Category keywords are the foundation of SEO, helping search engines to understand the product or service you offer and attract your target audience.
But what happens when you don’t target the right keywords for category pages? You mix search intent, rankings drop, and people can’t find you. And this is not always related to bad content. Identifying the right category keywords can improve your rankings and attract potential customers.
But how do you know which terms to target? Should you focus on broad phrases like “CRM software” or more specific variations like “CRM for small businesses” or “affordable CRM tools”?
In this article, we’ll explain everything you need to know about targeting keywords for category pages, from why they matter to practical tips to find and optimize your pages.
Category keywords in SaaS are broad terms that describe a type of solution, such as “project management software”, “CRM platform”, or “saas seo tools”.
They are designed to capture users in the research or comparison phase, unlike highly specific product keywords.
On SERP, it looks like this:
In practice, we discover that many people search for broader, generic terms. And you need to optimize your page for those specific queries; otherwise, they will land on your competitor’s page.
Category optimization is essential to being visible to the audience before they are ready to take further action. This stage is where you convince them they are at the right place.
With the right category keywords, you can:
Finding the right keywords will not only build topical authority but also get high-intent customers.
Here are a few practical tips to begin with:
Begin your keyword research by listing out the main products or services your business offers. These core offerings form the foundation for identifying relevant category keywords that reflect your primary market focus.
Think about the broad terms your target customers would use when searching for solutions like yours.
For example, if you provide project management tools, your core product terms might include “project management software” or “team collaboration platform.” This initial step ensures you capture keywords that align directly with your business and user intent.
Next, review your current website content and analytics to identify which keywords are already driving traffic to your category pages. This content audit for SaaS helps you uncover opportunities to optimize existing pages or create new ones targeting gaps in your keyword strategy.
Use keyword research tools to analyze your pages’ performance, focusing on metrics like monthly search volume and keyword intent. This process also helps detect any broken links or outdated content that might be harming your SEO efforts.
Study how your competitors structure their category pages and which keywords they target. Look at their category descriptions, on-page SEO elements, and internal linking strategies.
Competitor analysis reveals keyword opportunities you might have missed and helps you understand the competitive landscape for your niche. Pay attention to the types of search queries they rank for, including generic queries and more specific long tail keywords, to create your own SaaS content marketing strategy.
Examine the search engine results pages (SERPs) for your target category keywords to understand what Google displays and how user intent is reflected in the results.
For example, if you want to target “common SaaS tools for remote teams”, the SERP looks like this:
Analyze the top-ranking pages, AI Overview, featured snippets, and “People also ask” sections. This insight guides you in creating content that aligns with search intent and stands out in organic search. Incorporate relevant commercial keywords and transactional keywords to capture high-intent traffic and improve your chances of higher rankings.
Category keywords should answer different questions, compared to the product page, where people know what they are looking for and are ready to buy.
If they are searching broader queries, they’re still in the consideration phase, and all SEO efforts should be tailored to catch their attention.
Here’s a quick comparison:
| Aspect | Category Keywords | Product Keywords |
| Definition | Broad terms describing a group of products or services | Specific brand or product names or models |
| Search Intent | Commercial – exploration and research phase | Transactional – ready to buy |
| Examples | “project management software”, “running shoes” | “Asana pricing”, “Nike Air Max 270” |
| SEO Focus | Optimize category pages to capture broad traffic | Optimize product pages for specific searches |
| Conversion Potential | High intent but earlier in buyer’s journey | High intent, closer to purchase decision |
| Content Strategy | Use topic clusters and detailed category descriptions | Use detailed product descriptions and reviews |
| Competition Level | Highly competitive, especially for short-tail keywords | Less competitive but more specific |
It’s important to differentiate between informational and category keywords when creating your content strategy. It may look similar, targeting broader terms, but try not to overlap.
Look at the table below, which highlights the differences between these keywords and how each one impacts your SEO performance, traffic quality, and conversion potential.
| Aspect | Category Keywords | Informational Keywords |
| Definition | Broad terms describing a group of products or services | Search queries for informational purposes, like guides, how-to topics |
| Search Intent | Commercial – people explore and are in the research phase with buying intent | Informational – learning and awareness phase, seeking information |
| Examples | “project management software”, “running shoes” | “what is project management”, “how to tie running shoes” |
| SEO Focus | Optimize category pages to capture broad, high-intent traffic | Create educational content to answer questions and build authority |
| Conversion Potential | High intent, leading to qualified leads and sales | Lower intent, mainly for brand awareness and building trust |
| Content Strategy | Use topic clusters and detailed category descriptions | Use guides, tutorials, FAQs, and blog posts |
| User Behavior | Users comparing options and exploring choices | Users are trying to find explanations and educate themselves |
Now that you know the difference, let’s learn how to optimize your content for category keywords.
