Keyword Research For eCommerce
Keyword research is a term you’ll hear about in eCommerce and digital marketing in general. Your keyword research is a foundational part of your SEO and how potential customers find your eCommerce site.
With that in mind, the following is a beginner’s guide to keyword research, especially as it applies to eCommerce.
The Importance of Keyword Research
Every time someone is online searching for anything, the search engine they’re using decides which results in it’s going to show out of potentially hundreds of thousands of pages. The search engine algorithm is trying to determine the most relevant and best matches for any given search. You, as a result, have to choose your keywords carefully.
In doing so, the search engine will be better positioned to match and display your eCommerce site in the search results for relevant searches.
Your goal is to rank on the first page for relevant terms, especially in the first few positions of the first page. By the time you get to the second page of results, the clicks drop off significantly.
The first three results for a search receive more than 58% of the traffic. Keyword research can help you understand search demand, which can help drive other business decisions, including product selections. You can create phrases that are relevant and in line with your marketing goals, and you can prioritize where you’re investing time and resources to make sure you’re first targeting high ROI keywords.
Keyword Research Terms
Terms to know when doing keyword research include:
- Long-tail keywords: These are keywords with three or more words. They’re better for eCommerce businesses because they are used by people who tend to be further in the buying cycle, so conversion rates are often higher.
- Intent: In SEO, you’ll often see keywords put into one of three intent categories. Navigational intent is when the searcher wants to find a specific website. Information searches are when someone wants to find something out or learn how to do something. Then, transaction keywords are those phrases used when someone is ready to buy something.
- Search volume: This metric is usually measured in average monthly searches. That means it’s the total number of monthly searches for a particular keyword. Your ideal goal is keywords with the highest search volumes because there’s more traffic potential.
- Competition: There are multiple factors to weigh when doing keyword research, and competition is one factor. You don’t want to choose keywords that are overly competitive because chances are slim that you’ll rank for them. You want to try to find a balance of high search volume and low competition keywords, but this takes time and patience.
Look at the Competition
When you’re starting to research keywords, take a look at your competitors. You want to see how they’re ranking, and it’ll help you get ideas as to where you can focus your research. Competitor research is especially important in eCommerce because if you aren’t ranking first, you are directly losing out on conversions. If you’re even number two in the search engine results and your competition is first, you could lose around half of the potential traffic for that particular term.
When you’re doing competitor research, look at their specific keywords and the page authority required to rank where they are. You should also look at their domain authority. Domain authority is based on high authority and niche-related backlinks to the page.
We mentioned a bit about long-tail keywords above. Using them is going to be your best bet to optimize your pages, especially your product pages and blog posts. Fewer people are going to be searching for these longer terms, but these are also the people who tend to know what they want, so they have a high purchase intent.
High-intent keywords are the ones that signify the person searching for them is very likely to take action. That action could be asking a question, gathering information that later leads to a sale, or making a purchase.
As mentioned, a transactional search is one performed when someone is ready to buy, and keywords that could indicate this intent include sale, buy, price, free shipping, where to buy, and review. Branded searches and product keywords are also signals of a transactional search.
Use these keywords for your local SEO content if relevant and your product pages.
You don’t want to focus only on transactional intent—you will eventually build a complete sales funnel to reach people at different stages of their buyer’s journey, but transactional intent is a good starting place for your research.
Mustafa Al Mahmud is the Founder and CEO of Gizmo Concept and also a professional Blogger, SEO Professional as well as Entrepreneur. He loves to travel and enjoy his free moment with family members and friends.