Keyword Research Strategies for eCommerce Website Development

Keyword Research Strategies for ecommerce website Development

03Oct
2017

With Google being the most used search engine among internet users, there are over 100 billion search queries in it per month. A majority of online traffic crops from the search queries typed into your search box. Hence it became inevitable for marketers to optimize their websites for keyword search for search engine ranking. This is highly necessary to bring your store to the forefront to reach the eyes of your potential customers. Keyword research strategies help you to come out from the hiding and show your presence in the first few pages of the search engine results. Best ecommerce keywords that are apt help search engines to efficiently understand what your ecommerce site sells.

Keyword Research is the foundation when it comes to SEO for ecommerce sites. 

Why keyword research is important 

The goal of ecommerce website is different from a normal website. A normal website aims to get any kinds of traffic whereas an ecommerce site aims at targeting the potential customers that will convert.  

When you research your keywords, you get to learn about the terms and phrases to target with SEO. Keyword research gives you more insight about your customers since you ultimately get to know what they are looking for.

The keyword research for ecommerce sites gets you the right kind of visitors to your site rather than any kind of customers. This is possible as keyword research helps the search engines to understand clearly about what your ecommerce site sells. So when a visitor types those keywords, your page will be in the visibility of the search engine.  

Understanding keywords

General Keywords 

These keywords are part of search engine's metadata that helps search engine to identify what you sell. General keywords give an idea of what you sell but do not carry any specific intent.  Let's Say, A general keyword for a website that sells cars will be "Car".

Long-tail Keywords 

 Long-tail keywords are specific and detailed. IT elaborates a general category and contains three or more words. While researching on your keywords, you will have to take into account the 'intent' of the user and not go after what is more popular in terms of search volume. Stats say that Longtail keywords make up as much as 70% of all search traffic. Long -tail keyword for a website that deals with cars would be specific ones like"Red Sports Car" or "Ferrari car". 

How do we research keywords? 

  1. Amazon Keyword Tool

We all know that Amazon has established itself as the ecommerce giant. People who look for something start their search with Amazon.

Hence research your keywords with amazon to learn from your competitors.

Let's see how it is done.

You can make use of amazon keyword tool.

This is a free keyword tool that suggests you a great number of relevant keywords that can be used for Amazon keyword optimization or any other purpose. 

While on the amazon website, look at its bestsellers and recently brought categories. Take a note of the product description, i.e. 'casual double zipper', because we can use this later to find long tail keywords related to the particular product.

  1. Google Search

Once you have made a thorough research in amazon, it's time to move to the next giant Google. Type the product you sell in the search engine, and you could see that Google starts making suggestions to finish your query. Keep your search keyword minimum and do a search.

Scroll down to the bottom of the page and take a look at the 'related searches section'. You will find more terms associated with your search query.

Google Search

Google Search 

Go back to amazon with your research and again type those keywords and zero down the list of all related keywords you can possibly find for a category.

  1. Use your Favorite Keyword Tool

With the consolidated list from Google and Amazon, make use of your favourite keyword tool to narrow down your research.

A good keyword tool will give us a better picture on the search volume for each keyword and helps us to optimize our product pages.

Type the keywords from your list consolidated from amazon and Google results to find out the search volume for each keyword and other related keywords.

Once you add a keyword, the tool will group relevant keywords together which will help you narrow down your search with the help of filters.

Tools for keyword research

There are plenty of keyword research tools to choose from. In this post, let's see the tools that are free, easy to use and will provide you with the best suggestions for your business.

  1. Google AdWords - Keyword Planner 

This is one of the most important and widespread keyword research tools so far. Google Keyword planner is the best place to start your research from. It lets you choose the right keywords for your SEO strategy.

To get started with Keyword Planner, firstly you will have to create an Adwords account.

Then you can login to your account, go to Tools and Analysis- > Keyword Planner. 

You can type your product or service, your competitor's landing page and product category and customize your search for certain types of keywords.

Google AdWords Keyword Planner

Google AdWords Keyword Planner 

Keyword Planner lets you to 

  • Search for new keyword 
  • Obtain search volume for a list of keywords or group them into ad groups
  • Get traffic forecasts for a list of keywords
  • Multiply keyword lists to get new keyword ideas 

Both keyword ideas and ad group ideas are essential for you for search engine optimization. Ad group ideas contain a set of related keywords that might not show up in general keyword ideas.

Pay attention to average monthly searches, competition, and other available metrics to determine relevant keywords to target.

  1. Google Trends

This is another great tool to get to know how your search volume is increasing for certain keywords.

Google Trends lets you

  • Know the trends for your keywords.
  • Helps you in finding content ideas.
  • Know seasonal spikes and local differences for your keyword 

You do not need an account to start with Google Trends, you can start right off the bat by entering keywords in the search bar.

Google Trends

Google Trends 

The above comparison shows you that "Laptop" is trending compared to "notebook". This concludes that it makes more sense to optimize your site for Notebook.

Google Trends helps you define your SEO strategy for the long run. If you want to invest your time and energy to optimize for certain keywords, they should be ones with an upward trend, like "smartphone" over "mobile phone".

