Good SEO starts with good keywords
Alright, so we’ve convinced you on the intrinsic value of SEO. Now comes the hard part – actually putting it into practice.
Your SEO strategy is driven by your keywords, aka the search strings people type into Google that you want to rank for.
Now this sounds all well and good, but there are two main things that lead eCommerce business owners to become unstuck here. They either:
• Pick keywords that are way too niche, delivering zero traffic whether they rank highly or not; or
• Pick keywords that are way too competitive, the equivalent of setting out to climb Mt Everest in your Nike Free Runs and Lululemons
eCommerce SEO keywords actually function quite similarly to the strategy you’d use for Google Ads, in that you want to target buyer intent. Keyword strings that suggest someone is looking for high level information – e.g. “what is the best digital camera model” are very different from what someone types in when they’re ready to purchase e.g. “buy digital camera online.” (Side note from us – that first example of the search looking for information? That’s a great avenue to tackle with your content marketing).
So, it makes sense that your Google Ads search term report is a great place to start the research process. If you’ve been running ads, you’ve been collecting data on your target audience and how they search for what you sell. Look at you, killing this already.
If you haven’t waded into paid ads just yet, just giving your product a good Google is still worthwhile. Check the autocomplete search suggestions along with the related searches down the bottom of the page.
Sites like etsy and Amazon are also helpful to gain a better understanding of the different ways people search for (and sell) your product.
As you get more confident with the process, look at tools like SEMRush or Ahrefs to factor in things like estimated volume, competition and ranking difficulty.
But enough about keyword research for now – let’s put all that research to good use.