Semrush #SEOThread: search intent for product pages

The Semrush team got in touch with me a few weeks ago to do a #SEOThread on their Twitter account. I chose to write about using search intent to optimise product pages for e-commerce. You can read the whole thread below. ↓

Read this part of the thread on Twitter (1/6)

In a nutshell, here are the few elements I mentioned in this #SEOThread.

What is Search intent?

Read this part of the thread on Twitter (2/6)

In a way, informational, commercial and transactional search intents coincide with the buyer’s journey. The general idea here is that you want to take your user through each step of the journey with the content you put on your website.

Where does the product page fit?

The product page can be visited by the user at any stage of the process (=any stage of the buyer’s journey). But at the end of the day, its goal is to sell. So you want to optimise your product page for the decision stage, with keywords that have a transactional search intent.

How to optimise your product page for transactional queries?

Read this part of the thread on Twitter (3/6)

1 - On Google Search Console

• Look at the keywords that drive traffic to your product page. Read through them carefully. Can you already spot what type of search intent is emerging from those keywords?
• Export the keyword and define a search intent for each of them. You can use a spreadsheet or a keyword analysis tool.

Read this part of the thread on Twitter (4/6)

2 - Extend your keyword research to transactional queries

Now you have deciphered what brings your users to your product page, it’s time to adjust and broaden your horizons! We’ll do this by doing a bit of keyword research, just to make sure what we’re changing is in line with what our users need.

Read this part of the thread on Twitter (5/6)

3 - Implement your transactional keywords where it matters the most

Make sure the keywords you end up with are in the page title, the meta description, the headings of the page. Include them in bold in your paragraphs, optimise your copy in the best way possible.

Extra elements to consider on your product page

Read this part of the thread on Twitter (6/6)

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If you need any help with your product page, your e-commerce website, or if you want to optimise your keywords for the right search intent, get in touch with me today!