An Introduction to eCommerce Keyword Research

26/03/2020

ecommerce seo

Keyword research is the foundation of every successful eCommerce SEO strategy, especially in terms of onsite optimisation. When done correctly, it provides clear directions for the type of content that you should be creating and what you should be optimising your existing content for.

However, you need to ensure that your keyword research is combined with a strategy that is well researched and focused on reaching the relevant KPIs, otherwise seeing increases in your eCommerce revenue is just not going to happen.

Keyword Research for eCommerce SEO

When doing keyword research for ecommerce, there are two main ways that you can go about it:

  • Doing your own independent research and starting with nothing.
  • Have a look at what your key competitors are doing

Before you get started you need to make sure that you fully understand what makes some keywords better choices than others.

Keep reading to find out how to choose the right keywords for your campaign.

Search Volume

There are numerous free and paid tools available for you to perform keyword research, including more premium options.

A good place to start with though is the Google Keyword Planner, this is free to use if you setup a Google Ads account and enter your card details (you do not need to pay anything).

If you find a high volume, exact match keyword with a lot of search volume, it means that there are a lot of users searching for that particular term or phrase. However, you should not necessarily target these types of keywords.

But I want to get the most visitors possible!

Sure, we all do! But these keywords are going to be incredibly competitive and you will be competing with some big brands, so you need to be realistic when putting your keyword strategy together and target keywords that you can rank for and those that are going to generate revenue.

For your category and sub-category pages, aiming for keywords that have anything over 20 monthly searches are the way to go. Remember though, you are not only going to rank for that keyword, you will rank for variations of it, as well as a wide variety that are also related to your focus keyword.

Ranking Difficulty

On the various keyword research tools, you find, they have a ranking difficulty or competition score. This let you know how it will be to compete in the search results. Obviously the higher the score the harder it is to rank this does not mean that it will be impossible though.

The more authoritative your website is in the eyes of the search engine for your particular niche, the easier it will be.

If you have a new website you will be better off starting from the easier, low competition keywords, especially as you will need to work on building you the authority of your domain.

Relevancy to your Search Query

Even when you have found a keyword with decent search volume that you are confident you will rank for you still need to consider how relevant it is to your eCommerce website and what you are selling.

Put yourself in the search shoes and honestly ask yourself if the keyword truly matches the relevancy and if not, move on.

Optimising an eCommerce Website

eCommerce websites offer a wide range of keyword optimisation opportunities. The homepage should be optimised around broader and generic keywords related to your industry, while your category pages offer the change optimise for lucrative revenue driving keywords.

Ideally your product pages will be optimised around the name of your product and any related keywords – keep in mind though that you need to avoid keyword cannibalisation across your homepage, category and product pages, so be careful! As so many searches related to eCommerce are done around images, it goes without saying that your images and ALT tags provide additional sources to optimise for your keywords and ensure that you are driving as much relevant traffic to your website as possible.