Keywords are phrases for which people search for goods in search engines. If you are Shopify experts and your online store is on the first page of the search engine, there is a chance to get new customers. If not, time to think about Ads strategies for Shopify store.
Use this instruction if you are going through eCommerce web development. If the online store design is already created, then you need it even more.
Keyword research is the first step in an e-commerce advertising campaign
Do not skip this step. If you make a mistake in keyword strategy, one of two things will happen:
- You will be focused on key phrases that are too expensive and difficult to bring to the top – and you will not be able to take the first position.
- You will evaluate key phrases that do not receive a large amount of traffic or do not lead to a purchase.
To choose the best key phrases, you need to consider the intention to buy (in other words, “commercial intent”). For example, those who check the “best laptop” are probably still at the research stage — they may not be ready to buy.
Customers may read reviews and compare functions and benefits
But if they request “Asus VivoBook E200HA” without the word “reviews” nearby – they are probably already looking for a better price or maximum delivery speed, or a better return and warranty policy among those selling this model. With such requests, they buy much more often.
Often, the buyer’s intention is correlated with the average price per click (CPC) of a keyword — which can be found using the Google Keyword Planner or an SEO website, such as Ahrefs.сom or Serpstat.com.
This is due to the fact that the more people are willing to spend the advertising budget on a keyword, the usually higher its conversion rate.
So here are some pieces of advice from our Shopify marketing agency.
Use the tips of search engines marketplaces
Online marketplaces (Amazon, Etsy, Aliexpress and others) with tips for internal search are a gold mine with key phrases. There are much less exploring products than in the global search engine, and more are asking for what they have gathered here to buy. People literally crowd in the internal search engine of each large marketplace with the intention not to study, but to buy.
To find keywords in a marketplace search engine, start entering a keyword that is important to you. And the search engine will offer options for auto-completing the query.
The same goes for large price-aggregator portals – their internal search engine also often allows you to find popular, but not obvious key phrases.
Search for keywords from competitors
If you have competitors that are higher than you in organic search results, you can use their sites to borrow keyword ideas.
Look how they are heading their categories and pages of the gods. Probably, these are your potential keywords.
However, do not blindly use the same keywords as competitors. The fact that they are superior to you in organic delivery does not mean that they have chosen the best keywords – they can only have higher domain authority.
Use Ahrefs or Serpstat keyword research tool
The paid portal Ahrefs is a universal tool for SEO. You can use it for keyword research, competitive research, creating backlinks and more.
Once you sign up, put your URL in the Site Explorer search bar and go to the Organic Search tab. Scroll down and click “View full report” in the “Top 5 organic keywords” section and you will see all the organic keywords for which your website is ranked.
Sometimes such a query yields about 5,000 key phrases. Agree that this is much more than you would have collected one by one.
Fortunately, you can filter the results. For example, you want to find your “low-hanging fruit”: keywords, for which you are in the ranking from 3 to 10 place. To find them, filter the Position column — setting a range: minimum 3 and maximum 10.
Explore and analyze keyword volume and difficulty data
You can also sort by traffic in descending order, simply by clicking on the “Traffic” column. If you want, you can also set a minimum traffic filter, for example, at least 200 requests per month.
Now export your “low-hanging fruit” (keywords that really really quickly and inexpensively bring the site to the top 3) to the table using the “Export” button in the upper right corner.
Now let’s explore the keywords of our competitor. Do the same thing you did for your site. To find the gold nuggets, simply apply these filters:
- Position max 20
- KD max 15
- Volume min 200.
And finally, in the left side menu of Ahrefs, select the “Content gap” tool. It shows the keywords that your competitors are targeting, but not you. Enter three (or more) competitor sites in the top three fields of this tool and your site in the bottom field.
Then click “Show keywords” to plunge into opportunities! Simply apply the filters, as we did above, to find good phrases, and then export them to your keyword table.
If the cost of the service Ahrefs for you is excessive – you can use its analogue Serpstat.
Determine the optimal price per click in the Keyword Planner
If you have not used Ahrefs, you will not have data for keywords – complexity, volume of search demand, query conversion rate, and so on. But you can find the approximate search volume and CPC (cost per click to determine the buyer’s intention) using the Google Keyword Planner.
However, remember that the “Competition” Planner parameter does not say anything about organic ranking. It’s important not to confuse: “competition” is competition for paid AdWords ads, not organic rankings.
So, the column “Suggested bid” is the CPC. A high CPC indicates a high customer attitude.
What you are looking for is the highest CPC. However, often they put a high enough price for sales, about $ 0.8 per click – too much money. So balancing here is very subtle.
As soon as you finish the selection of words, simply sort the results based on the best combination of traffic, KD and the buyer’s intentions.
Hire our Shopify agency to boost your ecommerce SEO
If you want to take your SEO seriously and maximize keyword scatter, you should consider creating a full-fledged semantic core – a matrix of keywords.
Finally, if you liked all the tips above but you are sure that you will never do it by yourself, our Shopify web design agency is ready to assist and bring your eCommerce website to the new level of sales!