From the course: Improve SEO for Your Ecommerce Site

Ecommerce keyword research analysis

From the course: Improve SEO for Your Ecommerce Site

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Ecommerce keyword research analysis

- [Instructor] It is important that you firmly understand the different types of keywords that searches use when looking to purchase a product or when looking to find information about a product. This will help you to know what keywords to optimize your eCommerce webpages for, and what types of webpages you need to create in order to have a wholesome SEO strategy for your eCommerce website. But what exactly are keywords? Well, keywords are words and/or phrases that your potential website visitor will use to find the content or products available on your website. There are a few different types of keywords. And the very first one I want to talk about is short tail keywords. Short-tail keywords are normally around one to three words long, and they tend to be very vague. You also have long tail keywords. Long-tail keywords tend to be three or more words and are generally less competitive and more descriptive. I recommended trying to go for long-tail keywords most of the time because you're a lot more likely to rank in search results for them. You also have LSI keywords. LSI keywords are keywords that are related to your main keyword on any particular page. Depending on what mindset your searcher is in, they will expect to see different results in the search engines. The first type of mindset will require a content keyword. So a content keyword is when a user is searching for information. You also have buying intent keywords. And a buying intent keyword is usually when a web searcher is in the ready-to-buy mindset and are literally just looking for a product that they can purchase. Lets look at some examples in Google, of these keywords. My first example is laptop bag. Now, this is very short in nature so it is a short tail keyword. You'll also notice the large amount of results that are returned to me. This is because short tail keywords tend to be very competitive. You'll also notice that this is a buying intent keyword. One way to identify this is to see that a lot of the search results that are returned are actually links directly to a page where your searcher can go and make a purchase. This might be a keyword that you utilize and optimize one of your sales pages for. Lets have a look at a longer tail keyword. So here we have business travel laptop bag. As you can see, it's a long tail keyword and as a result of that, you have less search results. This is less competitive but also the content that is returned is less buying intent content. As you can see, the very first result is "The 13 Best Laptop Backpacks to buy for Travel." That is giving you information rather than sending you to a page where you can make a purchase. Another example of a long tail keyword would be business travel laptop bags on sale. By including the on sale, I am actually turning what is a content keyword into more of a buying intent keyword. And as I scroll down, you will see that this is actually reflected. I do get some content but I will also normally get some results that lead me directly to a page where I can make a purchase. I want to use another example to show you this in more depth. Here I have typed in "laptop bags on sale". As you can see, this is a buying intent keyword, but I've also used quotation marks. The reason why I have done this is because when you use the quotation marks Google will return more specific search results. This is great for identifying what websites are actively competing for those specific keywords. So you know how competitive that keyword is. Another thing to note is whenever you are preforming a search in Google, you can always scroll down to the bottom of your search results and see your related search terms. These may be helpful to use as LSI keywords. You can also identify buying intent keywords by going to Amazon and typing in your product and before you even finish typing in your product you may notice that Amazon suggests to you different keywords that you might want to type in. Now, this is not here by accident, but Amazon know what people have previously searched for, so they're making these suggestions with education that they already have. You can use this as information and gain these keywords and use them on your website as buying intent keywords. ECommerce SEO can be extremely competitive, therefor it is important to be able to optimize your website for keywords that you are most likely to rank for, as well as spotting keyword opportunities and making use of the various keyword types available.

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