How to find the best traffic-driving keywords for your online store in 2019
The difference between a successful eCommerce business and an unsuccessful one lies not in their product range, their pricing, or their offer.
In this increasingly voice-first search-driven world, it lies in the business’ ability to generate qualified traffic.
In order to drive traffic to your site, there is one thing you need to focus on: the right keywords.
Notice how I said the ‘right’ keywords there? Not the biggest ones. Not the most popular ones. The right ones.
How do you pick the best keywords for your business?
Every keyword you pick needs to meet the following criteria:
- Search volume is high
- Competition is low
- Relevance is perfect
A common beginner mistake is to only look at number 1. If you don’t know why this will be harmful to your store, I recommend you read this 3-minute article.
But first things first.
Where do you find the right keywords for your store? 👀
1. Pick your marketing analytics website ⚡️
SEMrush aggregates a huge amount of search analytics to give you the breakdown of where organic (or paid) traffic goes.
Dig into the data and you will find everything you need to know about which keywords are trending.
2. Find your competitors 🕵️♀️
Say you are selling reflective jackets. All you need to do is type out ‘reflective jackets’ into the Keyword Overview section of the site, and you’re going to get so much information.
- The organic search results for that keyword; your most successful competitors!
- Product ads: the sponsored products that show up at the top of Google’s results page for that keyword.
- Phrase match, or related keywords. This one is a personal favourite because it tells you different ways in which people search for your products. In other words, this gives you marketing insights into how else you could be selling your stuff.
- Search volume and number of results — crucial information to know whether or not there is an audience for ‘reflective jackets’… and whether or not it is too saturated.
- And so much more!
Pro tip: make sure you pick the right market to look into. If your customers come from the UK, use that database.
3. Steal your competitors’ keywords 😏
Put it this way.
Your competition has already gone through the trouble of all that keyword research, knows what searches are most popular for voice search and probably some A/B testing to boot. As a fellow marketer, you know better than to leave all this research untapped. 🤷♀
So go to the Domain Overview and type in your biggest competitor’s URL. Look at their organic search. Filter by keyword, but keep it general.
Now, you can see how much traffic they’re getting for each keyword, but also the search volume, competition and more per keyword.
What keywords a successful store invests money into says a lot about what is working for them.
Don’t forget to look into your competitors’ paid search, too. Paid search is an information goldmine: the marketer in charge has likely spent a great deal of time making sure that their paid campaign will lead to a positive ROI. What keywords a successful store invests money into says a lot about what is working for them.
This article is part 1 of a 3-part crash course on how to drive traffic to your eCommerce website.
If you’re interested in automating and scaling the steps detailed above, let’s find some time to talk. You can also reach us at email@example.com. 🙂