For any website, keywords are the most basic elements to drive traffic growth. The only difference is that e-commerce websites need more accurate traffic, because the responsibility and mission of these keywords is to achieve sales goals, and with There are still some differences between traditional websites.
So what does the so-called more accurate traffic mainly refer to? A simple understanding is the traffic entering the website through keywords with transactional colors. For example, a Nike women's shoe of size 38, Huawei mate10pro, these types of keywords have potential transactions Attributes, mining these keywords, we can know what the needs of everyone on the entire network are, and what content we need to provide to obtain these potential traffic.
So for the keyword mining of e-commerce websites, what angles do we need to do?
1. Baidu search keywords
What is here is the keyword mining for Baidu platform. In addition to Baidu Index, which can be viewed, there are currently many keyword tools that can query related information.
The two tools that webmasters often use are: the tools under the Aizan website and the webmaster's home platform. It is worth noting that some free SEO tools can only query a certain number of keywords. If you need to query more, you need to Paid.
However, keywords based on Baidu are only the tip of the iceberg for e-commerce, sometimes even weaker demand.
2. Social media keywords
Studying social media keywords is helpful for e-commerce websites to grasp the weather vane of public opinion on the entire network, and can clearly monitor the popularity of a certain type of product being discussed on social platforms, and find an accurate entry point for e-commerce companies to do word-of-mouth marketing. Sometimes it is even possible to customize products for the needs.
For example: when the New Year is approaching, everyone will consider giving their parents a New Year's gift. It may be a new type of thermal underwear. What features and functions does it have, and how popular the topic is? We can all check through the tools of the social media platform. To this end, we can customize the needs of the entire network to produce products that everyone needs, and effectively integrate them into the columns of e-commerce websites. For tools, you can refer to Sina's Wechat Public Opinion, Tencent's WeChat Index and other tools.
3. E-commerce platform keywords
Authoritative e-commerce platforms and some large-scale vertical e-commerce platforms are all platforms that e-commerce websites need to study. How to effectively mine the keywords of these platforms is very important to you. You can do it through the following methods:
At present, there are many professional keyword mining tools for JD.com and Taobao, and basic queries can be done through Ali Index and Word Selection Assistant.
In the drop-down box of the e-commerce website, this part of the keywords can also be obtained in the paid tools. It is worth reminding that this part of the content can be allocated as long-tail keywords.
The whole site of vertical e-commerce is exported. Some vertical e-commerce companies do not block the crawling of Baidu spiders. At this time, you can use the relevant statistical tools to export the keywords that the site has ranking for the entire site, that is, the Baidu platform needs it. Key words.
Of course, most of the keywords of e-commerce platforms are keywords with strong demand and have a very high conversion rate, so everyone needs to pay more attention.
4. Keyword mining of e-commerce website blogs and news columns
Generally speaking, we recommend that small and medium-sized e-commerce websites open their own news columns or build their own blogs in the secondary directory, which will bring a steady stream of long-tail traffic to the main website.
It can be used to further interpret the product, help users make better choices, and also push relevant preferential information in real time.
For example: an e-commerce platform with cosmetics as the main commodity, it may need a blog mainly for:
Recommend some products of this platform for female users of different skin types, compare some products unique to the platform, further explain the function and use instructions of a certain product in detail, compare parameters for different brands, and even encourage users to submit articles, invite KOLs share their own usage skills and more.
These will bring a steady stream of traffic, and at the same time can improve user stickiness.
To sum up, the keyword research of e-commerce websites is different from the keyword research of general websites. We need to reasonably allocate navigation keywords, information keywords and transaction keywords to the corresponding columns.
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