ecommerce keyword research 101

ECOMMERCE KEYWORD RESEARCH

How to A'ract Buyers at Each Step of the Purchase Process

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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

Before We Get Started…

Forget What You’ve Heard…


Keywords (Will Always) MaXer!

Added Two New Pages


Updated One Exis=ng Page

+ Reclaimed Link Juice From 404 Pages

670.18%


Before You Can Get Results Like This

First thing is to stop doing what used to work (before hummingbird).


Using a Bunch Of Pages To Target Different Long Tail Keywords On Each Page


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


What Works Now

Post Google Hummingbird


One Strong Page With Related Keywords


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


Ok, So How Can You Do This?

Without Building Links


Find Low Difficulty, Seman=cally Related Keywords

Using Google Keyword Planner & SEM Rush…Here’s How…


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


Google Keyword Planner 1

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3

4 5


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


SEMRush

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SEMRush 2

3


SEMRush 2

3

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Nice Work!

Now That You Got Your Keywords…


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


Finding Profitable Keywords…

Understanding User Intent


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)


Informa=onal

Transac=onal

Purchase

Awareness

Evalua=on

Informa=onal Keywords


YOUR PRODUCT OR CATEGORY PAGE

Only Include Following Terms Is Important


Add To Plan and Check Difficulty and Seman=c Terms In SEMRush

See Slide 16


Evalua=on/Research Keywords


RESEARCH TERMS BEST, REVIEWS, TOP 10, CHEAP, VS, COMPARISON

YOUR PRODUCT OR CATEGORY PAGE YOUR PRODUCT,

CATEGORY OR BRAND

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


VS… Is A Bit Different


RESEARCH TERMS VS


CATEGORY OR BRAND + VS (ex “Sony TV” vs)

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



See Slide 16


Use Targeted Research Term on A Blog Post OR Buyers Guide


Add Links In Blog To Products

Transac=onal Keywords


PURCHASE TERMS BEST, REVIEWS, TOP 10, CHEAP, VS, COMPARISON


CATEGORY OR BRAND

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



See Slide 16


Use Targeted Transac=onal Term on Category Or Product Page


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


Your Turn…

Check Out The Worksheet and The Addi=onal Resources


ecommerce keyword research 101

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