Keyword research is an integral part of search engine optimization (SEO). But because there are different types of SEO, there are also different priorities for keyword research depending on what an SEO provider is attempting to accomplish. To demonstrate the point, let us discuss keyword research in ecommerce SEO.

First, let’s note the fact that ecommerce represents a unique deployment of internet resources. Ecommerce sites have but one purpose: to sell things. That’s it. Furthermore, the vast majority of people who shop on ecommerce sites are already prepared to buy. They might only be looking for the best price or a particular brand.

The Intent Is Specific

Those of us in the SEO industry have heard a lot about user intent over the last several years. The idea is for us to find ways to better understand intent so that we can tailor content appropriately. Here is the dirty little secret about ecommerce SEO: the intent is already known. Furthermore, it is very specific.

If I’m looking to buy a new pair of sneakers, I am not going to run a search on waterproof boots. I am not going to use ambiguous terms that leave search engine algorithms with the choice of showing me results about restaurants in my local area or mountain biking opportunities. I am going to search specifically for shoes.

The point here is that ecommerce SEO providers should be focusing all their keyword research on commercial intent. They should be searching for keywords related to product names, categories, and other purchase-related queries.

The Product-Specific Approach

Webtek Digital Marketing, an SEO and digital marketing firm based in Salt Lake City, UT, says that some ecommerce SEO providers take a product-specific approach to keyword research. In other words, they focus entirely on the words consumers might use when searching for specific products, brands, or models.

Here is an example: an ecommerce operator specializes in footwear. One of its most popular brands of sneakers is the Acme brand. Therefore, an important keyword for him might be ‘men’s sneakers Acme’ or any variation thereof. Pushing those keywords helps him target a segment of his audience known to look for a specific product from a specific brand.

Developing Product Descriptions

Another thing to keep in mind is that keyword research should be conducted with the understanding that content will be created around whatever keywords are chosen. In ecommerce, that almost always means product descriptions. So keyword research should be conducted with product descriptions in mind.

Product description should be as clear, concise, and short as possible while still conveying all the necessary information. Given the nature of product descriptions, it can be difficult to pack them full of keywords. As such, one of the goals of keyword research in ecommerce SEO is to find the most effective keywords for each individual product.

That’s a Lot of Keywords

Given the fact that ecommerce operators can have hundreds or thousands of products in their inventory, that is a lot of keywords to pay attention to. SEO providers can overcome the challenges of volume and complexity by leveraging software capable of providing automated assistance. A good software package can go a long way toward helping an SEO provider avoid pulling his hair out.

Anyone who has worked with both traditional and ecommerce SEO knows full well that the latter is distinct and different in many ways. Ecommerce’s unique characteristics demand a different type of keyword research. Keywords are still the main tool for finding pages and products, but they need to be used in the right way to maximize their ability to drive sales.