You are probably aware of the fact that if your brand doesn’t exist online, you can hardly make any significant profit. Being invisible on the net means sure death for the business, especially if your mission is to spread brand awareness and prove your quality services to as many people as possible. Today, reaching out to a high number of people is a click away. Hence, what you place in the virtual world is what is going to present you in front of the target audience on the Internet. So, have you chosen wisely?
Sure, researching the market, the target audience for your products, and the keywords the potential buyers use to get to you is the first approach when you are at the start of your eCommerce experience. Usually, you hire an SEO team or an SEO expert to do the research for you and they pinpoint the most researched keywords in your niche. Based on them, a strategic plan is designed to make you rank for those keywords on the first page.
Now, answer this:
Do these high-ranking keywords actually bring you visitors that turn into buyers? The chances that the answer is NO are very likely.
One reason for this is the possibility that the chosen keywords don’t consist of the selling phrases. Let me give you an example:
If someone searches for the term “fountain,” it usually means that they are not looking to buy one. Instead, they are looking for design ideas or sellers on the market, or they just want to compare prices.
How about this keyword: “buy cheap fountain”? – Well, now, we have a completely different approach. If a person types this into Google, this means that they are probably looking to buy one.
So, which type of keywords do you rank for? The more general ones, or the specific, niche-related ones? If it is the first type, then here is the problem: your business doesn’t rank for the keywords that will bring you money. And this must change. Let’s see how.
The Importance of “the Right Keywords”
The specific keywords are a hot lead for the eCommerce sellers. This means that people searching with these keywords are actively looking to buy the product. So, you must make sure that your website is the first they are going to see when they hit enter.
How to Find These Keywords?
First of all, you must stay away from the general and too broad keywords (e.g., eyeglasses, fountain, bedroom bed, trousers, etc.). Otherwise, the competition will crush you. Also, don’t go too specific (e.g., brown ankle-size trousers with pockets on both sides) because there won’t be many people searching for such products.
Focus on body and long-tail keywords. Body keywords are those that contain a phrase with a bigger target. For example: “Scandinavian furniture.” Of course, there is still lots of competition for this keyword, but it is a more targeted option rather than searching for “furniture” only.
The long-tail keywords are a bit more specific. For example: “ Buy Scandinavian furniture for living room”. This is a highly-targeted keyword. If someone searches the net with this phrase, 99% of the time, it means that they are long to buy. Plus, there is less competition.
What you need to do is combine the “body” and “long-tail” keywords to get realistic ranking potential and lots of conversions.
The first step to finding these keywords is research. You can use the Google Keyword Planner or any other keyword searching tool so that you can find what people are searching for. However, keep in mind that all of your competitors have the same access to these tools as you do. So, it is time to get more creative.
The second step can be visiting Amazon, Google, and Wikipedia for keyword inspiration. There you can find keywords for your niche that your competitors aren’t using. On Amazon, you can write the body keyword in the search bar and see all the suggestions. Treat the suggestions as possible keywords. Also, you can use the Amazon suggested categories.
On Google, when you start typing in the search bar, lots of suggestions appear. Also, at the bottom of the page, there are related searches, which can be used as keywords as well. Finally, on Wikipedia, you can search a keyword and look at the content box as well as the external link sections. There you can see variants of the keywords or further specifications.
I Found Extra New Keywords, Now What?
Now, check all of these new keywords – is anyone actually searching for them? Because that is what we are looking form, right? Check how many monthly searches are there for any of the keywords and choose the most searched ones.
The research doesn’t stop here. Now, you need to check how many advertisers are using this keyword for advertising. The bigger the number, the higher the chances of having a converting keyword. Eliminate those that have thousands of monthly searchers or keywords that advertisers don’t use.
Finally, check the chosen keywords on Google and see your competition. Analyse your competitors’ sites and work out a plan on how to push it down the ranking scale. A hint: do it with a quality article or product page containing the keyword.
Next step, the sky is your limit!