SEO Guide – Step 2: Keywords

Search Engine Optimisation is the process of making your website visible by online search engines, and is one of the main ways for you to be discovered by people looking for your product.

By accurately describing your website, pages, and products that you have to offer, as well as being accessible on different platforms, your business is more likely to be shown to consumers.

To best explain the process, we’re updating a shop using the Storbie platform, Very Well. In our first step, we looked at what SEO is and why it’s important.

Previously: Introduction to SEO

In part two of an eight part series, we take you through keywords for your website and products, and how to make them effective.

Strong keywords are essential. They’re how search engines match you to consumer searches. It also pays to revisit and update your keywords periodically.

The first thing to do is decide on the main keywords for your whole Storbie website.

You’ll need to think like the customer here, and imagine what they could be typing into Google to find your products and services.

We recommend using Google’s free keyword planner tool which will guide you through how keywords work and show you things like the search volume for a specific keyword by location and also how competitive that keyword is. For example ‘t-shirt’ is a very competitive keyword but ‘wellington t-shirt’ is more niche and thus less competitive.  

Very Well sells t-shirts with a Wellington theme, and made by a designer (which is of course a great descriptive word, too) so right away we’ve got three ideal keywords: Designer Wellington T-shirts.

Now we need to repeat those keywords throughout the website. Anywhere there’s text is an opportunity to use keywords that really sell your products, business, and story.

It is also a great idea to boost particular keyword phrases on individual pages. For example you might target “Men’s T-shirts” on one page and “T-shirts for men” on another. Your page will rank higher when the search term exactly matches the keywords in your content.

It’s important to use these words conversationally, and in a style fitting the brand, product and target market.

To best show how to do this, we’ll edit the text on our chosen product from Very Well. So far the name of the product doesn’t tell us much about it and it has no description.

Instead of just calling the product “WELL Lubricated” let’s update it to “WELL Lubricated – Men’s Wellington T-shirt”.

This uses two of our website keywords, and makes it clear to both search engines and shoppers what the product is, including on sites like the Storbie Marketplace.

For the description, we’ll not only use the keywords decided for this website, but also pick out some specific keywords for the product itself: beer and bars.

Very Well - Product Description

As you can see, we’ve kept the text conversational while sprinkling the keywords throughout, including some colloquial choices like “Welly” and “tee”.

Men’s designer t-shirt featuring the best bars to get a beer in Wellington, according to the locals.

Show your love of beer and bars in Wellington with the WELL Lubricated tee.

After consultation from trusted advisers and a Facebook popularity poll on Wellington LIVE, the best bars in central Welly were decided, and turned into this fun beer t-shirt. Craft beer locations came out as firm favourites, with Little Beer Quarter earning top spot on the head on this designer tee.

Get one for yourself, your mate, and your favourite bartender.

Product descriptions should be unique to your Storbie website. Google prefers original text, so if you sell a product available elsewhere, it’s best to write your own description, rather than just copying and pasting from somewhere else, which could have preference over your website.

If you struggle to write a unique description, think about how you would sell each product in person, the words you might use, and areas you would focus on. Then write them down. Remember to pay attention to grammar and spelling, as it adds to the professional look of your site and also affects SEO.

The summary should be short and sweet.

You don’t need to write an essay for the description, but the rule of three (sentences) is a good one to work with: Sentence one gives a quick introduction, sentence two tells customers about the product, and sentence three wraps it all up and encourages the sale.

The quality of words is far more important than the quantity. Google can detect when keywords are being overused, which is why lower ranked searches often have jumbled keywords like “shop buy tshirt city Wellington clothes” because people just don’t talk, write, or read like that.

Read our writing tips to engage customers and search engines.

If you have a lot of products on your Storbie website, it might seem like a big job to edit keywords. It is one of the most important amendments to be made, so do it in stages. Start off with your home page and large blocks of text. Once you’ve completed a section, ask someone to review it for you (a friend, coworker). The more you do it, the better you’ll get.

Next Step: Optimising Product Images for Search

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