Keyword Research Tips

Injecting keywords into your product descriptions, titles and meta tags can help your products rank higher in search results. Today’s tip focuses on a unique technique for finding new or more valuable keywords so that your products will be found.

The Key to Keywords

The Google Keyword Tool is a great way to look at the words and phrases that are searched on Google. This can give you new ideas as to what words you’d like to emphasize in your product descriptions and titles or inject into your meta tags for a product. But, it’s relatively useless to you without qualifying the keyword results. In the end, we’re not looking for just any old keywords, but ones that bring in valuable buyer traffic. Let’s run through an example to learn how to use this tool and our 3-point Keyword Check to find the best keywords the Internet can provide.

Keywords Galore

Go ahead and point your browser to the Google Keyword Tool.

In this example we’re going to assume that we want to improve my search result performance for my Apple iPod Touch 8GB MP3 player. So far I’ve identified the basic keywords for my product and here they are: apple ipod, ipod touch, ipod, 8 gb, mp3 player. Basically, I’ve just broken down my product title into small bits of words and phrases that I assume people will be entering as search terms. In reality, that’s pretty effective, but we can use Google Keyword Tool to discover more popular keywords. Let’s do that now.

On the Keyword Tool page, enter ipod touch into the empty field labeled “Enter one keyword or phrase per line.” See Figure 1.

Now, you may need to enter in a CAPTCHA (the thing that makes sure you’re a human) field before proceeding, but what’s that’s properly entered, click on the Get Keyword Ideas button and a long list of keywords will return. What a treasure chest of data! Is there anything of interest to us in here?

Now, you may need to enter in a CAPTCHA (the thing that makes sure you’re a human) field before proceeding, but what’s that’s properly entered, click on the Get Keyword Ideas button and a long list of keywords will return. What a treasure chest of data! Is there anything of interest to us in here?

Figure 1: Enter keyword for more keyword results

User Behavior Reveals the Best Keywords

All the keywords in the world won’t make us rich. The trick is to find the ones that bring in the high quality buyer traffic. So, looking at our Google Keyword results, let’s first indentify which ones have value

One of the first things I noticed in the keyword results is the “itouch” keyword (see Figure 2). This one is baffling me, because I know the product I’m trying to sell very well and to my knowledge it has never been called an “itouch.” Technically speaking, it’s an iPod Touch. So what’s the deal Google? Is this keyword of any value to me? Let’s take a closer look at these keywords using our 3-point Keyword Check process.

Figure 2

Keyword Check 1: Always check Google for Keyword Relevancy

Go to Google.com, type in “itouch” (without quotes) and click on the Search button. Now we’re seeing what searchers of “itouch” will see. Take a look at the search results. Does it return the product your trying to market? If so, then we pass the relevancy keyword check. And, much to my surprise, “itouch” does indeed return results for the iPod Touch product. This is great news because it’s relevant and I didn’t have this keyword in my original list. On to the next keyword check…

Keyword Check 2: Check the Competition for Buyer Relevancy

What we know so far is that people are search for “itouch” on Google and they’re seeing a lot of iPod Touch results. But, we really don’t know if the people who are searching for “itouch” are looking to buy an iPod Touch. Let’s turn to our competition to see if we can find any hints as to whether or not this could be valuable.

Using a different tool, open the Google Search-based Keyword Tool in a new browser window. Type in your competitor’s URL in the Website field. Go ahead and type in http://www.walmart.com(See Figure 3). We’ll pretend we’re competing with them for iPod Touch sales. In the “With words or phrases” field, type in the original keyword we researched, “ipod touch” (without quotes). Click on the Find Keywords button. (Be patient, it may take awhile to load the data). What Google will tell us with this tool is what keywords Walmart.com is using and what pages are related to these keywords. If we happen to find that the “itouch” keyword appears, then we’ll know that this keyword is likely driving buyer traffic to their website.

Figure 3

Sure enough, you’ll see that “i touch 16gb” returns in the results (see Figure 4). While this isn’t an exact match, it does help confirm that it’s likely that some shoppers are searching for iPod Touch products using the “itouch” term. Also, Google tends to combine keyword phrases into groups. It’s likely that searchers of “itouch” and “i touch” fall into the “ipod touch” family of keywords. Who would have thought? You’ll also see that Google is showing that “i touch 16gb” is searched 190 times monthly. Click on the Magnify icon to see even more data. Don’t waste too much time here, we’ve got better things to do.

Figure 4

Now you can add “itouch” and/or “i touch” to your list of potentially valuable keywords. Run through more keyword options that you find in the in Google’s Keyword Tool. Research them thoroughly and add them to your list.

You’ll also need to find where the keywords fit. For example, “Apple itouch 16GB MP3 Player” will not work for a product title. First of all, that’s not the proper name and Apple would likely not be happy about that. Nor will it help customers who know the real name feel confident that they’re buying a legitimate Apple iPod Touch. So, this keyword would be best utilized in the meta tags, because consumers and Apple won’t see it, but Google will.

Keyword Check 3: Check Analytics for the Real Deal

Figure 5

Once you’ve put your new keywords in place, wait a couple of weeks to let Google’s keyword bots to crawl these new additions. Then, log into your Google Analytics account and view your Analytics report. Click on the Traffic Source link and then click on the Keywords link (see Figure 5). A list of keywords will appear in order of the number of visits per keyword. Review whether or not the new keywords you added brought in any visitors.

In the coming weeks will show you how to take a closer look and see if the keywords actually resulted in any purchases, too. This is the most important outcome. But for now, get to work on injecting potentially valuable keywords into your product titles, descriptions, meta tags and into the general copy of your storefront where possible.

Source : www.auctivacommerceblog.com
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