In the ecommerce world, getting online traffic and ranking on search engines rests on the foundation of search engine optimization (SEO).
SEO comprises various tactics that ultimately help search engines understand what your ecommerce site is all about, increasing your visibility and attracting potential customers to your site.
One of the major building blocks for search engine optimization is keyword research.
In simple terms, keyword research involves uncovering words or phrases that your customers are using to find your product.
Customers simply type in a string of words or phrases related to the product they are searching for and have matching products appear on search results.
As an ecommerce business owner, getting to the top of search results can increase traffic to your store, double up sales and propel your business to the top.
In this article, we will go through keyword basics and look at ways to help you discover top keywords for your ecommerce brand.
Now let’s get to the basics of keywords. Here are some keyword essentials to know:
Here are two main types of keywords based on length:
Search volume is measured as average monthly searches for a specific keyword. The search volume for a keyword can vary depending on the type of business or industry.
Short-tail keywords typically have very high search volumes while long-tail keywords have lower search volumes. When creating your keyword list, you want to go for a mix of short keywords with high search volumes and long-tail keywords.
Competition is another important factor you need to consider when carrying out keyword research. Competition refers to the level of difficulty for a particular keyword to rank on search results. You want to ensure you pick keywords that you can actually rank for. The idea is to pick keywords with a high search volume and low competition. The keyword difficulty score is typically ranked between 0 and 100. The higher the keyword difficulty score, the more difficult it will be to rank for those keywords.
One of the most crucial elements to consider in keyword research is search intent. Your keywords should not only have a high volume but should also match user intent. If your keywords do not match user intent, it is unlikely to rank on search engines.
For more context, let’s look at the four types of search intent:
Informational search intent is when a user searches for information on how to do something. This is where how-to guides come in handy. An example of informational search intent is “how to find the best ecommerce platforms”
Informational intent keywords work best if you are trying to position yourself as an authority in your niche. They are typically found at the top of the marketing funnel on homepages, and blogs.
Navigational search intent is when a user is trying to get somewhere online. This could be a specific brand’s homepage, a geographical location, or a company. For example, a user could type “Walmart” or “Apple”.
Commercial search intent is when a user wants to compare various products or services. For example “best ecommerce platforms” or “best home appliances to shop”.
Transactional search intent is when a user knows exactly what they want to buy and is looking for the best way to get it or the best price for it. For example, “cheapest backpacks”, “discount”, “Perfumes for sale”, etc.
Now we’re familiar with keyword research basics, here are some ways to find relevant keywords for your brand:
The first thing you want to do is research keywords. The idea is to brainstorm and pull together keywords within your niche.
You can start with keyword tools to help your search. Some of these keyword tools are:
Once you have a broad list of keywords within your niche, you want to narrow it all the way down. What do we mean? You have to identify the right keywords you want to target. Your keyword tool will do most of the work here. Sort keywords relevant to your product by search volume to find out how popular the keywords are.
Pay attention to the keyword difficulty, search relevance, traffic potential, and other metrics on your keyword tool.
Understanding your target audience and how they think will help you generate new relevant keywords. Identifying target keywords to rank for can help you create content or product pages around them.
To find more relevant keywords for your ecommerce site, it is important to keep an eye on the competition. This will help you analyze just how competitive your keywords are.
During your research process, look out for keywords in their product titles and product descriptions, product reviews, keywords used in their product page URL, and so on.
As you analyze competitor keywords, look out for short and long-tail keywords you could be missing. You can use keyword tools to get a list of keywords your competitors are using and also find out what type of content they post.
After your keyword research, you want to pull it all together into a list of relevant keywords for your ecommerce store. Your list should include a good mix of both short high competition keywords and long-tail specific keywords with high search intent.
Creating a keyword list is not a one-time activity. You want to continuously modify your list with keywords that can increase traffic and conversion rate.
Now that your keyword list is ready, it is time to put them to work. Here’s how to optimize your ecommerce site with the right keywords:
In summary, the keyword research process starts with generating ideas using a keyword tool, identifying target keywords, researching competitor keywords, creating a final list, and optimizing your site with relevant keywords.
Keep in mind that the keyword research process should be a part of your overall SEO strategy. It is also a continual process that requires frequent modifications. Test and modify your keyword list.
Need professional help? You can contact ecommerce experts at ePlaybooks.