Fully-fledged keyword research and clever keyword targeting leads to more traffic and a better ranking on SERPs for your target keywords. But traffic alone is not enough: SEO experts differenciate between general traffic (the people who visit your website) and targeted traffic which outlines the number of users with a concrete intention to purchase the products you offer. If the target group can easily find your website, the buying decision mostly depends on your service and the technical functionality of your shop.
3 tips for efficient keyword targeting
- You should focus on buyer intent keywords to generate more targeted traffic. Phrases like „cheap shoes“, „shoe sale“ or „sustainable shoes“ directly approach your target group.
- Informative keywords such as „shoes material“ or „how to recycle sneakers“ generate more traffic, but this traffic does not necessarily generate more sales. Keywords for informative porposes are good for blogs and guides, though.
- A detailed content gap analysis (manual or with special tools) shows where your website is in need of improvement and which keywords your competitors cover.
Informative keywords vs. buyer intent keywords
As shown above, you can divide your keywords in two groups: Informative keywords are proper for blogs, guides and articles. Place your buyer intent keywords on the product pages and in the shop to lead users with a desire to buy directly to your offers. Alltogether, the number of informative keywords should not exceed the number of buyer intent keywords if you want your e-commerce shop to be successful. You can find proper target keywords by analyzing competitive websites, your target group or modern keyword tools.