E-commerce Link: Search and Rescue
Create keyword combinations using your existing category and subcategory navigation, and purchase them as keywords. For example, if you run a large and diverse department store Web site, you would need to purchase broad category names such as apparel, housewares, lawn and garden, cosmetics, clearance … and whatever other primary category names make up your product line.
You also need to own each sub-category name. An apparel retailer might need words like sweaters, dresses, menswear, women’s, petites, etc.
Purchase key phrases composed of the words listed above in combination with terms that describe your products such as wool, cotton, cardigan, pullover, etc.
And don’t forget about synonyms, because everybody uses slightly different terms to find the same things. You also should consider buying your brand name and branded keywords. The price per click is likely to be low, and it will ensure that you always have top position.
3. Manage Your Copy for Natural Search
You can improve your rankings in natural search by tailoring your content for better performance. While every search engine is different, you can focus your content optimization efforts around a standard set of key variables: page title, product name, metadata, image alt descriptions and visible HTML text on the page.
Incorporate your targeted keywords and key phrases in each of these variables. However, make sure you find the right balance. Repeating your keywords too often on a given page may depress keyword ranking. Use a consistent product naming convention based on terms your customers use. Call a shoe a shoe, and not “footgear.”
Proactively managing your copy for paid search is just as important. In the sponsored search listings you submit to Google, Yahoo! and MSN, ensure you repeat the keyword in your ad title and in the body of the listing. Add a differentiator such as “10,000 items online” or “lowest prices” to the body of the listing to make your copy stand out.