Plenty of people online talk about finding profitable niches. But, again, the advice leads to these same tools. While free keyword tools are great, you have to know what to do with the information. So how do you find profitable niche keywords for your product listings to focus on without wasting valuable time and actually make sales in the process?
The Difference Between Keyword Research and Product Keyword Research
While ordinary keyword research focuses on keywords that have traffic volumes but low competition, product keyword research also focuses on keyword phrases that actually convert into sales. What a lot of people won’t tell you about product keyword research is how to actually find the keywords that lead to sales. There are some paid tools out there that can give you some insight. But chances are, you don’t want to spend that much money (hundreds of dollars a month sometimes) on all of these tools.
So how do you gain this insight on your own?
One thing about “ordinary” keyword research is finding keywords that are searched with different intentions. The vast majority of keyword searches are those who are just researching a particular topic, product, or service. Having content that tries to capture the traffic from these more general searches can prove helpful. But if you’re too general, it can also end up lost in the noise.
How Keyword Search Volume Can Be Misleading...
This is where eCommerce has a place to succeed. People that are searching for a very specific product or service may not search terms that have high search volume. But if someone wants “blue size 8 womens sneakers,” there is definitely some intent to buy there. Still, that searcher is not yet decided on a brand or a specific place to buy it. So while that’s a great long-tail keyword phrase to use on a product page, it doesn’t mean that you’ll have your product page rank for it.
Shoes may not be the best example of a niche keyword, though, right? The online shoe sales business is extremely competitive. But even then, there are going to be keywords that other big players may simply overlook.
For example, let’s put “womens size 8 sneakers” into a keyword tool like ubersuggest.io. This gives us a list of related keywords that are more specific. One that looks promising is “womens size 8 nike trainers.” It only gets an average of 10 Google searches per month in the US, but it’s specific. But when you do a Google search, you can see plenty of websites are already ranking very highly for that keyword phrase.
Interestingly enough, say you choose a phrase like “womens size 8 nike sneakers,” there are plenty of related results, but no one appears to have a listing specifically for women size 8 nike sneakers. But if you look for size 7, Famous Footwear has a product listing for size 7 womens Nikes! Same for size 11 and size 12. But other sizes lack their own product listing, as well.
Why does this matter? Whenever you visit a result that isn’t specific, it means that there must be more work to be done on the part of the searcher. Famous Footwear identified a couple of specific potential searches that their competitors didn’t. This means that the online user doesn’t have to do the extra work of checking if they have a certain shoe in a certain size. That listing will show if it’s in stock and doesn’t require the searcher to have to search again on another site..
While there are many keyword phrases that show a search volume may appear to be “0” in Google Keyword tools, this doesn’t mean that they actually get zero searches. That they show up at all in Google Autocomplete means that they get an average of between 0 and 9 searches a month. They are searched, in fact, and are often called “hidden keywords.” This means that low search volume is veryl misleading.
How You Can Use Misleading Search Volume Data to Your Advantage!
The truth is, even though Google Autocomplete and other keyword tools are helpful, they only scratch the surface when it comes to product keyword research. Most people aren’t going to search for something with the exact wording, word order, or even spelling as a keyword phrase you find interesting.
What product keyword research should be about is finding gaps that you can identify in your competitors’ keyword lists. In our above example, this could be size 8 womens sneakers! Even something more specific like size 8 Nike Air Max sneakers doesn’t yield a perfect result.
Keyword tools can help you research these gaps within minutes. All you have to do is think of a product you sell and how someone that’s looking to buy something you offer might search it. If you find keyword phrases with no real pay-per-click results and without exact organic search result matches, you may have found something interesting to target in your SEO and content efforts.
Once you’ve found enough of these keyword phrases that are fairly easy to rank for and could be great cheap PPC advertising opportunities, you’ve begun to carve out a niche with your eCommerce product keyword research. Doing a little bit of keyword research every day can help you to find new good traffic to underperforming product pages. It can even find cheap new ways to get traffic to your most profitable products or services.
Is Amazon Product Keyword Research the Same as Regular Product Keyword Research?
You may not know this, but many people are fooled into thinking that Amazon keyword research can be done the same way as SEO product research. Amazon is its own search engine with very different results. And while search volume isn’t publically available for Amazon searches, there are free autocomplete tools for Amazon. One popular one is keywordtool.io which has many different autocomplete tools - including ones for App Store, Bing, eBay, Google, and YouTube, as well. This one is always free.
There’s another autocomplete tool called Keyword Tool Dominator. It only lets you do 3 searches a day, but also offers you a sort of Ranking for the keyword suggestions. While this isn’t the same as search volume, it does show how Amazon’s autocomplete ranks the suggestions - which is sort of a proxy for volume. Using these tools together, you can come up with keyword phrases that you’d never find on Google.
With Amazon, the higher a suggestion is ranked, however, means that it’s likely a good keyword phrase to focus on. This is because people on Amazon have a far higher likelihood of actually purchasing a product than those searching on Google - which would make sense. Perhaps you could find phrases on Amazon that you could also use on your website’s product pages.
Whether you list your products on Amazon, Ebay, Etsy, Shopify, Weebly, Wordpress or plain old HTML, product keyword research is a valuable tool in letting search engines send you the best, most qualified search traffic to your listings. You can just spend a few minutes a day using these tools. Then, find ways to naturally weave these keyword phrases into your website and product pages, and watch your sales grow!
If you have any questions about Amazon keyword research or product page keyword research, feel free to leave them in the comments below!
If you need help integrating the information from product keyword research into your website and listings, we can help with that, too!