- By Kiwi Commerce
- 27 Oct, 2025
- Marketing
How To Use Ecommerce Category Page SEO To Drive Traffic
Category page SEO is one of the most underutilised strategies in ecommerce. Every time an online store adds a category page or a collection page, as Shopify calls it, they’re creating a new opportunity to attract organic traffic. Each page is a chance to target search terms shoppers use to find products like theirs, and a fresh URL for Google to rank.
Many ecommerce sites maintain a handful of category pages for navigation, but few maximise their potential. By creating additional category pages, businesses can increase traffic and sales without adding new products. Each page is valuable real estate that can be optimised for specific SEO keywords, helping products reach a wider audience.
At Kiwicommerce, our Digital Marketing services, including ecommerce SEO, help ensure your category pages are fully optimised to reach the right audience and improve overall online performance. In this article, we’ll show you how to come up with collection ideas, work out which pages are most likely to rank in search engines, and make category pages that truly drive results.
What Are Ecommerce Category Pages?
Ecommerce category pages, also known as collection pages on Shopify, group multiple products with shared characteristics. For example, a clothing retailer may have a page for tops and another for trousers.
While category pages help shoppers compare similar items, they can also be used to highlight new arrivals, sale items, or curated selections such as gift guides or staff picks.
Category pages are not just useful for navigation; they can attract new customers via organic search. Typically, these pages rank higher than individual product pages in Google because they offer multiple options to searchers who are earlier in their buying journey.
Adding more category pages is an effective SEO strategy. The same products can be presented in multiple ways, creating multiple entry points for potential customers. For instance, a sticker retailer could group products by:
- MaterialÂ
- Theme
- FormatÂ
- Size
Three Key Elements of a Successful Category Page
A well-optimised category page should include:
1. Relevant, Compelling Title
The page title should clearly indicate the products in the collection, for example, “Bow Ties,” “Fanny Packs,” or “Distressed Jeans.”
Use SEO tools or Google Trends to choose the most effective title. For instance, “ripped jeans” may have higher search volume than “distressed jeans,” giving your page more reach.
2. Useful Collection Description
Include one to two sentences that explain the page’s purpose, naturally incorporating the title and related keywords.
Example: “Festive printed bow ties for all occasions.”
For broader reach, consider including long-tail keywords: “Featuring ripped, distressed & destroyed styles, shop our full range of women’s ripped jeans, available from size 00 to 24.”
3. User-Friendly Sorting
Category pages should allow visitors to sort products logically, for example, by:
- Bestselling products
- Alphabetical order
- Price (high to low or low to high)
- Newest or oldest products
- Manual sorting
Sorting should reflect the collection type. For example, bestsellers work well for large collections, whereas the newest products suit frequently updated pages.
How to Create and Optimise Category Pages
Ecommerce category page SEO involves several steps:
1. Brainstorm Potential Collection Pages
Consider your client’s products and use tools like Google or AI to generate ideas:
- Google: Search for a base product, e.g., “jeans,” and examine the filters Google suggests. These can inspire collections by gender, colour, fit, style, or features.
- AI Tools: Export products as a CSV file and use AI to suggest collection pages that don’t overlap with existing ones, ensuring at least five products per collection.
2. Decide Which Collections to Create
Eliminate collections with fewer than five products and avoid duplicating similar pages. A quick Google search can show whether two collection names return the same results, indicating overlap.
3. Build the Collection Pages
On Shopify or other platforms:
- Navigate to the collections section of the CMS.
- Click Create Collection.
- Add a descriptive title and collection description.
- Choose Smart (automatic) or Manual (select products yourself).
- Set the desired product sort order.
- Save as draft.
4. Preview Search Engine Listing
Ensure the page looks appealing in search results. Edit the title, meta description, and URL if needed.
- Include secondary keywords in the title (e.g., “Ripped Jeans & Distressed Denim”)
Use action verbs in meta descriptions such as “shop,” “explore,” or “discover”
5. Link to Category Pages
Internal linking is important for both SEO and user navigation. Consider linking from:
- Main website navigation
- Related category pages (subcollections or thematic connections)
- Product pages (breadcrumbs or galleries)
- Blog posts (for seasonal or campaign-driven collections)
6. Measure Performance
Use tools like Google Search Console to monitor which keywords drive traffic, and adjust titles and descriptions accordingly.
- Avoid changing URLs unnecessarily, as this can impact rankings.
Use analytics to identify high-traffic pages with low conversions and investigate potential content or UX issues.
Common Challenges in Category Page SEO
Even if a page attracts visitors, it may not convert due to:
- Mismatch between search intent and product offering
- Poor visibility of product names or prices.
- Low-quality product images.
- Slow loading speed or poor mobile experienceAnalysing top-ranking competitor pages can help identify improvements.
By optimising category pages, ecommerce businesses can significantly increase organic traffic and improve conversions. Kiwicommerce helps clients implement these strategies effectively, turning category pages into powerful tools for growth.
