If you want to run an effective ecommerce SEO campaign, make sure to kick things off with keyword research.
Because keyword research informs every other SEO-related task you do on your website (for example, without keywords, it’s impossible for you to optimize your product and category pages).
Believe it or not, but your list of keywords influence your technical SEO efforts as well. For example, your site architecture and URLs need to take keywords into account.
So you can see that keyword research is a VERY big deal for your ecommerce site. Here’s exactly how to find untapped keywords that your customers search for…and how to choose the best ones for your site.
How To Find Keywords For Ecommerce Product and Product Pages
Most keyword research tutorials focus on “information keywords”. These are keywords that people type into search engines to discover helpful “how-to” content.
While these keywords have their place for an ecommerce business, the majority of your site’s keywords will be tailored around product pages. That means that you need to tackle keyword research with product-focused keywords in mind.
Here’s exactly how to do it:
Yes, Amazon is probably your competitor. But it’s also the biggest ecommerce site online, which makes it an absolute goldmine of product-focused keywords.
Here’s how to tap into Amazon for keyword research:
First, head over to Amazon and enter a keyword that describes one of your products.
The keywords Amazon suggests tend to be very targeted (also known as long tail keywords). Not only do long tail keywords like these convert better than 2-3 word keywords, but they tend to be less competitive too.
Rinse and repeat for the most important products on your site.
Amazon will sometimes suggest categories above the keyword suggestions. These make great keywords to use for category pages.
Keyword Tool Dominator
Keyword Tool Dominator is a nifty tool that scrapes Amazon’s search suggestions.
To use it, just enter a seed keyword into the tool:
And it will spit out dozens of keyword suggestions.
Not only does the tool make this process significantly faster than doing it manually, but in my experience, it gives you significantly more keyword ideas than doing this the old-fashioned way.
For example, when I used the keyword “organic dog food”, Amazon suggest gave me 8 keyword ideas. The tool spit out 49.
To keep things organized, you can save the keywords that make sense for you to a list.
Before we leave Amazon, it’s time to use one more feature on the site that’s a goldmine for category page keywords.
Amazon (and Competitor) Categories
As someone that’s consulted for dozens of ecommerce businesses, I find that many ecommerce site owners optimize their category pages around random keywords. Sure, they’ll put some thought into what their customers might use to find products that fall under that category. But the keywords they use tend to be, let’s just say…less than ideal.
This is a huge mistake. While category pages may not convert as well as product pages, they still generate sales. So it makes sense to invest some time into finding awesome category pages keywords.
And the best way to do that?
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