Organize your category pages by grouping related topics into clusters. This approach not only helps search engines understand the relationship between different pages but also guides users through a logical path of discovery.
By linking cluster content back to the main category page, you increase authority and relevance, boosting your chances of ranking higher for broad category keywords.
For example, if you offer CRM software, you may use variations like:
By using strong words like “best”, “top”, “affordable”, “free”, etc, you can attract users in their journey and make your category pages more appealing and conversion-focused.
Create focused landing pages for each primary category keyword you want to target. These pages should provide comprehensive information about the category, addressing the searcher’s intent with detailed descriptions, benefits, and use cases. Dedicated landing pages act as hubs for related subcategories and products, improving user navigation and SEO effectiveness.
For example, if you offer project management software, you could create a dedicated category page like:
/project-management-software/
This page acts as a hub and links to related subpages, such as:
Ensure that key SaaS on-page SEO elements are optimized for your category keywords. This includes placing the main category keyword in the page title, H1 title, URL slug, meta title and description, and within the first 100 words of your content. Use variations and synonyms naturally throughout the text to capture a wider range of search queries without keyword stuffing.
For example:
Primary keyword: “project management software”
Variation 1: “best project management tools for startups”
Variation 2: “compare project management systems (Asana vs Trello vs Monday)”
Use internal links strategically to connect category pages with related subcategories, product pages, and relevant blog content. This not only helps search engines crawl your site more efficiently but also keeps users engaged by guiding them to more detailed information. Prioritize linking to high-converting product pages from your category pages to pass authority and improve conversion rates.
Let’s take the previous example.
The main category page is:
What you should link to:
What you should not link to:
Incorporate clear and compelling calls to action (CTAs) on your category pages to encourage users to take the next step, whether it’s exploring products, signing up for a demo, or contacting sales. CTAs should be visible, relevant to the category, and aligned with the user’s stage in the buyer’s journey to maximize engagement and conversions.
Regularly monitor the performance of your category pages using analytics tools. Track metrics such as organic traffic, bounce rate, conversion rate, and keyword rankings. Use this data to identify opportunities for improvement, whether by updating content, refining keywords, or enhancing user experience. Continuous optimization ensures your category pages remain competitive and effective in capturing high-intent traffic.
It’s important to understand the common mistakes so you can improve your SEO and content strategy in the future.
When collaborating with clients, we saw many pitfalls that need to be addressed. Here is our approach to the issues:
We discovered that most of their SEO strategy missed the first important step towards conversion – matching the buyer’s intent.
What does this mean?
Before making a purchase, a buyer moves through several stages through the SEO conversion funnel, including awareness, consideration, and decision. At each stage, they search for different types of information.
To drive conversions, your content and keywords need to match the queries and intent at each stage, guiding users smoothly from learning to purchasing.
Another issue we noticed was that multiple pages were targeting the same or very similar category keywords. This is one of the most common SaaS SEO mistakes because it can confuse both search engines and users. Google may not know which page to rank, and visitors may struggle to find the answer.
To avoid this, each keyword should be assigned to a unique page, ensuring there’s no overlap.
Another common mistake is overlooking long-tail keywords. In reality, most of the audience searches for long-tail queries, making them a highly intent category of keywords.
To identify valuable long-tail opportunities, use keyword research and analytics tools to analyze:
Another important thing we considered was their poor site structure. When your website’s layout is confusing, both search engines and visitors struggle to find what they need. This can lead to lower rankings and fewer conversions.
To fix this, keep your categories clear and organized. A clean, simple structure makes it easier for both users and search engines, helping your category pages rank better and convert more visitors.
The tools we use in our SEO content strategy are:
Maybe all this sounds a little overwhelming. But in our experience, targeting the right category keywords is the core of every successful SaaS SEO strategy, helping drive qualified traffic, boost conversions, and increase ROI. People are close to deciding stage, so your page needs to be precise and clear to offer valuable information.
Users and Google recognize this collection of keywords differently. And if you don’t know how to optimize it right, our experienced team at SmartClick can help achieve measurable results. We offer SEO services designed to target the right category keywords and guide your audience seamlessly from the awareness stage through consideration and into the final purchase decision.
Book a free consultation today to learn how we can help you attract more of the right traffic and turn it into qualified leads for steady growth.
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