How to plan keywords in SEO for e-commerce

When thinking about SEO for a digital business, we know that its main objective is to rank well on the first page of Google to get organic traffic to a website.

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One of the countless factors for this is the use of the keywords chosen to use in the structure of your content pages.

Identifying the most searched terms can bring an increase in organic traffic to your e-commerce. Therefore, when creating a website or blog for your digital business, you must take this part of the planning into account.

This organization is essential for those who want to sell online to attract visitors without having to rely entirely on ads on social networks or Google.

If you don’t know how to plan keywords and organize SEO for your digital business, don’t worry.

Check out how to do this in this guide on how to choose keywords for your digital business to scale organically.

How to choose keywords?

Before knowing how to choose keywords for your business, you need to understand exactly what that is.

Well, keywords (KW) are the terms people use to search on Google (or any other search engine on the internet).

Each KW searched on Google results in a page called SERP (Search Engine Results Page or, in plain English, a search engine results page) .

The SERP varies greatly according to certain factors, such as the search intent of the searched term, offering, in different ways, the results of its first page.

In any case, these organic results – those that are not ads – need to respect a series of good practices that Google recommends. One of them is precisely the work of keywords.

But, after all, what would these keywords be and what to do once you find them? Follow these tips!

Define your business’s main keywords

The first step to finding the ideal keywords for your business is: what defines your product or service?

These words need to be directly related to your product, but also be of interest to your audience.

Take, for example, an info producer who needs to sell his product, which is a course for small sisal artisans.

You realize that the product is very specific, right? Do a reverse logic of this product to find some keywords that are of interest to this course and the course itself.

Some keywords could be, for example: sisal, crafts, online course.

These three examples could be the starting point to begin your KW planning strategy.

Choose hardtail and long tail words

In the world of SEO keywords, you will come across some terms and perhaps the first ones are head tail and longtail.

These two terms have differences that help to understand the public’s interest.

The name comes from a graph that demonstrates the specificity of the research. The more specific it is, the less search volume it has and the more interest the public has in converting something.

Search volume is the number of times the term is searched on Google, according to some platforms, such as SEMRush.

For example, the term “Online course” has 18.1k search volume, which is very high. Which shows that Google content tends to be more genetic. Therefore, the public’s interest in buying something is even lower.

Now, “online sisal course” doesn’t even have a relevant number of searches. In other words, few people research. But those who research are more interested in buying something.

So, in addition to words like “sisal”, “Online course” and “crafts”, carry out a process of specifying these terms, increasing your tail. As?

“How to make sisal”, “Online crafts course”, “sisal crafts”.

You can choose these words by bringing them closer to your product and still counting on the help of SEO platforms, such as SEMRush itself.

Consider having a topic cluster

The topic cluster is a strategy within another, that of the pillar post.

Pillar Post is richer content about a very generic term , which is about something about your product. For example, “online course”.

In this content, you explain step by step what an online course is, resulting in a large text, but clearly specifying what the term in question is.

In the text, you will notice that some topics are not central, but also important. For example, “certificate”.

Note that it is not exactly a longtail derived from “online course”, but it is a term that is associated with the main one.

This is a satellite term. A topic cluster.

Finding the best topic clusters helps provide a dimension of content that you can create to fuel your website and blog, without losing sight of your product and your audience.

In the pillar post strategy, you must create a “certificate”, talk about it briefly, and provide an opportunity for internal linking to your content.

By creating this network of connections, called link juice, Google can understand that your content, as a whole, is cohesive, and realizes that your blog and website are trying to improve on the keywords used.

Use SEO tools

As you can see so far, SEO tools are essential for planning KW for your website and blog.

Some of the most important are:

  • SEMRush ;
  • Ubersuggest ;
  • Google Keyword planner ;
  • Google Search Console ;
  • Google Analytics .

Consider the search intent of each keyword

As you read, every time someone searches for something on Google, they have an intention.

SEMRush divides these intentions into 4.

Informational keywords

These are terms that people use to look for quick information. Like, for example, “What is an online course” or “What is sisal”.

Typically, people are still becoming aware of purchasing demand , so they are top of the funnel.

Navigational keywords

You can say that they are keywords that people want to access a specific website. In this case, institutional terms , such as Google, Facebook, YouTube or the name of any company.

Therefore, people just want to find something specific. Therefore, they can be at the top of the funnel or at the bottom.

Commercial keywords

These are the words that, when played on Google, demonstrate that the user is searching for something to determine a purchase.

For example, words that seek information such as the price of something, evaluation, product recommendations.

These are words that may be more towards the middle or bottom of the funnel.

Transactional keywords

These are terms used to close a purchase. They show a user’s great interest in purchasing and they are already on the verge of doing so.

Normally, these are longtail terms , but not always, and they are much more at the bottom of the funnel.

For each of these intentions, have a good number of words to work on, always considering a sales funnel proportionality: KW of broad interest should be more present on your website and blog, as those with more purchase intention, less.

Map your competitor

Finally, be sure to monitor your competition. Check out the words she already uses and create better content.

It’s not about espionage per se, but rather about feeding on inputs that can also attract your audience.

You can do this via SEMRush, for example.

How to do keyword planning?

After these tips, it becomes much simpler to plan your content according to keywords:

  • Start with the head tails: make post pillars about the main, more generic keywords in your mapping;
  • Create longtail content: little by little, create content with more specific keywords, to bring it closer to your digital business.
  • Also prioritize topic clusters: you cannot forget to always work with topics that are not central to your content, always associating them with your business.
  • Find longtail words about your product : these are those very specific words that determine your product. She can be the main KW on your site.

After all that, you have the basics to do a good SEO job. In fact, it is worth avoiding certain mistakes.

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