ISEdb.COM

When
it comes to ecommerce sites, there are plenty of keywords to choose
from. Because sites typically follow a fairly set format, numerous
pages are created between the home page and the order confirmation
page. Those pages all need keywords and phrases if they are going
to rank high in the search engines. So, how exactly do you choose
the best keywords for each page? Here’s an easy strategy to follow.
(Please keep in mind that all keyphrases used in this article are
for example only and have not been researched.)

Home Page > > > Broad Keywords

When you start out, use keywords and phrases that are descriptive
of your overall site. For example, if you sold clothing for the
entire family, you might opt for phrases such as “ladies clothing,”
“men’s clothing” or “kids clothing.” Those would
be expressive, but could also be worked easily into the home page
copy.

Think of the sales process as a funnel. It’s broad at the lip and
gets more narrow as you move closer to the spout. The same goes
for the keyword strategy: broad keyphrases at first and more specific
ones as the subject matter gets more specific.

Category Page > > > Specific Keywords

Once you move to the category pages, you’ll want to select keyphrases
that work well with what you’re trying to describe in your copy.
If your visitor clicks on the women’s shoes category, she’ll want
to read about and see pictures of women’s shoes. Perhaps you’ll
use phrases such as “fabric ballet flats” or “leather
peep-toe pumps.”

I typically create a paragraph at the top of the page, then add
a descriptive sentence or two under each image. Sometimes, I’ll
also add a paragraph of copy at the bottom of the page. This helps
guide your visitors through the sales process.

Product Descriptions > > > Long-Tail
Keywords

The product description pages should incorporate long tail keywords
that are laser specific. If your visitor clicked on a link for “Bermuda
shorts” on the category page, you’ll want to get as detailed
as possible, so your customer can make the decision to buy.

For instance, a keyphrase such as “Liz Claiborne pastel plaid
Bermuda shorts” would be perfect for a product description
because it is… well… descriptive. Long? Yes, it is a
long phrase. Most long-tail keywords will be. But the further into
the sales process a customer gets, the more specific their searches
will be. Chances are, someone who has decided she wants pastel plaid
shorts will use a phrase like the one above instead of something
like “Bermuda shorts.”

Here’s a plus: Because long-tail phrases are much less competitive
than broader terms, you stand a better shot at getting ranked highly
for them.

A Word on Linking

Here’s where some copywriters get confused. When you use links
in anchor text, you’re giving credit to the page being linked to.
For instance, if you have a category page for shorts, you would
want to use the keyphrase “Bermuda shorts” in the anchor
text of a link that pointed to the Bermuda shorts page. That way,
the Bermuda shorts page gets credit for the link. The link would
be of no (or very little) value to the general shorts page.

When you take note of the navigation and purchase cycle of your
visitors, you begin to see why this simple strategy for keyword
placement works so well. Using more specific terms as you write
more specific copy helps usher visitors from the front door to the
checkout counter with ease while also boosting your search engine
rankings.