Category pages: on-page SEO & Keyword research

By SEO Audits

https://www.completebabyuitzet.nl/

SEO Site Audit for Complete Babyuitzet, Dutch baby products ecommerce store.

This review is based on recommendations the site owner(s) can actually implement.

On-site SEO
Main templates such as Category and Product pages do not follow a hierarchy.
Headings are assigned to sitewide elements rather than identifying the most important areas of the site. The category page does not even include its main title, making users and search engines struggle to identify what is the page about.
Most of the heading are related to elements such as Discounts, Phone numbers, and even the promo banner include the main H1 tag.

Category pages
My feeling is that the pages are developed based on brick and mortar experience and very little keyword research has been performed.
Most of the main categories can be split into different subcategories targeting audiences or features, rather than having several pages of products.

Also, the filtering system needs improvement. Whilst the only filtering option is the price, it would be important to include relevant or popular elements for each type of product.

Technical elements
I identified hundreds of internal redirects, which devalue the internal linking structure.
One of the XML sitemaps includes many redirects.

Broken 404 error pages do not exist, when a page does not exist, a redirect towards the home page is generated. This can potentially bring to identify additional errors.

Sitemaps
An old XML sitemap exists with old pages that need to be removed.
While XML sitemaps include most of the products, category pages are missing.

Content
The content area is not developed. Very few posts are published.
This area can be extremely useful to acquire users and drive them to the category or product pages or to acquire backlinks.

Backlinks
Every single backlink identified with Ahrefs can be considered irrelevant. Most of the backlinks are generated by spiders or spam websites.

Conclusions
The main priority the site should be focusing on is category optimization by identifying the main characteristics or audience for each category.
This is the main reason why product pages attract more visits than category pages. Potential customers reach products when they already know them, but you are not providing them with the choice of your range of products.
On top of that, the on-site SEO for product and category pages is not developed.

Acquiring relevant backlinks should also be a priority, to give a boost in terms of visibility.