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Search traffic remains one of the major sources of traffic and conversions to any website. Keep your organic search visibility in mind when working on your most important “money pages” (i.e. those that drive direct sales).
In this article I’ll go you through both basic and advanced keyword research tactics for your product pages that will also positively impact conversions.
Keyword research lies at the heart of any marketing campaign, whether it’s a local or an international business. And despite what many business owners may think, keywords are not for search engine optimization only.
Keyword research helps a marketer:
Think about keyword research this way:
Behind each search query there’s a human being with an actual problem. Whether your (product) page is able to solve that problem well defines how successful your business is.
In order for keyword research to be able to provide the required amount of insight, you need to:
Let’s see these two in action!
The first step of keyword research is running your core term through tools like Spyfu, Majestic, Ahrefs or Wordstream and downloading hundreds of phrases your target customer is typing when searching for solutions, answers and/or products in your niche.
How to make sense of those enormous lists? There’s no way you can create as many landing pages to match all those search queries.
The solution is: Keyword clustering
Identify groups of keywords by relevancy and optimize your product page for the group of keywords instead of each individual one.
Serpstat’s clustering feature is a great way to make sense of huge keyword lists. It breaks your lists into meaningful groups based on how they are related:
Grouping your keywords helps you maintain focus: Instead of trying to target each individual query, it allows you to create landing pages that can get ranked for a variety of keywords within one group and capture all those potential leads.
On the other hand, keyword clustering gives you a better understanding of your niche, types of queries and questions your target audience tends to ask online. This provides you with more structured and organized ideas on how to serve them better.
Search intent analysis is the most important aspect of keyword research. It defines all your further actions when it comes to content creation and search engine optimization.
Search intent reflects the most probable kind of action a user is likely to take when searching. In other words, it helps you identify what your target customer intends to do when searching.
There are three main types of search intent: Do – Know – Go
Now, with our step above in mind, instead of assigning intent to each individual query, we try to identify search intent behind our keyword groups, which is much more doable:
So what’s next?
Now that we know what people are searching, create and implement your keyword optimization plan:
|
Search Intent Type |
Landing page type | Sales funnel |
|
DO |
Use these keywords on your product pages (especially in the title and in the subheadings (H1, H2) | Use your primary call-to-action / sales funnel |
|
KNOW |
Create articles, guides and tutorials (Linking to product pages from within context as one of the solutions) | Use your lead generation funnel to tie these searchers to your brand |
|
GO [Your brand] |
Use these keywords on your product pages | Use your primary call-to-action / sales funnel |
|
GO [Your competitor’s brand] |
Create additional landing page demonstrating the selling point / advantage of your offer/product (Example: Here’s a subtle explanation how Vimeo on Demand is better than Youtube) | Use your primary call-to-action / sales funnel: Get creative here!*** |
Search intent helps you understand your customer better and consequently serve them better. There’s no point in trying to sell right away to someone who has no intention to buy: This will result in page bounces (sending poor signals to Google and losing your leads).
Matching your page content to the search intent results in higher conversions and better page engagement (which is also an important search ranking signal)
The first two steps may have taken you a couple of days of work. On the bright side, this research will last you for a year or so (before you’ll have to re-address your search positions or introduce a new product)
Now that you know which keyword group refers to each product page, and which action is intended (“buy”, “research” or “research, then buy”), it time that you start creating content.
Google generates these search snippets based on what it is they have found to be serving the user best. We can reverse-engineer Google’s editorial decision and build the product page that matches both Google’s and users’ expectations best.
That is exactly what TextOptimzer is doing: It grabs your query, searches Google and using semantic analysis extracts related terms and categories for you to build the best product page around:
[Text Optimizer urges to create a better copy by suggesting what Google and its users expect to see on that page]
You can use it before you create your page as well as for your existing content (in which case it will compare your content to Google’s SERPs and suggest areas of improvement).
Like with search intent, this is another level of matching users’ expectations better, this time using Google search result page analysis.
The idea is, Google has already found that these terms tend to do a better job satisfying their users, so our task is to add them with in the copy to engage those people better, once they land on our page clicking through the search result.
Niche question research gives you even more insight into your target audience struggles and your own content opportunities. With Google’s “People Also Ask” boxes this research is easier than ever.
Notice those “People Also Ask” boxes all over search results offering users a list of related questions on the topic they have just typed:
Whenever you are working on your product page copy, take note of those “People Also Ask” results and think how they can be utilized.
It makes perfect sense to address popular questions on the landing page. This will accomplish several goals:
Featured Snippet Tool helps you research People Also Ask opportunities for any page: It checks your domain’s and/or URL’s important search queries and generates “People Also Ask” results for all of them:
Questions are highly engaging: Asking a question triggers an “instinctive elaboration” reflex in human beings prompting them to stop and look for an answer. And higher engagement results in more time spent on a web page, more time to consider your offer and a higher likelihood of the conversion.
So to make it easier for you, here are your basic steps:
Further reading:
And how do you research keywords for your product and landing pages? Let’s discuss!
The post The Ultimate Guide for Your Product Page Keyword Research appeared first on Internet Marketing Ninjas Blog.
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