Growth idea action plan
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.
Key metric to watch
HubSpot used an educational page to compete on the 183K-volume 'crm' query after the core product page stalled
Ian's take
From scaling consumer platforms across MENA and Southeast Asia, my default is to distrust growth work that only looks good in a slide. For SEO and AI search, I care less about clever keyword tricks and more about clarity. A buyer, crawler, or answer engine should quickly understand who this is for, why it works, what proof backs it, and what page deserves to be cited. For conversion, I would strip the test down to one promise, one proof point, and one next step. Confusion kills good demand. For this tactic, I would watch one clear growth signal before putting more time or budget behind it.
Action plan
- Define one narrow startup segment where informational companion page for category head term can create a measurable lift.
- Turn the tactic into one offer, page, campaign, or workflow for the SEO and Website channel.
- Use the evidence from ahrefs.com to set the first version of the message, format, and audience.
- Launch a small test for 7 to 14 days with one success metric: one measurable growth signal.
- Review the result, keep the winning message, remove weak variants, and turn the learning into a repeatable growth playbook.
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: Ahrefs Blog (ahrefs.com)
GrowthDex source hub: Ahrefs Blog
Last checked: May 24, 2026
Adjacent tactics in the same lane
If this page is close to your problem, these tactic pages usually belong in the same working set.
- Exact-intent free tool one-pager same source · 2 shared channels · 2 shared stages
- Review hub architecture for mixed-intent head terms same source · 2 shared channels · 2 shared stages
- Niche glossary SEO wedge same source · 2 shared channels · 1 shared stage
- Customer-service query library for evergreen SEO same source · 2 shared channels · 1 shared stage
Related GrowthDex essays
- The page should fit the job before it tells the story SEO, product marketing
Read GrowthDex essays
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GrowthDex starts with tactics that founders, marketers, and product teams have actually tried. Each essay turns the evidence into a practical move you can test without pretending one case study is a guarantee.
Ian Goh has helped grow consumer platforms across Southeast Asia, India, and MENA. His work includes scaling Tiki to 100M+ users, doubling BIGO's MENA revenue in 7 months, and increasing OYO's direct booking share across 6 Southeast Asian markets.
- Helped scale Tiki to 100M+ users.
- Doubled BIGO's MENA revenue in 7 months.
- Raised OYO's direct booking share by 50% across 6 Southeast Asian markets.
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