If you have an online store, you should already know that SEO for ecommerce is one of the most effective strategies to position yourself and attract potential customers to your site.
In the initial stage of a good SEO strategy for eCommerce, keyword research, or keyword research keyword research, is one of the fundamental tasks you should perform.
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Why is it so important to perform keyword research?
Keywords are terms that describe the content of your site and are used by search engines to index your page and display it in search results. Therefore, it is crucial to use those keywords that give you visibility, and thus reach those who are looking for your products or services.
A well-executed keyword research will provide us with the precise data that will allow us to know exactly what users are looking for. This will undoubtedly increase the number of visits to the site.
In this article, we will tell you how users search and how to find the best keywords with certain SEO techniques for eCommerce.
Types of searches performed by users
Users typically perform 3 types of searches:
Transactional or purchase
In this type of search, the potential customer already knows what he/she wants, has already made a decision about what he/she wants to buy and is looking for where to buy it. For example: Smartphone Iphone 14 red.
Research
Here the user is still looking for product details before making the final purchase decision. For example: Features of the Iphone 14 / Colors of the Iphone 14
In this case, the user may arrive at our ecommerce page, but will not necessarily make a purchase.
Navigation or information search
In this case, the user has not yet defined what he/she is looking for. You may be looking for a phone, but have not yet decided on the brand, model, color, features, etc. For example, you can search for: newest smartphones; cell phones launched in 2022; the best cell phones of the year, etc.
It is clear that in any SEO strategy for ecommerce, one of the primary objectives is to increase sales, which is why we are mainly interested in transactional searches.
But be careful, we must not stop working on all possible search keywords, so that we can have different ways for users to enter our website.
We want to reach both users who don’t know what they want yet and potential customers who are sure of what they want to buy.
Which pages of my site are best to optimize as part of my keyword research strategy?
The most important page of any website is the homepage, since it is the first page where users land when they do a search and it is the page that has the greatest reach and the best positioning.
As part of the strategy, it is necessary to work on the keywords of the brand, since many brands alone attract a high volume of traffic, and the generalkeywords, which in turn cover everything that the site offers in a generalized way.
Although these keywords attract a lot of traffic, what we are most interested in working on in SEO for e-commerce are the keywords that attract the most traffic:
Categories and tags
If we continue with the example of the smartphone store, we could have the following categories: Brand , Ram memory , screen size , internal memory , color.
This type of pages benefit the positioning because they are pages that remain online for a longer period of time, and favor SEO strategies that work in the long term.
It is important to take into account when working with categories and tags that content is not repeated in order to avoid duplication.
It is not possible to work with a huge list of categories and tags, since not all of them have the same importance. It is essential to prioritize certain tags in order to position them first and then continue with the list. As Pareto’s law states, 80% of the results come from 20% of the actions.
Product pages
Here lands the user who already knows what he wants and uses a long tail, such as: Smartphone Iphone 14 Plus red color with 6GB.
This type of long tail that has few searches, manages to position itself. So if we have 1000 products, that would be 1000 pages on which we can position 100, 50, keywords, which, although it may not seem like it, is a very good amount.
The only drawback to this type of strategy is that if the store has a very fast product update, the pages cease to exist in a short time. In these cases it would be best to think of a strategy that contains an automatic optimization.
Blog posts, content and community
In this type of pages we can position the keywords that are more indirect and general, and that are related to the user’s navigation search, which we talked about earlier.
In the case of a community, it is possible to work with the content uploaded by the members of the community, for example in the case of smartphones, when a member of the community appears in a photo talking about his or her new smartphone.
It is important to always keep these items in mind, to work a good keyword research within an SEO strategy for ecommerce.
Difference between eCommerce and marketplace
Before finishing, it is good to clarify this difference and how it affects keyword research.
When we talk about an e-commerce, we are talking about a site where the publisher is a single seller, or company.
On the other hand, a marketplace is a platform where not only sellers, but also buyers come together, as is the case of Mercado Libre or Amazon, so in this type of platform the work of keyword research has to cover both situations, that of the buyer and that of the sellers.
So remember that if you are interested in optimizing your ecommerce site to achieve a better positioning, SEO is the solution. By starting the optimization with a good keyword strategy, you will be able to attract more traffic and increase sales.
Don’t waste any more time, now is the time to start your SEO project for eCommerce.
