to Ahrefs.

Diet Doctor Category Traffic
Traffic Data via Ahrefs

There’s a crazy rumor in SEO that Google doesn’t like to rank category pages. Nothing could be further from the truth. If you search, you’ll find 100s or 1000s of examples that prove the opposite.

What Google actually doesn’t like to rank are:

  • “Thin” pages that offer little unique value
  • Pages that are mostly duplicate of other, better pages
  • Pages that don’t satisfy user intent

Category pages are a contradiction. On the one hand, they are everywhere, created automatically by popular blogging and e-commerce platforms. They are persistent in navigation and heavily linked to within your site architecture. On the other hand, they are often ignored by authors, users, and search engines alike.

With only a little effort, you can create category pages that actually stand out, rank, and successfully engage your audience.

Below, we’ll discuss the exact techniques to create category pages that are more useful, more likely to rank, and more likely to satisfy your users.

Turn Category Pages into Hub Pages

By default, a category page is merely a list of products or posts, with occasional links to subcategories.

Yawn. Our users are falling asleep already.

In comparison, a Hub Page acts as a central overview of a topic or category—linking to child categories and related products—while typically offering much more depth and utility.

Instead of simply listing products and posts, hub pages:

  1. Educates and answers more questions
  2. Link to useful resources
  3. Helps the user find exactly what they need
  4. Delights and engages
  5. Act as an “authority” on a given topic

Here’s the cool part: category pages make perfect candidates for hub pages. This is because category pages already focus on a specific theme/product/topic, and are often heavily linked to by your site’s existing internal architecture.

By making a few custom changes to your category pages, you can easily turn them into hub pages that serve as a more useful central authority for a topic. We’ll discuss how to do this below.

Elements of Effective Category Pages

A “standard” category page often contains the following, and little else:

  • A title, automatically generated
  • A paginated list of products or posts

You can do better. Below, we’ve identified ten common elements of successful category pages. These elements work for both e-commerce and article/news sites alike.

While you typically don’t need to use all 10, successful category pages typically incorporate at least 4-7 of these elements.

Category Pages that Rank
Click here for high-res version. Feel free to use this graphic for your own use, with attribution.

In the end, your goal is to make your category page simply more useful and engaging for any particular topic. As you do this, you also achieve the side benefit of making your category more attractive as a target for external links.

1. Custom Title + Title Tag

A typical “naked” category title is simply the name of the category or tag. These are often auto-generated by your CMS using your category names. For example:

  • Barcelona Hotels
  • Bedding
  • Travel Backpacks

By sprucing up your titles—and especially your title tags—you can both add topical relevance and improve the click-through rate (CTR) of your pages in search.

Here are the same title tags from actual sites written for the categories above:

  • THE 10 BEST Hotels in Barcelona (FROM $28) for 2018 – TripAdvisor
  • Bed Sheets You’ll Love | Wayfair
  • Travel Backpacks for Weekend and Work | Timbuk2

Use the same techniques that you would use for improving any title tag while keeping your title true to the page purpose.

A couple of my favorite resources for creating title tags:

2. User-centric Copy

Ditch the SEO text.

Often, people attempt to rank categories higher by adding “SEO text.” This means a few sentences or paragraphs of closely related terms and phrases. Typically, it’s filler copy that adds no real value to the page.

It’s true, adding descriptive text to a page can help it to rank, but a better approach is adding user-centric copy.

User-centric copy goes beyond keywords and works to help, educate, and delight the reader.

User-Centric Category Copy

Rule of thumb for creating user-centric copy: answer the questions that users want to know when researching your topic.

This means basic keyword and topic research as would be required for any other page – but sadly often gets overlooked when created category pages.

Common places to research category topics include your Search Console data, People Also Ask queries, and competitor research. Check out Builtvisible’s excellent guide on improving category copy for more ideas.

3. Links to Related Categories & Subcategories

For hub pages, linking is where the magic happens.

The broader your category, the more subcategories you may have to link to. Linking between these subcategories helps build the topical relevance of your content silos.

Almost equally important: the opportunity to link to related categories. When sub-categories share the same parent in a silo, linking them together is part of a smart cross-linking strategy.

Ikea does this beautifully. Notice how the category “Living Room Storage” links not only down to child categories (Shelf Units, Book Cases) but across to related categories as well (TV and Media Storage, Sofas and Armchairs.)

Link to related categories

4. Popular Products & Posts

Often, users simply want to quickly see your most popular or best-selling items.

For products and posts with more competitive search volumes, a prominent direct link from a top-level category page can help these individual pages to rank higher.

Amazon is particularly good at this, listing best sellers on virtually every category and search page.

Link to top products

5. Recommended Brands / Authors

In addition to your most popular items, it’s helpful to link to your recommended brands, collections, or authors.

An added side benefit of grouping your products by brand—and linking to them from central category/hub pages—is that it can help you to rank for branded keyword searches, i.e. “Maytag washers” and “Gibson guitars.”

Recommended Brands and Authors

6. Reviews & Ratings

Reviews sell.

Category pages are a natural location to place product reviews. They also give you an opportunity to show off merchants, or even yourself.

Check out this example from Sticker Mule, which lists customer reviews under each category and subcategory type. Brilliant.

Category Reviews

7. Guides & Tools

When shopping, or gathering information, users often benefit from extra help in the form of guides and tools. Linking to these from your category/hub pages makes perfect sense.

Additionally, when you are struggling to build links to your category pages, a well-crafted guide or tool often makes excellent linkbait.

