Discover the process of carrying out effective keyword research for category and product pages on e-commerce sites, from effective market research, semantic concept research and then keyword research. This webinar is beneficial to e-commerce managers and in-house e-commerce SEOs.
What you’ll learn:
• Understand what you are optimising for - niche category pages OR entire product catalog; i.e. category pages
• Viewing Target keywords as ‘Concepts’ or ‘Topics’ not just phrases
• Understanding search context, location and intent
• Why query rewriting means you need to carry out semantic keyword research
• How to carry out keyword research for transactional traffic that purchase from you
• How to prep-up keywords for optimal information architecture
• Must have tools for keyword research in e-commerce
Kunle Campbell
Kunle is an e-commerce advisor at 2X eCommerce that coaches online retail teams towards growing and scaling revenue through customer acquisition, retention, scaling word of mouth marketing, product and market fit strategy, conversion optimization and advice on vendor and platform selection.
Semantic keyword research for e commerce site architecture planning
1. Semantic Keyword Research
For Ecommerce !
!
!
Technical SEO Course
Building a Foundation for an Optimal Information Architecture!
Presented by Kunle Campbell
2. 2!
Course by
Ecommerce SEO Consulting to a LIMITED # of Clients
§ Ecommerce Technical SEO Consulting!
§ Ecommerce Domain Authority!
§ Ecommerce UX & Conversion Optimisation!
§ Ecommerce Marketing Audits!
§ Ecommerce business growth Advisor!
Coach online retail teams towards growth & scale via:
!
§ customer acquisition, !
§ retention, !
§ scaling word of mouth marketing, !
§ product and market fit strategy, !
§ conversion optimization and!
§ advice on vendor and platform selection.!
5. 5!
Course by
CATEGORY PAGES!
Understand what you are
optimising for – niche
category pages or entire
product categories!
!
CONCEPTS & TOPICS!
Viewing Target keywords
as ‘Concepts’ or ‘Topics’
not just phrases!
!
!
CONTEXT!
Understand Search
context, location and intent!
!
QUERY REWRITING!
Why query rewriting means
you need to carry out
semantic keyword
research!
What You’ll Learn
TRANSACTIONS!
How to carry out keyword
research for transactional
traffic that purchase from
you!
6. 6!
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OPTIMAL IA !
How to prep-up keywords
for optimal information
architecture!
INTERNAL LINK
BUILDING!
How to use keyword data
for interlink building!
!
TOOLS!
Must have tools for
keyword research in e-
commerce!
What You’ll Learn
7. 7!
Course by
SEO Hierarchy of Needs
Trust!
!
Links!
Social Signals!
Content Marketing!
PR!!
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Design!
Site Usability!
Content!
Site Architecture!
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!
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Market & Keyword Research!
Business Fundamentals!
!
naturally earned, authoritative links (really part of your ‘earned media’ mix)!
audience building: shares of your content on twitter, facebook, pinterest, tumblr & google+ +1s!
branded blog posts, video, podcasts, slides, infographics, webinars, google+ authorship!
new media – bloggers, online publications and traditional PR!
look and feel and brand experience!
ease to navigation, accessibility, mobile friendly or responsive!
content that speaks to your audience founded on keyword research!
hierarchical structure mapped to usability & keyword research!
Understanding concepts, natural language patterns and core phrases!
product/service offer, profitability, scalability, target market, USPs, !
brand essence!
domain authority, a trusted brand !
Analytics !
Reverse
Engineers
9. 9!
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KEYWORDS THAT DRIVE MAXIMUM TRAFFIC! KEYWORDS THAT DRIVE CONVERSIONS!
E-commerce businesses!
Service based business!
Purpose of Selecting Keywords!
Publishers!
Drive more impressions / eyeballs !
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11. 11!
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Understanding Head Terms, Mid and Long Tail
30%
of searches
are head and mid tail keywords
70%
of searches
are ‘long tail’ keywords
12. 12!
