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”.
This approach works exceptionally well for well-established brands. If you have a new e-commerce store, don’t get your hopes up.