Why keyword tools won’t help your new business

Establishing a new eCommerce business and embarking on a fresh entrepreneurial venture is no small feat. With footfall, stock replenishment and overheads just being a small fraction of what needs to be considered, it can be all too tempting to cut a few corners when it comes to the more mundane but nevertheless essential aspects of online marketing, especially if this isn’t the primary source of income for the company.

Why should you avoid keyword tools?

However, simply establishing an online presence isn’t enough. In the same vein as attracting customers with an impressive storefront, online traffic must be directed to any new online domain. Whilst keyword tools may appear like the ideal way to quickly and easily generate web traffic and get those initial online sales conversions, unfortunately, they fall short of the mark.

Regardless of the industry or sector, many would argue that one of the essential pillars in a successful business is knowing the target demographic. Understanding the needs of your customers will give you the foundations of how they will shop online and more importantly, how they could potentially arrive at your site. Using the right keywords is essential for effectively increasing the online ranking of your e-commerce platform, however, whilst keyword tools will always provide relevant keywords, these will be uninspired, narrow in scope and frankly very obvious.

The complete lack of focus in the keywords these tools generate is exactly why any new business will struggle to stand out against its online competitors. Correctly utilising long tail keywords in product descriptions, listing titles, metadata and slugs without over-saturating the content for each product is where success lies. These longer form, more detailed keywords contribute to higher rankings as they give valuable insight into the specific search terms the target demographic will be using.

What’s the alternative solution?

However, the largest and perhaps most daunting hurdle for any startup is cost. This is exactly what makes these online keyword tools so appealing to begin with. However, a proper and meticulous assessment of the market, if done properly, can yield the same results, with the only cost being time. Whilst competitor research is a fundamental aspect of trading in any market, more established competitors will have a dedicated consumer base that the business will know exactly how to communicate with best. Analysing the language used within these product descriptions, such as the format and length of product titles and the keyword density, will reveal not only more original keywords, but essential practices on how to operate any e-commerce platform.

Collecting common phrases from these competitors’ listings and using these search terms alongside the name of the product intended for sale will give an indication of how prominent each phrase is and whether it would be worth using. Simply look for repeated phrases or terms across multiple listings for the same product and the keywords will be made apparent.

Additionally, less traditional routes such as consumer forums, review sites, and social media will provide an incredibly useful insight into the language demographics use. This is not only another great source for free keywords but can help businesses avoid using industry-heavy jargon, making the sales content more accessible and appealing to the demographic. Forums also highlight concerns regarding specific products, and what consumers are looking for from the industry. These methods will give more insight into search routines than any keyword tool, helping your new business appear more professional, whilst saving valuable resources.