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Understanding Head Terms, Mid and Long Tail
In Ecommerce, we have traditionally
targeted that top 30%:
The Fat Head and Chunky Middle
13. 13!
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Understanding Head Terms, Mid and Long Tail
Traditional Way of Viewing
Keyword Research
most of the time…
…the more words in a key phrase
…the less competitive and easier it
is to rank for the term
14. 14!
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Understanding Head Terms, Mid and Long Tail
most times…
…the more words in a key phrase
…the less competitive and easier it
is to rank for the term
Moz - Keyword Difficulty Tool!
15. 15!
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Understanding Head Terms, Mid and Long Tail
an exception…
…for brand names
…it is just as difficult to rank for the
term ‘tennis balls’ as it is to ranks
for brand term ‘slazenger tennis
balls’
Moz - Keyword Difficulty Tool!
18. 18!
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Semantic Search Results!
considers !
search context,
location and
intent semantic
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/sɪˈmæntɪk/!
!
of or relating to meaning or arising from
distinctions between the meanings of different
words or symbols!
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19. 19!
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Semantic Search Results!
Capitonyms
a word that changes its meaning (and sometimes pronunciation) when it is capitalized; !
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Turkey (the country) and turkey (the bird) !
China (the country) and china (as in porcelain)!
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Homonyms
words that are identical with each other in pronunciation, but different in meaning; !
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Loan (an item) and lone (on your own) !
Allowed (verb) and aloud (yell)!
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Metonymy
a figure of speech in which a thing or concept is called not by its own name but rather by the !
name of something associated in meaning with that thing or concept. !
!
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"The pen is mightier than the sword,”!
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The "pen" stands in for "the written word."!
The "sword" stands in for "military aggression and force.”!
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semantic
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/sɪˈmæntɪk/!
!
of or relating to meaning or arising from distinctions
between the meanings of different words or symbols!
!
!
21. 21!
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Intent of a searcher from her!
Question!
For on the go!
mobiles!
Problem Solving response in the!
shortest amount of time!
In competition with Apple’s Siri!
Mobile Search Real Speech Patterns, Semantics!
23. 23!
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Mobile Search Real Speech Patterns, Semantics!
Conversational !
Queries!
Structured !
Data Markup!
24. 24!
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Semantic Search Results!
Semantic search considers:
!
!
Word variations, !
Synonyms,!
Specialized / generalized queries,!
Concept matching !
Natural language queries!
Query re-writing
25. 25!
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Semantic Search Results!
Semantic search considers context
through:
!
!
Word variations, !
Synonyms,!
Specialized / generalized queries,!
Concept matching !
Natural language queries!
Query re-writing
through context!
Query re-writing
26. 26!
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Semantic Search Results!
Semantic search considers context
through:
!
!
Word variations, !
Synonyms,!
Specialized / generalized queries,!
Concept matching !
Natural language queries!
Fewer long tail ‘phrase results’!
!
Query re-writing
Query re-writing
27. 27!
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Semantic Search Results!
Semantic search considers:
!
!
Word variations, !
Synonyms,!
Specialized / generalized queries,!
Concept matching !
Natural language queries!
Fewer long tail ‘phrase results’!
Query
re-writing
28. 28!
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Semantic Search Results!
Semantic search considers:
!
!
Word variations, !
Synonyms,!
Specialized / generalized queries,!
Concept matching !
Natural language queries!
Fewer long tail ‘phrase results’!
!
Non phrase match
29. 29!
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29! The Goal of Semantic Search
is to produce the most relevant results
and NOT phrase match results
30. 30!
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All Keywords are not equal Search Intent
Transactional!
Informational!
Commercial!
Purpose of !
Search
Queries!
Navigational!
The immediate intent is to reach a particular site:!
brand name searches, website name searches!
The intent is to acquire some information assumed to be present
on one or more web pages:!
research, wikipedia, guides, blog posts, articles, content !
The intent is to perform some web-mediated activity:!
shopping, finding a service provider, downloading, streaming music, video, click to call
(on mobiles), make an enquiry!
