Do you run an eCommerce website and store? Do you want to run successful eCommerce marketing campaigns?
If you said Yes to both of these questions then this article is just for you. Every marketing campaign starts with Keywords. Keyword research is a big deal because it influences your marketing efforts. I hear you shout “why keyword research is so important, damn!”
Why Keyword Research is an Important Part
We live in the digital world where Internet is the most important and popular medium for reaching your audience.
World’s Internet users have passed the 4 billion mark (53% penetration of global population). That’s crazy!
And the total number of people purchasing products online via eCommerce have reached 1.77 billion mark (23% penetration of the global population). Source: We Are Social
You can reach around one fourth world’s online buyers. You just need to understand how to deliver your content to them.
There’s a misconception among many online retailers that keyword research is just about SEO. The truth is: Keyword research is the foundation of every digital marketing practice. Period.
If you don’t find relevant keywords for your site and campaigns, you can’t drive traffic and ROI. I hear from most of the store owners that keyword research is boring. Yes, it is. But if you start thinking like a customer the process will become interesting.
Now it’s time to learn how to research targeted keywords
5 Interesting and Modern Keyword Research Methods
We’ve done some basic keyword research. You open Google Keyword Planner (a great tool to find the keywords), download the results, and start working for them. Sounds familiar?
What’s bad for this approach?
Thousands of other store owners are already working for these same keywords. So, it’s very tough task to rank for these keywords.
The good news?
In this story, I’ll introduce 5 modern and smart keyword research methods that can help you to find “hidden” keywords. Let’s dive right in…
1. Udemy Is a Great Place to Find Keywords
Udemy is an online course platform which can help you to generate some keyword ideas. Here courses are created by experts in a niche and copy of each course acts as a rich sales page to uncover hidden keywords.
Let’s go through step by step…
Create a Free account and choose a most relevant category from the drop-down menu. To filter your results you can also choose a subcategory. Let’s say you have “pet food and care store”, you go Lifestyle > Pet Care & Training > All Pet Care & Training
The most important thing is: additional filtering options. The option “Level” allows you to select the course for beginners audience or expert audience.
You Open a top course and you’ll get keyword ideas in the course “description” section. Here’s the first course I chose:
The course description is a great place to gather keyword ideas. Once you’ve finished with the description, scroll down to “curriculum” and generate dozens of quality keyword ideas.
You don’t have to copy these words exactly they appear. Tweak them to make relevant to your eCommerce site.
2. What People Asking on Quora
Quora is one of the effective ways to find user intent keywords. Real people are asking and writing answers here. And I believe that the best key phrases come from users and readers.
First, enter your main niche into the search box. Choose a relevant topic that has a huge following.
When you click “Women’s Fashion and Style” topic (IM followers) you’ll find several other related topics. You can generate some keywords from here:
You’ll see new and old questions on this page. Go through the number of questions and you’ll find a good amount of keywords.
3. SEMrush to Steal Your Competitor’s Keywords
I think it’s fine doing a little organic spying to make your eCommerce store successful. There are some tools available out there to do the same, but SEMrush is my personal favorite tool to find keyword ideas. Let’s take a look at how to do this:
Login to your SEMrush account and enter your competitor’s URL in the search box.
Now choose “organic research” from the sidebar.
And you’ll get the keywords that this site ranks for. Did you say Eureka?
Do you want more? Just click the “competitors” button.
And this amazing tool will show you the similar sites to your query. And you can repeat the above process with these competitors to find more keywords.
Now select “Keyword Magic Tool” under keyword analytics from left side menu. And enter your product keyword into the search box.
When you search for your main keywords you’ll find a number of long tail keywords with a certain search volume. See below:
When you filter by “store” and scroll down the list, you can find more long-tail keywords for your product pages.
4. Amazon Can Suggest Product Related Keywords
When I say the word “eCommerce” what comes in your mind? I bet it’s Amazon. Right?
Amazon is the biggest eCommerce site and when people need to buy something they start their search with Amazon. So it’s can be a goldmine to find product related keywords.
Let’s see how can you do this.
Just go to Amazon and enter your product keyword in the search bar. And Amazon suggests you what people are searching and you can get targeted long tail keywords.
To take it a step further, click on “Departments> Full Store Directory”.
You’ll land on All of Amazon’s categories and subcategories page. Let’s say you have a pet food store, so you click on “Pet Supplies” subcategory.
Click on “cats” and choose “food” from the list.
You’ll get keywords that Amazon uses for cats food category. You can consider these keywords for your cats food page.
You’ll find products that are similar to your product. Open the product page take a deep look at Title and Description because you can find some long-tail keywords here.
Now it’s time to move on to my favorite keyword research method.
5. Wikipedia Has Done All the Hard Work for You
The thing I like about Wikipedia is that they organize their articles and information in a structural manner. Wondering how can you use Wikipedia for eCommerce keyword research? Let me show you.
Go to Wikipedia and type your product keyword or category into the search bar.
“Contents” section will give you some keyword ideas:
You can also click on the internal links to find more targeted keywords. Here we have a link to “Dog Food”
When you click on that link, you’ll find more targeted keywords related to “dog food” as you can see the below screenshot.
I hope now you have understood that keywords research is more than typing a keyword in Google Keyword Planner and download the spreadsheet of results. It needs your time and efforts.
Before you start keyword research for your eCommerce website, you should define your goals:
- Find the intent keywords that your target customers frequently use to search for products.
- What is the search volume of your targeted keywords?
- Gather long-tail keywords, commercial, and informational keywords.
- Take a look at your competitor’s website and understand how they place their keywords into the content.
- Related keyword terms to create blog posts and articles.
Collect all your keywords in the Google Sheet to make the best possible choices. Now it’s time to place these keywords and optimize your store. How?
Optimize your eCommerce site’s structure, place your main keywords into product titles and descriptions to improve conversion, and optimize category pages.
One important thing, search engine algorithms and customers’ behavior (search terms) change over time, so make sure you keep your keywords up-to-date and relevant.
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