Here is where see if the sites ranking in the top 10 optimized around that keyword. Why is this important? If the pages in the top 10 are only semi-related to that keyword, a marketer can sometimes outrank them with a highly-targeted page. For example: If you search for “bamboo cutting board with a handle”, you will notice that some of the results are not optimized around this specific term:

In other words, most people searching for this keyword are probably wondering: “Where da handle at?”. So if you optimize one of e-commerce category pages around the keyword “bamboo cutting board with a handle”, you will have a good shot of cracking the top 10.

Pro Tip: Exact keyword targeting is not as important as it once was (thanks to Google Hummingbird). However, if marketer optimizes a website page around a super-specific keyword, it gives markets an edge over pages that are not correctly optimized.

Now that marketers have a list of keywords that get searched for, have little competition, AND are likely to turn into buyers, it is time to set up and optimize e-commerce site architecture.