E-commerce businesses rely on keyword research to optimize their product and category pages for search engines. Keywords also impact technical SEO, making it crucial to incorporate them into your site's architecture and URLs.
Most keyword research tutorials focus on “informational keywords”.
These are keywords that people type into search engines to discover helpful “how-to” content.
(Like “How to make make tea spicy”.)
While informational keywords have their place in ecommerce, the majority of your site’s keywords will be tailored around product searches.
(Like “spicy tea bags” or “spicy tea flavors”.)
Therefore, it's essential to conduct keyword research with product-focused keywords in mind.
Here are some places to find relevant keywords for your ecommerce business:
1. Amazon Suggest: Amazon is a goldmine for product keywords. Enter a keyword that describes one of your products, and Amazon will suggest targeted (long-tail) keywords. Not only do long tail keywords tend to convert better than shorter terms, but they’re usually less competitive too.
Pro tip: Amazon categories above the keyword suggestions make excellent keywords for category pages.
2. Keyword Tool Dominator: This nifty tool scrapes Amazon's search suggestions to provide dozens of keyword suggestions from a seed keyword.
3. Amazon (and Competitor) Categories: Don't optimize your category pages around random keywords. Instead, look at the categories your competitors already use to generate sales. For example, if you sell healthy dog food, check out Amazon's "Pet Supplies" category and choose "Dogs" and "Food" to find keywords.
(You can hit up “Full Store Directory” under the “All” menu. This will show you all of Amazon’s departments and subcategories on a single page. Dig deep through the list and find category-focused keywords that match what your site sells)
Pro Tip: If your category is unique in some way, make sure to include that unique feature in your keyword. For example, you could turn the Amazon keyword “dry dog food” into “healthy dry dog food” or “raw dry dog food”. These keywords are going to be less competitive and more targeted than the broad versions of those terms.
4. Wikipedia: Wikipedia organizes things by keywords and categories, making it one of the best places to find keywords for product and category pages.
5. SEMrush: SEMrush shows you keywords that your competition already ranks for. Enter a competitor and look under "Positions" to see all of the keywords they rank for. Use the "competitors" report to find similar sites and repeat the process.
6. Google Keyword Planner: While not generating many unique keywords, this tool is useful for checking search volume and commercial intent.
If you do this right, you will easily have enough keywords to write and rank for next 5-10 years.