Organic Keyword Research & Value Analysis
How to build an Organic Keyword Research Strategy for eCommerce sites
Volume vs. Value
The first lesson for anyone learning about keyword research is to understand a metric called average monthly search volume (AMS). This is a number that purports to measure the number of searches done in an average month across the globe. The higher the volume the more potential to bring traffic to your site. These are tempting words to aim for but are they really the best words?
There are a few problems with an approach that exclusively uses search volume to drive the keyword research strategy. Here are the considerations eCommerce sites should employ.
Evaluate AMS Quality. AMS estimates are notoriously imprecise. While this is difficult to prove, it’s true that no two sites ever seem to agree on search volume. This is not the best data in your research arsenal and thus there is a risk of over-weighting its value.
Conversion Optimization. Search volume tells you nothing about search intent and if you even want visitors from these searches. eCommerce sites are trying to attract searchers that are actively considering a purchase. Looking for keywords that can convert an organic session into an organic order drives up the conversion rate., is a critical optimization strategy for eCommerce sites.
Cost-Per-Click. The cost-per-click (CPC) of a given search query is a reflection of what the market will bid for a search phrase. CPC is a live view of the value of any one search phrase. There is a limited supply of paid search slots and no marketer will knowingly spend more than a click is worth and there is no better source of data than that provided to paid search. Thus, the CPC represents the value of a keyword.
After much testing it’s clear that eCommerce sites can generate more total sales when they employ ALL of the above considerations when building a keyword research strategy when the goal is to sell stuff.