The shop category page should first be treated as a normal page you want to optimize for a particular keyword. In this case, that focus keyword is the category name itself. If your online shop has little categories, chances are these categories will be rather general. I’d still optimize the page for that general keyword. The thing you want to do is to add more related pages, focused on for instance related long tail keywords on your site and in your blog. On the shop category page itself, write an inviting, optimized introduction for the chosen keyword.
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