E-commerce is the most comprehensive guide to E-commerce SEO online. In this expert-written guide, you will learn everything you need to know about optimizing e-commerce sites, from keyword research to technical SEO to link building.
Why SEO Matters for Ecommerce Websites
Let us quickly regard some exciting stats. 44% of people start their online shopping journey with a Google search (n Channel).
37.5% of all traffic to e-commerce sites comes from search engines (SEMrush).
23.6% of e-commerce orders are directly tied to organic traffic (Business Insider).
Topic to cover
Ecommerce Keyword Research
Keyword research is the foundation of every e-commerce SEO campaign.
Because keyword research informs every other SEO-related task, that is to do over the website. (For example, without keywords, it is impossible to optimize products and categories pages). Believe it or not, but the list of keywords influences technical SEO too. That is because the site architecture and URLs need to take keywords into account. Keyword research is a massive deal for the e-commerce site. Moreover, here is precisely how to find untapped terms that are customers search for and how to choose the best keywords for an e-commerce site.
How To Find Keywords For E-commerce Product and Category Pages?
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 pour-over coffee”) While informational keywords have their place in e-commerce, the majority of the site’s keywords will be tailored around product searches. (Like “Chem ex coffee filters”) That means that you need to tackle keyword research with product-focused keywords in mind.
Here’s exactly how to do it:
Yes, Amazon is probably the biggest competitor. However, it is also the most prominent e-commerce site online, which makes Amazon a product keyword goldmine. Here is how to tap into Amazon for keyword research: First, head over to Amazon and enter a keyword that describes one of the products. When you do, Amazon will list suggestions around that keyword.
The keywords Amazon suggests tend to be very targeted (also known as long-tail keywords). Not only do long-tail keywords tend to convert better than shorter terms, but they are usually less competitive too. Rinse and repeat for the essential products on the website.
Keyword Tool Dominator
Keyword Tool Dominator is a nifty keyword tool that scrapes Amazon’s search suggestions. To use it, enter a seed keyword into the tool:
Moreover, it will spit out dozens of keyword suggestions.
Yup, this tool makes finding long-tail keywords from Amazon Suggest significantly faster. However, in the experience, it gives you more keyword ideas too. For example, when it used the keyword “organic dog food,” Amazon suggests eight keyword ideas. The tool spits out 49. To keep things organized, you can save the best keywords to a list.
Before we leave Amazon, it is time to use one more feature on the site that is a goldmine for category page keywords.
Amazon (and Competitor) Categories
As someone that’s consulted for dozens of e-commerce businesses, first-hand that lots of e-commerce site owners optimize their category pages around random keywords. Sure, they will put some thought into what their customers might use to find products in that category. However, the keywords they use tend to be, let us say, less than ideal. While category pages may not convert as well as product pages, they still generate sales. So it makes sense to spend time finding keywords for category pages.
Moreover, is the best way to do that?
Regarding the categories your competitors already use.
If you are competing against Amazon, hover over the “Departments” button at the top of the homepage. This will list out Amazon’s main categories.
These are probably too broad for the website. So click on any that makes sense so you can see that department’s subcategories:
Now we are talking. You can also hit up Amazon’s list of departments.
This will show you all of the Amazon’s departments (and subcategories) on a single page.
Now it is time to dig deep through the list and find category-focused keywords that match what the website sells.
For example, let us say the site sells healthy dog food. Let us go to the “Pet Supplies” category:
Then click on “dogs”.
Then choose “food” from the list:
Moreover, Amazon will show you the keywords they use to describe their dog food-related categories in the sidebar:
These are all GREAT keywords to consider using for the dog food e-commerce category pages.
Pro Tip: If the category is unique in some way, ensure to include that unique feature in the keyword. For example, one 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 extended versions of those terms.
Amazon is an excellent resource for finding category page keywords. However, it is far from the only place anyone can find category page keywords that the customers search for every day.
So if the e-commerce site sells high-end headphones, the site would want to head to Headphone.com.
Moreover, like did with Amazon, examine the terms they optimize their category pages around. Moreover, add those keywords to list.