Keywords for SEO in an eCommerce

SEO (Search Engine Optimization) is essential for any eCommerce aspiring to stand out in a highly competitive environment. Learning how to select and utilize the right keywords can determine the traffic that your store receives, and consequently, the sales it generates.

Keywords serve as the bridge connecting what people search for and the content you offer on your eCommerce site. Not only do they facilitate this connection, but they are also instrumental for search engines to understand and properly classify your site. Moreover, keywords have the power to attract quality traffic: those genuinely interested in your products and more likely to become customers.

While we might think that keywords are just terms or phrases, there are different types of keywords, each with its purpose and relevance within an SEO strategy for an eCommerce. Some of the most important types are:

• General Keywords: Also known as “head terms”, these words are usually broad and therefore highly competitive. Examples like “clothes”, “shoes”, or “electronics” can attract a large volume of users, but ranking with these words can be challenging due to the amount of competition. Although essential, it’s important to balance them with other types of keywords to get a broader range of opportunities.
• Long-Tail Keywords: These phrases are more specific, often reflecting more detailed or focused searches. A user searching for “women’s running shoes” has a clear intention, and if your eCommerce can provide exactly what they are looking for, you are more likely to turn that search into a sale. These keywords usually have less competition and, while they also have less search volume, often result in higher conversion rates.
• Purchase Intention Keywords: These words are gold for any eCommerce. They reflect not just user interest but a clear intention to make a purchase. Phrases like “buy iPhone 14” or “Nespresso coffee maker offer” show that the user is at an advanced stage of the buying cycle, and optimizing for these terms can lead directly to sales.
• Local Keywords: Not all online stores serve a global audience. If your eCommerce has a physical store, or if it caters to a specific region or city, local keywords are essential. Including terms like “clothing store in Barcelona” not only attracts traffic but ensures that this traffic is relevant to your business and location.

Choosing and combining these types of keywords properly can make your SEO strategy more robust and efficient. Always remember that the ultimate goal is to connect with potential customers, offer them value, and turn their searches into concrete actions at your store.

The first step to optimize an eCommerce for search engines is to discover what terms users are searching for. For this, it’s necessary to have robust tools providing precise insights about keywords. Some of the most popular and effective tools on the market are:

• Google Keyword Planner: This free tool from Google provides information about search volume, competition, and even suggests related keywords. Being from the same company that owns the world’s largest search engine, this tool provides reliable data straight from the source.
• SEMrush: SEMrush is a comprehensive SEO analysis suite. It allows users to explore keywords, examine ranking difficulty, and analyze competitors’ keywords. It is particularly useful for eCommerces looking to gain an edge in highly competitive markets.
• Ahrefs: Known for having one of the world’s largest backlink databases, Ahrefs is also a formidable keyword research tool. Its “Keywords Explorer” function provides detailed information on search volume, ranking difficulty, and related keyword ideas.
• Ubersuggest: Developed by digital marketing guru Neil Patel, this tool provides an overview of keywords, including trends, volume, and suggestions. Ubersuggest is intuitive and is an excellent option for those starting in the world of SEO.
• MOZ: Known for its toolbar and the term “Domain Authority”, MOZ also has a powerful keyword research tool. Besides providing data on search volume and competition, MOZ stands out for its active community that is always willing to help and share knowledge.

• Page Titles: These are the headlines of your content, essential for both SEO and users. They are the first thing search engines see and often the users too. They must accurately reflect the main content of the page using relevant keywords. They should not exceed 60 characters.
• Product Descriptions: Use keywords that exactly reflect what buyers are looking for. It’s not just about attracting visits but attracting the right people who are truly interested in that product. These descriptions not only inform the customer but also signal to search engines the relevance of your page for specific queries.
• Meta Descriptions: These short descriptions that appear under the title in search results don’t have a direct impact on SEO ranking. However, a well-written and enticing meta description that includes relevant keywords can motivate users to click on your link instead of a competitor’s. It should not exceed 160 characters.
• URLs: Descriptive URLs benefit both users and search engines. Keeping them short (preferably under 75 characters) and with relevant keywords helps make them easily readable and informative. For example, a URL like “yourstore.com/womens-running-shoes” is much more descriptive than “yourstore.com/product12345”.
• Images: Search engines can’t “read” images. It’s crucial to include keywords in file names and alt tags (alternative text) of your images. This not only improves accessibility for those using screen readers but also helps search engines understand the visual content on your page.

SEO plugins for WooCommerce help improve the visibility of your online store and maximize your marketing efforts.

1. Yoast SEO: Without a doubt, one of the most popular SEO plugins for WordPress. It integrates specific features for WooCommerce, like product sitemaps and metadata. It offers suggestions to improve content SEO and assistance in technical setup.
2. All in One SEO Pack: A solid alternative to Yoast, this plugin is known for its simplicity and powerful features. It’s particularly useful for those new to SEO, with features that automatically optimize your store for search engines.
3. SEOPress: This is a lightweight plugin with content analysis, XML sitemap building, and metadata optimization, among other features. Its integration with WooCommerce is smooth, allowing noticeable improvement in your eCommerce optimization.

• Avoid keyword stuffing: Don’t overuse a keyword; this can lead to penalties.
• Regularly research: Search trends change. Stay updated to seize new opportunities.
• Analyze the competition: See what keywords your competitors are using and how they are ranking for them.