Source: IBM Research. A taxonomy of web search. Via http://www.sigir.org/forum/F2002/broder.pdf!
An informational search with future business implications:
comparison searches, property portals, review sites!
31. 31!
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‘Projector’ example of Search Intent
Transactional!
Informational!
Commercial!
Purpose of !
Search
Queries!
Navigational!
Typical search query:!
richersounds.com!
amazon.co.uk!
projectorpoint.com!
Typical search query:!
’ how to set up a hd projector’!
‘projectors vs. TVs’!
‘difference between lcd and hd projector’ !
Typical search query:!
‘hd projectors’!
‘hd projectors for sale!
‘cheap 1080p projectors’!
Typical query: !
‘hd projector reviews’!
‘best home theatre projectors’!
‘compare hd projectors prices’!
‘discounts hd projectors’!
32. 32!
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Optimizing for: Transactional Traffic
View Target Keywords as: ‘CONCEPTS’ or ‘TOPICS’
Not Just Phrases!
Keyword Research! Market Research!
pour hours on learning about the industry!natural language patterns!
synonyms!
context!
nuances!
hang out with the customer services team!
read the website!
read competitor websites!
read wikipedia!
watch YouTube videos!
listen to podcasts!
Concepts
33. 33!
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Semantic Core Research: What is Does My Store Sell?
Google needs to know…the concept
of your store
…bigger stores need to delve into
the concept of major categories
…context and synonyms is critical
How search engines interpret the
concept of a page…
sell sweets /
confectionery!
sell rugs &
carpets!
sell cameras &
accessories!
34. 34!
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Semantic Core Research: What is Does My Store Sell?
sell sweets /
confectionery!
sofas! modern rugs!
“Sugary Foods”
!
Sweets / Candy!
Chocolates!
Cakes!
Biscuits!
Lollies!
Ice cream!
!
!
“sofas”
!
Settees !
Couches!
Arm chairs!
Loveseat!
!
“modern rugs”
!
Contemporary rugs!
Cool rugs!
Stylish rugs!
Designer rugs!
Trendy rugs!
!
!
35. 35!
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Semantic Core Research: What Does my Category Page Sell?
These are ‘topics’ or ‘concepts’
Around each category’s core
keyword.
‘fitted wardrobes’!‘headphones’!
In ear headphones!
On ear headphones!
Over ear headphone!
!
!
Built in wardrobes!
Made to measure wardrobes!
Custom made wardrobes!
Bespoke wardrobes!
!
!
!
‘electric showers’!
Electric power shower!
Power shower!
Mira Shower!
Triton shower!
!
!
36. 36!
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Semantic Core Research Attributes!
Attributes and Relationships
• Clarify disambiguation (a word
with two or mores meanings)!
• Understand Triples: !
Subject > Predicate > Object
Object > Property > Value
Sofa > Material > Leather
• Extend keyword research to
schema mark-up!
apply attribute values
!
Sofa
Colour:
Grey !
Brown!
White!
Black!
!
Material:
Leather !
Fabric!
!
Seater:
2 seater!
3 seater!
4 seater!
!
Types:
Recliners!
Corner!
Sofa bed!
Chaises!
Love seats!
Actions on sofa:
Snuggle!
Cuddler sofa!
!
!
Size:
Small sofas!
Large sofas!
Big sofas!
Compact sofas!
!
37. 37!
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Fitted Bedroom Furniture & Fitted Wardrobes - Neville Johnson
4 mentions of ‘bespoke’ but no mention of ‘bespoke wardrobe’’!
Fitted Wardrobes - Beautiful Bedroom Designs by Sharps
3 mentions of ‘bespoke wardrobe’’
Fitted Wardrobes - Beautiful Bedroom Designs by Sharps
3 mentions of ‘bespoke wardrobe’!
30% Off Fitted Wardrobes | CapitalBedrooms.co.uk
4 mentions of ‘bespoke’ but no mention of ‘bespoke wardrobe’’!
38. 38!
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How to research keywords around your Semantic Core?
