While conducting organic keyword research for CBD-related terms, 97th Floor noticed that many of the valuable keywords on the topic are too broad to target with a product page and that competitors were seeing success through a category-centric strategy. American Shaman had no formal category structure in place, but having category pages would help them be more competitive in their organic efforts. Category pages would also help provide a better customer experience by offering customers all products that fit their search rather than just one. This research led to the creation of new category pages for American Shaman. 97th Floor ensured that each page had in-depth content optimized for the user and Google.