Now that you have a list of potential keywords in-hand, you are probably wondering: Which keywords should to choose? The answer? Use this 4-step checklist to identify the best keywords for the e-commerce site.
#1 Search Volume
This is (by far) the most important thing when evaluating a search term. After all: If no one searches for that keyword, it does not matter how well it converts or how competitive Google’s first page happens to be. That said, there is no way for a to give you specific search volume recommendations. In some industries, 100 searches per month is A LOT. In others, 10k monthly searches is nothing. Over time, anyone will get an idea of what a “high volume” and “low volume” keyword is for the industry. How to Choose Keywords for E-commerce Product and Category Pages?
Pro Tip: Some keywords have HUGE seasonal variations. You are going to get more searches for “ugly Christmas sweaters” in December than in June. However, there are lots of non-seasonal keywords that have peaks and valleys throughout the year. For example, the keyword “organic dog food brands” gets 4x more searches in April than December.
Why? Who knows. However, it is an important thing to note, as these fluctuations can directly impact the bottom line. To quickly see how the search volume changes throughout the year, type the keyword into KWFinder. Moreover, it will show a nifty chart with a month-to-month search volume information.
#2 Keyword-Product Fit
This is a big one. Let us say you find a keyword that gets tons of searches. Must it be a winner right? Well not really. That is because the keyword may not be a perfect fit well with what the site sells. If the keyword you pick is even a bit of a stretch compared to what you have for sale on the e-commerce site, people that search for that term are not going to convert. So before you move onto the next two stages in this process, double-check that the keyword considered fits to a site like a glove. For example, let us say the site sells Japanese green tea bags. Moreover, you come across a keyword like “match green tea powder”.
Even though you do not sell green tea powder (only tea bags), this might be able to create a category page around this term and convert those searchers to what a site sells. However, it is tricky to pull off. That is why it is recommended stretching into other product categories AFTER you exhaust keywords that your target customers search for.
Now that has got a list of keywords that people search for (and fit well with the site’s products) it is time to see if these searchers are ready to whip out their credit card and make a purchase.
#3: Commercial Intent
Ranking #1 for a high-volume keyword? Awesome. Ranking #1 for a high-volume keyword that tire-kickers searches? Less awesome. So before deciding on a keyword, take a second to see if people using that keyword are ballets or broke browsers. Fortunately, this is super-easy to do using the Google Keyword Planner.
First, check out the keyword’s “Competition” rating.
“Competition” reflects how many people bid on that keyword in Google Advertisements. In general, if many people are bidding on a keyword, there is money to be made. That is why, when it comes to e-commerce SEO, recommended sticking with “medium” and “high” competition keywords.
Website also want to take a examine “Top of Page Bid”.
Top of Page Bid is how much people tend to spend on a single click on Google Ads. Moreover, when it comes to sizing up commercial intent, the higher the suggested bid, the better.
Keywords with high suggested bids are also more competitive to rank for in Google search. However, we will cover that in the next section.
For now, check out the Top of Page Bid for the keywords on the list.
Moreover, note how certain words and phrases that suggest “I am ready to buy!” impact the estimated bid.
As you can see in this example, the keyword “Japanese green tea” has a suggested bid of $2.20.
That is because many people searching for that keyword probably are not ready to make a purchase. They might be looking up the definition. Alternatively, they might be curious about the health benefits of green tea.
On the other hand, a similar keyword like “buy green tea online” has a suggested bid that is 2.4x higher.
Finally, it is time to see how hard it will be to crack Google’s first page. Here is how:
SEMrush’s “Keyword Difficulty”
This metric gives an idea of how competitive a given keyword is to rank. One can find a keyword’s difficulty in SEMrush by entering a keyword into the search field.
Click on “Keyword Difficulty” in the sidebar…
The higher that number, the harder it is to rank for that keyword in Google.