Google Search Results
Google’s ‘Searches related to’ list at the bottom of the SERPs
Google Image Search
SEMrush
Thesaurus.com
Google AdWords Keyword Planner
Übersuggest.org // KeywordTool.io
39. 39!
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How to research keywords around your Semantic Core?
Immerse yourself in the industry:
Hang out with the customer services team
Read the website
Read competitor websites
Read wikipedia
Watch YouTube videos
Listen to podcasts
Pour hours on learning about the industry
The objective is to acquire natural language patterns in the industry
40. 40!
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How to research keywords around your Semantic Core?
Google Search Results
41. 41!
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How to research keywords around your Semantic Core?
Google’s ‘Searches related to’ list
42. 42!
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How to research keywords around your Semantic Core?
SEMRush ‘related keyword’
43. 43!
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How to research keywords around your Semantic Core?
SEMrush: reverse engineer market leaders with URL ‘organic search
positions’ report
44. 44!
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How to research keywords around your Semantic Core?
Google Image search
46. 46!
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Context: Category or Entire Catalog Overhaul
Let’s assume we are optimizing for a specialist manufacturer and
retailer of fitted wardrobes.
The first thing to do is to confirm core target keyword:
“fitted wardrobes”
1
47. 47!
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Assess & Collate: Competition and Market Leaders
Who is competition?
Who are the market leaders?
Plug their URLs into SEMrush
2
48. 48!
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Extract their: Top Ranking Keywords & URLs
In SEMRush, click through each competitor’s ranking URL to drill into
the Organic Search Positions Report
3
49. 49!
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Extract their: Top Ranking Keywords & URLs
3 These are the top
keywords this
competitor’s category
page is getting
via SEMRush
50. 50!
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Extract their: Top Ranking Keywords & URLs
3 Related keyword report in SEMrush
built in wardrobes!
bedroom storage!
cheap wardrobe!
fitted wardrobe!
bespoke wardrobes!
DIY fitted wardrobes!
cheap wardrobes!
cheap fitted wardrobes!
!
fitted bedroom furniture!
fitted bedrooms!
!
ikea wardrobes!
sharps wardrobes!
hammonds wardrobes!
pax wardrobes!
homebase wardrobes!
b&q wardrobes!
schreiber furniture!
next wardrobes!
brands
“fitted wardrobes”
Click
through
specific
high
importance
keywords
51. 51!
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Extract their: Top Ranking Keywords & URLs
4 Related keyword report in SEMrush
built in wardrobes!
bedroom storage!
cheap wardrobe!
fitted wardrobe!
bespoke wardrobes!
DIY fitted wardrobes!
cheap wardrobes!
cheap fitted wardrobes!
!
fitted bedroom furniture!
fitted bedrooms!
!
ikea wardrobes!
sharps wardrobes!
hammonds wardrobes!
pax wardrobes!
homebase wardrobes!
b&q wardrobes!
schreiber furniture!
next wardrobes!
brands
“fitted wardrobes”
Collate a list
of core
target key
phrases
from title
tags, related
search
52. 52!
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Extrapolate Relevant Terms to: Keyword Planner Tool
5 Related keyword report in SEMrush
built in wardrobes!
bedroom storage!
cheap wardrobe!
fitted wardrobe!
bespoke wardrobes!
DIY fitted wardrobes!
cheap wardrobes!
cheap fitted wardrobes!
!
fitted bedroom furniture!
fitted bedrooms!
!
ikea wardrobes!
sharps wardrobes!
hammonds wardrobes!
pax wardrobes!
homebase wardrobes!
b&q wardrobes!
schreiber furniture!
next wardrobes!
brands
“fitted wardrobes”
Confirm
search
volume in
the Keyword
Planner Tool
58. 58!
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Semantic Keyword Research Timeline
2 3 4
Context
Keyword Collation
Assess
Competition
Collate your competitors
and market leaders – run
their URLs through
SEMrush and
Searchmetrics
Extract
Your competitors’ top
ranking keywords and
URLs from SEMRush
Search Google
Take not of alternate
keywords in title tags,
search snippets and
‘searches related to’
1
Understand the context: are you
undertaking research for a
category page or an
entire product catalog?
