Remember when your mom told you to choose your words wisely?  That was good advice.  She was especially right when writing copy for your ecommerce products.  The words you use will determine the level of success you achieve.  That is because the Internet search engines look for words that most closely match the words in user web searches

The most important process to follow is to first research the words and terms you should use.  Here are a few tips to follow when researching your copy:

  • Read the ad copy and landing pages of your competitors to see what terms they are using.
  • Use services like Google’s Keyword Planner, especially when executing a Google SEM campaign.
  • Use other keyword search services like www.spyfu.com to see what their research says.
  • Once you choose the terms to use, test them by doing searches of your own.  Take notice of what comes up when you enter these terms into search bars.
  • Test your keywords on search engines like Google, Firefox, and similar sites.  Then test the terms on ecommerce sites such as Amazon and Walmart. 

There are fine nuances to search for.  For instance, if you are selling children’s boots, you may find that the term “Kid’s Boots” is more popular than “Children’s boots.”  Remember that you are not writing for yourself, you are writing for your customers and incorporating the terms they use to search for your products and or services.

Integrating Keywords

Once you decide which words and terms to use, integrate them uniformly and identically into all of your copy.  Whether you are writing for your website or an ecommerce platform, your content should match across all platforms. 

Photos and Videos

Keywords should also be used in your visual content.  Whether it is used as a photo, video, or webpage description, use the same keywords as in your written copy.  The terms can be used in both visible contents, such as descriptive paragraphs, or in invisible content stored as metadata.

What is Metadata?

Metadata is the content that describes visual content but is not visible to the audience.  Remember that the search engines can only look for words.  They don’t recognize pictures.  When you insert keywords into the metadata, the search engines will locate your visual content.  Most ecommerce website builders have instructions on how to add metadata to your visual content.

Perry Goldstein
Perry Goldstein

Perry Goldstein is an electronics industry veteran, with over 40 years of experience in manufacturer sales and marketing in both the consumer electronics and Pro A/V spaces. He has managed sales in both B2B and B2C markets.