Focus on Keywords
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I’ve spoken about this topic before, but this is a topic that bears repeating simply because of the pure success you can have if you just apply this technique to your e-commerce website. What am I talking about? I am talking about focusing on keywords and keyword phrases. More specifically, I’m talking about the most popular phrases that will bring customers to your pages.
When you sell hundreds of items, how do you become specific? Simple, each item should have its own set of keywords and phrases. What I have done is created a page that can list my products, in specific groupings or categories and then pages within those categories for each of my products to stand on their own. I still use the popular keyword suggestion tool from Overture, because I think it’s a good gauge of the market’s interest in a particular item. Using the keywords and phrases that I come up with, I build that information into my website.
For example, let’s say that you sell knives or, more specifically, Swiss Army knives. What you can do is go to the Keyword Selector Tool mentioned and punch in “swiss army” and enter. Voila! You will see an entire list of searches related to “swiss army.” These are some of the popular keywords and phrases that I came up with:
17063 swiss army watch
15550 swiss army
12799 swiss army knife
2444 swiss army luggage
1128 swiss army backpack
852 swiss army pocket knife
788 victorinox swiss army
707 victorinox swiss army knife
650 swiss army bag
601 swiss army watch band
575 wenger swiss army
556 man swiss army watch
535 womens swiss army watch
499 swiss army cologne
433 victorinox swiss army watch
428 discount swiss army watch
423 wenger swiss army watch
359 lady swiss army watch
345 swiss army romance
344 swiss army laptop backpack
326 swiss army pocket watch
314 wenger swiss army knife
249 swiss army watch woman
241 swiss army brand
So, you see that this is a popular brand. The numbers next to the words show how many people searched those particular phrases in Yahoo. You can then multiply that number by, at least, three since Yahoo searches are said to represent only approximately 30% of the market. Now you know that you should use the phrase “swiss army knife” not only in your text, description and title, but in your meta tags too. Yes, I know meta tags are becoming less and less popular, but it wouldn’t hurt.
O.K. that’s just a little sampling of what you can do to help search engines find your website when someone is looking for a specific product. The more focussed you can be, the better.
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