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Success Team
Details:
Keep existing content above the fold, but introduce additional SEO-supporting blocks, such as FAQs, buying guides, or longer text pieces below the product grid on category pages. This would give us space to expand on key topics without disrupting product visibility.
Why is this important?
  1. Supports E-E-A-T and SEO guidelines: Adding in-depth, relevant content such as FAQs or expert advice can improve perceived page quality and authority.
  2. Captures long-tail and informational queries: Content at the bottom can address common customer questions and capture additional organic traffic.
  3. Enhances user experience: Helpful content like FAQs or sizing advice meets shopper intent and can reduce friction and bounce rate.
  4. Keeps product-first layout intact: Products remain the main focus above the fold, while the lower content provides SEO value without interrupting the shopping journey.
  5. Competitive edge: Many leading retailers use this structure to combine product visibility with rich informational content, and it’s proven to work well with Google's Helpful Content updates.
How should we implement it?
Add a flexible content area below product listings on all category templates
Support rich content blocks like:
FAQs (using FAQPage structured data where relevant)
Buying tips or product guides
Size, fit or compatibility advice
Seasonal recommendations or trends
Format clearly for mobile and desktop — use accordions or collapsible sections for a clean mobile experience
Avoid duplication of top content — this should be new, complementary copy that adds further value
Include internal links to relevant subcategories, blog articles, or help guides to aid navigation and crawlability
It would be great to consider this in the next round of UX improvements — it’s a low-risk, high-reward way to boost both SEO and customer satisfaction.
Thank you,
Jura - SEO Team