SEO: Finding the right keywords for your e-commerce site

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To increase the turnover of your e-commerce site, search engines are among your main allies. In France, the vast majority of website traffic comes from Google. This is why your target must be able to find you easily through this channel. To improve your visibility, you have two levers.

The first is to advertise directly on the search engine: this is paid referencing (" Search Engine Advertising " or SEA). Thanks to the Google Ads tool, you can appear at the top of the results page.

The second lever is "free", in that it does not involve advertising expenses. You work on optimizing the content of your website to improve its natural referencing (" Search Engine Optimization " or SEO).

In either case, it is the query that the Internet user launches that is decisive laos telegram data Based on the terms that the user has typed, Google provides results, ranked in order of relevance. To appear there, the terms that the Internet user searches for must be those that Google found on your site or, in the case of SEA, for which you paid.

These are called keywords. These are the terms or expressions that the Internet user enters into Google to find the information, product or service they are looking for. The choice of keywords is therefore essential to generate traffic on your site. This is why we help you find the most relevant keywords to develop your online business.

Understand your target to define relevant keywords
Keywords bridge the gap between what your potential buyers are searching for and the content on your e-commerce site. When chosen well, these phrases help generate qualified traffic , which is essential for increasing your turnover.

A good keyword is first of all the one that your audience is looking for . To do this, you need to know your ideal customers ( marketing personas ). These profiles are studied before creating your e-commerce site . You will thus be better able to know their expectations regarding your products or services and the questions they are likely to ask themselves.

You can rely on popular searches and frequently asked questions that Google automatically suggests. This information appears on the results pages (" Search Engine Results Page " or SERP), after launching a query. This is an excellent way to establish an initial list of keywords, interesting for your target and your field of activity. Taking a look at what the competition is doing is also useful to evaluate the keywords that are more highlighted.

Understanding the Intent Behind Google Searches
Behind every search that an Internet user performs, there is an intention: a good keyword meets a specific need for information. This can be more or less explicit depending on the query launched. We thus distinguish several types of keywords.

1. Generic keywords
These are common words that are, generally, very competitive on search engines (for example, “ electric bike ”).

2. Specific keywords
At a central term, the Internet user adds more precise information. This can be a characteristic (" children's electric bike "), a location (" electric bike in Reunion ") or even a brand (" Moustache electric bike ").

3. Informational keywords
This query usually starts with “why” or “how”. The Internet user is looking for answers to the questions they are asking themselves (“ how does an electric bike work?”) . The Answer the public tool is particularly suited to this type of keyword.

4. Commercial keywords
They indicate a certain interest of the Internet user for a product or service. He may not be ready to buy yet, but he would tend to do so. He adds to the main keyword terms like "review", "price" or "the best..." (" the best electric bike ").

5. Transactional keywords
This last typology is undoubtedly the most qualified source of traffic. It indicates a concrete purchase intention (“ where to buy Moustache electric bike in Reunion ”).

Improve SEO with low competition keywords
To improve the natural referencing of your e-commerce site, you can use keyword generators . There are a plethora of these tools, free or paid, available online ( Google Keyword Planner , ubersuggest , Yooda Insight , SEMrush , etc.). To target, using these platforms, the most relevant keywords for your business, you can rely on two indicators: cost per click (CPC) and monthly search volume.