Key Word Searches

Search Engine Optimization (SEO) has become the most vital tool for digital marketers to use when striving to differentiate e-commerce businesses from their respective competitors. Here at GSATi, we integrate strategic keywords into every site we build for our clients; it’s standard. For those who are new to digital marketing, SEO can be defined as “the simple art of understanding the terminology your potential customers are using to find the products you are selling” (Source: Shopify). By integrating these keywords into a website, businesses become more accessible and are more likely to reach their stakeholders more efficiently. This blog will advise your business to research and brainstorm a keyword list that includes terms that best align with your brand that can easily be referenced and tailored when/if consumer and market needs change.

To further analyze this topic, we referenced the Shopify article “Keyword Research for E-commerce: A Beginner's Guide” by Michael Keenan, marketing writer for Shopify.com. It is only right that we give credit to Keenan, as the content in this summary comes from his original ideas.

Why is Keyword Research for E-commerce Important?

Search engines, such as Google, are responsible for providing their consumers with a list of resources that best match their searches. To do this, search engines utilize the specific words individuals type in the search bar as a driving force to match consumer preferences to the e-commerce businesses that closely align with their requests. By researching and understanding which keywords are the most commonly searched by their target market, e-commerce businesses will be able to weave beneficial metadata into their own sites, and eventually, reap the benefit of ranking higher on the “search results list.” This is extremely important for e-commerce businesses to consider because, not only is the market competition getting more and more aggressive, but consumers are more likely to engage with a site if it lands on the first page, or even the first few lines, post-search engine search.

E-commerce Keyword Research: Understanding the Terms

Keywords: Metadata that summarizes the information on a website, page, or image. These terms can be deemed as more general.

Long-tail Keywords: Metadata that summarizes the information on a website, page, or image, yet is comprised of three or more words. These terms are more specific, and target individuals who are “further along in the buying cycle and much closer to purchasing” (Source: Shopify).

Search Volume: Total number of searches a keyword generates (The higher the number of searches, the better and more effective the term will be for an e-commerce site)

How to Research Keywords for Your E-commerce SEO Strategy: Step-by-Step

1. Identify Keywords Common in Your Brand’s Market

   • Use an SEO third-party tool, such as Google Keyword Planner, or Semrush, to research other brands within your business’ industry, and to determine which keywords they are utilizing on their respective sites. Through the third-party tool, you will be able to enter a competitor’s website URL, which will then generate a list of keywords that the company currently is acknowledged for/associated with. This competitor keyword list can get lengthy depending on the depth of your research. Therefore, it is important to note that keeping tedious notes throughout the research process will help identify the most effective words. Ultimately, it will be the key to building a successful list of your own.

2. Find Niche Keywords to Win

   • To compete against others in the market, it is necessary for your business to implement a healthy mix of both general and more specific keywords. Using general terms will put your brand on the same playing field as your competitors. However, identifying and integrating the more niche keywords will help alleviate a portion of the competition, and reach a more distinct target consumer. For instance, if an individual types a more general term, such as “fast food,” into the search bar, it is likely that they will receive a huge influx of results, making it difficult for your business to be noticed and “picked out of the weeds.” Ultimately, limiting the use of ambiguous and universal keywords will help your brand differentiate itself from the rest, which leads to more exposure and more revenue.

3. Create a Keyword Research Process

   • After understanding the first two steps mentioned above, it is time to identify which research process works best for your company! Create a research plan with your team and even consider delegating the roles required for successful keyword integration!

4. Build a Topic Map

   • Once your research is complete, and your keyword list is filled, it is important to create topic maps or spreadsheets/documents that group similar keywords together. It is essential to identify such themes because, as mentioned in step 2, “Google has shown time and time again that it prefers to rank specific kinds of content for specific queries. If you want to rank for a particular term or a set of terms, you need to build out the type of content that Google is showing you it wants to see” (Source: Shopify). Curious what this looks like? Below is an example of building a topic map, referencing our “fast food,” example from above.

     • Topic: Fast Food
       Keyword

       • Fast Food Healthiest for Kids

       • Fast Food with Kids Toys

       • Fast Food Restaurants with Kids Playplace

5. Map the Different Content Types

   • After identifying these specific topics through building the map, it is helpful to analyze the pre-made spreadsheet in order to observe the data and its trends. Specifically, what is the most common keyword? What is the topic? What is its search volume? Answering these questions serves as the last step in the identification process, and the only thing left is its implementation.

6. Develop a Content Calendar

   • Now that you have your respective keyword list determined, it is important to create a content calendar that your business can reference moving forward. Through this content calendar, which can be built on programs such as Microsoft Excel, and Google Sheets, your business can keep track of which keywords benefit your brand the most, and which ones may need to be tailored. Specifically, the content calendar can contain columns with themes that include, but are not limited to, topic focus, content type, test titles, target keywords, additional keywords, target length, and URL.

If you are interested in learning more, please review the reference below which includes additional links on this topic and its themes in greater detail.

References

https://www.shopify.com/blog/14207073-the-beginners-guide-to-keyword-research-for-ecommerce