Key takeaways
- Keyword research shows what your customers are really searching for.
- Combine broad and specific (long-tail) keywords.
- Choose words with purchase intent for your most important pages.
- Use the words found in titles, texts and meta-data.
Good findability does not start with beautiful texts, but with understanding which words your customers type. If you sell “raincoats” while everyone searches for “women's rain suit”, no one will find you — no matter how good your product is. Keyword research is simply finding out what your target group is searching for so that you can tailor your pages accordingly. It sounds technical, but you can do it for free and without any prior knowledge. This guide shows you how.
What is keyword research (and why it works)
A keyword is simply the combination of words someone types into Google: “leather backpack”, “gift for coffee lover”, “black dress wedding”. Keyword research is making a list of those words for your products so you know which page to target and what. It is the basis for all SEO for your webshop: you can only reach the top if you know where you want to reach the top.
Two types of keywords: purchase or information
The most important distinction: what does someone want with that search query?
- Purchase intention — “buy women's watch”, “brown leather backpack”. This person wants to order. This is what you aim for with your product and category pages.
- Information — “which watch suits me”, “how do I clean leather”. This person is orientating himself. This is what you aim for with your blog, and you refer to your products. See blogging for your webshop.
Both are valuable, but for different pages. If you confuse them, you attract the wrong visitors to the wrong page.
Here's how to find keywords — for free
You don't need expensive software to get started. Five free resources:
- Google's autocomplete — start typing into Google and see what suggestions pop up. Those are real, common searches.
- “People also ask” — the drop-down box in the search results with related questions. Gold for blog topics.
- Related searches — at the bottom of the search results page are suggestions from Google.
- Your competitors — see what words they use in their titles and headlines. Don't copy, inspire.
- Your own customers — the words they use in emails and questions are exactly the words they are looking for.
Write down everything you come across in a simple list. You will then work on that.
Target specific words (they are easier to win)
A common rookie mistake is to aim for one big, generic word like “bag”. There you compete with the whole world. More specific words — “brown leather backpack with laptop compartment” — are less searched for, but the people typing them know exactly what they want, and you have a much better chance of being found. Many small, targeted searches together often deliver more (and better) visitors than one impossibly general word.
Link each keyword to one page
This is the gist. Give each important keyword its own page:
- a category page for broad sales words (“leather backpacks”);
- a product page for specific purchase words (“brown leather backpack”); see product page SEO;
- a blog article for information questions (“how do I maintain a leather bag”).
Don't target the exact same word with five pages — then you're competing with yourself and Google won't know which one to show. One keyword, one clear page.
From keyword to text
Once you have determined your keyword per page, then of course include it in your title, your headlines, your text and your meta description — as it should be in a normal sentence, not pasted ten times in a row. You can read how to make your title and description strong in Google in write meta title and description.
Common mistakes
- Aiming for one general word that you never win on.
- Mixing up purchase and information words on the same page.
- Target multiple pages to the exact same keyword.
- Repeating the keyword excessively instead of processing it naturally.
- Guess what customers are looking for instead of checking it in Google.
Frequently asked questions
Do I need paid tools for keyword research?
No. With Google's autocomplete, “people also ask” and related searches, you can go a long way as a starter. Paid tools are useful if you want to grow more seriously.
What is the difference between purchase and information words?
Buying words (“… buy”, “black dress wedding”) come from people who want to order; that is what you aim for with product and category pages. Information words (“how…”, “which…”) come from people who are orientating themselves; that's what you're aiming for with your blog.
Should I target general or specific words?
Start with more specific words. They are less sought after, but you have a much better chance of being found, and visitors know exactly what they want.
How many keywords do I need?
Start with one clear keyword per important page. Build your list as you grow; you don't have to do everything at once.
How do I know if a keyword is worth pursuing?
When real customers search for it (you'll see it in Google's suggestions) and it fits what you're selling. Aim for words with purchase intent or clear interest, not casual terms.
Get started
Grab your best-selling product and search Google: type it in, look at the suggestions, “people also ask” and the related searches. Write down the words that fit, choose one per page, and of course incorporate that into your title and text. Repeat this for your most important pages. The bigger picture is in SEO for your webshop.
