How To Choose SEO Keywords for Your Ecommerce Website

In search engine optimization, one of the most daunting tasks is keyword research for ranking high on the search engine results page. We all know how tough it can be. But it should not always be so.

Knowing the right keywords for SEO and how to use them is the way to drive organic traffic to your site in Nigeria. It will improve your search engine rankings and, consequently, your site’s visibility.

We crafted this blog post to help more Nigerian online businesses rank higher in searches. Check this article if you struggle with creating high-ranking blogs or planning a content marketing strategy (CMS) with the right keywords. It will be useful as it delves into the nitty-gritty of keyword research.

Source: Freepik

Conducting Keyword Research

Before you begin filling your content with keywords, you must know the answers to the following questions: 

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• What are keywords, and which ones should you target?
• Why is it so critical to your SEO that you know them?
• How can you find the ones that fit each of your pages?

Tools and Techniques for Conducting Keyword Research

The essence of keyword research is the same for all businesses, but it varies widely in form. You can use keyword research tools to identify potential keywords that will sit at the center of your strategy. This means they meet your target audience’s needs, business objectives, and the specifics of your website.

For starters, consider free keyword research tools like Google Keyword Planner. It’s free, but it offers what you will get when it comes to paid tools like SEMRush, for example. Provided by Google Ads, GKP lets you discover keywords related to your business and see their search volume, as well as the difficulty of ranking for them.

Regardless of whether you are using a free or a paid keyword research tool, you should generate phrases based on a seed keyword. The latter is a general term related to your business that you can use to grow a list of researched keywords. You can have multiple seed keywords, inspiring hundreds of useful keywords for your business.

To do that, you need to study your competitors, looking for potential keywords with higher monthly search volume, varying in their keyword difficulty score, and other aspects.

There are multiple SEO tools you can combine to maximize results. In addition to those above, there are Ahrefs, AnswerThePublic, UberSuggest, Keywords Everywhere (browser add-on), and many more, all offering myriad features. 

Use Google Analytics to see what keywords drive traffic to your site, giving you an understanding of what’s working and what’s not to refine your keyword strategy. 

Furthermore, competitor research examines keywords other sites in the same industry are ranking for. Checking those out can help you find additional keyword options. 

Analyzing Search Volume, Competition, and Relevancy of Potential Keywords

Once you have a broad list of potential keywords, it’s time to narrow those down. Then, you should turn some of them into a target keyword list for each of your pages. Note their search volume, competition, and relevance.

Search volume shows the average number of times a particular keyword comes up in searches in a period. High search volumes indicate many people are inputting that keyword when looking for something. This means that ranking well for such words can lead to higher traffic levels. 

However, search volume scales with competition – the higher it is, the more competitors will aim to be at the top of SERP for that same keyword. That’s why sometimes it can help you to use keywords that are more distinct and specialized; more on that in the next point.

Relevance is perhaps the most critical factor when considering potential keywords. This is because it determines whether your content aligns with your field of business. Not all keywords are relevant to what you do, even if they sound juicy, as is the case with some low-competition keywords with high search volume.

Identifying Long-Tail and Niche Keywords for Specific Target Audiences

So far, you have seen a general picture of keywords. However, there are practices in building a successful SEO strategy that prioritizes unique and longer keywords. These are the long-tail keywords and niche keywords. 

Long-tail keywords are, as the name suggests, longer because they represent entire phrases people look up. Visitors are more likely to use such a keyword phrase when they are closer to the point of purchase. This is because they know what they are looking for. 

When you view them as such, long-tail keywords are highly valuable search terms. This is because they get less traffic than more common keywords but usually have a higher conversion chance. So, it is necessary to have a solid long-tail keyword strategy.

To identify your long-tail keywords, you must first have your primary keyword. For instance, “clothing.” 

Then, useful long-tail keywords could be “women’s Ankara dresses” or “men’s native wears.” Finally, with your chosen keyword tool, you can generate a popular long-tail keyword like “women’s ready-made Ankara dresses.”

Niche keywords perform a similar function. They are tailored to suit your niche and might not attract high-volume traffic. But you see, the traffic they attract is well-targeted and, therefore, more likely to lead to conversions.

