If you want to increase your sales on your e-commerce site, look no further than SEO.
While SEO is usually touted as a great way to increase your web traffic, it’s excellent for e-commerce, as well.
The better your rankings are on Google and other search engines, the more you will sell.
But there’s more to SEO than just showing up high in the SERPs.
1. Do extensive keyword research
As you probably already know, the biggest secret to SEO success is making sure you’re targeting the right keywords.
It’s easy if you’re writing how-to articles and other types of content, but what about e-commerce?
I’ve found there’s actually a secret type of keyword research you need to be using. To drive customers to your site to buy, you need to target keywords a little differently.
In this section, I’ll explain how.
Find keywords for your products.
When it comes down to it, you want to sell more on your site. To do so, you need to drive people to see what you’re selling!
If you’re wasting time appealing to broad search terms, you probably won’t see this kind of purchase-driven traffic.
Instead, search for specific keywords targeted at the products you’re selling.
To do this, go to Übersuggest. This is a website that will allow you to see keywords that aren’t even visible in Google’s keyword research
Let’s search for “custom frames,” a broad keyword people might use when searching for frames for pictures or prints.
Immediately, Übersuggest gives us hundreds of keywords we wouldn’t have found anywhere else.
This is a goldmine of promising phrases to start targeting with our content efforts. One thing I notice quickly with the results is that local keywords pop up frequently.
If you have a local business and sell custom frames, you need to start using local keywords to drive clients and customers to your site.
Even If you don’t see one for your local area, it’s a sure bet that people are searching for it (even if it isn’t a very popular keyword).
By finding these type of product-specific keywords, you can start appearing on Google results where people are looking for products to buy.
If you’ve been reading my articles for a while, you know that I’m a big fan of long-tail keywords.
They allow you to drive massive amounts of traffic with comparatively easy effort, as compared to competing with major brands for incredibly popular keywords.
But how do you find these if you’re in the e-commerce sector?
The answer may surprise you. I’ve found that Amazon is one of the best places to find these types of keywords.
Amazon has spent millions perfecting their website to drive the maximum number of sales, and that data allows them to predict the most common search queries.
To get started, go to Amazon. In the main search bar, type in a broad keyword that represents what you sell. In this instance, I’m using “water bottles.”
Don’t actually search for the keyword just yet. Our goal is to see what Amazon recommends.
We can immediately see the long-tail keywords we need to be targeting. These are phrases like “water bottles with straws” and “water bottles stainless steel.”
These are huge opportunities for phrases your competitors probably aren’t trying to rank for.
Don’t cannibalize your keywords
A common error I see a lot of e-commerce sites making is viewing keywords as a linear equation.
If including a keyword on one page is good, isn’t it even better to include it on more than one page?
Unfortunately, no. This will tell Google to rank both pages with the same keyword, and you’ll lose credibility for both.
This is known as cannibalizing your keywords.
Instead, you need to use a separate keyword for each product. Make sure each one of them is different so that Google doesn’t confuse which keyword it should target for each page.
Thin wallet company Bellroy makes sure not to repeat the same keywords on all the items in their Minimalist collection.
You’ll notice that Bellroy makes a point of using different keywords on each of its products.
Instead of calling each one a wallet, it calls it a “micro sleeve,” “slim sleeve,” and “card sleeve.” It’s clear how Bellroy names their products, and it keeps the keywords distinct.
It gives Bellroy an advantage in the SERPs because Google knows what to target for each of the listings.
Find (and use) competitor keywords
Chances are, your competitors are ranking for keywords that you haven’t even thought of yet.
To take advantage of these keywords, you can do a simple Google search for what they are ranking for.
Use the Google Keyword Planner and click Search for new keywords using a phase, website, or category.
On the section where it says “Your landing page,” but enter the name of your competitor’s page instead.
In the years that I’ve done this, I found that it’s much easier to search for a specific landing page than a broad one.
If you search for a broad competitor, you’re going to get a lot of unrelated keywords along with the ones that you’re looking for.
In this example, I’ve found the landing page for Adirondack chairs on Wayfair. It’s a great, specific page for the product on a site that sells hundreds of different items.