Product Page Keyword Research

Antiques Keyword Research

Do it! Don’t hesitate

If you work in the luxury goods or antique industries, it may often be the case that each of your products are unique, expensive and rather special. Often, due to the price element alone, you can justify spending some time carryout keyword research and optimising the product page to suit.

Often product pages have very slim content so it can often be tricky, or seem spammy, to get the keywords and related phrases onto the page in a natural manner.

In my early days (I’m taking 10 years ago) we focused on optimising the category pages and blog content to drive traffic to eCommerce sites. As our products were all unique it seemed ‘too much work’ to spend the time carrying out keyword research and optimising these pages that once the item sold were no good (remember 1 of each product only).

HOWEVER this was a mistake and now, even though we have thousands of items, ALL are researched and optimised. You will be amazed at the keywords you can find where your product pages is a perfect fit!

Antique Furniture

By using Moz’s Keyword Explorer tool I explored ‘antique furniture’ and this led me to a search that was a bot more specific yet still gained some traffic per month ‘antique oak dresser’ , then i headed over to google (many people forget to visit google for keyword research, which is rather mad in my eyes) and had peek at their suggested searches.

(Google’s predictive search feature uses a predictive search algorithm based on popular searches – don’t live by it, but don’t ignore it )

Before you begin

  • What makes the product different to others?

For jewellery for example think of the maker (anyone important), diamond or gemstone carat (often that can be searched) is it an usually size, material, size… etc

  • What tools to use

Head to the Marketplaces – Amazon gets the most searches for people looking for products, it makes sense to look here for inspiration; what does their suggested searches show, do they have specific categories (they will be there for a reason).

As you can see from the below when it comes to ‘oak dresser’ it seems number of drawers is a good avenue to explore.

SEO Tools – Google keyword planner, Moz Keyword Explorer and ahrefs are favourites of mine, but fine tools you like and suits your needs.

  • Do Tests

Before you go crazy and optimise all of your pages, run some tests and track results on a selection of pages. Once your happy apply to all of your site.

Optimising Your Page

What elements do I optimise on the page ? Below is a list of some of the basics – a good starting point anyway:

  • <title> Get the exact target keyword or phrase in here
  • Meta Desc – write to catch user attention and also try and get that keyword in too.
  • While doing keyword research look for related terms and get those onto the page also.
  • Images – save them with keyword rich names and alt tags. With the rise in shoppers using google images this isn’t something to skip. (I will be writing a seperate blog on this soon). Also don’t forget to optimise the size of your images as HUGE images will cause a seperate issue for the site.
  • On the page – get the keyword on the page (near the top section of content if possible), however if it reads spammy then rejig the phrase to sound good for the user.
  • Page title – Try to get the keyword in the title , you may find you have a title structure on your site so this wont quite work. Try and rejig it to do your best. Avoid changing title if your title generates your urls as may trigger unwanted redirects (not a MASSIVE DEAL if done correctly more an annoyance).
  • Url – if you have ability to generate your own urls see if you can get the keyword here also.
  • H1, H2, and H3 header tags – These are all important and often you can add alternative phrases into these tags. Don’t chuck your main keyword in all of these, it will look terrible and ruin UX.

Get optimising your products and monitor which pages are getting traffic and if you see any rankings improve. We used ahrefs to monitor new ranking keywords and you can see the product pages begin to climb their way to the top : )

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