How to perform keyword research for Innovative products?
-
Hi Mozzers,
I am doing an SEO audit for a new client that has an innovative product in the shoe industry. The terms he uses to qualify his shoes don't get searched that much. Digging in into his google analytics I found some potential kws that has a small amount of traffic that he is already ranking for. So my question is how should I conduct my kw research for an innovative product that is new to the market and no competitors to analyze from?
Thanks for providing any tips and/or suggestions!
-
Hello Taysir,
I don't like the suggestion of trying to rank for similar searches. That smells like "bait and switch", and would probably lead to poor user-engagement metrics, which would eventually harm your rankings across the board.
Creating demand for new products and services is always a challenge. You have to get out of the pattern of thinking about keywords and start thinking about personas and topics instead. You'll be writing very early buying-stage content for each persona. This is content designed to drive traffic from people who might be interested in what you have to offer, but don't know about it yet. Here are some examples without me really knowing enough about the product to give "real" suggestions:
Persona: Style Focused Samuel
Interests: Fashion, style, celebrity culture, music
Topic Idea: The Footwear Style Guide for 20016
Details: Contact publicists and send free samples to celebrities and athletes. Show pictures of celebrities, fashionistas and others pushing the trends of footwear. One of the several different "trends" to look out for will be your clients' innovative shoe product. Publish this on a shoe/footwear or fashion blog if you can.Persona: Price Conscious Carroll
Interests: Family, budgeting, jogging
Topic Idea: Saving Money on Kids' Shoes
Details: Kids wear out and grow out of shoes constantly. Here are a few ideas to keep kiddie footwear expenses from breaking your bank. 1. Once-Upon-a-Child... similar stores. 2. This "innovative" shoe product that will lasts for years, guaranteed (again, I know nothing about the product so...).The idea is to introduce them to the product and brand by means of addressing their interests and concerns. If you get them to your site, offer a freebie, discount, premium gated content, or something else worth providing their email address for.
Step 1 - Identify the audience segments most likely to be interested in this new, innovative product.Step 2 - Create an audience persona for each of your major segments (2-3 typically). Include things like what they are interested in; where they currently go online to read, watch, socialize and shop; who influences them online; etc...
Step 3 - Write content that both addresses their needs/interests while at the same time featuring this brand and their new footwear product. Preferably, publish the content on a site you have identified as a place where this segment hangs out online (e.g. Jogging forums, fashion blogs...) to reach an audience much bigger than you would by publishing it on your site. The content should try to get them to the site though - usually by peaking their interests for more information, or offering them something of value.
Step 4 - Collect their email address when they come to the site.
Step 5 - Nurture them to a purchase over time through email offers (premium content, discounts, freebies...)If you need to create demand for a new keyword search, just use it in the content, press releases, etc... and over time some search volume should start to creep up. In the meantime, don't let that keep you from driving qualified traffic to the site with persona-based topic research.
Good luck!
-
If there are relevant products available in the market or people are searching for keywords that are somehow relevant to your product. My idea is to include them in the bucket see what possibly will convert, shorten your list and try to run the PPC test to see which one of them are actually going to convert and work on it accordingly.
If it’s a really new product and you see that there is no related keywords that actually allow people to come to the page and convert in that case (IMHO) you should try awareness campaign. This might be a little lengthy process but if your product hit off you will be able to sale your product on awareness campaign and if people really like your product the organic ripple effect can take you to the next level.
Hope this helps!
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Two sites targeting same keywords (but with different owners)
Hi Guys So we manage a client website doing their seo and ppc The site has become a success so the client has now asked if we would like to create our own site and become an affiliate of theirs The idea is target the same set of keywords etc. My question is - in the world of google is this ok? I know about google penalising same business owners for having two websites targeting the same keyword.... But in this case - the websites are owned by different owners, different hosting, different domain ownership, different analytics code, different code development, different about us Everything is different but I am just a little paranoid that google knows we SEO the clients website Does anyone have any advice? Thanks Duncan
Intermediate & Advanced SEO | | CayenneRed890 -
Keyword Stuffing because of the product names
Hi Moz community, Since I have many products in most of my pages which have the targeted keyword in the product name I get the "Keyword Stuffing" error. Is it really considered as "Keyword Stuffing" by Google? In addition to the products, I have some texts containing the targeted keyword for the page and this makes the number of keywords used in a page even higher. Thank you for your answers.
