SEO Series: Keywords

SEO is relevant — it’s the game marketers must play.  There are numerous pieces to this game, so we’ll break it out in a series of posts.  Up first: keywords.

Before you can tackle your SEO, you need to define your keywords — the connection between you and the customer.  What is your eCommerce store all about?  What are you selling?  What are your customers putting in the search box?  Put yourself in their shoes.  You might know your business and product in and out but your customers might not be thinking the same thing.  Practical Ecommerce suggests keyword research to fully understand what the customer is searching for.  This can be as simple as typing a few words into Google (what we mean when we say SEO, since Google dominates the search engine market).  Also, think outside the box.  Basic adjectives like ‘good’ and ‘cheap’ can carry weight in search results.

Another great way to compile your keywords is going straight to the source — Google’s Keyword Planner.  Here, you can search for potential keywords.  The planner will give you keywords and related keywords but it will give you a lot of data, so tread carefully.  The Keyword Planner is, however, a helpful tool for idea generation.

So you have your keywords.  Now it’s time to start utilizing them in your content.  More pages with more keywords = good!  Your blog posts, case studies, product sheets, infographics, and any other forms of content you utilize should contain your keywords.  However, be wise.  Don’t write or generate mumbo jumbo and simply throw in your keywords.  Develop useful, relevant content.  A rookie mistake is writing for Google and not writing for people.

One final thing to remember is that keyword research, planning, and execution is a process.  SEO is an ongoing game.  Stay tuned for upcoming posts about content, links, and more for your eCommerce site.