Before examining your competitors, to identify niche keywords, you should first study your audience. Use the best keyword research tools that offer all the features for your business needs.

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Identifying User Intent

When you start mapping out the process for choosing the best keywords for SEO, you will see the need to understand user intent.

Understanding the Different Types of User Intent (Informational, Navigational, Transactional)

When a user types a query into the search engine with a particular intent or goal in mind – that’s what we call search intent.

It can be classified into several types:

• Informational intent. This is when users perform searches to find information on a particular topic. You can call it the search term informational keyword.

• Navigational intent. In this case, the search is performed to find a particular website. When users search with this in mind, we refer to it as the navigational keyword.

• Transactional intent. This is about users searching with the intent to make a purchase or complete a transaction. These sets of words are transactional keywords. They are the most important ones in the ecommerce context.

We have prepared an example to illustrate each type of search intent. 

A user looking for “how to choose SEO keywords” likely has informational intent. That follows because they want to learn how to select SEO keywords.

On the other hand, a user searching for “NEXT BASKET site and plans” likely has navigational intent. This applies since they have input the site name and want to know more about the business plans for this e-commerce software solution. 

However, it’s also possible to interpret this as a transactional intent because the user might be looking to buy, not just merely browse the plans. A more obvious transactional intent would be “buying the NB 360 plan,” where the user states their desire to buy. This is because they mentioned the exact plan they wanted.

Matching Keyword Research With User Intent To Create Targeted Content

When you grasp user intent, you can use that information to guide your keyword research process. You can also apply this knowledge to create content that aligns with your users’ needs.

For example, if you do research and find users looking up informational keywords, this could be a sign for you to double down on informative content.

This process of aligning content with user intent is known as keyword mapping. You map keyword ideas for your content to the different stages of the buyer’s journey. In this fashion, you ensure that user needs are met at every step. 

With such an approach, you can attract more visitors and move them through your sales funnel more effectively.

Analyzing User Behavior and Search Patterns to Better Understand User Intent

Going beyond keywords allows you to truly have a firm grip on your keyword strategy. Simply put, you should understand user behavior and search patterns. 

Having insight into what your users are looking for and how they interact with your site shapes your keyword strategy. Tools like Google Analytics will be your trusty companions along the way. 

Once users are on your site, you can track:

• What pages they visit;
• How long they stay on each one;
• Any actions they take, like filling out a form, etc. 

This exercise lets you understand what parts of your site are most engaging. This also includes knowing the content and keywords that most effectively attract and keep your audience from leaving. 

At the same time, you can use the data you have gathered to identify areas where your content could be improved for users.

Thus, you will gradually begin identifying search patterns within user behavior. This gives you more options to see which keywords are most successful with your users. 

For example, Google Analytics’ search terms report shows the exact phrases and questions leading users to your site, allowing you to pinpoint their intent even more accurately.

Optimizing for Semantic Search

As search engine algorithms become more sophisticated, they focus more on understanding the meaning behind user queries. This approach is contrary to simply focusing on the technical aspects, like the keywords. That is what semantic SEO is and how it is changing the way we think about optimization for search engines in general.

Understanding How Search Engines Use Semantic Search To Identify Related Topics and Concepts

Search engines can provide the most relevant search results because they understand the context and intent behind user queries. 

Through semantic search,  they look at the keywords users input and the relationship between those words and the overall meaning of the query.

When searching for, say, “apple,” the user could refer to the fruit or the technology company. A search engine using semantic search would look at other words in the query. For example, “Apple’s latest release” clearly indicates the user meant the tech company.

If the search was just “apple,” the search engine considers previous search phrases by the same user to identify the one behind their search intent.

Using Related Keywords and Phrases To Optimize Content for Semantic Search

Before discussing content optimization for semantic searches, let’s step back and look at the complete picture.

During the keyword research phase, you identify seed keywords that will generate more important ones later. Some of those become target keywords for specific pages.

While you might have a few primary keywords, the related keywords diversify your text further to make it more natural. You can say that’s more orientated towards the user experience. 