  1. Google Webmaster Tools

This is a great tool to give you an idea of your current search engine ranking. Inorder to work n leaping forward, it is necessary to know where you stand currently. Google Webmaster Tools does this efficiently for you.

To do this you have to,

Go to Google Webmaster Tools -> Search traffic - > Search queries

Google Webmasters Tool

Google Webmasters Tool 

 

Once you log in, you could see all the keywords that your site ranks till the current date. Zero down on the ones that are really worth ranking for and work on increasing your current position.

Search Queries

Search Queries 

  1. Google Correlate

Google Correlate is a tool on Google Trends that will help you to find queries with a similar pattern to a target data series. The target can either be a real-world trend that you provide or a query that you enter.

This tool lets you to find correlations between keywords and to dive deeper into semantic meanings.

Search your main keyword in the tool and you will be provided with a list of all correlated words along with the level of correlation. The higher the correlation number is, the more likely your target audience is to use this keyword as well.

Google Correlate

Google Correlate 

As you can notice in the above example, "fit jeans" has the highest correlation to "jeans" So this is a keyword that is likely to be used more.

  1. Google-related searches

When you search any query in Google, you will see a list of suggestions at the bottom of page that are related to your search. This is what Google calls related searches.

Google Related Searches

Google Related Searches 

It gives you more ideas for keywords that are more related to your product.

If you copy these keywords into the Adwords Keyword Planner tool you can get the average search volume per month and see which ones are worth ranking for.

Tips for Keyword research

If you are into ecommerce development, these keyword research tips will be helpful to lure traffic to your website.

  1. Dynamic Search Ad Queries

When it gets difficult to research your keywords, you can outsource it to any digital marketing company or go for Dynamic Search Ads by AdWords. Dynamic Search Ads are the easiest way to find customers searching on Google for the product you offer. Dynamic Search Ads use your website to target your ads and can help fill in the gaps of your keywords-based campaigns

 

DSA campaigns that are keyword free can be leveraged to find new keywords. AdWords provides you a list of all of the search queries that your dynamic ads are matched to. Click Auto Target tab and click See Search Terms section to check it out. This list is very useful for e-commerce websites since it helps you identify obvious terms that you've missed to include in your account and also provides new terms that you would have never thought so far. 

Shopping Feeds

Shopping Feeds 

  1. Shopping Feeds

9-10 ecommerce sites have Shopping campaigns as a part of their business. The feeds that are used to manage these campaigns turn out to be a great source for a lot of keyword ideas for your ecommerce site. Pick the top products from the feed lists and enter them into AdWords' Keyword Planner. This will give you the details of search volume for these items and identify other terms related to them. Don't forget to set geo-targeting for each search, This makes sure that you're getting precise traffic estimates.

 

Google Adwords Keyword Planner 

Google Adwords Keyword Planner 

  1. Learn from Competitors

It is always great to take some inspiration from competitors to sustain competition. This gives you an insight on where you lag or score.

If you are an ecommerce development company, you can research on your client's competitors to know their URL's and know their strengths.

You can use the Keyword Planner, which has a feature that allows you enter a URL to see which terms people are using to land on the site. You can type in your competitors' landing pages into the " Your landing page" section (even though it is not your URL) and search it. The results will provide you with keyword and ad group ideas that your competitor is using.

Adwords Keyword Planner for Competitor Keyword Research

Adwords Keyword Planner for Competitor Keyword Research

You can also use WordStream's Competitive Website Crawler in the same way to identify key terms that they're scoring ahead of you.

WordStream’s Competitive Website Crawler

WordStream’s Competitive Website Crawler 

  1.  Check Pinterest's Promoted Pins

Pinterest's Promoted Pins

Pinterest’s Promoted Pins 

You can make use of Pinterest to understand the phrases that customers are using to discuss your products. This will give you a better idea on the keywords related to your products.

If you are a web ecommerce development company and your client has a Pinterest for Business account then you can try using Promoted Pins to discover new keywords. IF you search for a word from the promoted pins, Pinterest will provide you with a list of related words that can spur ad group/keyword ideas.

Pinterest Promoted Pins

Pinterest Promoted Pins 

  1. Turn to Your Shopping Search Query Reports

Use Search Terms Reports to generate new keyword and negative keyword ideas. You can also use a tool for this task or just pay good attention to your Shopping Campaigns' search queries.

Though Shopping Campaigns are based on a product feed than keyword groupings, Google does track the queries that trigger the ads. These results will help you identify the favourable search queries. Enter these terms into the Keyword Planner to discover if they have sufficient volume. If so, they're probably worth adding to your search ad groups.

Conclusion:

Following these strategies will not only rank you on the top pages of SEO but also increase the conversions of your website. Because keyword optimization will help customers find the products they need easily and are more probable to buy it.

Top ecommerce development companies have made use of these strategies for their clients with the best ecommerce seo keywords. 

You can also find the best ecommerce development companies here in eDesk HUB to take you through the process of keyword strategizing. 

 

 

 

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