Keywords are the bread and butter of search engine optimization (SEO). Using keywords helps search engines understand what your website is about and what your Shopify store is selling. When you use keywords, search engines are better able to show your content to potential customers when they search for relevant items or topics.
Without keywords, your Shopify store may not show up in any searches at all.
Understanding how keywords work is one thing, but being able to properly recognize and use the keywords that will be most effective for your Shopify store is a completely different beast.
Don’t let that discourage you, though! The process is simpler than you may think.
Here’s how to identify the best keywords for your Shopify store so that it will appear in customer searches.
Identify Your Target Audience
You need to know who you are selling to. Being able to identify your target audience is one of the most important things for any Shopify seller to know for a plethora of reasons, but it can inform your decisions when it comes to choosing keywords.
Your target audience is based on your products and goals. Ask yourself:
- Who do I want to sell my items to? (or) Who would buy what I am selling?
- How old are they?
- Where do they live?
- What are their interests?
- What is important to them?
Your target audience can be broad (example: moms with toddlers) or it could be niche (example: People who grew up in the 80s that love vintage Gremlins memorabilia), but your target audience should dictate everything you do as a business owner, including what keywords you use.
Choose Keywords That Are Relevant To Your Shopify Store
This may seem like a no-brainer, but always use keywords that relate to the products/services you offer on your Shopify store. Both the items you sell and your target audience will inform your keyword choices.
Think of it like this — if you sell vintage Gremlins memorabilia intended to be collector’s items (and priced accordingly) you would not want to use keywords such as “toddlers”, “kid’s toy”, or “toys”.
Even though some of the items may technically be toys, you are not selling them with that intention, so moms with toddlers who search those keywords will be disappointed to find that your Shopify site only sells vintage Mogwai action figures that are out of their price range.
Instead, you would use keywords such as: “vintage Gremlins memorabilia”, “vintage action figure”, or “Gremlins Collector’s Item”.
Additionally, keywords should accurately and thoroughly describe the items you sell on your Shopify store. Especially for products, your keywords should read like what you would title the product.
People think that it is better to use broad keywords (ex. “wall art”) instead of more specific keywords (ex. “reclaimed barn wood wall art”) thinking that they will appear in more searches. Using broad keywords, you may appear in more searches, but your Shopify store will end up on the 5th – 10th+ pages of Google, which the majority of consumers don’t even bother to look at.
For example, if you are selling a hand-made sign made from reclaimed barn wood that has “live, laugh, love” painted on it, you would not use “wall art” as the only keywords. Even though that partly describes the item, it does not give buyers the whole picture. A better string of keywords would be“reclaimed barn wood art”, “hand-made wall art”, “live laugh love art”.
Research To See How Competitive A Specific Keyword Is
Unfortunately, even if you use keywords that perfectly describe your Shopify store and products, you still may not appear in the first (or even second) page of a customer’s search. This is because some keywords are very competitive.
That’s right — you will have competition for your keywords. But you can use this to your advantage.
Do some Googling on your own, using keywords that you want your site to rank for.
- How many pages of search pop up?
- Are the results from big companies that would be hard to compete with?
- Or are the results from pages you think your Shopify store could easily outrank?
Using a tool like MozBar’s SEO toolbar, you can analyze your competition. It will determine your competitors page authority (PA) and domain authority (DA). The higher these numbers are, the harder it will be for your Shopify page to outrank them.
Using niche keywords with less competition means that you will appear earlier in a customer’s search and be more likely to earn their traffic and even a sale.
You should have a list of keywords that you will prioritize based on how many people search for them on a monthly basis. The best plan of action is to use the ones with the highest number of monthly searches and the lowest level of competition, meaning that you will be more likely to outrank competitors for that keyword. Tools like SEMrush are great for comparing the volume of searches with the competition level.
Use Online Tools To Find the Best Keywords
Trying to analyze all the data needed to make an informed decision on what keywords to use is nearly impossible to do by hand. Luckily, there are a wide range of helpful tools that can help you determine what keywords to use and how effective they will be, such as Wordtracker, Keyword Keg, or Shopify’s own Keyword Suggestion Tool.
Google Ads Keyword Planner is also great tool as it comes from the search engine itself. Not only can it help you find keywords, but because it is a part of the Google Ads services, it can help you make informed decisions about ad campaigns too.
What Have We Learnt?
If you want your Shopify store to be successful, you have to use keywords and use them wisely. To do this, find your target audience, use keywords that are relevant to them and your store, evaluate your competition, and don’t be afraid to get a little bit of help from the keyword tools that are available.