Keyword Strategy in Ecommerce SEO
When conducting an SEO project for your ecommerce store, it would be wrong to make a single keyword list. It is necessary to develop an appropriate strategy for each page when you are identifying target keywords.
The home page of an ecommerce store usually does not produce significant conversion. Therefore, you should focus more on landing pages, category pages, and product pages in your ecommerce SEO project. This will enable you to produce a more efficient keyword list compared to considering your field in general and identifying only a few keywords.
Let’s take an ecommerce store selling watches as an example.
In this site, you may consider using the following keywords on different pages.
The keywords on your home page will serve as broad match. You may consider using your brand’s name and the “watch” keyword such as:
• ABC Watches Online Store
• ABC Sport Watches Online Shopping
These pages will be extremely important, determining the success of your ecommerce SEO project. You should carefully select and use appropriate keywords for each category, such as:
• XYZ Watches (by brand)
• Digital Watches (by type)
• Men’s Watches (by audience)
• Titanium Watches (by material)
• Watches Under USD 50 (by price)
• Waterproof Watches (by activity / function)
• Gift for Girlfriend (aim)
Category Pages (sorted)
You should add relevant keywords to each category when the category page is sorted by the user, such as:
• Cheap, affordable (when sorted by lowest price)
• Elegant, chic (when sorted by highest price)
Note: The URL of the category page should change to form a new URL, so that Google will index each sorted page as a new page.
Category Pages (filtered)
You should use relevant keywords when the category page is filtered by the user, such as:
• XYZ (brand) Mens’ Watches
• Mens’ Digital Watches
• XYZ (brand) Titanium Waterproof Watches
Although it may be long, you should consider using the brand and model of the watch as the product name when possible, such as:
• XYZ (brand) Ladies Gold Watch with Silicone Strap
It will be better compared to using it like XYZ Watch B3001G1.
Content Pages / Blog
Most of the ecommerce stores do not have content pages. You should consider using keywords that you can’t use on other pages, such as:
• Best Watches for Valentine’s Day
• Best Watches for Frequent Travelers
• Best Watches to Buy Mom for Mother’s Day
• Best New Men’s Watches of 2019
Content Strategy in Ecommerce SEO
It is important to determine the right content strategy in an ecommerce SEO project.
You should organize your content based on two topics:
Target Keywords (Topic)
Target keywords are usually the names of your products or product categories (or services and service categories).
As these keywords are result-oriented, they will provide high conversion and you should attach importance to this.
As I explained before, you should consider creating different categories for different product groups. This is crucial in ecommerce SEO.
Let’s say you are managing an ecommerce store for a department store and along with many other products, you are selling necklaces.
In this situation, it would be wrong to open a single category with the name “Necklaces”.
Instead of this, you should create (sub) categories such as Choker Necklaces, Collar Necklaces, Diamond Necklaces, Pendant Necklaces, Statement Necklaces, Y-Neck Necklaces, Silver Necklaces, Gold Necklaces, etc.
When you put all your products in a single category, you cannot match relevant products with the visitors, and this will significantly deteriorate the success of your ecommerce SEO project.
Web users are impatient and they only glance at the content for a short period of time to decide if it is for them. For this reason, you should exactly match the perspective of each target audience.
To achieve the best result, you need to focus on the perspective of your target audience.
Let’s take hospital websites as an example.
The common mistake in these websites is to present the content with the corporate perspective, using a keyword such as cardiology.
People, on the other hand, prefer to use keywords such as stent or bypass when searching on Google.
Therefore, it is important to pay attention to their perspective and present relevant content using the keywords they prefer.
Determining your keywords based on your products or services is quite straightforward and many people stop at this point.
However, what provides additional benefit in an ecommerce SEO project is considering your target audience.
You may go the extra mile by creating pages for your target audiences such as college students, single women living in big cities or mothers. On these pages, you can present tailored content for each audience and make sure that you quickly get their attention.
When you present relevant products, your conversion will be significantly high.
If you provide high value content and update the content regularly, you will observe that these pages will be generating sales constantly.
When determining your keywords and categories, keep this in mind: all of these pages should contain sufficient amount of content. In ecommerce stores, this means there should be sufficient number of products.
If you create pages with thin content just to target more keywords, this will harm your ecommerce SEO project.