How to build an effective keyword strategy for your e-commerce ?

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Like every online shop owner who draws up his/her SEO strategy, you come up against THE keyword question: how do you build an efficient keyword strategy for your online store?

In order to develop your sales, you’ve decided to undertake the SEO optimisation of your online store. Where can you find ideas, the right keywords to choose or even how to use them? This article is here to guide you in designing your keyword strategy in order to make it as efficient as possible. Let’s explore the various types of queries and on-site optimisations to envisage and also a list of useful tools for your keyword strategy and techniques for testing and evaluating the performance of the actions implemented.

What are the various search queries on Google?

Every day, 3.3 billion queries are made worldwide. When using the search engine, each user has a very specific idea in mind: to find out about a company, access a particular website, purchase a product, compare various offers etc. There are many reasons for using Google and there’s a query type hiding behind every intention. Throughout the purchasing tunnel, the prospect is led to make various types of queries which develop over time.

Generic queries

Requête générique

The generic query is made by a web user searching for a product or service using common keywords, also called generic keywords. These are not the same as branded queries, which contain a brand name. The prospect knows what he wants, but doesn’t know where to find it.

Examples: “inexpensive new car”, “price holiday in Bali” or “second hand smartphone”.

Specific queries

Requête spécifique

This query is made with the objective of finding information about a domain in particular and is most often made by professionals or enthusiasts.

Examples: “online store keyword strategy”, “improve my SEO” etc.

Navigational queries

These are used for finding the website of an already identified company, where the web user doesn’t know the website address or he hasn’t saved it in his favourites. Navigational queries make up around 50% of all queries.

Example: “ Amazon”, “Semji”, “SNCF” etc.

Queries looking for information

Requête informationnelle

Queries looking for information generally start with “How” or “Why” and are made by web users looking for information about a specific subject. The result of the query can be displayed in zero position on Google.

Example: “ How can I lose weight?”, “How can I stop smoking?” or “How do I write a CV?” etc.

Transactional queries

These queries are made by a web user visibly close to making a purchase and looking for a better website on which to make his purchase.

Examples: “Ski hire in Chamonix”, “Purchase Decathlon all-terrain bike” etc.

How to optimise the pages of your online store using the right keywords

Keywords for your online store linked to your brand

Your online store website must include a page designed to introduce your company, on which you can place a good number of the generic keywords referring to your brand. If you already enjoy widespread recognition, brand keywords are very important! Particular care should be given to writing the TITLE tag, which must contain the name of your brand at the beginning and details of your business and the unique products you sell.

In the content of your pages, also include long tail key expressions, as well as keywords relating to the brand. You can draw ideas for keywords from your suppliers’ contents, but do be careful not to duplicate their content!

We would advise you to produce content of a minimum of 800 words for this brand page.

Longue traine SEO

Keywords for the category pages of your online store

On the same model as the brand page, the category pages must include a maximum number of generic key expressions and keywords connected to your brand. That will allow you to sweep the whole of your business’s semantic field and multiply the entry points to your online store website.

Don’t forget to also include transactional-type queries such as “Purchase + name of your product / brand” or “Sell + name of your product / brand”.

The content of a category page must include between 300 and 500 words.

Requête transactionnelle

Optimise the keyword strategy of your product pages

There are many ways of optimising the SEO of your product pages. Of course, the keyword strategy of your product pages must be based on the names of your products and also all the product characteristics. For example, all the elements relating to colour, size or content must appear on the page in question. The objective is also to succeed in positioning your pages on long-tail expressions. Generally, long-tail keywords offer excellent conversion rates because the web user can find exactly what he’s looking for.

Here again, just like the category pages, don’t hesitate to use transactional queries (purchasing, selling, price etc.). Each product page must contain a minimum of 300 words to maximise its chances of being well indexed.

Requête transactionnelle

Optimise the SEO of your online store website pages

The TITLE tag, essential for referencing your online store

It can never be repeated too often, the TITLE tag is the most important in relation to SEO. It’s thanks to this tag that Google robots recognise your page’s theme. Each page of your website must contain its own TITLE tag and the most important keywords must feature at the beginning.

The META DESCRIPTION for generating clicks

Relating to your TITLE tag, the meta description tag must summarise your page’s content and draw your reader’s attention. When a web user visualises all the search results, it is precisely this tag which will generate a click and potentially its conversion. The idea is not to insert a maximum number of keywords, at the risk of being seen as spam, but offering content which has some meaning relating to your product.

Hn tagging for prioritising your content

Hn tags are used to arrange your content and also to indicate the degree of importance of each title to the robots browsing your pages and, of course, your readers. A page carries a maximum of one H1 and this must include the main keywords. Then, you can add several H2, H3, H4, H5 or H6 according to the level of depth desired. The essential thing is always to maintain the correct hierarchy!

SEO-friendly URLs

Sometimes overlooked, URLs are important in spite of everything in natural referencing, even if their optimisation can’t offer miracles! Don’t hesitate to include strategic keywords as search engines take account of them when displaying results.

Above all, in the case of a product catalogue, don’t try to transcribe the whole breadcrumb trail into your URL, but rather choose a short, concise URL. Why? It will make your job harder if you have to change the name of a product category etc. Another point to look out for: if you are already happy with your SEO, don’t try to change the structure of your URLs!

