Ecommerce keyword research 101
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ECOMMERCE KEYWORD RESEARCH How to Attract Buyers at Each Step of the Purchase Process
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Ecommerce keyword research 101
- 1. ECOMMERCE KEYWORD RESEARCH How to A'ract Buyers at Each Step of the Purchase Process 1
- 2. About Darren DeMatas Darren DeMatas has an MBA in Internet Marke=ng, but hangs his hat on a decade of experience making retail brands profitable. He’s marketed global Fortune 500 companies and small 1-‐man ecommerce niche brands. He is a Chris=an that some=mes mixes business with pleasure :) • Copyblogger Cer=fied Content Marketer • Google AdWord Cer=fied. Keyword Research 101 2
- 3. Before We Get Started… Forget What You’ve Heard… Keyword Research 101 3
- 4. Keywords (Will Always) MaXer! Added Two New Pages Keyword Research 101 4
- 5. Updated One Exis=ng Page + Reclaimed Link Juice From 404 Pages 670.18% Keyword Research 101 5
- 6. Before You Can Get Results Like This First thing is to stop doing what used to work (before hummingbird). Keyword Research 101 6
- 7. Using a Bunch Of Pages To Target Different Long Tail Keywords On Each Page Keyword Research 101 7
- 8. Why This Doesn't Work ① Content Is Typically Weak ② Content Is Typically Keyword Stuffed ③ Diluted Page Rank ④ More Pages To Build Links To ⑤ Low Volume Terms = Low Traffic Keyword Research 101 8
- 9. What Works Now Post Google Hummingbird Keyword Research 101 9
- 10. One Strong Page With Related Keywords Keyword Research 101 10
- 11. Why This Works ① Content Is Stronger ② Content Uses Related Keywords Naturally ③ Stronger Page Rank ④ One Page To Build Links To ⑤ Many Mid Volume Terms = High Traffic Keyword Research 101 11
- 12. Ok, So How Can You Do This? Without Building Links Keyword Research 101 12
- 13. Find Low Difficulty, Seman=cally Related Keywords Using Google Keyword Planner & SEM Rush…Here’s How… Keyword Research 101 13
- 14. Google Keyword Planner ① Enter Your Landing Page…The Page You Want More Traffic To… In Google Keyword Planner Tool ② Add Nega=ve Keywords As Needed ③ Filter Results To Only Show Keywords with X Amount (ex. 500) ④ Add Relevant Keywords To Plan ⑤ Copy Keyword List When Done Keyword Research 101 14
- 15. Google Keyword Planner 1 2 3 4 5 Keyword Research 101 15
- 16. SEM Rush ① Paste Keywords From GPK into SEMRush Keyword Difficulty Tool ② Click On The Easiest Keyword ③ See What Other Terms The Top Three Pages Rank For Keyword Research 101 16
- 17. SEMRush 1 Keyword Research 101 17
- 18. SEMRush 2 3 Keyword Research 101 18
- 19. SEMRush 2 3 Keyword Research 101 19
- 20. SEMRush 2 3 5 Keyword Research 101 20
- 21. Nice Work! Now That You Got Your Keywords… Keyword Research 101 21
- 22. Update Your Webpage ① Use Google Site Search Find Your Best Page To Target New Keyword • “Low Difficult Keyword” site:yourdomain.com ② Make Your Page An Answer! • "organic food” "?” forum ③ Op=mize the Page Title For New Keyword ④ Add Related Keywords to Headings and Body • Or Create A New page Keyword Research 101 22
- 23. Finding Profitable Keywords… Understanding User Intent Keyword Research 101 23
- 24. Keyword Intent • Informa=onal “Jeopardy Keywords” • How, who, what, when, where, why, =ps • + category, product or brand • Evalua=on/Research • Best, Reviews, Top 10, Cheap, VS, comparison • + category, product or brand • Transac=onal • Buy, purchase online, discount, deal, coupon, free shipping • +product or brand + model number or varia=on (color) Keyword Research 101 24 Informa=onal Transac=onal Purchase Awareness Evalua=on
- 25. Informa=onal Keywords Keyword Research 101 25 YOUR PRODUCT OR CATEGORY PAGE
- 26. Only Include Following Terms Is Important Keyword Research 101 26
- 27. Add To Plan and Check Difficulty and Seman=c Terms In SEMRush See Slide 16 Keyword Research 101 27
- 28. Evalua=on/Research Keywords Keyword Research 101 28 RESEARCH TERMS BEST, REVIEWS, TOP 10, CHEAP, VS, COMPARISON YOUR PRODUCT OR CATEGORY PAGE YOUR PRODUCT, CATEGORY OR BRAND
- 29. Example Keywords 1. best dive watch 2. best dive watch under 500 3. best dive watches 4. best dive watches under 500 5. best divers watch 6. best diving watch 7. best diving watches 8. best tac=cal watch 9. best tac=cal watches 10. best watches for men 11. cheap dive watches 12. dive watch reviews Keyword Research 101 29
- 30. VS… Is A Bit Different Keyword Research 101 30 RESEARCH TERMS VS YOUR PRODUCT OR CATEGORY PAGE YOUR PRODUCT, CATEGORY OR BRAND + VS (ex “Sony TV” vs)
- 31. Example Keywords 1. automa=c movement vs quartz 2. automa=c movement vs quartz movement 3. automa=c vs quartz movement 4. automa=c vs quartz watches 5. automa=c watch vs quartz 6. marathon gsar vs tsar 7. marathon tsar vs gsar 8. quartz movement vs 9. quartz movement vs automa=c 10. quartz vs automa=c movement 11. quartz vs automa=c watch 12. quartz vs automa=c watches 13. swiss made vs swiss movement 14. watch automa=c vs quartz 15. watch quartz vs automa=c Keyword Research 101 31
- 32. Add To Plan and Check Difficulty and Seman=c Terms In SEMRush See Slide 16 Keyword Research 101 32
- 33. Use Targeted Research Term on A Blog Post OR Buyers Guide Keyword Research 101 33 Add Links In Blog To Products
- 34. Transac=onal Keywords Keyword Research 101 34 PURCHASE TERMS BEST, REVIEWS, TOP 10, CHEAP, VS, COMPARISON YOUR PRODUCT OR CATEGORY PAGE YOUR PRODUCT, CATEGORY OR BRAND
- 35. Example Terms 1. buy a tent 2. buy camping tent 3. buy camping tents 4. buy cheap tent 5. buy cheap tents 6. buy tent 7. buy tent online 8. buy tents 9. buy tents online 10. discount backpacking tents 11. discount camping equipment 12. discount camping gear 13. discount camping tents 14. discount tent 15. tent buy 16. tent buy online 17. tent deal 18. tent to buy 19. tents buy 20. tents buy online 21. tents discount 22. tents to buy 23. where to buy tents Keyword Research 101 35
- 36. Add To Plan and Check Difficulty and Seman=c Terms In SEMRush See Slide 16 Keyword Research 101 36
- 37. Use Targeted Transac=onal Term on Category Or Product Page Keyword Research 101 37
- 38. Go the Extra Mile ① Research *Niche* Forums ② Gain Customer Language/Pains Along The Way ③ Incorporate that Informa=on Into Page ④ Don’t Be A Spammer Keyword Research 101 38
- 39. Your Turn… Check Out The Worksheet and The Addi=onal Resources Keyword Research 101 39