Volume vs. Value Optimization - Issue 36

The SEO for eCommerce Mistake Most Make

If you Google “SEO for eCommerce,” it’s easy to find lots of instructive articles on the differences between traditional SEO techniques and SEO for eCommerce, but most of these articles fail to imagine much more than a keyword’s search volume.

All eCommerce sites have one thing in common: they are in it for the money. The sole focus is turning traffic into revenue and thus unqualified traffic that is unlikely to convert is of little interest. Keyword research that focuses on search volumes says nothing about the search intent and nothing about conversion potential of the keyword.

Instead SEO for eCommerce should focus more on keyword value instead of just keyword search volume. Using the average paid search cost-per-click as the value estimate for any keyword, you can quickly determine the keywords that are most likely to convert into sales.