For e-commerce entrepreneurs, keyword research is the cornerstone of a successful online strategy.
Based on Semrush data, the highest organic result in Google Search receives 28% of all clicks, and this percentage drops to 2.5% for result #10. With this in mind, you'll understand why conducting keyword research is essential as an e-merchant to attract highly targeted traffic, increase conversions, and outpace your competition.
This article will guide you through essential ecommerce keyword research strategies so that your products not only find their audience, but also resonate with them at the time of search!
1. Use keyword research tools
Use tools like Google Keyword Planner, Semrush or Ahrefs to find relevant keywords. These tools help you identify search volume, competition, and related terms used by buyers in your target audience.
You can more easily identify valuable keywords that potential customers use when searching for products online, so you can tailor your product descriptions, meta tags, and content to these searches.
Make sure you focus on long-tail keywords for better conversion rates, analyze search volume versus competition to find balance, and continually monitor keyword performance to adjust your strategy as market dynamics change.
2. Analyze competitors
Look at your competitors' websites and their product listings to discover the keywords they are targeting and discover which keywords are successfully driving traffic and sales in your niche. Tools that analyze competitor keywords can provide insight into what's working for them.
By understanding the keywords your competitors are ranking for, you can identify gaps in your own strategy and opportunities to differentiate your offering or compete directly on popular terms.
Additionally, review your competitors' content and product listings to see how they use these keywords. This approach not only helps discover valuable keywords, but also inspires content creation and marketing strategies to outperform your competition.
3. Use related searches on Google
Google's feature where Related searches reveals additional keywords your potential customers are searching for. This tool provides insights into the searches related to your original keyword, revealing new opportunities to target adjacent topics or user questions.
To use this feature effectively, enter your primary keywords into Google and scroll to the bottom of the search results page to find the “Related Searches” section. Incorporate these suggestions into your content, product descriptions, and SEO strategy to answer a broader range of user questions.
4. Consider user intent
When conducting keyword research for your ecommerce business, it's critical that you understand the intent behind searches, whether users are looking for information, comparing products, or ready to purchase something. By considering user intent, you can tailor your content to the specific needs and stages of your potential customers' buying journey.
When using this strategy, you can start by categorizing your keywords by intent: informational, navigational, transactional, and commercial research. Use informational keywords for blog posts and guides, navigational for brand-specific searches, transactional for product pages and calls to action, and commercial research for comparison pages.
5. Use question words
People often look for specific information or solutions to their problems. Identifying and answering these questions through your content can help you drive highly engaged traffic to your site.
Use tools like AnswerThePublic or Google's People Also Ask feature to find frequently asked questions about your products or industry. Include these questions in your content strategy by answering them in product descriptions, blog posts, FAQs, or guides.
This tactic will not only improve your SEO by matching exact searches, but also position your brand as a useful resource, building trust and authority in your niche.
6. Analyze search trends
Analyzing search trends can help you stay ahead of market shifts and consumer interests. By identifying trending topics and products, you can tailor your content and product offerings to what is currently in demand. Google Trends is an invaluable tool for this, allowing you to observe the popularity of specific search terms over time and by region.
Regularly monitor keywords related to your niche, adjust your inventory and marketing efforts to meet new demand, and use this data to predict seasonal peaks or troughs in interest. You can then incorporate trending keywords into your SEO strategy to drive traffic from users who are actively searching for these popular topics.
7. Optimize for local searches
If your ecommerce business serves specific geographic areas, it's helpful to incorporate location-based keywords into your strategy. This helps attract customers looking for products or services in their area.
If you think about that 80% of local searches convertAccording to WebFX, it is clear that this strategy is a must if your online store also has a physical presence!
You'll want to include location-specific keywords in your content, titles, and meta descriptions. Don't forget to use Google My Business to ensure your business shows up in local search results and on maps.
You can also create location-specific pages on your website if you serve different areas. Encourage customers to leave reviews in local directories and on your Google My Business listing, as positive reviews can increase your visibility in local search results.
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