Unique, SEO-optimised content

Once the structure of your website has been optimised, it is time to look at creating content, in other words that of your deep pages and product files. Content marketing can be an excellent driver of traffic, so show some originality and, above all, create some UNIQUE content. Pay special attention to using principal and secondary keywords within your content and create links inside your online store website. Internal links will allow your visitors to discover other products or services like to interest them and to make them increase the size of their basket!

Setting up your tagging or semantic tagging

The use of tagging structured data allows functional and visual elements to be used which let Google know who you are and what you do. This technique facilitates the indexing of your online store’s pages, thanks particularly to microdata which give important information to the Google robots. Rich snippets are generated from this microdata, from which the web user can calculate whether a content is interesting or not.

Thanks to this type of tagging, you can highlight the marks attributed to your product, the number of reviews, its price, technical characteristics, stock etc.

Enrich your keyword base

To widen your horizons and not be overtaken by your competitors, always think about evolving your keyword strategy. Google’s objective is to give its users the most relevant results. To do this, the American giant is continuously improving its LSI algorhythm which contributes to the improvement of semantic searching.

Widen the semantic field using connected keywords

Resting on your laurels is an attitude which can have severe repercussions for SEO. To stay in the leading group, think about systematically enriching your keyword base so as to consolidate your website’s semantic cocoon. Widening the predefined semantic field to new keywords relating to your business is an excellent way of finding new sources of traffic. For example, you can add synonymous keywords or even keywords including spelling mistakes or typos. There’s only one rule: be imaginative!

Enrich the long tail

Long tail encompasses all the low competition keywords and expressions (generally more than 3 words) which generate little traffic. Owing to low competition, it is easier to position your online store website using long tail expressions and to acquire a considerable amount of traffic over a long term. Around a quarter of queries made each day are new and therefore unknown to Google up to that time. These new queries equally constitute entry points to your online store website!

Detect new keyword opportunities

Keep on the look-out for changes in your sector and keep an eye open to find new keyword opportunities. They can come from an event, current affairs, a new and growing trend or even a word used by a competitor. Be attentive to the words your clients use too as this can help you to find new ideas. Depending on the products you sell, don’t lose sight of the fact that your target audience can be very eclectic and very wide.

The best tools for generating keywords

You have many tools at your disposal to build your keyword strategy. Here is our selection of tools for working on your keywords:

Google Keyword Planner

Google Keyword Planner

A tool offered by the American firm itself, Google Keyword Planner is very efficient and totally free. It offers ideas for keywords, as well as estimates of the traffic generated by each keyword. The statistics allow you to determine whether a keyword is strongly competitive or not.



Known to all self-respecting SEO agencies, the SEMrush tool is very powerful and seen as a reference in the sector. This ultra-complete solution will be of precious help for building your natural referencing strategy, thanks to its many indicators: audit, keywords, competition analysis, backlinks, changing positions etc.



Thanks to Ahrefs, which is quite similar to SEMrush, you can identify the keywords for which your competitors appear in the search results, as well the volume of traffic generated. That will allow you to better grasp the strategy used by your competitors – and to make you stand out!



To know the monthly volume of searches made on a keyword or to find ideas for related keywords in order to enrich your semantic field, KWFinder proves to be amazingly effective.

Answer The Public

Ideal for finding new ideas for content and also ideas for keywords to add to your list, AnswerThePublic offers a view of the various queries associated with a keyword in a “breadcrumb trail” format.

With this toolbox, you are armed to build the best keyword strategy for your online store website!

Test and analyse the efficiency of your keyword strategy

To optimise your keyword strategy in the best way, keep a close look on the evolution of the search volume of the various queries and redouble your tests to find the most appropriate formula. These analyses will allow you to identify the keywords with the most impact, contrary to those which have no added-value for your strategy.

Monitoring positioning

The best solution for evaluating the potential of every key word or expression is to set up performance tracking. Having some visibility of the evolution of your positioning and on the level of contribution of each keyword, you can consequently make adjustments to your SEO strategy. There is no point persisting in using a keyword if it doesn’t respond to the fixed objectives.

You can measure the performance of a keyword by relying on the clicks it has generated and the traffic is has brought you, but the real challenge is to know whether this traffic is qualitative or not. In other words, are your visitors truly potential purchasers or just web users who’ve lost their way?

A/B Testing methodology on density for weighting

Contrary to what may be believed, A/B Testing is not only designed to define which design or content works best. This technique also allows your SEO to be improved and to boost your conversions. How does it work?

Thanks to its algorhythm tools such as X or Y, you can define the semantic score for each of the pages on your online store website. With the A/B Testing method, you can test new keywords or new key expressions on several product pages and define which SEO optimisations are the most efficient in terms of SERP positioning and also user experience.

To design an efficient keyword strategy for your online store website, the 4 steps to follow are:

  • Define the various types of queries associated with your business, as well as the generic and specific keywords.
  • Proceed with the on-site SEO optimisation of your online store: tags, URL, content marketing, semantic analysis etc.
  • Constantly enrich your keyword base to push your website forward.
  • Regularly analyse the performance of each keyword and re-direct your strategy according to the results.