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The Perfect E-commerce Product Page Has These Types of Keywords

I was reading this research by Baynard Institute that deconstructed e-commerce onsite search to determin how users search for products. They categorized the search types into buckets, and analyzed how 60 of the top e-commerce websites performed when these types of search queries were used.

The Datas SEO Application

There are many ways to use onsite search to do keyword research or help create new content – we will go into that in a future article. However, this research made us think about e-commerce product page SEO, and how the insights could be used to create great e-commerce product pages that not only help users make buying decisions, but boost e-commerce page rankings.

How to apply this data to create the perfect e-commerce page content

Since we are working from a coffee shop today in Wake Forest, we will use the topic of coffee to illustrate our thoughts. Below are the types of search queries presented in the data set.

1. Exact Search

A user would be searching for specific product by title or product number. These keywords are lower in the funnel and consist of brand searches for those who know what they want.

These types of searches are usually driven by return customers or external product focused marketing campaigns.

Example: “Keurig K45” or “K45-332”

Where should this type of SEO key-phase be used?

  • In the primary product title (H1)
  • The first words in the SEO title tag
  • Mentioned in the body of the product description
  • Should be the product page URL
  • Included in image alt text

2. Product Type Search

If a user is searching for groups or whole categories of products. These types of keywords are much higher in the funnel and more research based.

Typically, product pages would not be the best landing page for these types of queries, yet linking to these page from the product page is beneficial for navigational purposes.

Example: “Coffee Makers”

Where should this type of SEO key-phase be used?

  • This should be the primary category where the product is located
  • Referenced near the title or in the breadcrumbs
  • The next target in the title tag
  • Mentioned in the body of the description
  • Should be the product page URL in the category section
  • Included in image alt text

3. Symptom Search

If a user is searching for products by querying for the problem they must solve.

These types of searches are usually higher converting – if you can prove that the solution aligns with their problem.

Example: “My coffee pot keeps clogging”

Where should this type of SEO key-phase be used?

  • Mentioned in main description about the product
  • Mentioned in a section of additional information about the product
  • Included in the description tag

4. Non-Product Search

If a user is searching for help pages, company information, and other non-product pages.

This should not make up a huge part of your page, but is relevant to build user trust and help them understand how easy (or hard) it is to work with your company.

Example: “Return policy”

Where should this type of SEO key-phase be used?

  • Included in an additional section or within an FAQ section

5. Feature Search

If a user is searching for products with specific attributes or features.

Example: “Drip coffee pot”

Where should this type of SEO key-phase be used?

  • Product features section near the main description

6. Thematic Search

If a user is searching for categories or concepts that are vague in nature.

Example: “coffee pot for a small countertop”

Where should this type of SEO key-phase be used?

  • Product features or benefits section near the main description
  • Mentioned in main description about the product
  • Located in the second level category within the URL

7. Compatibility Search

If a user is searching for products by their compatibility with another item.

This is key information for not only conversion purposes but also lowering product return rates.

Example: “Coffee pot compatible with reusable pods”

Where should this type of SEO key-phase be used?

  • Product compatibility section

8. Relational Search

If a user is searching for products by their affiliation with another object or type of product.

These types of SEO keywords can also be used on the product page to provide up-sale opportunities.

Example: “Coffee pots that use pods” Searching for products by their affiliation with another object

Where should this type of SEO key-phase be used?

  • Additional product section
  • Used as a tag or filter
  • Used in the main product description
  • Used in the description tag
  • Used in a related product area
  • Use in an area where up-sale items are located

9. Subjective Search

If a user is searching for products using subjective qualifiers.

These Google search queries are usually higher in the funnel, and can be used to create blog content that is both referenced on the e-commerce page, as well as link to the product page.

Example: “High-quality coffee pots”

Where should this type of SEO key-phase be used?

  • Used in the main product description
  • Used in the description tag