eCommerce Keyword Research: Beyond The Basics

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Ecommerce keyword research

Everyone wants their link to be mentioned on the top of Search Engine Result Pages (SERPs) to attract the maximum traffic. However, only a single link gets that privilege, and all other websites get just mentioned below. That is why Search Engine Optimization (SEO) is a crucial aspect of digital marketing. Earlier, when there were limited links mentioned on SERPs, businesses did not emphasize optimizing their links for search engines. The importance of SEO increased when the search engines started becoming chaos for all kinds of searches. The significance of SEO rises even more in the eCommerce domain. Under SEO of eCommerce websites, the most crucial feature is keyword implementation. Here we will be discussing how marketers can perform an eCommerce keyword research to make their links stand out on search engines. 

Most eCommerce marketers know the keyword basics, i.e., how they work and how they can be implemented in different places. But they make the biggest mistake in the very first step of eCommerce keyword research, which ruins all the further efforts. eCommerce being a vast market, its keyword research is equally complicated. So, we have gathered some crucial information on how eCommerce keyword research can be performed in an advanced way to achieve more significant results. Let’s dig into the topic and find more. 

Beginning With The Keyword Research

Ecommerce keyword research

Whether it is a regular website or an eCommerce keyword research, it has to be done right to form a solid foundation of all the further SEO activities. The keywords have to be incorporated into URLs and website architecture. So the research should be done even before deciding anything else for the site. 

People who try to learn the basics of keywords through articles or videos need to know that those methods might not be useful for eCommerce websites. The reason behind it is that usually, all keyword research articles/videos focus on blog websites. But in the case of eCommerce, marketers need to center their keywords around the product pages. That is why they need particular strategies for eCommerce keyword research. 

Researching The Keywords

Having an eCommerce website does not limit the ways for researching the keywords, it is just that the general methods do not work. So we need to look into some different ways. Some of the most effective techniques for eCommerce keyword research are:

Existing Traffic Analysis

This should be marketers’ first choice for researching keywords because if something is already bringing traffic, it will generate more of it when incorporated correctly. The two simple ways of analyzing traffic:

  • Shopping Search Query Reports: In this method, marketers need to examine their on-going shopping campaigns. For that, they can use Google because it tracks queries that trigger a particular ad. The best performing search queries can be picked up and checked in Keyword Planner to ensure their efficacy. If they are working well already for the campaigns, they will perform great on the website as well. 
  • Customer Service Representatives: eCommerce websites are filled with queries, as people want to know more about the products than already mentioned on the site. So marketers can ask people who answer these queries. They will let them know the types of questions they receive and the general terms used in them. eCommerce keyword research can be done through the information collected. 

Competitor Analysis

Ecommerce keyword research

Uniqueness is the key to success, but a little learning from the competitors is never harmful, especially when it comes to marketing. Once the analysis of existing traffic is done, the marketers can look at what their competitors are doing, and what is performing well for them. The most efficient two methods of doing this are:

  • PPC Ads: PPC ads are a great way of finding keywords, whether it is their own ads or their competitors. There can be three ways in which marketers can come across their competitor’s PPC ad, and those ways will decide the method of finding keyword. First, if they have seen the advertisement as a search result, they should check what they have searched for. Second, if the ad is on a page, they should check the page’s content. Third, if it is a retargeted ad, they should check the ad’s copy. Through these methods, they can easily find the keywords. 
  • Keyword Planner: The keyword planner asks the user to enter their website URL to check all the working keywords. However, it does not verify the website’s authority, and marketers can take benefit from it. They can enter their competitor’s website URL and perform an eCommerce keyword research.

Using The Tools

After the two initial steps, marketers can finally move to tools for eCommerce keyword research. These tools help them find out all the keywords they might have missed in the previous steps. Here are the two most useful tools:

  • Wikipedia: Wikipedia is not just for learning and projects, it can be used for keywords as well. The information platform organizes its topics based on products and categories. So it can serve as an excellent source to perform eCommerce keyword research. Marketers can search for the products that their eCommerce website offers and look for phrases related to them. 
  • Amazon: This might come in the competitor section. But Amazon being the biggest eCommerce platform, deserves its own place in the list. Marketers can search for products that their website sells and check for both category and keyword suggestions provided by Amazon. Some tools can help in this process, as well. They make the marketers’ work easy by finding out the keywords from Amazon. So they won’t have to do much by themselves. 

There are several eCommerce keyword research specific tools available in the market that marketers can check out for more efficient results. 

Conclusion

Keywords should be marketers’ priority for digital marketing. Once they find the right keywords, they can incorporate them throughout their eCommerce website. Also, there should be different keywords for different pages. If they use the same keyword on every page, the keywords might not provide adequate returns. This whole process should be done precisely to gain the benefits that the marketers want from it. 

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