59. 59!
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Semantic Keyword Research Timeline
6 7 9 10
Extrapolate Keyword Collation
SEMrush
Plug these keywords
into SEMrush and view
the ‘related keyword’
list.
Assess
Competition
Collate competitors and
market leaders – run their
URLs through SEMrush
and Searchmetrics
Extract
On a spreadsheet – list
these ‘related’
keywords as
complementary
keywords to your ‘core’
keyword
Semantic Keywords
Provide your copywriter with
these semantically related
keywords – that should be
mentioned at least once in your
copy in natural language
targeted to shoppers.
Also use them as anchor text in
your internal link strategy
the most relevant and highest traffic
keywords and enter them into
Google Keyword Planner
5 8
View the ‘organic positions’ report in
SEMrush and start extracting non-
phrase match keywords
60. 60!
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Mapping Keyword Research with Website Architecture!
Projectors!
Sectors!
Business/Office Projectors!
Home Cinema Projectors!
Education!
Large Venue!
Interactive
Whiteboard!
Classroom!
Short Throw Office!
Interactive
Whiteboard!
Type!
HD Projectors!
By Key Feature!
Wide Screen Projectors!
Manufacturer!
Acer!
3D Projectors!
Advice!
How to Buy a Projector!
LED Projectors!
DLP Projectors!
LCD Projectors!
VIDEO: How to Install !Long Lamp Life Projectors!
Short Throw Projectors!
LCOS Projectors!
Hybrid Projectors!
Canon!
Dell!
Epson!
LG!
Nec!
Sony!
Wireless Projectors!
iPad Projectors!
PC Free Projectors!
How to set up a Home
Cinema Projector!
Business Guide to Buying
Projectors!
Projector FAQs!
3D vs. HD vs. LED
Projector Guide!
61. 61!
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Mapping Keyword Research with Website Architecture!
Focus on creating a
‘flat architecture’
!
As few clicks as
possible from
home page to
service or product
pages
!
Home!
Category! Category! Category!
!
Sub
Category!
!
Sub
Category!
!
Sub
Category!
!
!
Sub
Category!
!
!
Sub
Category!
!
!
Sub
Category!
!product!
product!
product!
product!
product! product!
product! product!
product!
product! product!
product!
product!
product! product!
product!
product!
product!
product!
product!
product!
product!
product!
product!
highest authority!
62. 62!
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62!
Ensure that Category & Product Pages
explore a Topic in Depth
Does this article provide a complete or
comprehensive description of the topic?
Does this article contain insightful analysis or
interesting information beyond obvious?!
1
2
http://googlewebmastercentral.blogspot.co.uk/2011/05/more-guidance-on-building-high-quality.html!
63. 63!
Course by
CATEGORY PAGES!
Understand what you are
optimising for – niche
category pages or entire
product categories!
!
CONCEPTS & TOPICS!
Viewing Target keywords
as ‘Concepts’ or ‘Topics’
not just phrases!
!
!
CONTEXT!
Understand Search
context, location and intent!
!
QUERY REWRITING!
Why query rewriting means
you need to carry out
semantic keyword
research!
What We’ve Covered
TRANSACTIONS!
How to carry out keyword
research for transactional
traffic that purchase from
you!
64. 64!
Course by
OPTIMAL IA !
How to prep-up keywords
for optimal information
architecture!
INTERNAL LINK
BUILDING!
How to use keyword data
for interlink building!
!
TOOLS!
Must have tools for
keyword research in e-
commerce!
What You’ll Learn
65. 65!
Course by
TECHNICAL SEO for Ecommerce
Course
Pre-Sale
Release date: March 29th 2016
http://courses.2xecommerce.com
66. 66!
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Contact Me
to chat more…
about
eCommerce
Growthtwitter: @KunleTCampbell
web: www.2xecommerce.com