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How to structure long-tail keywords in an e-commerce site

How to structure long-tail keywords in an e-commerce site

Estimated reading time: 7 minutes

When you ask “how do I structure”, I assume you refer to the best way to organize and incorporate long-tail keywords into an e-commerce site.

There are 2 approaches to this:

1. Incorporate long-tail keywords within existing content
2. Dedicate one landing page for each long-tail keyword

Incorporate long-tail keywords within existing content

  • A few of your primary long-tail keywords on Homepage, About Us or Company Pages, Testimonial or Review Pages, Policy Pages (Return Policy, Shipping Policy, etc.)
  • Remainder of long-tail keywords distributed over relevant product detail pages, Testimonial or Review Pages and Landing Pages (for campaigns or promotions)

Dedicate one landing page for each long-tail keyword

This is by far the approach that will maximize your SEO effectivity. The way to go about this is to:

  • Find long-tail keywords for which you have a selection of relevant products (a minimum of 5 products is a good benchmark)
  • Validate the demand for your chosen long-tail keywords (Keyword Planner tool in Google Ads)
  • Make sure you don’t have keywords going after the same intent in your list. (ex: “green cargo pants” and “green pants cargo”)

For each long-tail keyword, generate a dedicated product listing page. Some best practices to follow:

  • URL’s should be SEO friendly (http://yourshop.com/green-cargo-pants)
  • Page title, H1 and meta description should include long-tail keyword
  • Optimize page speed score
  • Mobile friendly design
  • Incorporation in your website: add links to these long-tail keyword pages from your Category pages and Product Detail pages. Don’t just distribute links randomly. Make sure your links are contextually relevant. Ex: you can add links to “green cargo pants” from the Women’s Pants Category page. You can’t add a link to “mint flavour energy drink”.

Applying this method at scale is what French SEOs refer to as “Searchdexing“. This approach works exceptionally well for well-established brands since Google considers them has having brand authority. If you have a new e-commerce store, don’t get your hopes up.

You manage an e-commerce for a website with strong authority and you want to create optimized landing pages for long-tail keywords at scale? Contact us for a demo and learn how to boost your long-tail SEO.

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