This chapter is all about what forms the heart of any effective ecommerce SEO strategy: Keyword research.
When you run an ecommerce website — or any website for that matter — you need to convince the search engine that your page offers what the user seeks through the search bar.
When it comes to finding new brands, products, or services, 95% buying cycles start from searches typed on search engines, retail, and social sites. Keyword research optimizes the content of your ecommerce website to match the desired keywords and help you to score traffic.
What is Keyword Research?
Keyword research for ecommerce refers to finding the right keywords for your store and optimizing your site for these keywords. If you get it right, Google ranks your website higher. Thus, when people search for those keywords, more users are able to find you.
Let’s say, you started with streamlining the site’s categories and listing product pages. The next step is to identify the keywords to target, and map those keywords on a page-by-page basis. Keyword research and optimization strategies done right brings in guaranteed conversions and sales.
How to Get it Right?
Are you targeting the right keywords? If not, you could be essentially undermining your SEO efforts. Here is a mini guide to absolutely nail the keyword research for eCommerce websites:
1. Prioritize product-focused keywords
The target keyword and related keywords should have strong relevance, higher search volume, easier ranking ability, and tailored around product searches. It also means you can include them in the product title, product description, and in product images uploaded on the product page.
2. Prefer long-tail keywords
Optimizing a website for mid-tail to long-tail keywords automatically optimizes for shorter ones. In this way, the site is covered for product pages, category pages, homepage, and blog content. Besides, they are less competitive due to lower search volumes, have higher conversions, and bring targeted traffic to your site.
3. Use intent marketing for eCommerce keyword research
Better search engine rankings and traffic is tied to cracking the intent behind the user’s search. Ideally, different page types should have different types of keywords and search intent associated with them.
Optimize blogs, explainers, and testimonials for keywords with informational and investigational intent, for example, ‘latest ankle-strap sandals’. Optimize product pages for transactional keywords because users search for product-specific modifiers as they near a buying decision. So, an eCommerce category page with long-tail keywords like ‘buy ankle-strap sandal with chunky heels’ will perform better.
4. Keyword research tools
An effective and precise way to determine keywords for eCommerce websites is through tools. There are free as well as paid premium keyword research tools. Some of these are Ahrefs, Google Keyword Planner, KW Finder, LSIGraph, SEMrush, SpyFu, Ubersuggest, etc. which help you to find relevant eCommerce keywords. They also have added keyword metrics such as competitive analysis, search volume and difficulty, long-tail keywords, and trend graphs.
5. Marketplace suggests
The best place for finding relevant eCommerce keywords is using search options on popular eCommerce sites like Amazon, and search engines like Google. Typing your product in the search bar will give you autocomplete options based on what people actually look for. 44% of online shoppers begin by using a search engine. In fact, your own eCommerce website’s search bar will give you search query keywords used by visitors to look for specific products.
Keywords help search engines recognize your content in order to suggest it to users who are searching for it. Therefore, an effective keyword research strategy becomes a critical foundation for all the SEO tactics to follow. Optimizing your website for the best keyword-product fit is the first step in your eCommerce SEO journey.
Take A Look At The Below – eCommerce SEO Guide For Beginners Related Other Chapters
Chapter 1: Why Do eCommerce Websites Need SEO?
Chapter 4: On-Page SEO Tactics for eCommerce Websites
Chapter 5: Technical SEO for eCommerce Websites
Chapter 7: Content Marketing Tips for eCommerce Sites
Chapter 8: How to Do Link Building for eCommerce Sites
Chapter 9: eCommerce Guest Posting: How to Do it Right?
Chapter 11: Some eCommerce SEO Best Practices