Author: Jill Kocher
Which products and attributes do your shoppers want most? How could your navigation help consumers find what they want faster? What content areas should you focus on? Where should you start optimizing for organic search? Keyword research helps the answer all of these questions.
That’s right: The value of keyword research stretches far beyond writing metadata.
One set of thorough keyword research can help answer many digital and business questions, as well as traditional search engine optimization questions.
People type words and phrases into a search engine because they want something. They want to buy something; they want to research something; or they just want to get to a particular website. Regardless, the act of searching indicates a desire. And desire is something that we as ecommerce marketers desperately want to understand.
People type words and phrases into a search engine because they want something.
Think of keyword research as a window into consumers’ desires. People tell Google what they want, via the search bar. And Google will tell anyone who uses its keyword tool what the mass of people who search its engine are looking for. The data includes keywords searched for and the number of times they’re searched for in a month.
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