Go Deep with Your Keyword Strategy for Healthy Results
Go Deep with Your Keyword Strategy.
For example, let’s pretend that we sold shoes. However, we only sell one type. Pink Nike running shoes with purple shoelaces.
If we tried targeting or marketing our company for simply the keyword “shoes”, we would go broke trying to appear in search results.
Though, an argument could be made to target the generic keyword “shoes”. In hopes that thousands of clicks to our website would bring the remote possibility that buyers need our pink Nike running shoes with purple shoelaces.
Highly unlikely though.
For example, do a Google search for the word “shoes”. As of this post, if you search Google for “shoes”, nearly 5.5 billion web pages with shoes (yes, BILLION).
Our strategy to target the keyword “shoes” would fail miserably. We would never realize organic rankings and the paid ads are owned by major players such as Shoes.com (owned by Walmart) and Zappos (owned by Amazon).
Yet, if someone were to Google “Pink Running Shoes” or “shoes for breast cancer awareness” or “awesome running shoes for teenage girls”, that buyer might find our shoes appealing.
From there, we can implement a targeted search marketing strategy accordingly.
Our odds for conversions improve tremendously by focusing on specific keywords as opposed to broad terms.
Google Keyword Planner
When determining your keyword strategy, Google Keyword Planner offers excellent insight to assist with the process.
FREE still rules as one of our favorite words, right?
Well, you guessed it, Google offers Google Keyword Planner as a free tool.
Simply create a Google Ads account, which is also free.
Google Keyword Planner provides a section to “Discover New Keywords”.
When you type in a keyword, Google reports back with a large list of suggestions for you.
Dozens or even hundreds of keywords.
Now once again, you might find a number of keywords irrelevant.
However, hopefully you also discover plenty of keywords that were not on your radar.
Google also provides monthly search traffic results for each keyword.
Most likely, you will be surprised by the number of searches for particular keywords.
For additional information, check out this helpful guide from Brian Dean at Backlinko: How to Use Google Keyword Planner in 2020
3 Step Approach
While exploring our keyword strategy at Falconer Electronics, an exciting opportunity presented itself.
Ground Straps kept appearing with our keyword research.
So we applied the “Scale Your Proprietary Process” concept to their Ground Straps.
Next, we implemented the 3 Step Approach To Scaling eCommerce for Manufacturers
- Make a Great Webpression
- Dominate Search
- Get Offensive
If you search Google for “Ground Straps”, Falconer Electronics ranks extremely well for that keyword.
They show up in Google’s organic results typically in the top 3 (along with Amazon). Falconer Electronics also ranks in the #1 or #2 position on paid search for Google.
Their products show up on Google images.
The goal for this client: Dominate the keyword “Ground Straps”.
Related Article: eCommerce Checklist: Manufacturing eCommerce Strategies
Scaling Your Proprietary Process
So as we were implementing our 3 prong approach attracting new leads and customers with the Wire Harness Manufacturing category.
Dozens of customers submitted drawings, bill of materials (BOM) and requests-for-quotes.
This still created plenty of challenges.
So as we kept seeking opportunities within the company, one proprietary process suddenly stood out.
Within the Wire Harness department, the company manufactures Braided Ground Straps.
Thousands upon thousands of ground straps for just a handful of clients.
One day we asked the question: Can’t there be other companies that could use ground straps?
Especially with these ground straps that are Made in the USA.
The company had everything in their corner to exploit this market:
Experience + tools + equipment + staff + suppliers + raw material + resources = Your Proprietary Process
Then took it one step further:
Your Proprietary Process + eCommerce = Scaling Your Proprietary Process with eCommerce
A perfect Scaling Opportunity.
Ground Strap Keyword Strategy
For example, below includes a wide range of targeted keywords (who knew there were so many names for Ground Straps?):
- Bonding Straps Electrical
- Braided Bonding Strap
- Braided Copper Strap
- Flat Braided Copper Ground Strap
- Braided Earth Strap
- Flat Braided Ground Wire
- Flat Copper Ground Strap
- Ground Strap Wire
- Neutral Bonding Strap
- Ground Straps Flat Braid
- Ground Wire Strap
- Braided Ground Strap
- Braided Ground Strap Wire
- Copper Ground Strap
- Braided Ground Straps
- Braided Ground Wire
- Tinned Copper Braided Ground Strap
- Braided Grounding Strap
- Braided Grounding Straps
- Flat Braided Ground Strap
- Ground Strap
- Ground Strap Cable
- Grounding Straps
- Heavy Duty Ground Straps
- Braided Copper Ground Wire
- Braided Copper Ground Wire
- Ground Wire Strap
- Braided Copper Strap
- Braided Copper Strap
- Earthing Straps
- Braided Ground Strap
- Earth Straps
- Braided Ground Straps
- Electrical Grounding Straps
- Braided Ground Wire
- Braided Ground Wire
- Tinned Copper Braid
- Braided Grounding Strap
- Braided Grounding Straps
- Ground Straps
Most importantly, think about ALL of the keywords that a potential customer could use in order to find your company.
Going wide and deep with your keyword strategy dramatically helps improve conversions as well as reduces costs per click on these targeted keywords.
All it takes is one 6 or 7 figure customer to type a key phrase that you find as obscure to change your mind.
The more details on a dating profile, the more likeliness of finding your true soulmate.
Wrapping It Up
Thanks for reading this post.
Hopefully you found this helpful for your eCommerce journey.
For additional information, please click links below:
- Hey Manufacturers, Fighting to Dominate Search is the Name of the Game
- You Have Only One Chance to Make an Outstanding First Webpression
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