At Yoast, we often see that a site’s category / tag structure is completely unmanaged. Even large news sites suffer from over-usage of tags and categories. Tags and categories are both examples of a taxonomy system. By default a WordPress site has these two, but you can add more. When used correctly, a good taxonomy system can boost your site’s SEO. The opposite is also true: when used wrong, it’ll break things. This article dives into why those pages are so important and how to use them. We will use category archives as our prime example.
Category archives are landing pages
Your category archives are more important than individual pages and posts. This is true regardless of whether your site is a blog, an e-commerce site or something else. Those archives should be the first result in the search engines. That means those archives are your most important landing pages. They should therefore also provide the best user experience.
The more likely your individual pages are to expire, the more this is true. If your site is a shop and your products change, your categories are more important. If your site is a job listing site where jobs expire, your categories are more important. Otherwise, you’d be optimizing pages that are going to be gone a few weeks / months later.
Categories prevent individual pages from competing
If you sell bathing suits and you optimize every product page, all those pages will compete for the term “bathing suit”. You should optimize them for their specific brand, make & model and link them all to the “bathing suit” category page. That way the category page can rank for “bathing suit”, while the product page can rank for the more specific terms. This way, the category page prevents the individual pages from competing.
This is also true regardless of your type of site. If your site is a blog and you write several articles about a topic, your category for that topic should be #1 in the search results.
Breadcrumbs and category archives
Breadcrumbs play an important role in this type of setup. Each individual item should link back to the nearest category. This shows Google the structure of your site but it also enforces the authority of the category page for the topic.
Google recently announced some mobile URL changes. Because of these changes, it’s also useful if your site’s URL structure contains the category. But beware: don’t change your URL structure if you have an existing site. The “cost” of redirecting all those URLs outweighs the benefits of changing the structure. It’s far wiser to just use the breadcrumbs functionality that our Yoast SEO plugin offers.
How to make awesome category pages
Even though it’s clear that taxonomy archives are very important, they usually don’t get the love they deserve. To make your category pages awesome, you often don’t even have to do that much. Just add a bit of introductory content. Add some links to that introductory content pointing to the best articles / products in that category. This will go a long way to making sure that when a user lands on such a page, he/she doesn’t bounce. A good archive page should make me want to read / see more, not less of your site.
This does mean that every category and tag needs to have some custom written text. That’s not hard, but it can be a lot of work. Nobody said this was going to be easy.
Our Yoast SEO plugin helps you with optimizing your category pages: it analyzes your category page content. Moreover, it allows you to change the social details for category pages, and provides you a snippet preview.
Duplicate tags and categories
A related issue we often see, is sites having duplicate tags and categories. When you have a category “SEO”, like we do here on yoast.com, you shouldn’t have a tag page “SEO” too. If you do, which one should Google rank first?
The same goes for single or plural, an article shouldn’t be in the categories “shirt” and “shirts”. Or a post with the tags “WordPress plugin” and “WordPress plugins”. One of those shouldn’t exist. Pick single or plural and stick with it for all your category and tag terms.
Need more help optimizing your content structure?
We cover a lot of topics around Content SEO in our eBook, aptly named “Content SEO“. If you really want to teach yourself how to optimize every aspect of your website, our Basic SEO training is a great product.
We also have some other posts worth exploring:
I found both of these posts by going to our Site Structure tag page. Which, admittedly, I just gave an intro today. If you have nice examples of great looking category pages, I’d love to see them in the comments.