The success of your eCommerce SEO strategy begins with thorough keyword research. This should be part of any strategy if you want to rise to the top of Google and outrank your competitors. Think of keywords as the compass guiding shoppers to your online store.
But, know that you can’t use any old words or phrases. You need to carefully select the keywords you’ll be targeting. Here’s how to master the art of keyword research for eCommerce.
Understanding Keyword Relevance
First things first, it’s crucial to understand that not all keywords are created equal. For eCommerce, relevance is key. Your goal is to match what potential customers are searching for with the products you offer. For example, if you’re offering gardening tools on your eCommerce site, you don’t want to be targeting keywords that are all about pets. You’d end up attracting customers who have no interest in buying gardening tools since they are looking for products for their cat or dog.
Brainstorm Relevant Keywords
Begin by brainstorming a list of keywords that are directly related to your products and niche. Think about the words and phrases potential customers might use when searching for items you sell. Get into your audience’s shoes and imagine what they’d type into a search engine. These words and phrases should be mentioned on your website so they match with what they’re searching.
Use Keyword Research Tools
Leverage keyword research tools to take your keyword research to the next level. Some popular options include Google Keyword Planner, SEMrush, and Ahrefs. These tools provide insights into search volume, competition, and related keywords. You can use some free tools, but some you’ll have to pay for. Just make sure you learn how to use the tools correctly to benefit from them.
If you don’t have time for keyword research or creating a comprehensive SEO strategy, know there are ways around this. For example, you can use eCommerce SEO services. You can read more about them at https://www.clickslice.co.uk/ecommerce-seo-services/. Essentially, this service handles all of your technical SEO, product page optimisation and creates a content strategy including the best keywords. Many businesses have improved their ranking and sales through this type of expert service.
Balancing High-Volume and Long-Tail Keywords
In eCommerce, it’s essential to strike a balance between high-volume keywords and long-tail keywords. High-volume keywords, often shorter and more generic, can bring significant traffic. However, they are also highly competitive. Long-tail keywords, on the other hand, are more specific and less competitive. They may not bring as much traffic individually, but they can collectively drive highly targeted visitors who are more likely to convert.
Therefore, you want to ensure your strategy includes a mixture of high-volume and long-tail keywords. Know that you have to work on your strategy for many months until you see any results. So, be patient and work hard; don’t give up too early and easily.
Competitor Research
Don’t forget to spy on your competitors. Analyse the keywords they are targeting and ranking for. This can provide valuable insights and uncover opportunities you might have missed. It’s also a good way to understand why they might be above you on Google. You can understand what they’re doing, and it can give you inspiration to know what you can work on.
Optimising Product Pages
Now that you’ve armed yourself with the right keywords, it’s time to put them to good use on your eCommerce product pages. These pages are where the magic happens, where shoppers become buyers. Here’s how to optimize them for maximum impact:
Crafting Compelling Product Descriptions
Imagine you’re in a physical store, and a salesperson describes a product to you. Your product descriptions are your virtual sales team; they need to be convincing, engaging, and informative.
Uniqueness: Avoid using manufacturer-provided descriptions or generic content. Craft unique descriptions that showcase your brand’s voice. This should be helpful to your customers, as well as optimised.
Clarity: Clearly explain what the product is, what it does, and how it benefits the customer. Use simple, jargon-free language. It should be easy to read and interesting.
Keywords: Incorporate your chosen keywords naturally into the product description. Make sure it reads smoothly and doesn’t feel forced. It’s important that a customer feels like you’re choosing phrases and words naturally rather than trying to trick them.
Optimising Product Images and Alt Text
In eCommerce, a picture is worth a thousand words. Images are your customers’ window into the product. Ensure they’re optimised for both SEO and user experience:
Image Quality: Use high-quality images that showcase your products from multiple angles. Customers should be able to zoom in for closer inspection.
File Size: Compress images to reduce file size without sacrificing quality. Smaller image files load faster, which is essential for SEO.
Alt Text: Every image should have descriptive alt text that includes relevant keywords. Alt text is not only beneficial for SEO but also helps visually impaired users understand the content.
Conclusion
In the world of eCommerce SEO, keyword research is the foundation upon which you build your strategy. It’s the art of understanding your audience’s language and aligning your content with their needs. With the right keywords in your arsenal, you’ll be better equipped to optimise your product pages, rank higher in search results, and drive organic traffic to your online store.