Keywords are the words that users use to perform a search on the internet . Now, from the point of view of the creator of a web page, keywords are those that inform search engines (Google, Bing and other search engines) about what a given site is about.
So that you can take advantage of the full potential of keywords , we prepared this article that explains, on the one hand, how to find and choose the keywords that your audience uses, and, on the other, how to use each keyword in your online store so that you have a optimal positioning in Google.
Let’s first review some basic concepts about keywords and then get ready to apply these good practices in your e-commerce.
What are keywords?
Keyword is the translation of the English word ” keyword” and refers to the term that allows the exchange of information between websites and Internet users.
A keyword can be made up of one or more words . For example, in the sports footwear category, three keywords that you can use in the description of a product can be: “sneakers” (one word), “Adidas sneakers” (two words) and “Adidas Superstar sneakers” (three words) .
On the other hand, keywords also fulfill the role of informing search engines what a website is about. In this way, search engines identify the main topics that each page addresses.
From this brief explanation, we could say that, for more customers to find your business on the internet, your sales page has to contain the keywords that they use when searching for your products or services.
Now, at this moment you may be wondering: how do I know what keywords my target audience is using? If I find the winning keywords, do I have to repeat them 100 times on my website for Google to put me on the first page of results? Where can I get new keywords ?
Steps to find the ideal keywords for your e-commerce
To find the best keywords for your e-commerce, you have to:
- meet your ideal client;
- research your competition;
- analyze the potential of each keyword.
Let’s look at each step in detail.
1. Know your ideal client
Defining who your ideal customer is is essential in this task of finding the keywords for your business.
If you have a reference of their age, gender, nationality, interests, expertise and motivations, you will be able to make a first list of keywords that fit the searches of those people you want to reach.
For example, if you sell computer products such as keyboards and mice , knowing if your ideal customer is a computer expert or not will help you define whether to call a specific item ” gaming mouse ” or ” gaming mouse “.
You may want to reach both customers, both the gamer and the inexperienced who just wants to give that mouse away . In that case, you can alternate both keywords . However, if you have already defined that your ideal client is the expert because you confirmed that this is an interesting niche for your business, then you already know what keyword to use.
Also, keep in mind that this is not the only variable that will determine which is the best keyword for your business. There are other elements like search volume , the difficulty of the keyword and search intent that we will see in detail below.
2. Research your competition
Knowing what words your competitors use will allow you to set trends in terms of search terms .
If, for example, you have an e-commerce to sell online courses on marketing and you are not very clear how to title your workshop on social networks, you can investigate what keywords your competitors use. If more “social media workshop” is repeated instead of “social media course”, note this trend and keep it in mind during your research.
Analyzing your competition is also an opportunity to discover which keywords related to your field are not being explored . In this way, you will be able to quickly position yourself for that unpublished keyword and set the tone.
To research your competitors, you can do a Google search for a topic related to your business. Then, take a look at which websites appear on the first page and go to each one to find out which keywords they use.
The keywords that your competitors use as the title of their categories and products , as well as those that are repeated the most in the descriptions, are the most important keywords for them. Take note of these terms and keep them in mind for your site.
Another way to find out which keywords your competition uses is by using the tools that we are going to share below.
3. Analyze the potential of each keyword
After knowing who your ideal customer is and what are the keywords that your competitors use, you have to make a list of your products or services and write all the keywords that arise from these three variables.
The preliminary list is going to be very extensive, but don’t worry that you will be able to select the best ones if you keep these three elements in mind:
- Volume . It refers to the number of times a user searches for a keyword through search engines, during a specified period of time. In general, it seeks to position keywords that are highly sought after, but if you have an online store, your ideal keyword is the one that generates the most purchases.
- Positioning difficulty . This metric refers to the complexity involved in positioning a keyword in the first places, due to the strong competition that exists from other websites.
- Search intent . It is a variable referred to why and for what the user made a specific search. The objective is to verify if the person is trying to buy something, if he just wants to clarify a conceptual doubt or if he is looking for a specific website.
We recommend that you focus on the keywords that respond to a purchase search intention . They are usually specific keywords, a little longer and, when you search for them in Google, you will notice that the first results are online stores like yours.
In this sense, we recommend that you avoid the use of general keywords in your e-commerce. For example, if you sell jackets for boys, a good practice to label your products is to complement them with certain characteristics of the garment or the brand: “Nike winter jacket for boys” is better than just saying “Jacket”.