Keyword Research

Keyword Research

When doing keyword research for an ecommerce site, the main objective is to find keywords that will result in a transaction. However, there are many different types of traffic, and it is important to understand the intent of any particular search.

For example, a search for “rolex store” may only have 1/100th the traffic of “rolex”, but may be more valuable based on conversions. Traffic from both keywords is desirable, however a decision must be made about priority.

I divide keyword research into several different categories based upon the intent of the user.

1. Transactional
2. Information
3. Navigational
4. General

Transactional keywords indicate the intent of the user is to buy something. Transactional keywords will often have much  higher conversion rates than other keywords and can be a driving force inside any ecommerce store. Here are some words you can identify as indicating transactional intent:

• buy
• for sale
• cheap
• new
• discount
• warehouse
• store
• online store
• retail
• price

These are obvious giveaways, however through research and understanding the typical customer, other indicators will arise.

For example, a search for a specific product may indicate that the searcher’s intent is to make a purchase. However, in markets where owning a specific product makes the searcher a part of a sub-culture, the product search may not be transactional at all. Many “iphone” searchers behave in this fashion.

Informational keywords signal that the user is looking to answer a question. Such as, “Why are Rolex’s so expensive?”. Chances are the search would look much more different than the question.

For example, the search “rolex cost review” may be asking the above question. There are always common threads of questions related to any product or industry. Even though the searches may look very different. Identifying those questions and answering them on the ecommerce site is a solid strategy for link building and positioning the site as an industry leading expert. Here are some common words that indicate informational searches.

• How
• Where
• Guide
• Tips
• Manual
• Fix
• Why
• What

Informational keywords are often easy to identify and use. Putting up content that answers the user’s questions in your market will make great linkbait.

Navigational keywords usually indicate the searcher is looking for a specific site. A search for “Target” is more than likely a search for www.target.com. There are two ways to use navigational keywords.

1. Determine who in your industry is getting  the most searches. Analyze their internet marketing strategy and brand awareness campaign. You may be able to benefit from their research and emulate their success.
2. Determine which of your products is most sought after by brand. Focus your SEO energies on ranking for those brands in search queries.

General keywords are where the intent of the user cannot be determined simply by their search. A search for “Rolex” can be transactional, informational or navigational. These keywords are also the most heavily searched and therefore the most competitive. The best solution for handling these keywords is giving the user a quick way to find what they are looking for on your site.

That is why web 2.0 designs are so popular and effective. Especially those that provide two or three huge buttons for a user to click on instantly.