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Ecommerce Keyword Research
Keyword research is the first step in an e-commerce SEO campaign.
E-commerce keyword research is so important — it will ensure you target keywords that are fairly easy to rank for, have decent search volume and have high conversion rates.
But there is more to choosing keywords than simply looking at how difficult it is to rank or how many people search for it…
To choose the best keywords possible, you also need to factor in buyer intent (aka “commercial intent”).
Buyer intent simply means how far along someone is in their decision to buy.
For example, someone searching for “best laptop” is probably still in the research phase — they may not be ready to buy. They’re likely to be reading product reviews and comparing features and benefits.
But if they’re searching “Asus VivoBook E200HA”, they’re probably shopping around for the best deal on that exact laptop — which means they’re much more likely to buy.
You don’t have to guess at buyer intent.
Oftentimes, buyer intent correlates with the average cost per click (CPC) of a keyword, which can be found with Google Keyword Planner or an SEO tool. This is because the more people are willing to spend advertising a keyword, the higher its conversion rate!
Once you know the right keywords to target, it’s time to put that information to action.
This starts with your site’s architecture.
Ecommerce site architecture, or structure, is how you set up your navigation, category pages and product pages. At its core, it’s about getting the best, most relevant content in front of users and reducing the number of times they have to click to find it.
There are two “golden rules” to great site structure:
⦁ Make it simple and scalable. No page should take more than three clicks to get to from any other page.
⦁ Use keyword research to create highly relevant page URLs and subdirectories.