Related words and phrases are also used to substitute target keywords while maintaining the contextual meaning and avoiding keyword stuffing. They also prevent cannibalization when you use the same target keywords excessively on multiple pages. We discuss more about them later.

The words and phrases related to your main keyword can help search engines understand and match your content with relevant queries. 

For instance, let’s say your target keyword is “how to rank for ecommerce SEO keywords.” The related keywords might include “keyword research,” “keyword strategy,” “ecommerce keywords,” and “ecommerce SEO tools.” 

And if you’re trying to rank locally in Nigeria, you’ll also research keywords within the country. 

Having these in your content helps search engines understand the topic better and match it with searches that might use the same or similar phrasing.

Creating Content That Comprehensively Covers a Topic To Improve Relevance and Authority

Another strategy for optimizing for semantic search is to create detailed content on a topic via a blog post. 

Why? Because it can improve the relevance of your content in response to a wider range of search queries. It also increases your overall website visibility in result pages. Besides that, there are many other benefits of SEO article writing, like increasing your site authority.

This article on choosing SEO keywords for your website is based on the same understanding. To that effect, we have split this piece into sections to help you understand SEO keywords.

It has made it more accessible, easy to navigate, and valuable to users. At the same time, it’s remained attractive to search engines with the use of keywords deemed relevant by our SEO team.

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Incorporating Location-Based Keywords

Users search for local businesses and services all the time. This makes geo-targeted keywords with relevant locations extremely useful in local SEO strategies. For example, if you are a restaurant in Ibadan, you can use ‘’Get your hot amala with ewedu and gbegiri now in Ibadan.”

Understanding the Importance of Local SEO and Incorporating Location-Based Keywords

Local SEO means optimizing your website to attract more business from relevant local searches. Companies that serve a specific geographical area use location keywords that attract customers to their area. 

In many cases, these are businesses in the food industry, such as a bakery in Nigeria that would want to use location-based keywords. Examples are “bakery in Lagos,” “Ogun bread shop,” or “best cakes in Ibadan“ when creating this kind of content.

Local users searching for these terms have a higher chance of seeing businesses using them within their pages.

Needless to say, it’s more than just stores and restaurants that use location-based keywords. Service providers and online businesses with branches in different regions also benefit from attracting local traffic.

After all, it’s not only about using the right keywords and being seen. It’s also about being seen by the right people, i.e., your target audience.

Utilizing Tools Like Google My Business and Local Directories To Improve Visibility in Local Search Results

Google My Business (GMB) is a free tool for managing how your business appears on Google results page and Google Maps. 

When you create a listing within GMB and apply relevant information and keywords, it appears in local search results and Google Maps. In addition, it provides basic business information to the public, like working hours, contact info, and address. With it, you can even post updates to share news or special offers directly with customers.

As a result, customer interaction is much facilitated on both ends – users can leave reviews, and you can respond to them. Engaging directly can be linked to a more personalized approach, which many customers appreciate.

As with any other Google product, Google My Business offers insights into customer behavior. This may be how customers found your business, where they came from, and what actions they took.

Local directories like BusinessList Nigeria and Nigeria Business Directory share a lot of these functions as well. They allow customers to leave reviews, influencing a business’ reputation and visibility in search results.

Google pulls information from other directories, such as reviews. So, positive customer reviews on such platforms can enhance your business credibility. GMB and local directories can work together for your local SEO strategy by having consistent and accurate information across all of them.

Creating Content That Targets Location-Based Keywords and Topics

Blog posts about local events or trends, pages on your website dedicated to your services in certain locations, location-specific landing pages, and more are considered content where you will implement location-based keywords.

For example, a real estate company might have an article about the real estate market in each city where it operates. These posts could target keywords like “real estate market in [city name]“ or “[city name] real estate trends.” The [city name] refers to said locations.

In some cases, regularly posting local news and updates, such as community events and local sponsorships, can be an effective way to garnish the attention of people in that area.

Prioritizing High-Converting Keywords

Not all keywords hold the same value in SEO. Some are more likely to lead to conversions than others. So prioritizing these high-converting keywords is a smart attitude when aiming for more qualified leads.

