Search engines rely on keywords to define and categorize the millions of websites online. Without them, it would be hard to determine what a website is about and direct search queries to the right content. As defined by Moz, keywords are ideas and topics that explain what your content is about.
Keywords also help rank websites online. Search engines like Google use keywords and a website’s user experience to determine which sites should rank for different searches. This process is key because it helps Google provide a good user experience by ensuring every search will be matched with the right result.
For instance, if a user searches for “dresses,” Google wants to make sure that user lands on a site related to dresses, so he or she could have a positive searching experience. Otherwise, the system wouldn’t work and people would stop using it.
So, no matter how pretty your website looks or how many product images you have, if you don’t have relevant keywords, you won’t be able to get high rankings in search results. Here, you’ll discover how to find the right keywords for your eCommerce store and learn how to implement them on your site. Let’s get started!
What Keywords Should I Rank For?
The answer may seem easy: “keywords related to my product” — right? Well, it gets a bit more tricky than that. First, you have to see what the exact terms people are looking for. This process will enable you to find if your product is on demand — determined by search volume — and help you discover other relevant keywords that may not be on your radar.
Once you’ve found your primary keywords, evaluate related ones and sort them based on competition, search volume, and user intent. Let’s go through the process step-by-step below:
The Ecommerce Keyword Research Process
1. Use Google Keyword Planner to Create a Keyword Report
Start by using Google’s Keyword Planner and entering your main target keyword. For example, let’s say we have an eCommerce store selling dresses targeting “United States.” So, you would enter the keyword “dresses,” as you see below, and make sure the targeting is set to “United States.”
You’ll see the results popping up to the right side of the platform:
There are two tabs: group ideas and keyword ideas. The “group ideas” tab groups related keywords together to show different sets of target keyword ideas. The “keyword ideas” tab provides all keywords without taking into consideration how they can be related within a group.
As expected, a lot of people are looking for the term “dresses,” but that doesn’t mean that all of those users are looking to buy a dress. Alternatively, they may be looking to buy a dress but might be in the very initial purchasing stages when they are still evaluating different stores. Thus, it’s recommended to look for more targeted keywords that may have a higher purchasing intent level.
For instance, we can see below, there are different searches related to “dresses,” such as cocktail or formal dresses. That is a more specific search with potentially a higher level of intent.
2. Download the Keyword Report and Analyze the Data
Download your report by clicking on the “download” button located on the right side of the platform. I like to save it to my Google Drive, but you can download it as a regular Excel file.
Saving it in my drive allows me to easily share the document and collaborate with my team. Just check the “Save to Google Drive”