Ecommerce Blog - Fortune3

How to Do Keyword Research

fortune3-ecommerce-keyword-imageUse the wrong keywords for your website, and you’re screwed right from the start.


What are the “wrong” keywords?

They’re keywords that are too short and general (“cameras” or “boots”), or that have too much competition (more than 40,000 local monthly searches). ¬†Competition is tough because its more relative. ¬†If you have a small company, you go for keywords with a low number of searches. ¬†If you’re a bigger company and have more dollars and website authority, you can target more competitive keywords.

Keywords are your foundation to digital marketing success, so how do you do research the right way?  Here are some tips:

1. ¬†Do a PPC campaign to gauge conversion rate – Will the keywords you’re choosing convert? ¬†Hard to say until you actually use them. ¬†But, you can test this out by running a PPC campaign on the keywords you’re considering. ¬†Then, you can gather data about which keywords convert the best before committing to them in your online SEO campaign. ¬†You don’t need a ton of money -$500 or so can save and earn you thousands more in the long run.

2. ¬† Target general 2-word phrases on your home and category pages. ¬†People typing in these phrases are likely just researching the product or service available. ¬†To help them out, target these phrases on your home and category pages. ¬†They probably won’t convert well in the short-term, but if you give people the information they’re looking for early on, they’ll come back to you later on when they’re ready to purchase.

3. ¬†Product pages should target long-tail phrases. ¬†Google got rid of its keyword tool, but you can still do the same research within Adwords. ¬†For those long-tail phrases, you’re ideally looking for keywords with 3,000 or less searches and “medium” competition or lower. ¬†Target 2-3 phrases per page or so. ¬†Those are the ones you have the best chances of competing for.

If those keywords are 5-7 words long or longer and they have less than 100 searches per month, you might have found a keyword you can easily rank for that also converts well!  For the small guys, this is how you compete with the big dogs.

4. ¬†Do keyword research for every page! ¬†You read this tip right – you need to do it for every page. ¬†If your website has hundreds or thousands of pages, you still need to do it for each page. ¬†Start with what you think are going to be your best sellers first and move down the list till you’re done.

5. ¬†Potpourri. ¬†Free tools like SEMrush and Ubersuggest¬†¬†can help you discover new keyword opportunities as they happen. ¬†You can also use Google Autosuggest for new ideas. ¬†If you’re the first to get in on the game with a new keyword, then you may have established a strong competitive advantage. ¬†Also, watch your competitor’s sites to see the new products they’re offering – those could be great ideas for the future.

It’s Hard Work, But It’s Worth It

Don’t skimp on your keyword research. ¬†Ideally, you’ll do it before you’ve purchase your domain name, but you can do it at any time. ¬† If you haven’t researched your keywords or audited their performance recently, do it. ¬†Simply by changing your keywords, you can dramatically improve your website’s rankings and sales.

Posted in Ecommerce Essentials & Tips, How To, Online Marketing Strategies, SEO for eCommerce