Analyzing Data on Website Traffic and Conversion Rates To Identify High-Converting Keywords

One way to identify high-converting keywords is to analyze your website traffic and conversion rates. Use tools like Google Analytics to make things easier.

When you perform a thorough check, you might find that specific keywords drive a lot of traffic but do not lead to many conversions. It could be a sign that those keywords are not that effective in targeting your desired audience.

On the other hand, you might also come upon keywords that lead to a higher number of conversions, even if they aren’t driving as much traffic. These are high-value keywords that you want to prioritize in your SEO strategy.

Focusing on Keywords That Are Relevant to Your Business Goals and Target Audience

Analyzing data helps identify the high-converting keywords relevant to your business and target audience. The more relevant a keyword is, the more likely you will be able to see conversions.

That’s where you need to ask yourself questions like: 

• Who am I trying to reach with my content?
• What actions do I want them to take?

The keywords that appear as answers to these questions are the ones you will likely benefit from the most. They can help clarify your business goals and target audience.

For instance, a company offering digital payment solutions in Nigeria will find keywords like “best digital payment apps in Nigeria” highly relevant. 

Utilizing Long-Tail Keywords and Specific Product or Service-Related Keywords for Higher Conversion Rates

Another strategy that can be employed to identify high-converting keywords is to focus on long-tail keywords and specific product and service-related keywords.

That is because these are the keywords that users input when they have more knowledge about the solution they need. Therefore, they are closer to deciding to buy. 

When you use these keywords in your content, you are more likely to attract users interested in your product and service.

Take a business for handmade leather bags as an example. It will use keywords like “handmade leather bags” or “quality leather satchels“ to be more effective. This can drive conversions compared to more general keywords like “bags“ or “leather goods.”

Keeping up With Search Engine Algorithm Updates

Search engine algorithms, referred to as bots or crawlers, are constantly changing and evolving. Staying on top of these updates is the key to staying competitive and driving constant traffic to your site.

Staying Informed on Changes To Search Engine Algorithms and Their Impact on Keyword Selection

Algorithms, in general, determine how content is distributed and shown to users. Search engine algorithms are no different, The only difference being that they rank web pages in search results.

When an algorithm goes through a change, the factors used to rank content can also change. This could potentially impact the effectiveness of some keyword strategies.

Take, for example, keyword stuffing – the practice of overloading a web page with keywords to manipulate search engine rankings. It used to be a norm in the past. However, at some point, it became an outdated and even harmful SEO approach. This is all because search engines readjusted their requirements for ranking pages.

Keeping yourself informed on what’s going on in the world of SEO is best done when you follow credible news outlets and blogs. You should also attend SEO conferences and webinars and test different strategies to see what works best for your site. Also, stay in touch with other specialists with their buckets of knowledge to share.

Adapting Keyword Strategy to Changes in Search Engine Algorithms and User Search Patterns

Nowadays, search engines rely on various factors to rank websites. This includes a long list of neatly organized site architecture with categories, subcategories, and content that flows naturally. All while including the most relevant keywords. 

Using the “inappropriate keywords” can lead to penalties if they don’t align with your business goals and target audience. As long as algorithms keep changing, so will your approach to content generation.

Ranking difficulty estimates how hard it would be to rank for a particular keyword. For specific keywords, it increases as competition grows. That is why you need to always monitor your performance and your top competitors.

Avoiding Black-Hat SEO Tactics That Can Harm Search Engine Rankings

Black-hat SEO tactics are dubious methods designed to trick search engines and manipulate rankings. They go against each engine’s guidelines and can potentially lead to severe penalties. This includes a drop in rankings or even complete removal from search results.

Now, most sites wouldn’t even think about black-hat SEO practices. But they might fall into the trap of using them unwillingly.

