Advanced SEO For Ecommerce: Maximizing Keyword Spread
Maximizing the search engine visibility of your eCommerce website, for qualified queries, is perhaps the most important role SEO has to play in selling products online.
The idea of keyword spread is similar to an approach taken by stock options traders called a condor option; you are essentially increasing your keyword opportunities while lowering your overall risk.
By spreading your search engine rankings for as many qualified keywords as possible you are exponentially increasing the probability that your site will be seen and hopefully visited.
And to be fair (and clear) this strategy is not just for eCommerce, but for the purposes of this post I am going to focus on selling online, looking at websites that are effectively ranking for eCommerce intent keywords from head to long tail.
The nuts and bolts of this concept is about making sure you position the right content, for the right time, for the right person. If you’re taking a strategic approach to keyword spread, then your visitors are getting the right page at the right point in the conversion funnel, based on their search behavior and intent.
Think of this as more of a keyword funnel where the top of the funnel is informational and navigational-based content; content that helps to inform the visitor, present them with facts, data, and options but does NOT pitch them.
You are then ranking content at the commercial investigation phase, helping users to quickly gain insights into how your product stacks up against your competitors, the pro’s and con’s (yes! The con’s too, I’ll come back to this later in the post), pricing information and availability.
The end game here is to take the Google approach to information experience; provide as much as possible as quick as possible so users don’t have to look anywhere else.
I realize this is counter-intuitive from an eCommerce perspective, why would you ever want to provide competitive information to a prospective customer?
Simple, if you provide them with all the information they need, not only are you building trust through transparency, but they have no reason to go looking elsewhere for it.
Keyword Spread Opportunity
Taking a lesson from my days in Finance, you can lower your risk for negative returns from search by making sure to spread your rankings across more purchase-intent SERP’s. Similar to a condor option, the wider your spread on target traffic, and the higher your average position, the less risk you have on not making your target return.
You need to be building awareness and mind-share throughout the buying cycle.
Searcher behavior starts with initial interest and information gathering. As shoppers begin to browse more specific queries they move through the conversion funnel.
The idea of keyword spread is similar to an approach taken by stock options traders called a condor option; you are essentially increasing your keyword opportunities while lowering your overall risk.
By spreading your search engine rankings for as many qualified keywords as possible you are exponentially increasing the probability that your site will be seen and hopefully visited.
And to be fair (and clear) this strategy is not just for eCommerce, but for the purposes of this post I am going to focus on selling online, looking at websites that are effectively ranking for eCommerce intent keywords from head to long tail.
The nuts and bolts of this concept is about making sure you position the right content, for the right time, for the right person. If you’re taking a strategic approach to keyword spread, then your visitors are getting the right page at the right point in the conversion funnel, based on their search behavior and intent.
Think of this as more of a keyword funnel where the top of the funnel is informational and navigational-based content; content that helps to inform the visitor, present them with facts, data, and options but does NOT pitch them.
You are then ranking content at the commercial investigation phase, helping users to quickly gain insights into how your product stacks up against your competitors, the pro’s and con’s (yes! The con’s too, I’ll come back to this later in the post), pricing information and availability.
The end game here is to take the Google approach to information experience; provide as much as possible as quick as possible so users don’t have to look anywhere else.
I realize this is counter-intuitive from an eCommerce perspective, why would you ever want to provide competitive information to a prospective customer?
Simple, if you provide them with all the information they need, not only are you building trust through transparency, but they have no reason to go looking elsewhere for it.
Keyword Spread Opportunity
Taking a lesson from my days in Finance, you can lower your risk for negative returns from search by making sure to spread your rankings across more purchase-intent SERP’s. Similar to a condor option, the wider your spread on target traffic, and the higher your average position, the less risk you have on not making your target return.
You need to be building awareness and mind-share throughout the buying cycle.
Searcher behavior starts with initial interest and information gathering. As shoppers begin to browse more specific queries they move through the conversion funnel.
Written by admin
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