SEO keyword research and implementation should be conversion focused for all eCommerce stores. Analytical tools make it entirely possible to track the lifecycle of a paying customer every step of the way, including the keywords used to find the store for the first time. This means that eCommerce stores are able to identify and focus on implementing SEO for those keywords which produce both traffic and revenue. This data can be used to identify conversion keyword phrases that produce the highest quantity and quality of revenue. Conversion focused SEO is essential for success in the highly competitive field of eCommerce.8 Steps to Conversion SEO for Ecommerce
- Collect and identify converting keyword phrases using an analytics platform. A converting keyword phrase is one that was used by a visitor to find your website for the first visit (first touch) and then made a purchase to become a customer. Converting keyword phrases produce revenue. HubSpot provides robust first/last touch data where as Google Analytics will provide reports based on keywords that generated revenue from a last touch only.
- Classify high quantity and high quality conversion keyword phrases. High quantity conversion keyword phrases would generate the most revenue over a quarter where as high quality conversion phrases would generate high revenue per order.
- Implement conversion focused keyword phrases. Focus on updating on-page SEO elements for the 2 most relevant pages for each of the high quantity and quality converting keyword phrases. On-page SEO elements to optimize for are title tags, url, meta description, and unique keyword rich content.
- Optimize homepage links to the top converting pages with keyword rich anchor text. A store’s homepage will likely have the highest value of an internal link and should be used to promote the most successful pages with conversion keyword phrases.
- Maximize internal links to conversion rich keyword pages. Link to those pages recently optimized for on-page SEO based on top conversion phrases. Some immediately obvious places on your website to utilize internal linking include: navigational links, breadcrumbs, and embedded links with keyword rich anchor text on relevant pages.
- Build inbound links through the creation of remarkable content focused on conversion keyword phrases. Blogging for eCommerce is an exceptional avenue for creating unique and remarkable content chockfull of keyword rich conversion phrases.
- Optimize product feeds to comparison shopping engines and marketplaces to include conversion rich keyword phrases. Although marketplaces like eBay and Amazon will not drive much traffic to your primary store, they will drive conversions (and revenue). Update these feeds as well as your comparison shopping engine feeds to Google Products, TheFind.com, ect.
- Build paid search campaigns around conversion keyword phrases. Immediately remove any keywords from your campaigns that are not revenue generating and focus solely on those that are bringing in money. Experiment with funding high conversion keywords which produce little traffic. These keywords could be a gold mine to be unearthed with unique and remarkable content built to generate organic search traffic.
