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Based on Semrush data, the top organic result in Google Search receives 28% of all clicks, and this percentage decreases to 2.5% for the #10 result. With this in mind, you can see why performing keyword research is essential as an e-merchant to be able to attract highly targeted traffic, increase conversions, and outpace your competition.
This article will guide you through essential ecommerce keyword research strategies, ensuring your products not only find their audience but resonate with them at the moment of search!
1. Utilize keyword research tools
Employ tools like Google Keyword Planner, Semrush, or Ahrefs to find relevant keywords. These tools can help identify search volume, competition, and related terms that the shoppers in your target audience are using.
You’ll be able to more easily identify high-value keywords that potential customers use when looking for products online, enabling you to tailor your product descriptions, meta tags, and content to match these searches.
Be sure to focus on long-tail keywords for better conversion rates, analyze the 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 learn which keywords are successfully driving traffic and sales in your niche. Tools that analyze competitor keywords can provide insights into what is working for them.
By understanding the keywords your competitors rank for, you can identify gaps in your own strategy and opportunities to differentiate your offerings or compete directly on popular terms.
In addition, review your competitors’ content and product listings to see how they incorporate these keywords. This approach not only helps in discovering valuable keywords but also inspires content creation and marketing strategies to outperform your competition.
3. Leverage related searches on Google
Google’s feature involving related searches uncovers additional keywords that your potential customers are searching for. This tool provides insight into the search queries related to your initial keyword, revealing new opportunities to target adjacent topics or questions users may have.
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 cover a broader range of user queries.
4. Consider user intent
When performing keyword research for your ecommerce business, it’s crucial that you understand the intent behind searches—whether users are looking for information, comparing products, or ready to buy. Taking user intent into consideration allows you to align your content with the specific needs and stages of your potential customers’ buying journey.
When availing of this strategy, you can begin by categorizing your keywords by intent: informational, navigational, transactional, and commercial investigation. Use informational keywords for blog posts and guides, navigational for brand-specific searches, transactional for product pages and calls to action, and commercial investigation for comparison pages.
5. Use question keywords
People often search for specific information or solutions to their problems. By identifying and answering these questions via your content, you can attract highly engaged traffic to your site.
Use tools like AnswerThePublic or Google’s “People also ask” feature to find common questions related to your products or industry. Incorporate these questions into your content strategy by answering them in product descriptions, blog posts, FAQs, or how-to guides.
With this tactic, you’ll not only improve your SEO by matching exact search queries but also position your brand as a helpful resource, building trust and authority in your niche.
6. Analyze search trends
Analyzing search trends helps you stay ahead of market shifts and consumer interests. Determining trending topics and products makes it possible for you to align your content and product offerings with what’s currently in demand. Google Trends is an invaluable tool for this purpose, allowing you to observe the popularity of specific search terms over time and by region.
Monitor keywords related to your niche regularly, adapt your inventory and marketing efforts to meet emerging demands, and use this data to predict seasonal peaks or dips in interest. You can then incorporate trending keywords into your SEO strategy to capture traffic from users actively searching for these hot topics.
7. Optimize for local searches
If your ecommerce business serves specific geographic areas, it’s beneficial to include location-based keywords in your strategy. This helps attract customers who are searching for products or services near them.
When you consider that 80% of local searches convert, according to WebFX, it’s 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. Remember to use Google My Business to ensure that your business appears in local search results and maps.
You can also create location-specific pages on your website if you serve different areas. Encourage customers to leave reviews on local directories and your Google My Business listing, as positive reviews can boost your visibility in local search results.