Choosing the right keywords will make or break your Ecommerce SEO.
You can “optimise” your website for SEO to within an inch of its life, and you can create all the content you want.
You might even get a tonne of traffic to your website.
But you’re not going to get any traffic that is interested in spending money with you.
Because you’ve appeared in search results that don’t match what that audience is looking for.
What you’ve succeeded in, is wasting a lot of time, and probably a fair amount of money.
If you choose the right keywords and build your website, and write content around those searches, then you’ll get the results, revenue, and profits you want for your online business.
Which is the whole point of starting an online business in the first place, right?
To make money.
Figuring out which keywords to pick might sound like a tough task if you’ve never had to do it before.
Plus, all those complicated blogs and guides that make it seem like a complicated process don’t help.
So, if you want to figure out how to easily find the right kind of keywords to target for your Ecommerce SEO plan, keep reading.
Think about what your customers need to know
The first way to figure out the right keywords is really simple.
Just think like your customer.
You’ve probably done this before when you decided to start your particular business.
What products or services do they want, and what kinds of questions are they asking about those things?
You’ve done this yourself for things you want to buy a million times.
You’ve thought “I need to buy a new laptop because my current one is 100 years old and sounds like it’s going to take off when the fan starts working”.
And you go to Google and ask “what’s the best laptop for X” or “Best laptop for under £800”.
Put that same logic to work around your business.
What would someone type into Google if they wanted to know more about your product or service?
Figuring that out will get you off on a good footing.
We all know that Amazon sells pretty much anything under the Sun that you’d ever want to buy.
Which makes it a great source of ideas for keywords relating to your product.
Simply go to Amazon, and type your product into the search bar.
You’ll instantly be met by a range of potential keywords that you could use for your own website.
Using Amazon can also be useful for deciding on keywords and organisation for category pages, as these are also shown when you type a search.
Look at the competition
Don’t just copy your competition.
It’s lazy, and it will get you into a lot of trouble if you just go around ripping your competitors’ content off.
But looking at the keywords they’re looking to rank for can be a useful guide to those you should be looking at as well.
You might even find a gap in the keywords they’re targeting that you can exploit for yourself.
Again, don’t copy them, but looking at page titles or meta descriptions can give you a pretty good foundation for your own Ecommerce SEO research.
Think about long tail searches
A long tail keyword is a combination of three or four words around a particular search term.
Instead of just typing “frying pan”, which is a short tail keyword, a long tail search would be something like “best non-stick frying pan”.
Why are these long tail Ecommerce SEO keywords useful?
Because these longer searches make up the majority of Google searches today.
Think about it.
When was the last time you just typed something like “coffee” into Google?
No, you usually type something like “best coffee near me”, “how to make the perfect cup of coffee” – or something like that.
Google’s algorithm is now designed to find the best content available based on these long phrase searches, so if you can create content that matches these searches, you’ll have a much better chance of appearing higher in Google search.
Use a keyword research tool
If you’ve got the budget, or want to get more detailed with your keyword research, you can use a specific keyword research tool.
Tools like ahrefs and KWfinder are both great tools that we use ourselves.
These tools can be useful because they don’t just give you a list of keywords you could rank for.
You can find out exactly what keywords your competitors are ranking for.
And you can also find extra information like search volume for specific keywords, and get an idea of the difficulty of ranking for these searches.
Understanding keyword difficulty is essential to know.
That’s because trying to rank for a keyword with higher difficulty is obviously going to be much harder than a search with lower competition.
If you’re a new website with no or low search authority, you can use this research to find those low competition keywords you’ll have a chance of ranking for now, while you build a plan to go after more competitive keywords in the longer term.
Understand search intent
This is one of those Ecommerce SEO areas that sounds more complicated than it really is.
Search intent is just understanding what a user expects to find as a result of making a particular search.
There are three accepted forms of search intent in the SEO world:
- Navigational – when the user is trying to get to a particular webpage
- Informational – when the user is trying to find out information
- Commercial – when the user is ready to buy and is looking for the best website to purchase from
You need to understand the difference because it will guide the keywords and content you create.
That’s because someone searching for the “best smartphones in 2020” isn’t going to want to be sent to a product page with your top 10 best selling phones.
They’re looking for information and specs of phones.
Analyse your Ecommerce SEO results
This is the best thing you can do to figure if the keywords you’ve chosen are the right ones.
You have to continually analyse your results and judge whether you’re bringing in any traffic (for a start) and also if you’re bringing in the right kind of traffic.
There’s plenty of tools of you can use for this:
Just to name a few.
There’s a couple of things to look at.
One, are you bringing any traffic to your website at all.
Where is the traffic coming from (organic, direct, paid, social etc)
What is that traffic doing when it gets to your website.
For example, if you’re getting 900 organic visits a month to your website, but 98% of that traffic is bouncing straight away, then your keywords and content isn’t bringing the right kind of traffic to your site.
Similarly, if you’re getting lots of people to your website, but not many are converting, it tells you that you need to put a bit more focus on those short tail “product” focused keywords and content to move your visitors down the buyer journey and closer to a sale.
These are just a few basic things you can do to narrow down your list of Ecommerce SEO keywords for your online business.
If you want some more advice on how you could improve your Ecommerce SEO strategy, get in touch for a free SEO audit and one of our SEO consultants will be able to tell you how your website is currently performing, and how you could start to improve it immediately.