How to choose the right keywords for your category and product pages

E-commerce SEO

Choosing the right keywords for an Ecommerce website is always a tricky thing, perhaps even more so than choosing them for a regular website.

The main reason it’s a challenge is because you will be making sales directly from your website (unlike brochure websites when the goal is to generate leads for the sales team).

Which means trying to find the right keywords for specific pages that you don’t only have the chance to rank for, and that generate enough traffic, but that people will actually use when looking to buy something – and not just looking for information.


Doing your keyword research

As with everything related to SEO, you’ll start with your keyword research.

There are loads of SEO tools you can use for this like KWFiner, Moz and ahrefs – they all do roughly the same job.

The keywords you choose will be dictated mostly by the products you sell (which is one of challenges).

These are keywords like “running shoes” “men’s shirts” or “women’s shoes”.

This is why search intent is an important part of your keyword research for Ecommerce pages.

But within that main keyword, are tonnes of variations of the phrase that your customers will use when making search.

Think about running shoes.

As categories you have men’s running shoes, women’s running shoes, kids running shoes, trail running shoes – even branded search terms for the likes of Nike, Adidas and Under Armour.

There are dozens of different product page ideas here, so you need to make sure you’re optimising not for the broad search term running shoes, but the different categories.

One reason, is that the more specific your keyword, the more chance you have of ranking for it.

Second, customers making specific searches have a much higher chance of converting on a page – and these are the customers you want to attract.


Check for search queries

There are loads of ways you can check the search validity of your keywords.

The simplest is to just type it into Google and see what kind of search results come up.

Are they the searches you expected. Are they all relevant to what you’re targeting. Are your competitors ranking for them?

Another way is to enter your keyword into an SEO tool like those we’ve mentioned and see what other suggestions come up.

These tools will give you different variations of your keywords, and similar suggestions based on other searches people make around the same topics.

You’ll also be able to see the search volume and difficulty of ranking for these different terms.

Doing this, you might find a particular keyword that brings in traffic relevant to your product, that your competitors aren’t ranking for.

You can use this as an opportunity to attract more customers.


Matching keywords to products

Once you’ve got your list of keywords and variations, you need to make a list of your products.

Start with the highest value and work your way down.

Now, using your keywords and search results, you can start to match your products against the keywords which bring up the most relevant results for your products.

Once you understand which keywords are bringing in the traffic most relevant to what you sell, you’ve got your category and product page keywords ready to optimise around


Using Amazon and online marketplaces

Another option is to use Amazon as a database for keywords and ideas for category and product pages.

Using Amazon’s Full Shop Directory, you can get information on every product on the marketplace, and see what Amazon uses to describe products and category pages.

You can use this research to inform the structure of your own website, knowing that these are the terms people use when shopping on the world’s biggest online marketplace.


Structuring your pages around keywords

Once you’ve got your keywords sorted, you’ll need to follow SEO best practice when it comes to structuring pages around them.

This means including them in the URL, page titles, meta descriptions, headings and product descriptions.

This will give search engines crawlers the best chance of understanding what your category and product pages are about, and improve your chances of ranking.


Part of your wider SEO content marketing plan

Of course, this will help with your SEO results.

But it must form part of a wider SEO Ecommerce strategy.

Look for long tail keywords related to your products or services and create articles, videos and guides around them to target a bigger audience.

By using some keyword research, understanding search intent and building a content marketing plan, you can increase your chances of customers finding your Ecommerce website and buying from you.


Want some Ecommerce SEO advice?

Get a free technical SEO audit from one of our expert SEO consultants.

We’ll give you a full report on your current performance, with a roadmap to making some improvements to your SEO or content marketing strategy so you can start to see better results quickly.

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