For years, category pages were the MVP of eCommerce SEO. They ranked well, pulled in high-intent traffic, and helped shoppers compare options quickly. They weren’t just pages – they were doorways into your online store.
But search is changing. Fast.
Now, Google’s search results look more like your site than ever. Filters. Carousels. AI-generated summaries. In some cases, Google is your category page, and customers are starting and finishing their product research on platforms like Reddit, YouTube and ChatGPT instead.
So, where does that leave your category pages?
Still important. But the role they play (and the way you optimise them) needs to shift. Here’s what still works, what doesn’t, and how to future-proof your eComm SEO strategy.
Google is becoming your category page
Once upon a time, Google linked shoppers to you. Now it wants to be you.
Over the past 12 months, Google has doubled down on its own product discovery tools, from native filters and stock tracking to Shopping Graph features and AI-powered summaries. It’s all part of the broader shift to reclaim product search from platforms like Amazon.
And honestly, it makes sense. Jumping between 10 different retailers to compare wireless speakers isn’t a great user experience. A unified search engine result page (SERP) with reviews, pricing, and comparisons? That’s faster… and users are noticing.
But here’s the catch: if your product feed is messy or your structured data is missing, you might not even make the cut. And even if you do, it’s getting harder to stand out.
That means your category pages need to do more than just mirror what’s in the SERPs. They need to offer something better – insights, buying guidance, expert tips and trust signals that make users want to click through (and convert). If you’ve noticed your organic traffic is down, read our article on what to do about it.
Discovery doesn’t just happen on Google anymore
Search isn’t just SERPs. More and more users are turning to AI tools, social forums and video reviews to make decisions before they even hit a website. And your category pages? They need to show up in these channels too.
ChatGPT, Perplexity and AI overviews
Whether it’s ChatGPT, Perplexity or Google’s own AI Overviews, these tools are reshaping how people explore their options.
When a user asks, “What’s the best water-resistant Bluetooth speaker for hiking?”, AI doesn’t pull answers from thin air – it pulls from trusted sites, semantically rich content and structured data.
That means your category pages need to speak the same language. Clear, specific content. Schema markup. Product and brand context. It’s not just about SEO rankings – it’s about training the machines.
More on that here: AI overviews are reshaping search – here’s how to stay visible.
Reddit and real-world advice
It’s not uncommon to see Reddit threads outrank retailers for product discovery terms. Why? Because they feel real. People share what they actually use, what they liked, what broke after three weeks, and what they’d buy again.
You can’t fake that kind of trust, but you can borrow the format. Add comparison content. Include short user-style pros and cons. Surface FAQs that reflect what people are really asking.
And if you spot threads mentioning your product? Consider referencing or even embedding them on-page. It helps build relevance and shows you’re paying attention.
YouTube, influencers and review media
Sometimes the buying decision happens three videos deep into a product review rabbit hole.
Think about how your category page supports this journey. Can you embed influencer content? Link to relevant buying guides? Highlight industry awards or expert picks?
It’s not just about keywords – it’s about building trust before they even click “add to cart.”
What still works (and what doesn’t)
SEO best practices aren’t dead – but some need a 2025 refresh.
What still works
- Intro copy that’s actually helpful: A few lines above the fold explaining who the category is for and what matters when choosing, this still goes a long way.
- Internal links with intent: Guide users to subcategories, relevant blogs, and product FAQs to keep them moving through the funnel.
- Schema and structured data: Product, organisation, FAQs, breadcrumbs – the works. Google and AI tools rely on this to make sense of your site.
- CRO elements that reduce bounce: Think fast load times, strong images, visible trust signals and clear CTAs.
- User-first content: Add short, sharp answers to common questions. These snippets can drive both SEO and conversions.
- Mining site search: If users are typing the same phrase into your internal search bar – like “gifts for plant lovers” – and you don’t have a category page for it, that’s a content opportunity. Fast.
What doesn’t work
- Wall-of-text SEO copy at the bottom of the page: It’s not helping. If it’s not readable and it’s not helpful, don’t bother.
- Near-duplicate categories for every keyword variation: You don’t need separate pages for “wireless speakers” and “Bluetooth speakers.” Use smart content structure and keyword grouping.
- Entity confusion: If your product names, descriptions and branding aren’t consistent, AI tools may not understand what you sell, or recommend you.
- Product grids with zero context: A grid of 24 items and no other info? That’s not a category page. That’s a missed opportunity.
Take a look at all of our eCommerce SEO tactics worth your time in 2025.
Category pages aren’t dead. But they’re different.
Your category page isn’t just a gateway to product listings anymore. It’s:
- A landing page for first impressions
- A content hub for AI tools and users alike
- A trust builder before the PDP
- A conversion driver in its own right
If you treat it like a basic product dump, you’ll lose to platforms that give more upfront value. If you treat it like a strategic asset, one that answers questions, builds confidence and connects the dots across SEO, AI and CRO, it can still do serious heavy lifting.
Category pages matter. Just not the way they used to.
