You’ve heard over and over again about the importance of keywords in determining search results. But, with so much conflicting information out there and Google changing their search algorithm all the time, knowing where to start can be confusing. There are three important elements to consider when deciding where to put your keywords in a Magento store:
- Intention: You want to have a clear intention when you’ve chosen to optimize a particular keyword. If you can’t explain why you’re focusing on a keyword, then rethink it. Always remember that the ultimate point of keywords is to increase your sales. Yes, search ranking is important, but ultimately, it’s the customers who will press the “buy” button. Always keep your customers at the forefront of your keyword strategies.
- Relevance: Don’t ever underestimate the importance of relevance. Keywords must be relevant! Make sure that the various elements on your page are related to the keywords you’re using. Keep unrelated information to the minimum. You don’t want to frustrate your visitors and you don’t want to lose their trust.
- Composition: Make sure that the way you’re using keywords compliments the composition of your website. Magento organizes your website into a hierarchical structure. You want to work with that structure, instead of fighting against it. Use your broadest phrases on your strongest pages. The home page is at the top of the hierarchy, which makes it the strongest page. This is where you’ll want to use the most competitive and broadest keywords. From there, you have a tiered structure of categories, subcategories and product pages. Keywords should grow more and more focused/specific as you get closer to the product pages.
We advise setting some time aside for researching keyword ideas. Think about using terms specific to your area if you’re a company trying to target local clientele. Research the terms people are searching for, as well as which terms might be too broad or have too much competition. There are a number of tools you can take advantage of for focusing your keyword campaign.
A great one is Google AdWords Keyword Planner.
- Allows you to see keyword data filtered by specific countries and areas
- Lets you keep track of volumes and trends in search
- Reveals the competition levels for different keywords
- Lets you search for keyword and ad group ideas
- Analyses your website and suggests relevant keywords
You’ve probably heard of keyword stuffing, or maybe you’ve come across a website stuffed to the gills with illegible collections of keywords. Once upon a time, this was a method of tricking Google’s spiders into ranking your website for a high volume of keywords. However, Google has gotten very smart and you aren’t going to get results from stuffing your pages with keywords. Not only that, but users get irritated by content that’s obviously created to trick the system. When you write for computers instead of humans, you aren’t going to convert the same number of sales. Ultimately, it’s the humans who chose to buy.
Now Google knows when you’re engaging in keyword stuffing and there are times when it can hurt your site’s ranking. Keyword stuffing is a strictly black hat tactic.
Instead of keyword stuffing, you want to optimize your keywords. Use them in a natural context. Engage your users. Don’t use the same term over and over again. Synonyms are recognized by Google’s search engine, as well as long tail sentences, so take advantage!