In this article Content Marketer from Serpstat Anna Rud describes 5 useful ways to collect the keywords for an e-commerce project. Let’s dive into it.
How often it happens when you suddenly wake up in the middle of the night and start thinking about the fundamental questions: is there a crucial difference between keywords for the online store and any other website? What to keep in mind collecting phrases for pages of categories? What sources to use?
These questions are quite controversial and complicated. And sometimes the right answers determine the success of a whole e-commerce project. But don’t panic. Let’s try to figure it all out.
Why is it important?
The main difference is hidden in the purpose. Of course, all sites want to get more traffic, but the store also wants to sell the product. Thus, traffic isn’t the crucial goal but just a step in the direction to it.
To increase the sales, we need only targeted traffic. It’s the fundamental difference between e-commerce project and, for example, some informative blog.
We can attract such audience in the different ways. But one common thing and also the first thing to do — is to collect the keywords.
It’s important to:
- know what users are looking for, and offer search engines an appropriate content;
- use phrases people are accustomed to;
- give search bots signals that your content meets user’s query better than others;
- have a reason to tell everyone that you’re the SEO specialist.
How to choose keywords for the e-commerce project?
Choosing keywords for an online store, we should be able to distinguish informational keywords from the commercial ones. Of course, we’re not speaking about queries like “buy shoes.”
Informational keywords usually attract a lot of traffic, but they aren’t useful for our purpose.
For example, when the user searches a “shoes” at Google, in most cases he just wants to get information about the available options. He is far from the actual purchase.
If the query is “women’s shoes summer”, it means that the person knows what she wants. But this keyword still can’t be considered as a commercial one.
But, for example, the query “h&m shoes with heels” shows that a person is looking for some particular shoes, and she is almost ready to buy it.
The last category is our targeted audience.
Where to find the keywords?
I’ll describe 5 ways to find commercial keywords for our imaginary online shoe store. Let’s figure it out:
#1 Learn from the leaders
The first example of a huge e-commerce company that comes to mind is Amazon. Let’s find out what we can learn from their experience.
Open the site and start entering the needed keywords:
Amazon will automatically recommend you a list of the most common queries: women water shoes, women running shoes, women slipper shoes and so on.
You can also try different variations like women’s shoes, woman shoes, ladies shoes, etc.
Now choose the certain category and take a look at the filters:
You will see the categories for different shoes. We need this step to analyze categories names and adopt some of them for your site.
#2 Use Google search
It’s a quite simple variant but it doesn’t mean ineffective one. Sometimes we can get a bunch of useful information without tools, simply using Google search.
Scroll down to the bottom of the page and look at the section “searches related to … “
Now we have the new portion of keywords. Type them into the search line one by one to see what Google will suggest in addition to these phrases.
#3 Use keyword research tool
Another way to collect keywords — SEO tools. You can use “Keyword Research” module of any tool you like. For example, I’ll use Serpstat.
Enter the query into Serpstat search bar, specify the required zone (US, UK, Canada, Australia, Germany, etc.) and start working. In the report, you will see:
At this stage, our goal is to determine the frequency of queries for each keyword. Click on the “organic keywords”, choose keyword frequency for the last month and export it.
To narrow it down you can use the filters suggested in the top menu:
This is quite convenient when you need to find keywords for a specific category.
To extend the bulk use “Search suggestions” and “Cluster research” modules.
Cluster Research shows a list of all keywords semantically related to the researched query, i.e. there’re at least two identical pages in top 20 search results for the researched query and its related keyword from Cluster Research.
The “Connection strength” parameter tells how many pages from the top 20 are ranked for both the keyword phrase and offered related phrase.
Search Suggestions are popular search queries that pop up under the search bar as you start typing your query. These are taken from Google, Amazon and YouTube in real time.
#4 Use Wikipedia
It’s the simplest way to find new keywords and come up with the categories names. But it’s also the way many people aren’t thinking of.
There are a lot of detailed articles on any topic, and this resource can be useful at least as a great example of the data structuring.
If you want to get customers from all over the world, you should always remember that people can name same things in the different ways. Collect such a list and then use SEO tool to check if these names are widespread.
Also, you can read something about popular brands and model names:
#5 Take a peek at competitors
And, of course, you can find your direct competitors and adopt some ideas from them. Just type your main keywords one by one in the Google search and see what it will return for your query. Check the sites and choose the ones that offer the same products as you do.
Pay attention to:
- the number of all categories and categories that match with your products (for example, Amazon isn’t our direct competitor because the shoes is just a small part of its products);
- keywords related to geolocation (exclude all useless);
- the quality of the site (do not steal from bad sites).
Also, you can do this using tool like Serpstat. Here is how it looks like:
So, it’s not a step-by-step tutorial. It’s just a list of ways to find keywords for the online store which was created to give you some new ideas. Hope it works out right.
No matter if you’re taking something from competitors or using SEO tools, always think critically. Find as many keywords as you can and then think, filter and sort it out. Only this way you can choose keywords which will bring you a lot of traffic and help to sleep well.