Choosing the right keywords for your ecommerce business is like picking the perfect flavor of ice cream—it can make a world of difference in your sales. Keywords are the terms people type into search engines to find your products, and tracking the best ones can propel your store to new heights. But with so many options, how do you decide which ones to focus on?
In this article, we'll guide you through the process of selecting the best ecommerce keywords to track, from understanding your target audience to analyzing your competition. By the end, you'll have a clear roadmap to help your products stand out in the crowded online marketplace.
Understanding Your Target Audience
Before you even start thinking about keywords, it's crucial to get a good grasp of who your audience is. Who are the people looking for what you're selling? Understanding your target audience involves figuring out their demographics, interests, and shopping behaviors.
Start by creating a detailed buyer persona. This fictional character should represent your ideal customer, complete with age, interests, income level, and shopping habits. Think of it as painting a picture of who you're selling to. Is your typical customer a busy mom looking for convenience, or a tech enthusiast seeking the latest gadgets?
Understanding your audience helps you predict the kind of search terms they might use. For example, a busy mom might type "quick meal solutions," while a tech enthusiast might look for "latest smartphone releases." Get specific and think about the problems your product solves and how your audience might describe those problems.
Once you have a clear picture of your audience, you can start brainstorming keywords that align with their needs. This step is foundational because it ensures that the keywords you eventually track are relevant and likely to drive actual sales.
Brainstorming Potential Keywords
Now that you know who your audience is, it's time to brainstorm. This is where you let your creative juices flow and think of all the possible words and phrases your audience might use to find your products.
Begin with a simple word association exercise. Write down your main product or category and list every word or phrase that comes to mind. Don't worry about being perfect—just get as many ideas down as possible. You can refine them later.
Consider using tools like Google Suggest or Answer The Public to expand your list. These tools show you what people are actually searching for, based on real data. Enter a keyword related to your product, and see what variations and questions pop up. These suggestions can often reveal surprising insights into what your customers care about.
Another useful method is to look at your competitors. Check out the keywords they're targeting by examining their product listings and blog posts. You might find some gems that you hadn't considered.
Remember, the aim here is to be exhaustive rather than selective. Capture every potential keyword that might be relevant before you start narrowing them down.
Analyzing Keyword Relevance
With a long list of potential keywords in hand, it's time to sift through them and determine which ones are truly relevant to your business. Relevance is about ensuring the keywords align with what your store offers and what your customers are interested in.
Start by asking yourself a few questions:
- Does this keyword accurately describe what I'm selling?
- Will this keyword attract my target audience?
- Are customers who use this keyword likely to make a purchase?
It's important to be honest here. A keyword might seem attractive because of its high search volume, but if it doesn't align with your products, it won't do you much good. For example, if you sell handmade jewelry, a keyword like "cheap jewelry" might not be ideal if you're targeting a luxury market.
Consider using a tool like Google Keyword Planner or Moz Keyword Explorer to help assess relevance. These tools provide data on search volume and competition, giving you a clearer picture of which keywords are worth pursuing. Focus on those that strike a balance between high relevance and feasible competition.
Prioritizing Search Volume and Competition
Once you've narrowed down your list based on relevance, it's time to look at search volume and competition. These two factors help you determine the potential traffic a keyword can bring and how difficult it might be to rank for it.
Search volume indicates how many people are searching for a keyword. A higher search volume means more potential customers. However, popular keywords often come with higher competition, which means more effort to rank on search engines.
Competition refers to how many other businesses are targeting the same keyword. High competition can make it challenging to stand out, especially if larger brands are involved. That doesn't mean you should avoid competitive keywords altogether, but it might be wise to mix in some lower-competition terms.
Use keyword research tools to find a balance between search volume and competition. Ideally, you want keywords with decent search volume and manageable competition. These are often the "sweet spot" keywords that can drive traffic without overwhelming your SEO efforts.
Focusing on Long-Tail Keywords
Long-tail keywords are specific phrases, usually three or more words long, that target niche audiences. They're like the secret sauce in your keyword strategy and can be a game-changer for ecommerce businesses.
Why focus on long-tail keywords? For starters, they often have lower competition, making it easier for smaller businesses to rank. They're also more specific, meaning they're more likely to attract customers who are ready to buy.
For example, instead of targeting a broad term like "shoes," you might go for "women's running shoes size 8." This specificity means the person searching is likely closer to making a purchase, as they know exactly what they want.
