Informational companion page for category head term
When a category keyword behaves like a definition query, build an educational product-adjacent page instead of forcing the main product page to do both jobs.
Why this can grow a startup
Some high-volume category terms look commercial on paper but behave informationally in search results. A product page often loses because the searcher still wants the definition, use case, and buying context first. An informational companion page can satisfy that intent while still keeping the product one click away, which gives the brand a stronger chance to rank and convert.
Source-backed example
Ahrefs showed that HubSpot struggled to rank its main CRM product page for 'crm', then gained stronger visibility with a 'what is CRM' page that explained the category and still pointed readers toward signup.
Source-reported evidence
Source: Ahrefs Blog · Browse Ahrefs Blog tactics
HubSpot used an educational page to compete on the 183K-volume 'crm' query after the core product page stalled
Attributed to the cited source; GrowthDex has not independently verified it. Use this as context, not as a forecast, benchmark, or recommended target.
Evidence scope: claims and metrics are attributed to the linked source; GrowthDex has not independently replicated the reported result. Check the original context and validate fit before applying it. Read the evidence methodology.
Source discovered: May 24, 2026
When to use it
Use this when SEO, Website, Product Marketing is relevant to acquisition, conversion, category creation and you can run a bounded test with a low budget.
When not to use it
Do not use it as a substitute for customer evidence, a clear owner, or a measurable stop condition. Local platform rules and market behavior still need checking.
How to do it
- Choose one target segment and define the exact next action this tactic should prompt.
- Adapt the tactic to SEO and Website, using evidence from Ahrefs Blog as context—not as a promised result.
- Record a baseline for: Qualified search visitors who complete the intended next action. Set a guardrail that would make you pause the test.
- Run a narrow pilot and choose a test window that fits the normal decision or use cycle; do not scale before you have observed the full cycle.
- Compare the signal with its baseline. Scale only if the intended action improves without crossing the guardrail; otherwise revise one variable or stop and record what you learned.
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