Check out this pool cleaner part guide from PoolZoom. It makes a complicated subject easy by showing you exactly what part you may need.

Category Guide

This bicycle light comparison tool from Tredz below demonstrates how well you can see with each light. While this technically isn’t a category page, it’s another idea executed brilliantly.

Bike Light Comparison

8. Sort & Filter Controls

Time to get creative!

Great category pages covering broad topics offer many ways to slice, dice, narrow and sort.

Typically, the specific features that you allow users to sort and filter on are determined by your specific product. For example:

  • Shoes: Gender, size, width, activity, price, color
  • Televisions: Size, brand, resolution, price, type, rating
  • Books: Genre, author, format, condition, rating, language

Sort and Filter Controls

The result of these sort and filter options is faceted navigation. Because each option has the potential to create an entirely new URL (depending on how you set it up) faceted navigation must be carefully managed.

9. Products / Posts

Not all category pages list individual products (sometimes these are called Product Listing Pages, or PLPs.)

If a category is sufficiently broad, you may simply want to link to related subcategories and helpful resources. For example, neither these pages from L.L.Bean or REI feature long lists of products.

In other situations, you’ll often find “view all” options for products and posts directly on the category page itself.

Doing so can pass greater link equity to your individual product pages – helping them to rank. Or you may find that you drive more traffic/sales from your category and sub-category page, and decide to focus your link equity 100% in those locations instead.

Typically the decision is made by the number of listings. If you have 1000s of products/posts in a category, it may not make sense for your user to scroll through them all.

Only 100? Then it’s likely worth it to list them on the category page itself.

10. Links, Links, Links

Great content and terrific user-experience alone typically aren’t enough to shoot your category pages to the top of Google.

Like any other page, you often need links.

Consider this On-page SEO category page from Moz below. It ranks #2 for “on page SEO” and receives 1000s of organic visits per month.

This is also a great example of a blog category ranking for competitive terms. You don’t need products to make a great category page.

On-page SEO Category

Notice how the page contains not only a list of most recent posts, but also user-centric text and links to related resources.

It also has earned a ton of external links. 209 linking root domains, to be exact, according to Link Explorer.

Link Explorer

(This is actually small potatoes. Moz’s Whiteboard Friday category page has earned links from a whopping 1.4 thousand domains.)

External links help a ton, but you can also help yourself out by smart internal linking. Obvious places to link to your top category pages include:

  • Your homepage
  • Other categories
  • Breadcrumbs
  • Post/Product tags
  • Navigation
  • Within posts and articles

Very popular categories may be justified in your sitewide navigation. In other cases, it’s perfectly fine to link to your categories from within posts and articles – especially when it’s a helpful link.

Further Reading & Recommend Resources

If you want to explore how to make better category pages further, here are a few top resources:

What are some of your favorite category pages and best practices? Let us know in the comments below.

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12 thoughts on “How to Build Category Pages that Rank + Convert 10x Higher”

  1. Extremely useful post Cyrus, I always pay attention to categories as there are many keywords that can be easily ranked with a category page.

    Let me tell you a curious case I’ve been working on in the last 6 months: I have a client’s site that runs ONLY on categories, literally. It has +650 URLs indexed, which are Home, 5 authors and 650 category pages. Blog posts (1000s of them) are all NoIndexed.

    I can’t tell much publicly, but it’s related to Coupon Codes. The result? This website is growing up fast!

  2. Tip no- 3: Siloing Architecture
    I think siloing architecture of category page is most Important for eCommerce website.
    Home> Category> Products> sub-Products. vertical hierarchy containing intra-horizontal links.
    Thanks, Cyrus for your vision.

  3. James the problem isn’t wordpress, everyone can update the themes for improve the categories or use paid themes like newspaper and similar with a lot of pre-designed category pages

  4. Hi Cyrus, great post about categories and how to use them for SEO.
    I enjoyed reading, because I learned a lot, but also because you confirmed my suspicions.

    Before reading, I was thinking about customizing my site’s categories (and tags) by adding custom text and changing article previews so its all unique content (and then removing the noindex tag); but didn’t know if it was worth the effort.

    And now I know:
    well-designed category pages are a boon to SEO, because Google will want to rank them; and because most websites are stuck with template WordPress taxonomies.

    I have a question for you.
    You mention linking to category pages from a content body. Is this so you can transfer the desired anchor text and stronger link equity?
    Also, should we then remove the automatically generated links (‘this post is categorized under’ and ‘this post is tagged under’)

    Since these are now second links on the page, Google ignores their anchors and since they are not in the content body- they have reduced value.
    I’m thinking about preserving link equity.

    Thank in advance for your reply,
    Have a great day:)
    Nikola Roza

  5. Awesome post like Brian Dean
    I was wonder how MOZ’s category page rank for most competitive term “on page SEO” in my initial days when I started learning SEO.
    I’m will give it a try on my ongoing e-commerce project.

  6. Great read, Cyrus. I’ve always felt the same too. The type of category pages that WordPress (and other CMS) produce by default is rather boring, not useful to the user, and are a lost opportunity too. Many folks leave this page untouched, but clearly its highly advisable to custom modify the template with any of the types of content you have laid out above.

    I would urge anyone to do so too, at least to some extent. And, because it’s so heavily linked within the site architecture (as you describe), I would agree it should be considered an important task.

    It has occurred to me the same might be true of author pages as well. Or any other machine-generated CMS template for that matter. On WordPress installs, most themes will generate a rather similar lackluster page by default. I think it’s well worth the time to modify the author template as well to include content more typical of an author bio besides just “Recent posts.”

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