The irreplaceable tool that when used the right way will take you miles ahead of your competitor.
Keywords. A whole new universe to think about and explore. One in which you’re letting the customer think that they are creating the directions and you are thinking about all the creative ways to use them in order to convert in more sales. But the truth is somewhere in between. Keywords are both set by the content creator and the customer who is in search. At its core, the term “keyword” is an important/significant word that is used for finding information when researching or searching for a specific product or service. Keywords are the foundation and fill in between what the consumer is looking for and the content you are creating.
Another synonym for keyword is a search term. Why? Because when entered any search engine, the keyword automatically becomes a search term to which are shown different results. The most common use of the keywords is in creating copy and optimizing SEO both in worldwide & local engines & e-Retailers. There are two types of keywords — visible ones and hidden keywords used as metadata. The visible ones are well selected and implemented into the product title & description sections, articles, etc. Our aim is to help you understand in more detail keywords using for product pages & e-Retailers.
Importance of keywords
Their focus is to help the shopper find the desired product in the easiest way possible. This can happen in two easy steps:
— The reseller or content creator to implement as many keywords as possible that describe a specific product besides its brand name
— The e-Retailer to work constantly on its search engine algorithm for its improving and better cooperation with Google ranking
Let’s take a look at the first step. Why would you ask is needed to implement as many keywords as we can? First, when a shopper is looking for a product they want to know as much information about it. Like they do in a physical store. As it was already pointed out, the keywords can be implemented in the product title and description. An important note here is to get to know the specific e-Retailer recommendations, as some of them are allowing long titles & descriptions, but others don’t. That’s why we’ll have a look at one of the world’s best examples — Amazon. The brands we will look at have great titles that give the basic information about the product.
A clear example of a product from the FCMG category that contains all important features like size, type of baby diapers, the quantity of the product, the type of package — monthly, that the product is easy-up pull on and is for babies weighting withing the range of 9-15 kg. With this information, the shopper doesn’t need to go down if that’s exactly what they are looking for.
The recommendation about putting as many details as possible is valid not only for Consumer Goods categories. The brand Kroser developed their product pages with a great title, putting in it the key specifics and features. They will give head start to the shopper whether this is the product they’re looking out for or not. We can see that they’ve put in the top 5 keywords the size of the backpack which is narrowing the shopper’s search by instance and there is a higher chance to click on this exact product.
When the e-Retailer or Google search bots go through a specific product page, they detect these keywords and connect them with the search term the shopper is looking for. They filter all the results and show only the relevant ones. Thus, the results are of products that have that specific keyword or many related with it. Keywords are a significant part of a great product detailed page but not the only one. If you’re keen to learn more about how to create a product page with great content that converts, check out this articlе.
The right keywords
There is always this question. Is the created content good enough? Were the right keywords being implemented? How to measure it out? There is no specific or quick answer to that. Rather there is one that takes time and data to prove a point or a result. Consistent checking of conversion rates and following on sales is the one thing that will validate whether you’ve chosen the right keywords. If more people are buying your product and you’re not in an active campaign, here is your answer — you’re on the right path. If you see that there is no change or drop in your results, it might be a good idea to revise and optimize whatever you’ve come up. The sooner you take action, the better.
A good starting point for selecting keywords without software would be:
— To look at the main features of your product, f.e. if it’s a device, what are its specific as screen inches, display, storage, etc. After you gather the main words describing your product, you can add more about the category, local language, misspellings, variations of the word.
— If the product is already live and has reviews but you want to optimize its keywords, you can look at the most frequent words the shoppers are using for describing this specific product.
— Last but not least, go analyze your competitors’ products and see what keywords are they using, implement them in your content, even as hidden ones. A frequent practice is to put in the metadata your competitors’ names, important keywords that could benefit you if your product is similar to theirs.
Most of the time shoppers don’t search directly about a product or a brand, but rather type in keywords that to the content creators might make no sense. Like, f.e. if we take the word incontinence, there are a lot of products and a whole category about this problem, but most of the time people associate it with bladder weakness and this is the phrase they put in the search bar and are looking for.
Getting to these keywords might be not so easy, but there are a lot of tools that can help you out even if it’s only for Amazon and Google. And yes, most of them do not offer the possibility to make an analysis to a smaller e-Retailer. This is a problem we as professionals faced on multiple occasions, and we thought, well.. We should do something about it.
We started to work on a solution that will give companies the insights they’ve thought it was almost impossible to have. To be more specific, which are the keywords that should be used per selected e-Retailers(not only Amazon and Google). What our experience has shown us is that shoppers don’t look for the same keywords in different online shops. This is giving the chance companies to have a more clear and on-point strategy when it comes to creating content and what are the shoppers needs.