In this lesson, you will learn how to:
- What is Keyword Research
- How to perform your research
- Tools to research your keywords
In case you don’t already know, there are tons of ways to help rank a web page. You can do things like sharing links on social media or even get some publicity on a show a like Sharktank. We’ve actually had quite a few Bigcommerce clients participate in the show among other things! Dream big man, anything is possible!
Keyword research is all about trying to best figure out what your potential customers are typing into that search box - and it could surprise you!
Understanding what your customers are searching for will help you better select and use keywords that are appropriate for your business.
First thing, we want to help you do is work smart. Keyword research can be challenging but we’re going to keep things simple and give you some power tips that can be super effective and save you time.
Here are some rules of the keyword game that you should keep in mind when it comes to keyword research in the upcoming videos....
Number 1: Don’t try to rank for a single keyword at a time. It’s much easier to to rank for themes of keywords or groupings of 100s of long tail keywords within the same piece of content. This is going to prove to be easier and more profitable in the long run.
Number 2: Focus on finding long-tail keywords as they are more specific and will be more likely target a shopper that is ready to buy. This is exactly what we talked about in the keywords benefits video! You should know that those customers using long-tail keywords are about 70% more likely to purchase something (cha-ching sound?). So again, this means you aren’t trying rank for the word “dog” but rather something far more specific.
Number 3: Select keywords in your “happy medium or as I like to call it, the “Goldilocks range.” You don’t want to choose keywords that are too hot n’ popular as there will be more competition and which it will more challenging to rank. You also don’t want to pick keywords that have FAR too little traffic, otherwise, you aren’t going to get enough shoppers.
Number 4: Understand it is an ongoing process. As you are starting it may feel like you are trying to hit a moving target. Rest assured that you are not alone and this is totally normal. Also, we are going to help track and analyse your efforts later on in Bigcommerce University so you know what’s working and what’s not.
Ok, so the first task is to just to sit down, maybe get some snacks, and just start lookin’ at your products or thinkin’ about your service. Then, describe it. Use words that explain what it is, how it works, what it’s made from, or even something as simple as it’s color.
Do this for the top five and maybe even ten products on your site first. You’ll want to focus on most popular items first as these tend to be the things in which your shoppers are searching.
From there, try to think a little more broadly and identify some keyword themes you might have already. Your categories are a great place to start! Having a collection of specific themes will help you in creating additional, supporting content like blog posts and things of that nature.
Then, mix in some qualifiers. Qualifiers are simply words that will help define intent and they will help beef your keywords up so they become more long-tail.
Let’s say that one of the products you sell is dog treats. Based on the general and competitive nature of the keyword, we need to get more specific - we need to findlonger-tail search terms and define a searcher’s intent.
So in choosing keywords to help you sell “dog treats,” you’ll find it very helpful to use qualifiers and variations. to get those long-tail terms.
Now, qualifiers are not only going to lead you towards those longer tail keywords (which is very important when getting your new business found) but will also help to target people who are ready to buy. They will ALSO help in creating content on your store that discusses relevant topics like “solutions for typical dog allergies” or “the benefits of an organic dog treats” that will entice shoppers. This is all very good stuff!
So remember - work smarter not harder. Think about your product or service, describe it, and then brainstorm on some qualifiers. We’ll show you what to do with this information VERY shortly.