A Simple & Effective Keyword Strategy
for Ecommerce Sites
by Karon Thackston
When it comes to ecommerce sites, there are plenty of keywords
to choose from. Because sites typically follow a fairly set format, numerous
pages are created between the home page and the order confirmation page. Those
pages all need keywords and phrases if they are going to rank high in the search
engines. So, how exactly do you choose the best keywords for each page? Here's
an easy strategy to follow. (Please keep in mind that all keyphrases used in
this article are for example only and have not been researched.)
Home Page: Broad Keywords
When you start out, use keywords and phrases that are
descriptive of your overall site. For example, if you sold clothing for the
entire family, you might opt for phrases such as "ladies clothing," "men's
clothing" or "kids clothing." Those would be expressive, but could also be
worked easily into the home page copy.
Think of the sales process as a funnel. It's broad at the lip
and gets more narrow as you move closer to the spout. The same goes for the
keyword strategy: broad keyphrases at first and more specific ones as the
subject matter gets more specific.
Category Page: Specific Keywords
Once you move to the category pages, you'll want to select
keyphrases that work well with what you're trying to describe in your copy. If
your visitor clicks on the women's shoes category, she'll want to read about and
see pictures of women's shoes. Perhaps you'll use phrases such as "fabric ballet
flats" or "leather peep-toe pumps."
I typically create a paragraph at the top of the page, then add
a descriptive sentence or two under each image. Sometimes, I'll also add a
paragraph of copy at the bottom of the page. This helps guide your visitors
through the sales process.
Product Descriptions: Long-Tail Keywords
The product description pages should incorporate long tail
keywords that are laser specific. If your visitor clicked on a link for "Bermuda
shorts" on the category page, you'll want to get as detailed as possible, so
your customer can make the decision to buy.
For instance, a keyphrase such as "Liz Claiborne pastel plaid Bermuda shorts"
would be perfect for a product description because it is. well. descriptive.
Long? Yes, it is a long phrase. Most long-tail keywords will be. But the further
into the sales process a customer gets, the more specific their searches will
be. Chances are, someone who has decided she wants pastel plaid shorts will use
a phrase like the one above instead of something like "Bermuda shorts."
Here's a plus: Because long-tail phrases are much less
competitive than broader terms, you stand a better shot at getting ranked highly
for them.
A Word on Linking
Here's where some copywriters get confused. When you use links
in anchor text, you're giving credit to the page being linked to. For instance,
if you have a category page for shorts, you would want to use the keyphrase
"Bermuda shorts" in the anchor text of a link that pointed to the Bermuda shorts
page. That way, the Bermuda shorts page gets credit for the link. The link would
be of no (or very little) value to the general shorts page.
When you take note of the navigation and purchase cycle of your
visitors, you begin to see why this simple strategy for keyword placement works
so well. Using more specific terms as you write more specific copy helps usher
visitors from the front door to the checkout counter with ease while also
boosting your search engine rankings.
Karon is Owner and CEO of Marketing Words, Inc. who offers
targeted copywriting, copy editing & ezine article services.
Click here to learn to
write your own powerful copy.
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