Blog items tagged with "quality-scores"
When it comes to on-page SEO for ecommerce sites, optimizing for the right keyword is paramount. Ecommerce sites face an extra degree of difficulty when it comes to product-related keywords. This is primarily because product-related keywords are known to be profitable, and many marketers are investing heavily to be found on those keywords.
As a result of the keyword competitiveness found in various ecommerce markets, smart SEO's are going after more specific, long-tail search terms. So instead of optimizing an online shoe store for 'Saucony running shoes' (which is extremely competitive,) a more precise keyword target that might actually lead to high rankings is "Saucony progrid guide 3 womens running shoe," (assuming the online store carries such shoes.)
How did I come up with that lengthy, seven-word target? By using Google's suggested search feature, or autocomplete.
As you start typing "Saucony progrid guide," Google suggests the Progrid models 3, 4, or 5. After following through with a model number, gender is often the next filter suggested by Google. Based on our shoe store's "inventory," we will know that "Saucony progrid guide 3 womens" is our primary keyword target, with "running shoes" as the secondary long-tail target.
In a competitive keyword category, this keyword research strategy is highly effective to gain insight on the searching behaviors of common Google users.
Use Google Suggested Search for PPC Keyword Research
Using the Google autocomplete feature is also a great way to target keywords for ecommerce PPC advertising. In any ecommerce PPC campaign, typically the more keyword-specific you can get with your ad groups, the better. By utilizing suggested search, advertisers can bid with precision on highly targeted keywords using creative bidding strategies like modified broad match.
Using the above example, we could bid on dedicated ad group for the keyword phrase "+saucony +guide +3 +womens." (Using plus signs in front of keywords is modified broad match - a highly efficient form of bidding.) The only way our ad will trigger is if all of those keywords are used in a search query.
Based on the competition in the image above, we could apply some superb PPC strategies to really stand out from lazy competitors above (except for the one at the bottom.) Spread this bidding strategy across an entire product line, and you have yourself a very powerful AdWords campaign with highly focused ad groups.
Now can you create more relevant ad copy, but your quality scores are typically lower, resulting in lower bid prices. Additionally, you can make better use of Google's Ad Extensions features, which really spruce-up the ad at no additional cost.
This article written by Tyler Tafelsky, one of our Ecommerce SEO Specialists here at ClickCentric SEO. Connect with Tyler on Google+".