Excerpts from my latest article at Practical eCommerce: “Using Keyword Research beyond SEO.”

Keyword research is one of the foundational pieces of search engine optimization because it illuminates the exact words real-life customers use to search for the products we sell. But why stop there? The insights that keyword research provides can inform other many other areas of the business as well.

Keyword data is free and readily available via Google’s keyword research tool. This article is less about how to collect and analyze keyword data, however, and more about the various uses of that data. For a detailed account of how to conduct keyword research, see “Optimizing a Page for Search Engines, Part 1: Keyword Research,” my previous article on that topic. Once you have the data, it can be leveraged in all kinds of ways to improve your ecommerce site, your understanding of the customers, and inform business decisions. All it takes is an open mind and a little determination to make sense of the data.

  • Content Planning
  • Information Architecture
  • Market Research
  • Product Development

Read the article in full for more information on these other uses of keyword research at Practical eCommerce »

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