Intermediate & Advanced SEO | | onurcan-ikiz0 -
Duplicate content on product pages
Hi, We are considering the impact when you want to deliver content directly on the product pages. If the products were manufactured in a specific way and its the same process across 100 other products you might want to tell your readers about it. If you were to believe the product page was the best place to deliver this information for your readers then you could potentially be creating mass content duplication. Especially as the storytelling of the product could equate to 60% of the page content this could really flag as duplication. Our options would appear to be:1. Instead add the content as a link on each product page to one centralised URL and risk taking users away from the product page (not going to help with conversion rate or designers plans)2. Put the content behind some javascript which requires interaction hopefully deterring the search engine from crawling the content (doesn't fit the designers plans & users have to interact which is a big ask)3. Assign one product as a canonical and risk the other products not appearing in search for relevant searches4. Leave the copy as crawlable and risk being marked down or de-indexed for duplicated contentIts seems the search engines do not offer a way for us to serve this great content to our readers with out being at risk of going against guidelines or the search engines not being able to crawl it.How would you suggest a site should go about this for optimal results?
Intermediate & Advanced SEO | | FashionLux2 -
Product Variations in Ecommerce: Combine or Canonicalize?
Hello, I have an ecommerce site that sells pond pumps. I have every pump separated because each pump has different flow rates, specs, and replacement parts. All of the content is original, and even the content on the pages are (more than) 15% different - so it isn't getting flagged by Moz as duplicate content. Essentially it is set up like this: Acme Pond Pumps Acme Pond Pump 100 Acme Pond Pump 200 Acme Pond Pump 300 I am wondering if it is best to leave all of the products as separate pages, or if I should canonicalize them to the category page? Will each of the pages pass link juice upward anyways? The difference between the products are the specs, parts, and model number. Thoughts?
Intermediate & Advanced SEO | | evan890 -
Does this work as a tactic for including keyword in URL structure
Howdy, I'm planning out a website and need to plan out the URL structure for best SEO value. Generally I would do something like this:
Intermediate & Advanced SEO | | IrvCo_Interactive
site.com/widgetssite.com/widgets/large
site.com/widgets/large/blue
etc. I think this is a pretty straight forward SEO tactic. The issue I have with it is in terms of natural language the "thing" you are searching for in this case is a widget, so typically you would type/search [adjective] [noun], or in this case "large blue widgets." So one proposal I have is to instead append the "widget" to the end of the URL:
site.com/large-widgets
site.com/large/blue-widgets
site.com/large/blue/square-widgets
etc. Obviously this breaks the whole silo concept since the square-widgets page is inside the /blue directory but the blue widgets page isn't at /blue it is /blue-widgets. My solution is to setup 301 redirects from /blue to /blue-widgets (even thought there are no site links pointing to that page). Does this seem like a good idea? Or does this break the whole folder silo concept? What I like about it is that it feels more user friendly in terms of natural language and for certain high value keywords we can get certain pairings of words into the URL more like how a person would type them in.0 -
Cannot Identify Self Cannabilizing Keyword Anchor
I am struggling to locate on our website www.towelsrus.co.uk a self cannibalizing keyword. Can anyone help? http://www.towelsrus.co.uk/Bath-Linen-Bath-Pillows/Aztex/Luxury-Bath-Pillows-With-Suction-Cups-4-Embroidered-Designs_ct463bd182pd2818.htm void Keyword Self-Cannibalization Easy fix <dl> <dt>Cannibalizing link</dt> <dd>"Luxury Bath Pillows With Suction Cups, 4 Embroidered Designs"</dd> <dt>Explanation</dt> <dd>It's a best practice in SEO to target each keyword with a single page on your site (sometimes two if you've already achieved high rankings and are seeking a second, indented listing). To prevent engines from potentially seeing a signal that this page is not the intended ranking target and creating additional competition for your page, we suggest staying away from linking internally to another page with the target keyword(s) as the exact anchor text. Note that using modified versions is sometimes fine (for example, if this page targeted the word 'elephants', using 'baby elephants' in anchor text would be just fine).</dd> <dt>Recommendation</dt> <dd>Unless there is intent to rank multiple pages for the target keyword, it may be wise to modify the anchor text of this link so it is not an exact match.</dd> </dl>
Intermediate & Advanced SEO | | Towelsrus0 -
Include Product Price in Rich Snippet?
Should price be included in rich snippets? Is there any research supporting inclusion or exclusion of prices in snippets?
Intermediate & Advanced SEO | | AWCthreads0 -
Why our site dropped in rank for a main keyword
Hello, Our site nlpca(dot)com dropped in rank for a few terms, including the main term "NLP". Could you look at our site and tell us what might be the cause? Thank you so much, Bob
Intermediate & Advanced SEO | | BobGW0