When you have an e-commerce site, the main intention is to make it easy for as many potential buyers as possible to find it. This is achieved by a well-founded SEO strategy which begins with an exhaustive keyword researchKeywords are the terms that users enter into search engines when looking for specific products, services or information.
When carrying out a effective keyword research, you will not only be improving the organic reach of your ecommerce, but you will also better understand your target audience and their needs. This can translate into a significant increase in qualified web traffic and ultimately in greater conversions.
What Does Keyword Research Really Mean?
La keyword research is the process by which we identify and analyze the terms that users most frequently search for in search engines related to the products or services you offer. This includes both general keywords and specific keywords (known as keyword keywords). long tail).
For example, if you have an ecommerce sportswear, terms like “running shoes” can be a general keyword, while phrases like “Nike men's running shoes” would be an example of a long tail keyword, which is more specific and has a higher potential for conversion.
Types of Keywords and How to Use Them in Your Strategy
Keywords can be classified in different ways, depending on their function and specificity. Below we break down the main types of keywords that are essential for any ecommerce:
Generic Keywords
- These are broad, general terms, like “sportswear” or “technology.”
- They usually have a high search volume, but a high one competition.
- They are ideal for improving the general visibility of your ecommerce, although they do not always guarantee high conversion rates.
Long Tail Keywords
- These are more specific phrases like “buy cheap running shoes in Madrid.”
- They have a lower search volume, but a level of purchase intent higher, which makes them valuable for conversion strategies.
- You should focus them on specific product pages or categories.
Informative Intent Keywords
- These are terms that users use when they are looking to learn more about a topic, such as “benefits of wearing running shoes.”
- They are ideal for strategies of content, such as blog posts or guides.
Brand Keywords
- Focus on your brand name or specific products you offer, such as “Adidas sneakers.”
- They help capture users familiar with your business.
Key Tools for Conducting Keyword Research
To conduct effective research, you will need specialized tools that provide you with detailed information about search volumes, competition and related keywords. Some recommended options are:
- Google KeywordPlanner: It's a free tool that allows you to identify popular keywords related to your ecommerce. Learn more.
- SEMrush: Provides in-depth analysis of keywords, trends and competitor strategies.
- Ahrefs: Very useful for finding opportunities keywords and perform a competitive analysis.
- AnswerThePublic: Ideal for exploring frequently asked questions and long tail terms related to your products or services.
How to Implement Keywords in your Ecommerce
Once you have a list of keywords, it is crucial that you implement them. strategically in your ecommerce:
- Category Optimization: Make sure to assign a specific and highly relevant keyword to each product category. For example, instead of naming a category “Sportswear,” use “Women’s Sportswear” to make it more specific.
- Titles and Meta Descriptions: Include your main keywords in your page titles, meta descriptions, and headings (H1, H2, etc.).
- Product Descriptions: Add relevant keywords organically to each product description. Remember to highlight unique features of the item to attract more customers.
The Role of Keywords in Technical SEO
In addition to optimizing visible content, keywords also play a fundamental role in the technical SEO of your ecommerce:
- Friendly URLs: Include relevant keywords in URLs to improve crawling and understanding by search engines.
- Alternative Text: Use keywords in image alt texts to improve image accessibility and visual search SEO.
- Interlinking: Use keywords in internal links to improve navigation and user retention time.
Remember that keyword research should not be a one-time task, but rather an ongoing process. As your keywords evolve, you will be able to search trends and consumer needs, keeping your strategy up to date will allow you to stay relevant and competitive in the ecommerce market.