# Perfecting category and product page SEO in Magento

**#SEOCMS · Bologna — May 1, 2017**

> The pages that really sell in ecommerce are categories and product pages. How to optimise them for Google without sacrificing conversion: structure, content, structured data and speed.

At #SEOCMS I took ecommerce to where it really counts: not the home page, but the **category and
product pages**, the ones that intercept demand and close the sale. They are the most numerous and
the most neglected, and that is where the match between SEO and conversion is played out.

The talk works on four levers. **Structure**: URLs, category hierarchy, handling of pagination and
filters so you do not scatter authority across thousands of near-identical pages. **Content**:
descriptions that are not the supplier's, category copy useful to both the user and the engine.
**Structured data**: product markup with price, availability and reviews to win rich results. And
**speed**, because on Magento performance is a factor for SEO and sales alike.

The takeaway: optimising for Google and optimising for buyers are not in conflict. Done well, the
product page and the category page do both.

*The slides are in Italian.*

## Materials and references

- Slides (PDF): https://www.simonebussoni.it/talks/seocms-2017-magento.pdf

---
Simone Bussoni — Co-founder & Digital Strategist, 56K Agency.