How to do keyword research for ecommerce SEO, and why it’s so important

Content Marketing

Keyword research is a vital part of any SEO strategy.

But for Ecommerce SEO, it’s even more important that you take the time to get your SEO right and make sure you’re targeting the right keywords and search terms that your potential customers are using.

Ecommerce SEO is also a bit more challenging than doing search engine optimisation for a brochure website or service based business.

That’s because you typically have a limited number of pages to optimise (your homepage, category pages and products pages).

Plus, your keywords are more focused on short-tail product based words, which for the most part of higher competition.

These are searches like running shoes.

By combining SEO and content marketing, you can increase your chances of succeeding at search rankings, and widen the net of keywords you can rank for.

But you still need to get that initial keyword research right at the beginning.

So, here’s how you do it.


Where to start with Ecommerce SEO

If you’re completely new to Ecommerce SEO, you can find your initial keywords by focusing on the main products or services you sell.

These will be the basis of your target keywords.

There are plenty of keyword and SEO tools out there to help you with this kind of research.

SEMrush, AHrefs and KWFinder are a couple.

You could start your keyword research by looking at what your competitors are doing.

Have a link at their sites and see what Ecommerce SEO keywords and phrases they’re going after.

Again, this can just give you enough to get started with.

Or, you can use big Ecommerce websites like Amazon or even Ebay to get ideas for keywords.

Just type your product or service into the search bar and see what comes out.

You’ll get tonnes of ideas just by doing this.


What to consider for Ecommerce SEO

There are two main things to consider when looking for which keywords to aim for:

  • Search volume
  • Difficulty

Search volume tells you how many searches a particular keyword gets in a given month.

Some SEO tools will give you this information broken down for the previous few months so you can identify search trends and see if any particular words are gaining in popularity.

Google Search Trends is another good way of checking how popular a particular search is.

Keyword difficulty will give you an idea how difficult a keyword will be to rank for.

This is based on a few factors.

One of the biggest will be the size of the competition you’re up against.

This is where you might struggle as a newer, smaller website.

Most of the higher volume keywords are those with the highest competition.

Trying to rank for terms like “running shoes” or “sports gear” will mean you’re going to be competing with big name brands like Nike or Adidas.

The chances of unseating them at the top of the search are pretty slim.

This is when adding some content marketing to your eCommerce SEO research comes in handy.

Also, make sure you’re looking for relevant keywords for your website.

Using an obscure word that doesn’t really relate to your website just because it has high volume isn’t going to do you any good.

People who come to your site through that search will quickly find you’re not what they’re looking for, and they’ll leave – or “bounce”.

Having a high bounce rate on your website isn’t good because it’s a sign to Google that you aren’t relevant to people’s searches, and you won’t rank well in the search results.


Researching long tail eCommerce SEO searches

Long-tail keywords make up the majority of Google searches.

These are typically people searching for information, rather than particular products.

Searches like:

  • Top 10 products for…
  • Best shoes for…
  • How to…
  • Why do…
  • Where to…

And this is where you can get some momentum behind your Ecommerce SEO.

By creating a blog or resource section to your Ecommerce website, you can start to target these long tail keywords and start to rank higher for particular searches.

These longer tail keywords usually have much lower search volumes than short tail keywords (because they’re more specific), but they also have much lower competition.


Keywords for your main pages

One thing you need to consider when starting your Ecommerce SEO and keyword research, is which pages you want to rank for.

The pages you will definitely want to focus on are your homepage, category pages and product pages.

Your category and product pages are particularly important as these are the pages you’ll get your conversions from and make your money.

But again, these pages are going to be aimed at more high search, high competition phrases.

A better way to start could be to optimise your main pages, and then focus on ranking for longer tail phrases while you build your website’s authority over time.

Something to consider for all these searches is search intent.

This is figuring out the ultimate goal of the person making a particular search.

We’ve got more on search intent for SEO in this blog.


Measuring the success of your keyword research

This is something you have to do constantly.

Keep an eye on a couple of things:

  • Where you rank for your particular keywords over time and compared to your competition
  • Which keywords are bringing in the most traffic and most conversions

Again there are loads of tools you can use to measure SEO performance.

By analysing how you’re performing for certain searches you can figure out if you’re targeting the right kind of keywords in terms of competition.

By analysing your website traffic and where it’s coming from, you can make sure your eCommerce SEO strategy is actually attracting the right kind of people to your website and getting the conversions you need.

If you’re just bringing in loads of traffic but getting no conversions or business, then chances are you’re bringing in the wrong audience and need to review your SEO strategy.

If you want a free SEO Audit get in touch with us today and one of our SEO consultants can tell you how your website is performing and where you could make the most improvements quickly.

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