As an e-commerce website, usually you have many or multiple products listed on your site. You need customers and potential customers to find those products when they are looking for them. For that, you need good keyword optimization and a comprehensive organic search engine acquisition strategy.
Proper optimization will tell Google what you are offering on that specific page and help them list it on their search results. And that’s where keyword spread comes in.
Keyword spread is a fantastic way to increase keyword opportunity on your e-commerce site. You do this by listing all the possible keywords on your website, after doing a comprehensive research by using the tools like Google keywords tool or Semrush. That way, you are able to tap into a large audience and more diverse search queries.
However, be ready to face two big risks with keyword spread.
– Diluted Audience
The more your keyword spread, the more audience you target. However, the downside is that many visitors on your site won’t convert to a sale (As you are targeting everyone, which means people who are not ready to buy yet). This may be because they aren’t ready to buy the product and may be in the research part of the sales funnel.
– Diluted SEO
If you hoped that your SEO rank will get a boost, you’re in for a surprise. First let me tell you something about SEO – it depends on the interconnectedness of the web. I’ll be more specific – if your pendrive page receives more traffic (thanks to your keyword optimization), that will boost the rest of your site. Similarly, if you hairdryer page receives poor traffic (due to poor keyword optimization or low demand), then that will negatively affect the SEO of the whole site. So the more your keyword spread, the higher the chance that your site’s SEO rank will be diluted.
Keyword Spread Opportunity
The biggest thing you can do is analyze your keyword spread opportunity.
The above is an image of various intent stages users are in when they search on Google.
– Awareness: The first stage – your audience is just searching for information. For example: Best pendrives.
– Interest: At the second stage, your audience is going to get more serious with their searches. For example: Best pendrives under $10.
– Desire: Your audience starts scouring e-commerce websites that offer pendrives and adds them to their wish list.
– Action: Your audience makes the purchase.
The higher the stage, the more diverse your keyword spread. But, the lower the intent stage, the more specific your keyword spread. As an ecommerce company, you have to make a choice.
Maximize your Keyword Spread Opportunity
– Expand your Semantic and Contextual Search
Google’s utilization of keywords has become smarter and has become dependent on semantics and context. Google gives users results based on context, while semantics helps Google tap into the intent of users. Tune your keyword research to this and find out the keywords your audience is using according to context and semantics.
– Utilize your Information Hierarchy
Ensure that your information hierarchy is supported by your URL’s directory structure. Through this, you will be able to create relevance for certain keywords and your e-commerce site will become an authority for those keywords.
– Page Specific Keywords
What you don’t want is to have a page that contains keywords like: pendrives, hairdryers, shoes, t-shirts. The problem is this – there are all unrelated keywords. Each keyword will work against each other, and Google will be unable to decide whether the page is about pendrives, hairdryers, shoes, or t-shirts. Rather, you should have a page with a single type of keywords like: pendrives, pendrives under $10, and fancy pendrives.
– Landing Page
This brings us to the next point – landing page. It’s a very good idea to create landing pages for your e-commerce products. This way you have detailed and focused keywords, content and information for the product.
– Keep Improving
Read the analytical, find out what’s working and what’s not – and IMPROVE your keyword spread.
Keyword spread can either work for or against you, it all depends on whether you chose specific or diverse keywords. I always recommend specific keywords as they get more sales. But, if your traffic is poor, the more diverse the keywords, the better awareness you create, though it won’t result in sales. All of this can work for any website, the reason I selected an e-commerce site is because it usually has many web pages/products and usually they are targeting wide variety of keywords.