Long-tail keywords also help you connect with a more targeted audience. By focusing on specific needs and questions, you can create content and product pages that speak directly to potential customers' concerns and desires.
To find long-tail keywords, look for questions and phrases related to your main keywords. Tools like Ubersuggest or SEMrush can help uncover these gems by showing you search queries that people are using.
Incorporating Seasonal Keywords
Seasonal keywords are those that gain popularity during specific times of the year. Think "Christmas gifts" or "summer fashion." These keywords can offer a significant traffic boost when used effectively.
To incorporate seasonal keywords, start by mapping out a calendar of relevant events and holidays. Consider not just the obvious ones, but also niche occasions that might resonate with your audience. For instance, if you sell fitness gear, keywords related to "New Year's resolutions" might be relevant.
Plan your content and promotions around these seasonal keywords in advance. This might involve creating blog posts, landing pages, or special offers that align with the time of year. The key is to be proactive, as seasonal trends can be predictable.
Keep an eye on search trends using Google Trends or similar tools. These can help you identify the right moment to start optimizing for seasonal keywords, ensuring you catch the wave of interest at its peak.
Evaluating Keyword Performance
Tracking the performance of your chosen keywords is essential to understanding their effectiveness. It's not just about picking the right keywords initially but also about monitoring and adjusting your strategy as needed.
Start by setting up analytics tools like Google Analytics and Google Search Console. These platforms provide insights into how your keywords are performing, including data on clicks, impressions, and rankings.
Regularly review this data to see which keywords are driving the most traffic and conversions. Pay attention to trends and look for patterns. Are certain keywords performing better during specific times of the year or on certain devices?
If a keyword isn't performing as expected, don't be afraid to adjust your strategy. This might involve tweaking your content, targeting new variations, or even replacing the keyword with a more promising one.
Remember, SEO is an ongoing process. Regular evaluation allows you to refine your approach and ensure your keywords continue to deliver results.
Adapting to Changing Trends
The world of ecommerce is ever-changing, and so are search trends. Staying flexible and open to change is crucial for maintaining a successful keyword strategy.
Keep an eye on industry news and updates. Changes in consumer behavior, technology, or even global events can shift search trends overnight. Being aware of these changes helps you stay ahead of the curve.
Be ready to experiment with new keywords and strategies. Sometimes, a fresh perspective or a new angle can uncover opportunities you hadn't considered. Don't be afraid to test and learn from your experiments.
Finally, stay connected with your audience. Engage with them on social media, read reviews, and ask for feedback. This direct line of communication can provide invaluable insights into what your customers are looking for and how their interests are evolving.
Using Tools to Simplify Keyword Tracking
Managing and tracking keywords can be a complex task, but fortunately, there are plenty of tools to simplify the process. These tools can save you time and provide valuable insights into your keyword strategy.
Start with a keyword research tool like Ahrefs or SEMrush. These platforms offer comprehensive data on search volume, competition, and keyword suggestions. They can also track your rankings over time, helping you see how your efforts are paying off.
Consider using a spreadsheet to organize your keywords. This might seem old-school, but a well-structured spreadsheet can help you keep track of which keywords you're targeting, their performance, and any changes you make over time.
For more advanced tracking, tools like Google Data Studio allow you to create custom dashboards that visualize your keyword performance. This can provide a clearer picture of how your keywords are driving traffic and sales.
Remember, while tools are incredibly helpful, they're only as good as the strategy behind them. Use them to complement your efforts, not replace the thoughtful planning and analysis that goes into a successful keyword strategy.
Final Thoughts
Choosing the best ecommerce keywords to track isn't just about picking popular search terms. It's about understanding your audience, analyzing competition, and continually adapting to changes. By focusing on relevance, long-tail keywords, and seasonal trends, you'll have a solid foundation for driving traffic and sales.
Now, if you're looking for expert help to turn your keyword strategy into a powerful growth channel, consider Pattern. At Pattern, we don't just aim for rankings; we focus on results. Our team crafts programmatic landing pages to target numerous search terms, turning visitors into paying customers. We don't see SEO as a guessing game but as a part of a bigger growth strategy. With our performance marketing approach, every dollar you invest is aimed at delivering real ROI. Let's make SEO work harder for you, driving sales and lowering acquisition costs.