Increase the stakes on the pages of product categories E-commerce brands raise the bar on their product category pages in order to rank higher than their competitors in search results. Where these pages were once just a product list, category pages are now able to provide a wider variety of information to support consumers on their journey “Purchase,” said Aleyda Solis, an international SEO consultant for Orainti. However, inventory can change and the way your pages are structured should facilitate a seamless customer experience while signaling relevance to search engines. "The most important part [of optimizing for a shifting inventory] requires a closer look at your inventory and understanding what and how many brands and product categories," said Arsen Rabinovich, founder and SEO director of TopHatRank. com. "Can they be organized in a way that makes sense to the user, do we have more product categories or brands, if the brands are nested in product categories or vice conversely, and in doing so, will these combinations be in line with how your store audiences are looking for these products? » Solis and Rabinovich will discuss how to prepare your digital storefront for inventory changes, future-proof product lists, creation of product pages and evergreen categories and more at SMX West in San Jose on February 19. With over two decades of SEO experience for large and small customers, Solis and Rabinovich shared some ideas and trends that e-commerce brands can use to get the most out of their category and landing pages seasonal and adaptation to stock variations. What trends have you observed in terms of store window structure, categories and / or brand product pages? "With the introducti on the widespread adoption of Shopify and how this e-commerce CMS is forcing store owners to organize their inventory in" collection "information silos and "products", we notice that product URLs with nested category or brand information are becoming a thing of the past. " said Rabinovich. "I have been a longtime supporter of this" individual "silo structure because it allows you to create multiple organizational and informational pathways to products with Ariane thread." The product category pages are also built with more informative content that seeks to connect with user intent, answer questions, and maximize relevance to be more competitive in search results, said Solis.

Product category pages are less likely to change than product pages. Do you have any advice for e-marketers who want to optimize their category pages for search?

"To help the category pages rank better, we advise our customers not only to have a list of product names, thumbnails and" see more "buttons, but to transform this page into an experience that helps the user make a decision, "said Rabinovich." We recommend that you bring snippets of product descriptions, star ratings, support content, tips, recommendations and FAQs to create a richer user experience. "

Completing your category pages in this way will also help to optimize it for searching." When ; it is properly coded and structured, the combination of all of the above gives Google more context and a better understanding of the category page, "said Rabinovich.

" To provide category pages with content " fresh ", you can also benefit from direct access to the latest news / blog articles / guides regarding this type of product, the latest questions / answers, related products, user comments and testimonials, or the latest trends in 39; purchases seen in this particular category, "said Solis. Besides adding an element of freshness to your category page, it will also help establish your brand as an authority and can increase the likelihood of generating backlinks. How can search engine optimization for an e-commerce site change when stocks change or a new category of products is introduced?

"The internal site search functionality should ideally work (or be very well integrated) with the main" indexable "website categorization system to be updated in real time whenever new categories or inventory changes occur, "said Solis. This can help reduce the exploration budget spent on non-indexable pages as well as poor user experiences.

When introducing a new product category, Rabinovich advises marketers to assess their existing categories and their inventory to find out how the new category can be implemented.

"If, for example, you have a single brand e-commerce site selling socks and want to introduce a new line of t-shirts, you will most likely have to understand how your current information silos can take support these new products, "said Rabinovich." Can they be used for new products (male / female, size, color), do you need to introduce a product category silo for t- shirts and one for socks, should you redirect or use canonicals? "

Are there considerations that brands should pay more attention to when preparing for seasonal events (like Black Friday) or other special promotions?

"Even today, I see brands falling into basic, completely avoidable mistakes, like not making of rules cl areas to reuse landing pages over the years for seasonal events that would allow them to capitalize on work and ranking from previous years, for example, "said Solis, who also advises brands to respond to queries connected with a informative content that can support transaction-oriented landing pages.

"All necessary page levels and internal signals (page title, header, URL, internal links and their anchors) should indicate to Google that this is a dedicated page on your website for "Black Friday Sales," said Rabinovich, who also recommended creating pages dedicated to these seasonal events. "You can then use this dedicated, evergreen silo to host all of your sales content . "

Online marketers can learn even more ways to optimize changing product pages during Rabinovich and Solis' session at SMX West in San Jose, February 19 to 20. This year, we added a full track dedicated specifically to digital commerce marketing. Sign up today .

About the author [19659022] George Nguyen is an editor Deputy Chief of Third Door Media. His experience is in content marketing, journalism and storytelling.