Some of what you should look out for include:

• Keyword stuffing is when the content quality and readability are affected by an overload of keywords;
• Doorway pages are filled with keywords to get the attention of search engines. But they will redirect users to a different page;
• Hidden text is invisible to users but can be crawled by search engines. So, it is usually just cramming words into one part of the page;
• Link schemes are all about buying or exchanging links to improve a site’s perceived popularity;
• Cloaking is about presenting different content to search engine crawlers and users, providing a different experience on each side;
• Negative SEO is when a company tries to damage a competitor’s search engine rankings. Often, it’s done by pointing low-quality, spammy backlinks to their site;
• Content automation pertains to using software or tools that generate content without manual input, resulting in low-quality and low-value pages;
• Rich snippet markup (RSM) spam is when owners misuse RSM by adding irrelevant keywords or false reviews to improve visibility in search results.

All of these can cause long-term damage. A white-hat approach is the obvious choice when you think of it from the user’s perspective. It means you comply with search engine guidelines, create relevant, high-quality content, and provide a great user experience. At the same time, you’d be naturally incorporating your chosen keywords.

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Keyword Optimization Techniques for Nigerian E-commerce

Sticking to the right set of keywords as an e-commerce biz in Nigeria is a big win. Firstly, it helps the search engines understand in what kinds of searches they should show your page to users. What’s more, it helps your customers discover your store. 

In the subsequent sections, we will see ways to use keywords to improve your ranking position after effective keyword research. Let’s start with on-page and off-page SEO.

On-Page Keyword Optimization

This process is about putting your keywords in the right places on your site. It helps the search engines (i.e., Google, Bing) know what your site niche is. Therefore, they will show it in queries asking related questions. Some of these right places include:

Title Tags and Meta Descriptions: It’s important to insert the target keywords in both the tags and the meta description. Why? Because they are one of the first things customers (and search engine bots) will see. Examples of keyword-focused titles include “Best fashion store in Lagos” or “100 Ways to Style Yourself in Anakara Fabric.”

Headers and Content: For ecommerce keyword optimization, insert the target keyword into the headers and content body. But make sure you don’t stuff keywords so it doesn’t read awkwardly. Search engines are also against keyword stuffing. 

Internal Linking: Make sure you link to other relevant pages on your site in your new content. Also, remember to use relevant links and not spam your new content with too many of them.

Lastly, keyword cannibalization prevention Is key. This potential issue refers to a situation where multiple pages on your site target the same keyword. It can lead to many issues, so make sure you’re ranking different pages for different keywords.

Off-Page Keyword Optimization

Off-page keyword optimization is about increasing your chances to rank high on the result page using strategies outside of your website.

Backlinks: If a trustworthy and credible site from Nigeria or anywhere else in the world links to your page, it increases your site’s authority. Improving your authority can get more people to come to your site from the third-party page. And if you give them valuable content, they’ll stay for more. 

Social Media: Don’t rule out social media when attracting a new audience. They give you access to a broad audience and opportunities to create more links to your website.

Local SEO Keywords

Your local SEO keyword strategy helps determine whether you get found by potential customers in your area. 

Location-Specific Tags: If your online business is location-bound, you must input the location together with your target keyword as one single key phrase. For example, ’The best cake vendor in Lagos’ would work well if you were based in Lagos. You could also try ranking for keywords with specific neighborhoods, not just cities.

Google My Business: Google My Business is one of the best ways to get discovered in your area. A lot of online stores also insert location keywords for semantic SEO optimization. Anyone in the area looking for trustworthy options will see your business.

Tracking and Analyzing Keyword Performance

Now you have an idea of how to take advantage of your user intent keyword research. But your work is just getting started. You need to track performance. Some keywords seem promising in research but end up not yielding results. 

Thus, you need these tools to help you track results:

Google Tools: Google Analytics and the Google Search Console are like the Beyoncé and Rihanna of ranking on Google. You need them because they are the most powerful tools for monitoring keyword performance. 

Key Metrics: Track important data like traffic, bounce rate, conversion, and the search volume of your keyword. By looking at the actual data, you will find out if there are specific issues with your site. 

Change Keywords: Times change, and so many things have changed since the start of 2024 in Nigeria. Consumer behavior may be consistent, but keyword relevance changes, so update accordingly. If you feel that SEO is too complex for you to handle on your own, don’t lose sleep over it. NEXT BASKET has designed not only a powerful and user-friendly e-commerce platform but also membership plans to help you along your business journey, including with SEO. The team can assist you in running your store so you can focus on other important business.