How to choose SEO keywords for e-commerce websites


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There are hundreds of factors that affect the  SEO Optimization of a website. One of the most important things is that the pages must have relevant and quality content, which Google will include in its index. Each piece of content must provide value to the user reading it. But beyond that, that content is also applicable when positioning each page of your website. Therefore, before that, you will have to implement a content strategy in which to build a suitable set of SEO keywords. Choosing SEO keywords allows you to effectively position your website, which is more likely to attract traffic to your website.

Preparing for SEO keyword research

SEO keywords research
SEO keywords research

An SEO keyword research will be the basis for working on the website’s content.

  • Check where your website is standing for each keyword, through specific tools like Google Search Console, where you can filter by search term and by URL.
  • Analyze each keyword’s position growth and organic traffic.
  • Make sure not to use the same keyword on different pages, this can confuse search engines and cause pages within the same site to compete with each other to position themselves for a particular term. body.
  • As a guideline to optimize all elements of the page, it is recommended to use the most relevant keywords in all aspects that will optimize on the same page: title, meta description, H1, image,. ..

To get started, compile a list of words that are relevant to the business. If your website is an e-commerce site, you can start with a list with the names of the products that you sell in your catalog or the names of the current categories.

Alternatively, you can use several tools that allow the export of any Web site’s keywords to get a list of terms on which competing sites are located, and which sites you consider to be material. references in the field.

In addition to the lists that you can get from some SEO Tools, you can add synonyms, terms related to the ones you already have, and suggestions from Google related to each term in the language that you get with keywords. The tool also provides question suggestions and word variations using different prepositions and gives you the ability to find specific suggestions for Youtube, Amazon, etc.

When you have a list with all the SEO keywords, you have to take into account the keywords that users want the most. Several tools give an estimate of the searches each term has, but you can use Google Ads’ keyword tool, Keyword Planner, which allows the export of up to 700 phrases.

How to choose SEO keywords for e-commerce

Once you have a document with all the SEO keywords that you want to locate, you will have to categorize them according to the search intent inferred from each keyword. For example, when someone wants to “buy curtains,” you know that person is searching for curtains to buy them, and having a good position in this type of search increases the user’s chances of making a purchase in-store. your online store. Instead, if someone is searching for “hanging curtains,” you know that their intent is not to make a purchase, but to find information. Therefore, for these searches, if the curtains category page on your website doesn’t include information on how to hang curtains, they probably won’t choose your website.

Categorize SEO keywords by search intent

Considering search intent for each term will help you choose the best keywords for each page you want to locate.

However, the search intent behind an SEO keyword is not always so obvious. For example, if someone is searching for “modern curtains,” they may be looking for curtains or simply looking for ideas to redecorate their room in the future. In any case, it could be an opportunity to position your online store. You can choose that SEO keyword as the main topic of a blog post and even though the user is not looking to buy curtains at the time, you will create your online store for future purchases not only curtains but also any other product in your e-commerce site.

The solution that can help you in these cases is to check the type of results that Google shows for each keyword. Google is getting better at understanding the search intent behind each term and therefore not always showing the same type of results, which affects, for example, the number of organic results shown. and so the volume of traffic you can get from each search.

SEO keywords
Check the results showing the search intent of the keyword

On the other hand, by performing this type of inspection, you may uncover new opportunities or threats. For example:

  • If the first organic result is an image, you can position images for this search and get traffic from users who click on them. Additionally, positioning an image helps searchers understand that your site is relevant to that search.
  • If the first result is a map with stores and you don’t have a physical store, your organic results will have less chance of getting traffic. And if you have a physical store, you have a good chance of appearing on Google Maps.

When you know which SEO keywords are most desirable and also most relevant and correspond to your goals, you will be able to develop content. you can assign each keyword or keyword group a URL. Depending on the search intent, you will decide if the URL corresponds to your online store category, in case there are more informative keywords you can choose them as possible topics for your blog posts.

Identify the most important keywords

You cannot locate your pages for all the keywords you find. The words you choose will determine:

The speed at which you will be able to position yourself. If you choose SEO keywords with more competition, it will take you longer to locate, and need to invest more resources into it than if you choose keywords with less competition. It all depends on your goal.
Your target audience. If your product or service is specific to one type of customer, you can choose keywords that are specific to that type of user. In principle, it’s easier to position your pages for more specific keywords (long-tail keywords) than for general keywords.

Choose keywords for the article

SEO keywords
SEO keywords for articles

Make sure you choose SEO keywords that have not been used in other articles on your site. One way to check is to come up with a list of terms with impressions in your Google Search Console account or by doing a Google search for: website “keywords”. This will prevent multiple pages on your website from competing for positions. If you already have a page with impressions for a particular keyword, it may be more appropriate to update the content of that article instead of creating a new one.
Check the type of results that appear for those SEO keywords before you write a blog post. This type of result can drive more traffic to your site, especially if the list isn’t exhaustive, so users will have to go to your page to read the full list.

In short,  choosing SEO keywords not only depends on estimated search volume but also on many other factors that will help you make decisions and come up with a more effective content strategy.

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