It's no secret that Ikea gets a lot of its organic traffic exclusively from its branded keyword. HOWEVER, what they've done to rank #1 for keywords like /"sofa/" and /"mirror/" is incredible, and that's what we're covering in today's video .

IKEA places a lot of emphasis on its category pages because that's where most of its traffic comes from. But once they've ranked for that incredible keyword, that's where the challenge begins.

How the hell do you know what someone wants when they search for the keyword /"couch/"?

– Is this person looking for the best way to buy a sofa?
– Do they even know what type of sofa they want?
– Do they just want to browse and see prices?

The actual user intent behind generic keywords like /"sofa/" is very difficult to know. That's why we need to create category pages with every possible type of intent in mind – and IKEA does it perfectly.

Timestamp:
0:00 Introduction
00:20 IKEA traffic statistics
0:43 Main pages
1:34 Keywords
2:08 The main problem
3:04 Category pages
4:39 Internal links
5:50 p.m. Category of rooms
6:48 Recap

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