Not Only Broad Keywords
While you do want to improve search results for broad keywords like these if you can, the competition can be very high. Plus, you’ll often find the actual business from broad keywords may not be as significant as you expect.
In addition to traffic from broad keywords, we typically see traffic and sales generated from more specific keywords such as [ford mustang parts] that typically return category pages of an e-commerce site in the search results, as well as from searches on specific products themselves such as [Headliner for 1963 Falcon Hardtop], which typically return the product pages in the search results. In fact, for many e-commerce sites, it’s the more specific keywords that are responsible for the majority of the sales.
Ideally, you’ll want to do keyword research for each of the categories and many of the specific products. Test as many of these keywords as possible using a PPC campaign with conversion tracking.
Do Specific Keyword Research For Categories & Products
Use a keyword research tool such as the Google AdWords keyword tool to see what people are searching on within your territory for your product categories and specific products. For most e-commerce sites, this will take a fair amount of time; so, start with the important products.
If possible, test the keywords that appear to be relevant in a PPC campaign. Then use the results of the keyword research or the PPC campaign to improve your organic search results. Start with the basics, the HTML Page Titles and the content on the pages.
Add Unique Content To Improve Results
Armed with your keyword research and/or results from PPC, add some overview text to your category pages. Yes, on category pages, you don’t want to push your items down too far, but just a couple of sentences can make a difference in search results.
This also gives you a chance to present a sales message to your human visitors, many of whom will land directly on these pages from search results without seeing any messages you may have on your home page.
Here’s an example. Assume that from the results of your PPC testing, you learn that [ford mustang restoration parts] is an important keyword. Do a search on that keyword.
Compete With Top Ranked Sites Using Page Strength
When Michael submitted the site for review, he mentioned how eBay is often one of the top ranking sites for many of RPS’s products. It can be difficult to beat eBay because of their link popularity (page strength, etc.), but you can, in many cases.
In my searches for some of the products RPS carries, other resellers similar to RPS often ranked higher than eBay. Plus, you really don’t have to rank higher than eBay. Getting to the top few positions should give you your fair share of searchers as many people do look at a few results. And, many people may be looking for a supplier directly and not want shop via eBay.
RPS should be able to increase its business from both search results and other referral sites by focusing on improving their link popularity and social media engagement.