Running an online store can feel like a never-ending puzzle, especially when it comes to attracting customers. One of the pivotal pieces of this puzzle is using the right keywords to ensure your store doesn't get lost in the vast sea of the internet. Keywords are like the signposts that guide potential customers to your digital doorstep. But how exactly do you figure out which keywords to use?
In this post, we'll explore the world of ecommerce keywords and how they can help your online store stand out. We'll cover everything from understanding what ecommerce keywords are to categorizing them, and even how to incorporate them effectively into your content strategy. By the end, you’ll have a toolkit of keywords that can help bring more traffic to your store.
What Are Ecommerce Keywords?
Before we jump into the specifics, let's get a clear picture of what ecommerce keywords are. Simply put, these are words and phrases that potential customers type into search engines when they're looking for products or services online. These keywords help search engines determine what your website is about and whether it matches what the user is searching for.
Keywords can be single words, like "shoes," or phrases such as "best running shoes for flat feet." The latter is a bit more specific and is often referred to as a long-tail keyword. Long-tail keywords tend to have lower search volumes but are generally more specific and can lead to higher conversion rates. Why? Because they match closely with what the user is specifically looking for.
Understanding the right mix of keywords, from broad to specific, can greatly influence your ecommerce strategy. It’s all about finding the sweet spot that balances search volume with relevance to your products.
Identifying Your Audience's Language
Now that you know what keywords are, the next step is figuring out which ones your potential customers are actually using. This requires a bit of detective work, but it’s easier than you might think. Start by putting yourself in the shoes of your customers. What would you type into a search engine if you were looking for your products?
It's also helpful to use tools like Google’s Keyword Planner or SEMrush to see what keywords are getting the most traction. These tools can provide insights into search volumes, competition, and even suggest related keywords you might not have thought of. Another trick is to check out forums and social media where your audience hangs out to see the language they use when talking about your products.
By understanding the language of your audience, you’ll be able to select keywords that resonate with them and increase the chances of them finding your store.
Short-Tail vs. Long-Tail Keywords
We touched on this a bit earlier, but let’s dig a bit deeper into the difference between short-tail and long-tail keywords. Short-tail keywords, sometimes called head terms, are usually one or two words and tend to have a higher search volume. For example, "laptop" is a short-tail keyword. While it might attract a lot of visitors, these visitors may not be ready to buy because the keyword is so broad.
On the flip side, long-tail keywords are longer phrases, often three or more words, like "affordable gaming laptop for beginners." These are more specific and can capture visitors who are further along in the purchasing process. Although they attract fewer visitors, these visitors are often more likely to convert into customers.
Finding a balance between short-tail and long-tail keywords in your strategy is key. Short-tail keywords can help generate traffic, while long-tail keywords can help secure conversions.
Categorizing Your Keywords
Once you have a list of potential keywords, it’s time to sort them into categories. This makes it easier to apply them to different parts of your website and marketing strategy. Here are a few categories to consider:
- Product-Specific Keywords: These include the exact names of your products or variations (e.g., “red leather wallet”).
- Brand Keywords: Use these to capture searches for your brand name and related products (e.g., “Nike running shoes”).
- Competitor Keywords: While a bit trickier, these can help attract customers looking for similar products (e.g., “Adidas alternatives”).
- Audience Keywords: These keywords reflect the interests, problems, or needs of your audience (e.g., “best shoes for nurses”).
Categorizing your keywords helps clarify where they should be used within your content and on your website, ensuring they align with your overall marketing goals.
Incorporating Keywords into Your Content Strategy
With your keywords categorized, it’s time to weave them into your content strategy. This means integrating them naturally into your website’s copy, product descriptions, blog posts, and even social media updates. The key here is to maintain a natural and engaging tone. Stuffing your content with keywords can lead to penalties from search engines and turn off potential customers.
Instead, focus on crafting content that addresses the needs and questions of your audience. For example, a blog post on "10 Best Practices for Storing Your Leather Goods" could naturally incorporate keywords related to leather products without feeling forced. Similarly, updating your product descriptions to include relevant keywords can help improve search visibility while still providing valuable information to your customers.
Remember, the goal is to make your content helpful and relevant while strategically placing keywords to improve your store's search engine ranking.
Monitoring and Adjusting Your Keyword Strategy
Once you’ve implemented your keyword strategy, the work doesn’t just stop there. It’s important to continuously monitor how your keywords are performing. Tools like Google Analytics and Google Search Console can provide insights into which keywords are driving traffic and conversions.
If certain keywords aren’t performing as expected, don’t be afraid to tweak your strategy. Try different variations, or even test new keywords that may have become popular. SEO is not a one-and-done deal; it requires consistent attention and adjustment to stay relevant.
Regularly reviewing your keyword performance helps ensure that your strategy remains effective and continues to bring in traffic and conversions.
Using Competitor Insights
Keeping an eye on what your competitors are doing can provide valuable insights into which keywords might work for your store. Tools like Ahrefs can help you see which keywords your competitors are ranking for and how well they’re performing. This doesn’t mean you should copy their strategy outright, but it can give you ideas for keywords you might not have considered.
Additionally, analyzing competitors’ content can help identify gaps in their strategy that you can capitalize on. If they’re not targeting certain keywords or addressing specific customer needs, you can fill that void and attract those potential customers to your store.
Using competitor insights as a reference point can refine your keyword strategy and help uncover new opportunities for growth.
Localizing Your Keywords
If your online store serves a specific geographic area, localizing your keywords can be a game-changer. Local keywords include location-specific terms that can help attract customers in your area. For example, if you run a bakery in Austin, Texas, incorporating keywords like "Austin bakery" or "fresh bread in Austin" can help local customers find you more easily.
Local SEO is particularly important for businesses with physical locations, as it helps increase your visibility in local search results. Make sure your location details are up to date across all your online platforms, including Google My Business, and consider creating content that highlights your connection to the local community.
By incorporating local keywords, you can attract more qualified leads from your area and potentially increase foot traffic to your physical store, if you have one.
Final Thoughts
We've covered a lot about ecommerce keywords and how they can be the secret weapon for driving more traffic to your online store. From understanding what they are to crafting a strategy that includes short-tail and long-tail keywords, and even looking at what your competitors are up to, it's clear that a thoughtful keyword approach is crucial for success.
And while navigating the world of SEO might seem like a task in itself, it doesn't have to be done alone. Pattern can offer support by turning your SEO efforts into a solid growth channel. We focus on more than just improving your rankings—we're about driving real results. Through programmatic landing pages and conversion-focused content, we aim to transform visitors into paying customers. Our approach ensures that every dollar spent on SEO contributes to lowering your customer acquisition costs and boosting sales. Let us at Pattern help turn SEO into a valuable part of your business growth strategy.