If you have an e-commerce website, your target is not only to increase your monthly search traffic but also to increase sales. To increase your sales, you need to ensure that you get a good number of targeted visitors to your online store.
The targeted visitors are the people who come to your website with the intent of availing your products or services as compared to regular visitors who have no particular objectives as such. Getting more targeted traffic will lead to more conversions, which is your ultimate goal.
However, how can you bring the targeted traffic to your website? Well, the first step is to find buyer intent long tail keywords using keyword research tools.
A proper research can give you keyword ideas about the search terms people are looking on the internet. These are search queries that your potential customers type in on search engines, like Google and Bing; for example “cheap shoes online” or “buy cotton shirts online.”
So, what should be your goal here? Your goal should be to ensure that your e-commerce website ranks at the top of the Search Engine Results Page (SERP) for buyer intent keywords entered by the potential customers.
Proper keyword research is an inevitable process in search engine optimization of e-commerce websites that seek top position in the SERP. Researching and analyzing the right keywords for your e-commerce website will definitely lead to positive results.
How to do E-Commerce keyword research?
There are numerous ways to do proper keyword research for your e-commerce website. However, before you begin, you need to keep a few basic rules in mind.
While doing the keyword research using any keyword research tool, you’ll often face the dilemma of choosing keywords related to search volume vs. search intent. Search intent queries often refer to searches that are done with a specific intent, for example, “buy sports shoe online” or “best mobile under 15K.” Since we are specifically dealing with e-commerce website, the keywords you select must have more buying intent.
If you optimize an e-commerce website with informational queries, there are chances that the users who visit the site may not buy the products. The reason for this is the real intention behind their search is different.
For instance, if you are optimizing an online store that sells wooden watches with keywords such as “make wooden watches”, and “components of wooden watches,” you may receive more traffic but the conversion rate will be far to less.
When you’re implementing keywords for an e-commerce website, ensure that you choose more buyer intent keywords than informational. Here are a few examples of buyer intent keywords for the above-mentioned case: “affordable wooden watches”, “wooden watches for groomsmen”. It is also recommended to use a few informational keywords in the blog section of the website.
Here is a step-by-step procedure to perform an e-commerce keyword research effectively to get more targeted visitors and increase the online visibility of your website.
- Go the conventional way
First, start your keyword research with a good keyword research tool. Begin by checking the search volume, number of clicks, and traffic potential for the topic that you intend to research keywords for. This initial evaluation will help you get an idea of the type of keywords that you may need to use for your content.
- Track your competitors
Get an idea from your competitor’s page. Competitor keyword analysis is an important factor to consider while choosing keywords for your e-commerce website. It will give you an idea about the things you should be focusing on and the things that you should not.
- Swear by the search intent
Analyze the buyer intent to find your target keyword. Like we mentioned earlier, it’s necessary to address people’s queries through your content. Type a few keywords for the topic that you’re researching on and see the top 10 or 15 relevant search results that come up. Understanding the buyer search intent can help come up with a perfect list of keywords.
- Compare and take a call
Track the top-ranking pages for your intended keyword and deeply analyze their on-page factors including the links. Do they use a mix of informational and buyer intent keywords or are they ranking because of high-quality links? Can you build your website content better than your competitors? Google will crawl things that it thinks is rank-worthy, so don’t try to focus on a particular aspect. Instead, try to improve the overall quality of your E-commerce website.
- Improve your website with content-gap analysis
A content gap analysis will analyze the entire content of your website and find the gaps that currently exist. The analysis will help you find the keywords that your competitor ranks for, which you don’t, thus helping you plan a better content strategy and use more effective and buyer intent keywords.
- Focus on building quality links
This point is extremely important for ecommerce platforms looking to rank high in the search engines. The more quality links that you’re able to build, the more chance that your keywords rank high on Google SERP.
Finally, remember that E-commerce keyword research is a gradual process and with proper techniques, you can bring your website to the top of the search engine results.
Besides incorporating keyword research for your e-commerce website, you should also focus on performing keyword research for the blog section of your website. This is one place where you can use informational keywords to drive targeted traffic, which can be later converted into leads through proper conversion optimizations.
Blogs can help leverage your E-commerce business by many folds since they act as a gateway to interact with customers, building internal links to product pages, and attracting links from other websites as well. Start implementing these steps mentioned above in your SEO strategy and you’ll see results in no time!