Why this matters
Conduct keyword research using tools like Semrush or Ahrefs before deciding on categories. Each category page should target a clear, researchable keyword cluster. A category named 'Men's Running Shoes' that matches actual search behaviour will outperform 'Performance Footwear for Men' that reflects only how you categorise internally.
Hierarchy matters too: aim for a maximum of three levels — main category, subcategory, product. Flatter structures pass more link equity to category pages and make it easier for Google to crawl your entire catalogue efficiently. Once your structure is live, add a unique keyword-rich description to every category page — even 150 to 200 words of genuinely useful content signals to Google that the page deserves to rank.
Regularly review your structure against evolving search trends. Use Google Search Console to identify which category pages attract impressions but few clicks — these are prime candidates for optimisation. See our tip on adding unique category content for what to include on each page.
Expert insight — Vesa Nippala
Vesa Nippala has optimised dozens of WooCommerce stores and built the ProsperCart e-commerce platform. This advice comes from real-world experience, not theory. Learn more about Vesa →
Key takeaways
- Keyword research before building categories
- Maximum three-level hierarchy
- 150–200 word category descriptions
- Regular structure reviews via Search Console